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4: Neurophysiological Insights (Consumer Decision-Making framework (3) …
4: Neurophysiological Insights
Consumer Neuroscience
academic research at intersection of
neuroscience and consumer psychology
#
Neuromarketing
using neurophysiological tools (e.g. eye tracking :eye:)
to
conduct company's market research
Issue? :!:
Companies can
make you addicted
to product (in bad way) :video_game:
Consumer Decision-Making framework
forming brand preferences over time
1)
Representation & Attention
- what do I notice :eyeglasses:
Representation
Info received visually through pathways:
dorsal visual pathway
- spatial attention deploy. "where?
ventral visual pathway
- object recognition "what?"
In
Visual Cortex 1
(ventral stream) we
identify options
:mag_right:
Attention
Selecting information gaining preferred status :check:
Bottom-Up Filters
select most important from all info available
based on low-level features (color, size, etc.) :black_square_for_stop:
Salient stimuli attract eyes and have profound effect
on consumer behavior :explode: :eyes:
Ex.
--> food choices with brighter packaging chosen :fries:
Ex.
--> Using
automatic biases
, websites know people look at upper, right of pages :eyes:
sites can manipulate
this to guide/keep me longer :camera_with_flash: :flushed:
Top-Down Control
Attention controlled from top-down
, depends on goals, states, etc.
Looking for coke? --> brain recognizes red more :red_circle:
Thirsty? Pay more attention to drinks
Visual Selection
attention given to particular location in space
Ex.
--> exposed longer to deserts, more like I buy desert :cake:
Ex.
--> Manipulating what people look at by displaying choice options for different time amounts creates bias :stopwatch: :star:
Ex.
--> people see negative news :newspaper:, perceive :earth_africa: :chart_with_downwards_trend:
2)
Predicted Value
- how much value do I perceive :thinking_face: :beer:
Evaluation of how much I will enjoy a brand
functional magnetic resonance imaging
used to
investigate predicted value :desktop_computer:
vmPFC
diPFC
encoding behavioral preferences
activity correlated with
positive/negative
predicted values
for different products :check: :red_cross:
Ex.
--> increased activity when choice set contains
favorite brand :+1:
Ex.
--> Areas for judging human traits DO NOT overlap
with areas for judging brand traits :forbidden:
--> challenges idea of forming brand relationships like human relationships :!: :star:
Striatum
imagining pleasant experiences linked to favroable associations correlates with activity in stratum
Ex.
--> driving Aston Martin :briefcase: :explode:
Ex. --> Buying identical clothes at different stores,
loyal customers have more activity
in the striatum :shirt:
3)
Experienced Value
- enjoyment during consumption :smiley:
Activity happens in OFC while reward from consumption is being enjoyed, correlates with sub. reports about pleasantness
based on pleasure derived
from brand consumption :burrito:
Ex.
--> experienced works of art valued differently
if told done by Monet or first grader :lower_left_paintbrush: :children_crossing:
Consumption not necessary
,
from first touchpoint
we experience :raised_hand_with_fingers_splayed:
Predicted value
changes
!
4a)
Remembered Value
-
encode, store brand liking :100: / :frowning_face:
predictor of choice are
previous exposures
to brands,
taste of Heineken vs. Beck's :beer_mugs:
Brands associate themselves with
experiences
:beach_with_umbrella: :heavy_multiplication_x::heavy_multiplication_x: :beer:
Explicit
memory
relies on
hippocampus
and
medial temporal lobe region
Ex.
--> Expert spokesman :male-doctor: helps recall toothpaste
ALL touchpoints summarized
, contribute to brand associations
Implicit
Memory
subliminally presented
brand names,
unconscious learning
processes impact choice behavior
Ex.
--> Nespresso product placement :coffee:
4b)
Learning
- update brand associations :bar_chart: :arrow_heading_up::arrow_heading_up::arrow_heading_up:
can form associations without consumption
--> Porsche :racing_car: BASF :factory:
Neuroscience and Branding
Tool to
observe mental processes
without asking
consumers directly :+1: :open_mouth:
(access to hidden information)
Source of
theory generation
:zap:
Possibilities:
assess responses to marketing stimuli
to
predict consumer choices :unlock:
Combine different neuroscientific tools and
establish brain/behavior relationships
:left_right_arrow:
--> observe mental processes in real-time :arrows_clockwise:
Applying Neuroscience to Marketing
Preference measures
goal: better
understand heterogeneity of consumers' WTPs
:money_mouth_face:
Neuroscience allows us to
identify brain regions
encoding subjective value,
including WTP
:mag_right:
Context dependencies
Preferences
dependent on context
:champagne: or :beer_mugs:
Neuroscience allows understanding
how choice processes are modulated
by contextual changes (internal/external)
Ex.
Wine prices in supermarket vs. in restaurant :convenience_store: :knife_fork_plate:
Individual differences
Neuroscience helps
understand/learn different choice strategies
employed by different people at multiple biolog. levels :female-scientist::skin-tone-2: :level_slider:
:warning:
most compelling application
:warning:
Stages in Brand Marketing / Neuroscience:
Testing prototype idea/concept :female-scientist::skin-tone-4:
--> improve testing
Developing physical product :potable_water:
--> determine most salient prod. char.
Communicating product information :mega:
--> measure effectiveness of strategy
Understand user experience :<3:
capture emotions in consumer experience
Segmenting customers :bar_chart:
--> segment based on psychological processes
Build models to predict consumer behavior :crystal_ball:
--> identify neural mechanisms for predictions
Consumer-brand Relationships
Self-expansion Theory
In early stages,
rapid expansion
occurs for
new close relationship with brand
:sparkling_heart:
Recently-formed close relationship includes
increased emotional arousal
"in love with brand"
Established close relationships involve greater inclusion
into consumers' selves than newly-formed or neutral relationships :mantelpiece_clock:
BUT, emotional arousal and expansion
decline over time
:chart_with_downwards_trend:
inclusion
of brand into self
increases over time
--> stronger bond :chains:
Increased activity in the
insula
-->
translates urge to possess
into emotional/motivational functions :zap: :shopping_bags:
-->
weakens self-control
against choosing brand :forbidden:
more often
brand use ->
more self-included
it becomes :arrows_counterclockwise: :hugging_face:
Measure
self-inclusion & self-expansion with:
skin conductance recording (SCR)
:zap: :hand::skin-tone-2: