interviewing the mind/brain response latency and neuroimaging marketing 642 la donna white and amy...

Interviewing the Mind/Brain

Response Latency and Neuroimaging

Marketing 642La Donna White

andAmy Thomas


The mind screams

volumes in silence.


There are two techniques covered in this chapter that can be used to tap into people’s unconscious perceptions and responses.

1.Response Latency Techniques

2.Neuroimaging Techniques


Response Latency Techniques

Response latency is defined as how long it takes an individual to respond to a question or image.

•Absence of noise•Traditional uses•Questionnaire data

Implicit measures offer two benefits that make them better predictors of behavior than explicit measures such as surveys.

1. Uncover attitudes that consumers may not be aware of.

2. Reveal social drivers that affect behavior.– Alcohol– Elderly people



Implicit versus Explicit



There are various response latency techniques that researchers can use. The two that we will discuss today are:

1.Priming2.Implicit Association Test



Priming• Used to determine how quickly

people relate certain products with different thoughts.

• Response Latency and Priming vs. Surveys and Priming

• Perfume Example



Implicit Association Test (IAT)

This concept builds on priming research by measuring the association of two different concepts in the consumer’s mind.– Strength of association

•Concepts•Negative and positive ideas

Flowers - Insects - Irritating - Pleasant



Implicit Association with BrandsResearch has proven that implicit measures are more powerful tools in understanding consumers relationships with brands.

•Ethnocentrism among U.S. and foreign consumers living in the United States.


Response Latency TechniquesConclusion

In the future market research will rely on a combination of explicit, implicit and behavioral variables in order to better understand how the conscious and unconscious mind impact consumer behavior.


Neuroimaging Techniques

– Neuroimaging techniques consist of brain scanning processes that produce pictures of the structure or functioning of neurons.

– This technology has recently been applied to the field of marketing and promises to revolutionize the study of consumer behavior



Neuroimaging can be applied in the following areas:–Advertisements ( TV Commercials )

–Packaging of products–Brand Names–Choice Behavior



There are two types of methodology that can be used in neuroimaging.

1.Functional Magnetic Resonance Imaging (fMRI)

2.Functional Diffuse Optical Tomography (fDOT)


Neuroimaging TechniquesFunctional Magnetic Resonance

Imaging• Noninvasive• Blood Oxygen Level

Dependent (BOLD) technique• Standard fMRI procedures

1. Take images of the brain region in question prior to activity

2. Take images of same brain region while it is performing a task such as watching different advertisements

3. Analyze the differences between the two pictures


Neuroimaging TechniquesFunctional Magnetic Resonance

ImagingThe use of function magnetic resonance imaging can help researchers determine whether or not one ad more effectively elicits positive emotions and past memory and encodes new memory.



Functional Diffuse Optical Tomography

Disadvantages1. Participants must lie still in a

noisy cramped device.2. Facilities are large and

expensive



Functional Diffuse Optical Tomography

How does it work?– Like shining a flashlight

through your hand.– Infrared light (laser sources

and detectors) is shined through the brains surface to show the variations in blood flow through particular areas to measure neural activity.



The Promise of Neuroimaging• Can cover a larger number of

subjects• Can be used for a variety of

marketing applications• Can improve our

understanding of consumer thinking

• Can improve upon our existing research tools



The Promise of Neuroimaging• A study was done to detect and

measure consumer reactions to marketing stimuli using brain imaging technology and was compared to a similar study which was performed through the use of explicit methods

• The conclusions of both studies were the same and the neuroimaging study offered a lot more detail.


Neuroimaging TechniquesCaution!

• Specific thoughts or feelings cannot be pinpointed through the use of Neuroimaging.

• Only inferences can be made based upon the particular kinds of thoughts and feelings that are being activated.


Focus Groups

Folly?


Focus Groups

Personal Experience– Simulations

•Unrealistic•Time Consuming

– Interview•Brief•Did not address my concerns•Personality conflict


Focus GroupsSample Questions

1. Would you rather have the controls for the radio on the left or right side?

2. When you push a button would you like to hear it click or feel it?

3. Where would you like the cup holders in your car?


“The Knowledge is

Power” Trap


Questions?

interviewing the mind/brain response latency and neuroimaging marketing 642 la donna white and amy...

Documents

explicit slide

neuroimaging marketing

irritating pleasant

implicit measures

priming research

consumers mind

explicit measures

better predictors of