Il neuromarketing: un nuovo strumento per valutare la comunicazione pubblicitaria

e il web design

Di: Caramaschi Maria ElenaRelatore: Prof. Anton Peter MargoniCorrelatore: Prof. Mauro Mosconi

ANNO ACCADEMICO 2012/2013

NEUROMARKETING

TRADITIONAL MARKETING

NEUROLOGY AND

PSICOLOGY

Ale Smidts,2002

NEUROMARKETING

NEURO ECONOMICS(decision-making)

NEURO SCIENCE(cognitive and behavioral)

fMRI

PET EEG and SST

BRAIN IMAGING TECHNIQUES

Martin Lindstrom

IneffectiveScientific link between

branding and brain

Only integrated

• DISSUASIVE LABELS • “PEPSI CHALLENGE”

• PRODUCT PLACEMENT

LINDSTROM’S EXPERIMENT

• SUBLIMINAL MESSAGES

Much more effective than LOGOS

• SOMATIC MARKERS

SENSORY BRANDING“Religious” link betweenRITUALS and SUPERSTITIONS with brands

Ineffectiveness of beauty and sex

TOOLS OF NEUROMARKETING

BRAIN IMAGING

• fMRI• PET• EEG e SST

FACIAL EXPRESSION

READING

BIOFEEDBACK

• GSR• EMG• Skin temperature• HRV

• Microexpressions• FACS

EYE TRACKING

Scan path

Gaze plot

• Marketing campaigns• Tv research• Copy test• Tests of products• Shop studies• Usability test• Website design• Advertising test• Images with Ad• Probe the newsletter

NEUROMARKETING

Accessibility• W3C• WAI

Usability

• Efficiency• Efficacy• Satisfacti

on

Design rules

• Principles• Standard

s• Guide

lines

USER EXPERIENCE

NEURO WEB DESIGN

MAP OF ATTENTION

MAP OF PERCEPTION

User’s reaction• Emotions• Logic• Instinct

• LOGO• BRAND

Experiment with a Software-as-a-Service

FACES

“FREE”

BIG SIZE TEXT

• Emotions

• Basic needs • Environment

• Language processing • Complex thought

Effective Website Involvement of the three brains

PSYCOLOGICAL COMPONENT

Susan Weinschenk

• Bystander effect

• Quotes • Reviews

RECIPROCITY AND CONCESSION

SOCIAL VALIDATION

• Free shipping• Filling out a form• For-profit organizations

UP-SELL

SCARCITY

TOO MANY CHOICES

i-TUNES

• Time• Quantity• Size

OR:

• Banner• Video• Photos that are repeated ciclically

INDIVIDUALITY• You• Your

Old brain

FEAR OF LOSS

• Complete package• Captiviting images or video

• After online purchase• Also privacy

• STORIES• SIMILARITY AND ATTRACTION

COMMITMENT

NEUROETHICS

• William Safire, 2002, Conference of San Francisco

• Neuroethics: the part of bioethics that determines what is reasonable, right and what you can do in the field of therapy and improvement in brain function• Evaluate different forms of manipulation and interventions on the human brain

In neuromarketing field:• Protect privacy• Correct use of neuromarketing andneuroimaging techniques

• NMSBA:Neuromarketing Science and Business Association• Code of ethics, 12 articles

CONCLUSIONS

• Advertisement, brands and products• Website design• Objective analysis

NOW Neuromarketing is a good solution for:

• It’s not a definitive science• Based on analysis of the unconscious• Boundaries are not well defined

• Improper use of neuromarketing• Invasion of privacy• “Orwellian” control

Fear of:

Thanks For

Attention