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EXPEDITIE
BREIN
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NEURO REVOLUTIE?
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90years
%
10
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WAT WE NU DENKEN
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OOPS!
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GEHEUGEN WERKT ALS EEN HARDRIVE
ONZE VOORKEUREN ZIJN
STABIEL
WE WETEN WAT WE WILLEN EN HANDELEN
DOELGERICHT
OPTIMALE BESLISSINGEN OP BASIS
VAN RATIO EN ECONOMIE
BEWUSTWORDING LEIDT TOT
GEDRAGSVERANDERING
GOED VERKLAREN EN VOORSPELLEN VAN ONS
GEDRAG
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DOGS IN THE STREET
PUMA’S ON YOUR FEET
Source: Berger & Fitzsimons 2008
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Copyright © Engaged Marketing 2015 13BEWUSTWORDING?
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ONS GEHEUGEN IS GEEN VIDEORECORDER
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SLECHTE VOORSPELLERS VAN ONS GEDRAG
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vs
SATISFICE
OPTIMIZE
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BESLISSINGEN
SPRAAK
VRAGENLIJSTEN?
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ONZE AANNAMEN OVER GEDRAG ZIJN NIET HEEL STERK
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Beslissingen worden zelden op puur rationele of economische gronden genomen NO!!
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MARKETING
ATTENTIE INFORMATIE PERSUASION
POS HERINNERING VRAGENLIJSTEN
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FEATURITIS!
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NEURO MARKETING
Source: Steve Genco 2014 Intuitive Customer
new ways to understand, influence and predict customer behavior!
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insights from systems neuroscience are crucial for consumer neu-roscience, whereas those from cellular neuroscience currently arelimited.
Neuroscientists study species ranging from the primitive(such as sea snails, fruit flies, and leeches) to the complex(such as mammals and primates). Most consumer neurosciencestudies investigate mental processes in human subjects, but afew selected studies also use non-human primates or small an-imals such as monkeys as subject populations.1
Another important distinction is between clinical and non-clinical research in neuroscience. Clinical research, known asneurology, studies how nervous system disorders, trauma, tu-mors and injuries affect cognition, emotion, and behavior in pa-tients as compared to healthy subject populations. In general,consumer neuroscience studies consumer responses in healthysubject populations.2
A last critical distinction is between consumer neuroscience,which refers to academic research at the intersection of neuro-science and consumer psychology, and neuromarketing,which refers to practitioner and commercial interest in neuro-physiological tools, such as eye tracking, skin conductance,electroencephalography (EEG), and functional magnetic reso-nance imaging (fMRI), to conduct company-specific market re-search. Neuromarketing has received considerable attention inthe corporate world, and the growth of neuromarketing compa-nies over the last decade has been impressive (see Fig. 1).
The goal of this paper is to shed light on what neurosciencecan bring to the table to advance our understanding of the con-sumer psychology of brands. In particular, we aim to provide anoverview of the current state of research in this area, identify
critical issues of past research and discuss how to addressthese issues in future research. We conclude with our visionof the future potential of research at the intersection of neuro-science and consumer psychology.
What is currently done: toward an interdisciplinaryunderstanding of consumer decision making
In this section, we review previous work in neurosciencepertinent to understanding underlying processes involved withbrand decisions. We structure the review using a simple con-sumer decision-making framework based on prior work in con-sumer psychology (Fig. 2; Kahneman & Snell, 1992;Kahneman, Wakker, & Sarin, 1997; Rangel, Camerer, &Montague, 2008; Wirtz, Kruger, Scollon, & Diener, 2003).We also use this framework to integrate previous consumerneuroscience studies that are directly related to branding ques-tions and to point the way for future applications in consumerresearch.
The framework divides the stages that are required for brandpreference formation over time into four basic components:(1) representation and attention, (2) predicted value, (3) experi-enced value, and (4) remembered value and learning. Below weexplain these basic components and review previous findingson the underlying neuropsychological processes of each ofthose components. The main brain areas involved with eachcomponent of the model are shown in Fig. 3.
Representation and attention
The amount of information consumers are exposed to isenormous, yet our processing capacity is limited. Each secondwe are exposed to an estimated 11 million bits of informationthat reach us through all our senses, yet humans are capableof processing only around 50 bits of that information, lettingmost of the input go by unnoticed (Wilson, 2002). How con-sumers represent, attend to, and perceive incoming informationmay have a profound influence on their behavior. In the currentsection, we discuss representation (i.e., brand identification)and attention.
Fig. 1. Growth of research applying neuroscience to marketing over time.
1 There are at least two major reasons to study non-human subjects in con-sumer neuroscience. First, studying animals allows consumer neuroscientiststo make causal links between brain areas and specific behaviors. Animal workallows the application of more invasive methods to brain systems that animalsand humans have in common. Second, if consumer neuroscience researchersare using evolutionary theories to explain phenomena in consumer behaviorsuch as behavioral biases, using an animal model allows evolutionary infer-ences (i.e., going back in the evolutionary chain).2 However, there are several reasons to use patient populations in consumer
neuroscience. The most prominent one is to use patients with brain lesions toestablish causal relationship between brain regions and consumption behavior.At the end of this paper, we will discuss some of these aspects as potential fu-ture developments.
2 H. Plassmann et al. / Journal of Consumer Psychology xx (2012) xxx–xxx
Please cite this article as: Plassmann, H., et al., Branding the brain: A critical review and outlook, Journal of Consumer Psychology (2012), doi:10.1016/j.jcps.2011.11.010
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HOT & HAPPENING
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“Any marketing or market research activity that uses the
methods and techniques of brain science or is informed by the findings or insights of brain
science” Neuromarketing for Dummies - 2013
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marketing advies
sociale psychologiegedragseconomie
neurowetenschap
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DISCOVERIES
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Source: neuro predictors of choice 2006 - Knutson et al.
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RATIONAL BRAIN
SUBCONSCIOUS BRAIN
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intuitive parallel
automatic fast
emotional effortless
SYSTEM 1 SYSTEM 2
rational serial
conscious slow logic
high effort
Daniel Kahneman - thinking fast and slow
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BLAUWGEELGROEN
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Conscious System 2
Unconscious System 1
“consciousness by necessity uses only a subset of the available information, and the restriction of capacity comes at the expense of the quality of a choice decision”
complexity of decision
qu
alit
y of
dec
isio
n
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COMPLEXITY VS. QUALITY
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BEINVLOEDEN van
BESLISSINGEN
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OMGEVING HEURISTICS
BIASES
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MENTAL ACCOUNTING
GELD IS ALTIJD EVENVEEL WAARD?
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LOSS AVERSION
Als de beslissing geformuleerd is in termen of winst zijn mensen risico mijdend
Als de beslissing geformuleerd is in termen of verlies zijn mensen risico zoekend
Source: Daniel Kahneman - Prospect Theory
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DEFAULTS
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24 potten Jam
Klanten stoppen 60%
Aantal geproefd 1.5
% gekocht 3%
6 potten Jam
Klanten stoppen 40%
Aantal geproefd 1.4
% gekocht 30%
de simpelste keuze heuristiek is niet te kiezen
Source: Iyengar & Lepper: When Choice is Demotivating
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EMOTIONS
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WE ARE NOT THINKING MACHINES THAT FEEL BUT FEELING MACHINES THAT THINK - ANTONIO DAMASIO
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Phineas Case
source: Descartes Error - Damasio
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Fully Conscious - "Feelings"
Completely Unconscious - "Emotions"
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EMOTIONS & FEELINGS
Source: Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience
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EMOTIONSALTIJD AANWEZIG
KANSEN & PROBLEMENCRUCIAAL VOOR OVERLEVENGEEN MIND ZONDER EMOTIES
SNELLE ANTWOORDEN
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0" 10" 20" 30" 40"
dagelijks"
Popcorn"
Verzadigd)vet)
Verzadigd"vet"
WAARHEID OVER POPCORN
=
Source: De Plakfactor - Dan & Chip Heath
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=
WAARHEID OVER POPCORN
"Een portie medium popcorn bevat evenveel verzadigd vet dan een ontbijt met spek en eieren, een lunch van Big Mac met friet en een diner met biefstuk met alles erop en eraan"
De Plakfactor - Dan & Chip Heath
Source: De Plakfactor - Dan & Chip Heath
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EVOLUTION &
BIOLOGY
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OVERLEVING
FAMILIEWEDERKERIGHEID
VOORTPLANTING
INSTINCTEN
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GEWOONTE &
CONDITIONEREN
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ONBEWUST BEINVLOEDEN?
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The influence of in-store music on wine selections. North, Adrian C.; Hargreaves, David J.; McKendrick, Jennifer Journal of Applied Psychology, Vol 84(2), Apr 1999, 271-276.
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neuromarketing toolkit
BUILDING BLOCKS OF NEUROMARKETING
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ATTENTIONEMOTIONMEMORYFLUENCY
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ATTENTIONTOP DOWN&BOTTOM UP
FAMILIARITY&NOVELTY LOW ATTENTION PROCESSING
PLAY WITH ATTENTION
KEY IN SHOPPING AREA
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EMOTION
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MEMORY
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BRAND
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COLA vs PEPSI
CONCLUSIE?
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LONG TERM MEMORYSource: Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience
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FLUENCY
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CONFUSION
GEMAKKELIJK=POSITIEF
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FAMILIARITY AND LIKING BEKENDE GEZICHTEN VINDEN WE SYMPATHIEKER
TRUTH MAKKELIJK TE LEZEN WOORDEN WORDEN ALS MEER WAAR BEOORDEELD
RISK ACHTBANEN MET MOEILIJKERENAMEN WORDEN SPANNENDER GEVONDEN
AANDELEN MET MAKKELIJKER NAMEN ZIJN SUCCESVOLLER
SHAPES NATUURLIJKE VOORKEUR VOOR RONDE VORMEN,SYMMETRY, CONRAST VAN
ACHTERGROND EN OBJECT
WE LIKE SYSTEM 1 PROCESSING!
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MAKKELIJK UITSPREEKBARE SYMBOLEN PRESTEREN BETER OP DE BEURS
Source: Alter & Oppenheimer 2006
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IF IT IS HARD TO READ IT IS HARD TO DO!
TEXT 1
TEXT 2
TEXT 2 = 2 X TEKST 1
Source: Song & Schwartz 2008
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FLUENCY-POSITIEF
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KIJKEN IN HET BREIN
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BESLISSINGEN
SPRAAK
NO CONNECTION-NEW METHODS
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Copyright © Engaged Marketing 2015Copyright © Engaged Marketing 2015 88PORTABILITY
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Self-Report Autonomic-measures Brain-Imaging
Verbaal Non-verbaal
Movement-to-Movement
Facial Coding, EMG EDR (Electro Dermal
Reaction) Heart Rate, Blood
Pressure Eye Tracking
EEG MEG PET
fMRI
Voor: goedkoop, simpel praktisch
Tegen: rationele bias, retrospectief
Voor: autonoom, geen rationele bias,
onafhankelijk van cognitieve processen
Tegen: vereist specifieke expertise / apparatuur
Voor: autonoom, onafhankelijk van
cognitieve processen, non-invasive
Tegen: complex, duur, vaak nog niet
gedetailleerd genoeg
Afhankelijk van budget en doelstelling wordt de juiste methode gekozen
90
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Neuromarketing on a budget
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COMPUTATIONAL NEUROMARKETING
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SAMENVATTEND
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ATTENTION INFORMATION PERSUASION POS RECALL
QUESTIONNAIRE
NO/LOW ATTENTION POS EMOTIONAL RESPONS
CONDITIONING IMPLICIT ASSOCIATIONS
NEW METHODS
OLD NEWmarketing marketing
Source: Steve Genco 2014 Intuitive Customer
markting in line with brainscience
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KOOPKNOP
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NO ZOMBIE
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N E U R O M A R K E T I N G I S ON D E R Z O E K
N E U R O M A R K E T I N G I S D U U R E N CO M P L E X
N E U R O M A R K E T I N G I S VO O R W E T E N S C H A P P E R S
N E U R O M A R K E T I N G I S VO O R G R OT E B E D R I J V E N
N E U R O M A R K E T I N G I S N I E T E T H I S C H
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@sergioromijnSkype: sergioromijn
www.engagedmarketing.nl
VRAGEN?
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Leestips!
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