1
Q
Neuroscience
A
is the study of human nervous system, including the brain, its anatomy, functions, and the peripheral system it controls
2
Q
Consumer neuroscience
A
points out to the academic approach to employ the knowledge and methods of neuroscience and psychology to understand consumers
3
Q
Designing online hooking experience
A
4
Q
Models of Consumer Decision-making and Choice
A
- Intuitive decision-making model by Genco
- Value-based decision-making by Rangel, Camerer & Montague
- Dual-processing theory by Kahneman & Tversky: cognitive biases
- Hyper choice and choice paralysis
- Constraining factors in consumer decision-making
5
Q
Brain areas
A
6
Q
Frontal lobe
A
- Executive functions
- Emotional control
- Reasoning
- Planning
- Problem-solving
7
Q
Parietal lobe
A
- Sensations
- Perception
- Recognition
- Orientation
8
Q
Occipital lobe
A
- Visual processing
- Primary visual area
9
Q
Temporal lobe
A
- Language understanding
- Hearing
- Memory
- Recognition
10
Q
GESTALT =
A
UNCONSCIOUS LEARNT CONSTRUCTION
11
Q
Two kinds of information encoded into the objects
A
- Cognitive (automatic attention) shape, color
- Emotional innate emotional value LEARNT emotional value
12
Q
Deliberating and analyzing
A
- Retrieving memories
- Interpreting the past
- Anticipating the future
- Planning
- Forming intentions
- Evaluating/judging
- Simulating
- Calculating
- Reasoning
- Rationalizing
13
Q
Reflexive implicit decisions:
A
Both the trigger and the resulting choice are nonconscious and automatic.
14
Q
Intuitive implicit decisions:
A
we’re aware of making the choice, but we can’t quite determine why or how we made it.
15
Q
Explicit decisions
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result from conscious deliberation: the mental activities of planning, reasoning, evaluating, simulating, and, of course, the experience of deciding itself.
16
Q
Value-based decision-making model
A
17
Q
Valuation systems
A
18
Q
Pavlonian
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Indirect route: emotional connections, nonconscious processing, affective conditioning – association building;
19
Q
Habitual
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HABIT – automatic behavior triggered by situational cue – we do things with little or no conscious control. Not too far from addiction, but addiction is self-destructive.
20
Q
Endowment effect
A
The endowment effect describes a circumstance in which an individual places a higher value on an object that they already own than the value they would place on that same object if they did not own it. Endowment effect can be clearly seen with items that have an emotional or symbolic significance to the individual.
21
Q
Default effect
A
Setting the default affects how likely people end up with an option. This is called the default effect. More precisely, it refers to changes in the probability that an agent chooses a particular option when it is set as a default as opposed to the situation where this option has not been set as default.
22
Q
Choice paralysis
A
- not able to decide and make the final choice
- losing time trying to solve the choice dilemma
- take time to think over before purchasing a product
- postpone the purchase
- cancel our purchase
23
Q
4 criteria that motivate consumers to buy while reducing choices
A
- When people want to make a quick and easy choice
- When the product is complex (so fewer choices help the consumer decide)
- When it’s difficult to compare alternatives
- When consumers don’t have clear preferences
24
Q
Constraining factors in consumer
decision-making:
A
time, degree of information, cognitive capacity
25
3 kings, who makes us happy?
smoKING, drinKING, fucKING
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Scarcity effect
The Scarcity Effect is the cognitive bias that makes people place a higher value on an object that is scarce and a lower value on one that is available in abundance.
27
Why don't scientists trust atoms?
Because they make up everything
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When In-depth interviews is usefull?
Useful inputs for the ideas, marketing and product development initiatives Great for early-stage studies - generating hypotheses, discovering and exploring new ideas Metaphor elicitation techniques probe the in-depth associations
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Focus groups
WHY AND WHAT?
Useful to find out weather customer understand message and interpret as
intended
When shared decision-making is needed
Observation of subtle cues and body behavior
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Consumer surveys
WHAT AND WHY?
To ask people questions they can answer – what they normally do or have done
To use binary choices rather than express the opinions
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Why did the coffee file a police report?
It got mugged
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Measurements
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Electrodermal activity measurement captures:
excitement and emotional arousal (3-5 sec after stimulus exposure)
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fMRI +-
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EEG +-
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Facial coding +-
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Eyetracking +-
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EDA +-
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Pulse/
Breath +-
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Top-down attention
WE DECIDE WHAT TO FOCUS ON – OUR GOALS & EXPECTATIONS
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I told my wife she was drawing her eyebrows too high.
She looked surprised
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Bottom-up attention
FACTORS TRIGGER US TO AUTOMATICALLY PAY ATTENTION TO
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Automatic visual cues
Contrast, brightness, curvature; frequency
Colors, combinations
Movement, change
Center
Orientation
Size
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Emotional cues
Sexual info
Faces, groups, directions
Nature and its objects
Children
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AIDA model
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Indirect route:
emotional connections, non-conscious processing, implicit memory, priming, changing & reinforcing attitudes towards the brand - affective conditioning – association building;
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PERCEPTUAL
PHYSICAL
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CONCEPTUAL
MEANING
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Gestalt assumptions
Objects are perceived in the simplest form
We are looking for a relationship between different objects in space / context
Naturally, we visually follow the lines and curves
The brain tries to fill in what is not there
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Gestalt rules
Closure
Proximity
Continuity
Similarity
Figure / ground
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Unconscious effects on consumer choice:
1. Priming
2. Novelty/familiarity
3. Processing fluency
4. Cognitive biases (session 1)
5. Emotional markers (session 7)
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Subliminal –
under the limen of conscious awareness.
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Subliminal message –
message exposed under the limen of conscious awareness.
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Subliminal stimuli –
stimuli exposed under the conscious awareness in order to prepare the behavior, emotion, or thought related to the certain context and situation.
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Subliminal perception –
the perception of the information that is not available for the eye, but available for the brain.
56
Dual-processing theory
On a very basic level, dual process theory posits that human thought is categorized into two “systems.” System 1 is “fast, automatic, frequent, emotional, stereotypic, and subconscious” while System 2 is “slow, effortful, infrequent, logical, calculating, and conscious.”
57
Constraining factors
Suvaržantys veiksniai
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occipital
pakaušio
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Hormones
Dopamine
Cortisol
Oxytocin
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FOMO
The fear of missing out (FOMO) is an emotional response to the belief that other people are living better, more satisfying lives or that important opportunities are being missed. FOMO often leads to feelings of unease, dissatisfaction, depression and stress.
61
Memory process:
Encoding; Storage stage; Retrieval
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Types of memory
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„Advergaming“ advantages:
Non-intrusive
Customize
Viral
Measurable
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BLACK BOX
observable aspects consist of: the stimuli or events perceived from the outside world; things that come out of the box (the responses or reactions to the stimuli)
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Classical conditioning:
Unconditioned stimulus (UCS); Conditioned stimulus (CS); Conditioned response (CR); Stimulus generalization
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Halo effect
the tendency for an impression created in one area to influence opinion in another area.
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Instrumental conditioning:
Positive reinforcement; Negative reinforcement; Punishment
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arousal
susijaudinimas
69
What is an fMRI
Functional magnetic resonance imaging (fMRI) measures the small changes in blood flow that occur with brain activity. It may be used to examine which parts of the brain are handling critical functions, evaluate the effects of stroke or other disease, or to guide brain treatment.
70
What is EEG
An electroencephalogram (EEG) is a recording of brain activity. During this painless test, small sensors are attached to the scalp to pick up the electrical signals produced by the brain.
71
What is Facial coding?
The science behind this technology is quite simple; it works by capturing facial emotions through a webcam or smartphone camera. So, this technology just relies on opt-in viewers to enable their device cameras to detect their facial expressions and capture second by second and frame by frame response.
72
What do you mean by EDA?
Exploratory data analysis (EDA) is used by data scientists to analyze and investigate data sets and summarize their main characteristics, often employing data visualization methods.
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cues
užuominos
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What is the real meaning of subliminal?
below the threshold of consciousness (žemiau sąmonės slenksčio)
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What is an example of a subliminal message?
The most classic examples of subliminal advertising and messaging include: Embedding a message in a song, either in the higher or lower frequencies or by singing something backwards. Words and images briefly flashing in between frames of film, usually at one tenth of a second.
76
What subliminal message means?
A subliminal message is a technique used in marKEting and other media to influencE People without theiR bEing Aware of what the messenger is DoING.
77
What do you mean by EDA?
Exploratory data analysis (EDA) is used by data scientists to analyze and investigate data sets and summarize their main characteristics, often employing data visualization methods.
78
What do you mean by instrumental conditioning?
For example, if a student is rewarded with praise every time she raises her hand in class, she becomes more likely to raise her hand again in the future. If she is also scolded when she speaks out of turn, she becomes less likely to interrupt the class.
79
Dimensions of emotions
Intensity of the emotion: arousal – activation, measured from low to high
Valence: the direction of emotion, measured from positive to negative
Orientation potential: approach-avoidance motivation
80
Physiological signals of emotions
Arousal: increased perspiration, heart rate, and pupil size
Valence: small changes in muscle facial expressions
Approach & avoidance: literal approach of body movement – leaning forward/ backwards, turning towards or grapping.
81
Yerkes-Dodson law
performance increases with mental arousal (stress) but only up to a point. When an individuals' level of stress is too low or too high, their performance deteriorates.
82
Emotions and action
Emotions – one of the stongest behavior driver
Emotional events we remember better --> coca cola campaigns
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Decision-making
Motivation = max reward and min threats
84
Emotions and somatic markers (Damasio, 1999;2000)
Emotions are tightly connected to behavioral shortcuts,
To the value that was experienced by the users and their emotional connections – somatic markers.
“We recall not just our sensory experience during the previous visit, but our past emotional reactions. This is why we can be conscious of what we recall inside of our head as much as what we actually see, hear, or touch in real time.”
85
Unconscious & conscious emotions usually work together.
CONSCIOUS emotions: command attention & stimulate learning;
UNCONSCIOUS EMOTIONS: direct the input of the immediate behavior;
86
SCARF model
The SCARF Model can help you to minimize perceived threats, and to maximize the positive feelings generated through reward when working alongside others.
S (angl. status)
C (angl. certainty)
A (angl. autonomy)
R (angl. relativeness)
F (angl. faireness)
87
3 types of pleasures in interaction with object
Sensory pleasure (ex. sensory aspects of store environment)
Affective pleasure (ex. pleasure + arousal) – affective states itself
Cognitive pleasure (ex. imagery involving the use of the product)
88
Emotional design perception
Norman;2007
1. Viceral level - Concerns with appearances, first pre-conscious impression of the product
2. Behavioral level - Pleasure and effectiveness of use, experience of the product
3. Reflective level - rationalization and the intellectualization of a product – here full range of emotions and feelings comes into consideration
89
Universal emotions
1.Anger
2Disgust
3Sorrow = sadness
4Suprise
5Fear
6Joy
Paul Ekman tested Darwin‘s theory
90
Innate emotional value
BIOLOGICAL level of PLEASANT STIMULI perception.
91
Biophilia effect
"The urge to affiliate to other forms of life"
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Habit
an impulse to act on behavior with little or no conscious thought. 45 % of behavior is habitual
66 days of repetition with a range of 18–254 days
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Habit loop
94
Habits
Habits can be different but all of them are needed to satisfy one or the other need
Willpower can help to change the behavior but is not the sustainable mechanism to keep these changes
Change the habit takes identifying the behavior that should be changed into the healthy one and that would still satisfy the same need
95
Habit formation vs. consumer persuasion
96
Hooked model: 4 neurophysiological phases
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Fogg’s model
B (behavior) = m(motivation)+a(ability)+t(trigger) The simplest action to be taken to get the reward.
98
Increase the ability
Time Money Physical effort Brain cycles Social deviation Not a routine
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Increase motivation
Seek pleasure/ avoid pain
Seek hope / avoid fear
Seek social acceptance / avoid rejection
100
Increase the ability and motivation: heuristics
Availability
Representativeness
Anchoring and adjusment
101
Fostering the action
How many steps the user has to go from the trigger to the reward?
Which resources limit its ability to perform the action?
What form of motivation can help him to perform the action?
Focus on the most scarce resource (few of them) at the certain time
102
Creating craving
What is the crucial type of reward (FB – tribe; tinder – hunting)?
How can a variability (FB – always different information; tinder – different people) and autonomy be offered?
103
SELF
REWARD
(PERSONAL REWARD)
We also seek for controlling and mastering the world around us – to-do list apps, new email stimulates the same neurons as playing the game such as Zynga or etc.
104
TRIBE
REWARD
Connection to others, dependency on each other – mirror neurons – empathy, survival purposes. We are meant to be in the tribe, so we want to be accepted, included and attractive. Each tweet and post on Facebook provides the social validation that they receive.
105
HUNT
REWARD
The need to acquire things such as food and supplies to survive.
Now we hunt for information & deals – keep the desire – for next discovery.
106
Hooked model summary
107
The Self-image congruence model
Are we what we buy? (self-image congruence model)
To what extent do your purchasing habits reflect your own personality?
108
Anthropomorphic form
– forms that are humanoid or exhibit human characteristics are more appealing
ivairiu formu pakuote
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The Looking-Glass Self
The process of imagining the reaction of others towards oneself
You think I'm sexy, don't you?
110
Contour – form bias
formos daiktu
111
The Digital self
112
Mimicry
the act of copying properties of familiar objects, organisms, or environments.
SURFACE: to improve usability
BEHAVIOURAL: increase likability
FUNCTIONAL: solving the mechanical and structural problems
113
Extended self
Individual level
Family level
Community level
Group Level
114
Five-Factor Model of Personality
Agreeableness
Conscientiousness
Extraversion
Neuroticism
Openness
115
Fantasy appeal
Fantasy appeal in neuromarketing involves using imaginative and captivating elements to engage consumers' emotions and create a sense of fantasy or escapism. By tapping into people's desires and aspirations, marketers can create memorable and compelling experiences that influence purchasing decisions. This approach often involves storytelling techniques that transport consumers to different worlds and inspire them.
116
Multiple selves
The concept of multiple selves refers to the idea that individuals have different facets or identities within themselves that emerge in various contexts or situations. Each self represents a different aspect of a person's personality, values, beliefs, and behaviors. This concept suggests that individuals may exhibit different characteristics or make different decisions based on the specific context they are in, highlighting the complex and multifaceted nature of human identity.
117
Emphasize
Features of a product or service and/or the benefits
Reasons for owning or using a particular brand
118
Feature appeal
Focuses on the dominant traits of the product or service
119
News appeal
Involves a type of news about the product, service, or company
120
Product/service popularity appeal
Stresses the popularity of a product or service by pointing out the:
Number of consumers who use the brand or those who have switched to it
Number of experts who recommend the brand
Leadership position in the market
121
Reminder advertising
Builds brand awareness and/or helps keep the brand name in front of consumers
122
Teaser advertising
Builds curiosity, interest, and/or excitement about a product or brand by talking about it but not actually showing it
123
User-generated content (UGC)
Created by consumers rather than by the company and/or its agency
124
WOM meaning
Word of mouth - What is word of mouth (WOM)? Word of mouth in marketing is the unpaid spread of information from one person to another through conversation, specifically advising on a particular business or product.
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Content development funnel
126
The intensity of the emotion:
arousal (sužadinimas) – activation, measured from low to high
127
Valence
the direction of emotion, measured from positive to negative
128
Orientation potential
approach-avoidance motivation (požiūrio-vengimo motyvacija)
129
Arousal signal of emotions:
increased perspiration, heart rate, and pupil size
130
Valence signals of emotions:
small changes in muscle facial expressions
131
Approach & avoidance signal of emotions:
literal approach of body movement – leaning forward/ backwards, turning towards or grapping.
132
How many steps, a chicken can do during the day?
(Happy chicken)
133
Demand curve
134
Orientation potential: approach-avoidance motivation WTH IS THAT
Orientation potential refers to the degree to which an individual is motivated to approach or avoid a particular goal or situation.
135
arousal
susijaudinimas
136
Affective pleasure (ex. pleasure + arousal) – affective states itself WTH IS THAT
Affective pleasure refers to the subjective experience of positive emotions or feelings of pleasure and is often influenced by arousal, which is the level of physiological and psychological activation. Affective states encompass a range of emotional experiences that individuals can have.
Neuromarketing
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