INTRODUCTION TO NEUROMARKETING
Héctor De Jesús-Cortés, Ph.D. @HecDJC
Edmarie Guzmán-Vélez, Ph.D. @EdmarieGV
So many options!
Exercise
Neuromarketing
The application of neuroscience tools to influence behavioral outcomes when it comes to products.
Where to look for scientific literature?
https://www.ncbi.nlm.nih.gov/pubmed/
Neuroeconomics vs Neuromarketing
Neuroeconomics
Neuromarketing
Neuroscience Choice
Influence
Statistics from neuromarketing Color and Marketing Factors that influence shopping
Reason for buying a particular product
www.jeffbullas.com
Statistics from neuromarketing Color and Type of Consumers
www.jeffbullas.com www.jeffbullas.com
Statistics from neuromarketing Design of Websites
www.jeffbullas.com
Statistics from neuromarketing The Element of Time
www.jeffbullas.com
Neuromarketing model
Breiter et al., 2015
Theories that apply to neuromarketing How emotions are produced? Information theory Relative preference theory Prospect theory
Breiter et al., 2015
Information theory
Shannon and Weaver 1949
Prospect and relative preference theories Relative preference theory
Uncertainty of making a choice
Prospect theory
Breiter and Kim 2008
What is the brain doing?
Neurons are the master player of communication in the brain
Neurons have 3 essential components • Neurons vary in structure and function, but share common features • Dendrites • Soma • Axon
Neuronal structure overview
Synapses are the site of communication •Axons and dendrites are not touching! Important information must: Travel trough one cell (electrically) Cross the synaptic cleft (chemically) Impact a postsynaptic cell (electrically)
Information transfer
Electrical potentials
• Any time charge across the neuronal membrane is unequal, an electrical potential develops. • We can quantify how much charge difference there is across the membrane and call this value a membrane potential. • At rest, neurons sit around -65mV.
The action potential
Effects of multiple signals at the same time
Inhibitory presynaptic cells cause a hyperpolarization in the postsynaptic cell.
Plasticity
EXPERIENCE
SYNAPTIC STRENGTHENING SYNAPTIC WEAKENING
Neural oscillations (rhythms) in the brain
From the cell to the system
The nervous system
Brain
Spinal cord
The nervous system
The brain One brain‌
two hemispheres
Left-Right; Right-Left
The lateral cortex
The medial cortex
Lateralization and Specialization Is it true?
Lateralization and Specialization Is it true?
Lateralization and Specialization
Lateralization and Specialization Why does this matter in neuromarketing? •
To understand how people memorize and process emotions related to the product.
•
Patterns of activity in certain regions may help us predict future behavior.
Neuroimaging: Our window into the brain •
Electroencephalography (EEG)
Neuroimaging: Our window into the brain •
Using functional Magnetic Resonance Imaging (fMRI) to predict a purchase
Neuroimaging: Our window into the brain •
Using functional Magnetic Resonance Imaging (fMRI) to predict a purchase
•
A proxy for neural activity • Measuring Blood Oxygenation Level Dependent (BOLD).
Guzmán-Vélez et al 2017
BREAK (10 MIN)
Decision-making •
Phineas Gage and his lesion in the frontal cortex
Decision-making •
Ventromedial prefrontal cortex •
Necessary for (advantageous) decision-making.
Northoff et al 2006
Aim for the heart •
People with impaired emotion processing do not make good decisions. •
•
The gut feeling is real
Reward system is activated in some decisions.
xxx The limbic system
Damasio et al 2014
mbling). Figure 2 shows scale an example of thethe time setting? time the pleasure of theof SAM and Lang withdid TIME If yes, what you notice?(10:10/11:30 Did you n re scalesettings, of the Self-Assessment Manikin (SAM) Bradleyof Bradley Subjects had to rate their intention todepend buydit e survey in thisThe experiment was ranges performed anything special concerning the wristbands? If yes, what ang (1994) while seeing onepleasure of these watches. Afterward, (1994) was used. scale from a smiling, happy PLEASURE as Aim for heart scale ranging from 10 (on no account) to notice?”) were asked to rate buy such a watch. conditions as their in intention the firstto experiment. Thethe ting the watches wasn’t restricted. At the , subjects were asked about their age and al duration of this experiment averaged ± SD RESULTS
Experiment 1
of the Emotional Response in
re the emotional response to the three different pleasure scale of the SAM of Bradley and Lang The pleasure scale ranges from a smiling, happy
Effects of the Time Settings on the Response A one-way repeated measures analyses o with TIME (10:10/11:30/8:20) as within PLEASURE as dependent variable re
Positivity Bias
Karim et al 2017
Aim for the heart •
Emotions are tightly related to autobiographical memories, which impact decision-making.
Aim for the heart •
Emotions are tightly related to autobiographical memories, which impact decision-making.
•
Coca Cola’s (failed) experiment from April 23, 1985
Priming
North et al 1997
Priming
North et al 1997
Priming •
Priming effect involves structures related to processing information and facts
Hippocampus
Matsumoto et al 2005
Buy-buttons in the brain •
Kuhn et al 2016
Predicting purchase
Fig. 1. (A) Schematic drawing of the experimental paradigm, (B) Depiction of the six different communications used in the pre text, hands with text, group, toothbrush), (C) Photograph of the quarter palette placement at point-of-sale in the supermarke
Buy-buttons in the brain •
Point-of-sale product placement
gm, (B) Depiction of the six different communications used in the present study (top to bottom: woman, couple, hands without h of the quarter palette placement at point-of-sale in the supermarket. Kuhn et al 2016
Buy-buttons in the brain •
Preselected brain regions
Buy-buttons in the brain
edKuhn on (A) et al the 2016explicit judgement of the participants, (B) BOLD signal extracted from eight regions of interest and computed by m 2. Ranking of the six communications based on (A) the explicit judgement of the participants, (B) BOLD signal extracted from e
Influence of social-affective context Do participants’ preferences for food items that are looked at by another person increase in comparison to those that are not?
Rajiv Madipakkam et al. 2019
Influence of social-affective context Result: Participants were willing to pay more money for items that were consistently looked at compared to items that were never looked at.
Rajiv Madipakkam et al. 2019
Attention “The eyes are a powerful indicator of where attention is directed� Skin conductance (Galvanic response)
Eye Tracking
I see you
“… participants spend more time fixating an item before choosing it.”
Rajiv Madipakkam et al. 2019
Attention and Emotions Jenner’s Pepsi Video
Attention
Attention
Attention
Attention
Attention
Attention
Attention
BREAK (10 MIN)
Visiual system
The eye
Retina
The retina is complex
What is color?
Phototransduction
Data vs information: optical illusion
Data vs information: optical illusion
Data vs information: optical illusion
Inherited color vision defects
colourblindawareness.org
Inherited color vision defects- percent by region
Color detection differences between people
Conway 2009
Limitations •
Is fMRI and other methods better than traditional focus groups or surveys at measuring how people feel about a product? •
These may capture the emotional reasons underlying consumer preferences better than traditional methods.
•
They may be better suited to gauging responses before products are marketed.
Limitations •
BUT… •
Do not get seduced by colorful pictures. •
Small sample sizes
•
Poor controls
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Who is conducting the fMRI and EEG?
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How does information from a group apply to individuals?
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Also, fMRI is expensive!
•
Ethical concerns
•
Much to do
Thank you for your attention
Edmarie Guzmán-Vélez, Ph.D. edmarie.guzman@sagrado.edu @EdmarieGV Héctor J. De Jesús-Cortés hector.dejesus@sagrado.edu @HecDJC