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Chapter 10 : Extasy - Dopamine Marketing (La Méthode BISOU : (Besoin : do…
Chapter 10 : Extasy - Dopamine Marketing
Dopamine Marketing
Brand create action to increase dopamine level in customer brand to affect their behaviour and increase sales.
Is about engaging people on the brand, on the purchasing behaviour and on social media.
Responsible for addiction. So brands could position themselves as dealers for their client (ex: black opium YSL). They want to create addiction to their product.
People know the destruction part of it but even if they know it they use it.
3 steps to addiction :
Using product for celebration
Excessive used of the product
Pathologic used
Make people loosing control about themselves
Create a relief : before consuming the product, people felt bad and we want to create relief.
It brings pleasure : people like the way they feel —> here you want to increase the pleasure.
Marketing studies vs Data Base
Say vs Do
: there is a huge difference between what people say (Marketing studies) and what they really do (Data base)
Neuro Marketing
Neuro marketing gives the power to see what is going on people mind.
Eye Tracking
EEG : electroencephalography
La Méthode BISOU :
Besoin : do we really need the product ?
Instantanéité : now or never because of lot of informations
Similarité : do we already have something quite the same of it
Origine : when does it come from ?
Utile : is it useful ?