Neuromarketing (i)

Neuromarketing (i)

1. benefits

   • direct, objective, time of exposure
   • theoretical insight
   • marketing research insight
     • regional brain responses underpin consumer behaviour

2. media issues

   • clutter, control, ad avoidance, fragmentation

3. consumer research limitations

   • self-reported reliability and bias
   • thought processes influencing decisions
   • lackluster traditional metrics

4. modular brain - perform complex behaviour

   • producing speech (Broca's area) vs understanding language (Wernicke's)
   • functional brain networks
     • connections dynamically activated
   • filtering theory
     • left - detail
     • right - holistic

5. sensory branding

   • 1. memory trace
     • more connections - stronger memory trace
   • 2. memory representations
     • more salient, more opportunities for brand memory to be evoked
   • 3. multiple modalities
     • cue pdt/brand representation

6. olfactory (smell)

   • connects directly to cortex, bypass thalamus
     • brain's attention gateway
   • 1. amygdala - mediate emotional reponses to odours
     • motivates behavioural response
       • approach/ withdraw
       • doesn't require conscious/ rational thought
   • 2. hippocampus - memory encoding
   • 3. frontal region (orbitofrontal cortex) that also processes gustatory (taste) signals
   • moderators of impact
     • 1. brand familiarity
       • effect on affective basis for evaluation
     • 2. congruence
       • between scent and pdt class, scent and music arousal leve
     • 3. context
       • envr influences
     • 4. awareness of affective influence

7. taste

   • judgment of quality
     • taste able to evaluate at time of purchase?
       • yes
         • intrinsic cues eg. taste
       • no
         • price/ brand eg. wine
   • memory ; malleability of autobiographical memory
     • distortion
     • post-experience advertising effects
       • memory reconstruction

8. touch

   • A. haptic orientation
     • instrumental NFT
       • decision making, diagnostic pdt info
     • autotelic
       • fun, sensation seeking
     • barriers
       • reduce purchase confidence
       • increase frustration esp for high NFT customers
     • mitigation
       • written and visual depictions increase confidence in functional perf
       • packaging enabling sensory explanation
     • B. non-diagnostic touch properties
       • bias decision making via other senses
       • irrelevant touch info
         • > low NFT, < high NFT
       • eg. food served on paper plate over china
   • C. interpersonal touch
     • risk propensity
       • female > male, effect not evoked by male touch
       • attitudes
         • midas touch - unobtrusive touch on the arm

9. auditory

   • levels of auditory influences
     • context
       • low attention processing of sound meaning
       • music as emotional communication
       • physiological influences of music
       • influence of music cultural associations
     • branding device
       • multimodal sensory processing influence
       • product attribute
     • product attribute
   • cocktail party effect
     • a meaningful stimulus outside of focus of attention captures attention
       • processing without attention
   • multimodal memory trigger
     • memory trigger, episodic memory
       • activate emotional states associated

10. perception and attention (integrating signals from multiple brain modules)

    • 2 key perceptual systems
      • where? system
        • visual spatial perception
      • what? system
        • visual consciousness
    • signals from retina -> primary visual cortex -> ventral stream
    • signals from retina -> PVC -> dorsal stream
    • high involvement processing
      • 1. directing attention to a stimulus
      • 2. actively linking the meaning of stimulus with a personal context
      • 3. processing the info deeply enough to support long-term memory encoding
      • exposure
        • attention
          • interpretation
            • memory
    • attention
      • frontal working memory areas
        • mediate active info processing
          • LT memory encoding
      • directed to 2 stimuli by 2 diff mechanisms
        • internal goal-driven cognitive processes
          • top down
            • support current behavioural goals eg. listening to a conversation in a noisy room
            • heavily memory based
        • external envr-driven cog. processes
          • bottom up
            • provide new info
              • stimulus based, driven by sensory events eg. switching attention to a sudden loud noise
              • used for unpredictable events, in response to changes in predictable envr
      • capturing attention
        • evolutionary and social imperatives
        • new info/ changes in the envr
        • orienting
          • refocuses attention
          • switches attention from top-down (goal-driven), bottom up (stimulus-driven)
          • active attention to stimuli
          • effects are short lived if not linked to behavioural goals