material how -apply -neuromarketing

How to apply

neuromarketing?

Leon ZurawickiProfesor del Departamento de Gestión y

Marketing de la Universidad de Massachusetts-

Boston. Experto en comportamiento

del consumidor

Docente encargado:

INTRODUCTION

Zurawicki Lima 10-10-2014 3

http://www.springer.com/business+%26+management/marketing/book/978-3-540-77828-8


What is neuromarketing? What does it mean?

New science which represents a mixed bag of the most advanced high-tech

methodologies but also using Long-established techniques (such as EEG) and bio-

feedback recording physiological functions (some purists exclude it from

neuromarketing).

Hence, a diverse field and like the “traditional” can be applied in the observational and

experimental (behavior) format.

Often juxtaposed to the survey method so popular in the classical consumer research.

The quality of neuro lies in that the responses obtained are not biased as might be the

case of verbally expressed judgments (principle of the “lie detector”—remember

objections to its validity). They might be also more accurate as well. (temperature

analogy).


What is neuromarketing?

Blend of techniques documenting neuronal reactions in the brain/rest of the body to

assure deeper insight relative to traditional research methods.

Numerous studies on brand significance, perception, preference, cognitive processing,

persuasion .

Examples: research on the effectiveness of advertising, product attributes and

positioning, consumer satisfaction.


Neuromarketing in a broader context

Neuroscience adds to the understanding of:

• What makes us human

• How we are conditioned to be who we are

It is not a philosophical consideration, everything we do in life represents a form

of consumption. Better understanding of the human condition leads to a better grasp

of the consumer behavior.

Marketing is not the only discipline benefitting as we learn why we are competitive,

power thirsty, wish to win, altruistic, moral, lazy etc.

These forays are useful in education, management and political science.


In order to advance, marketers and neuroscientists need

to communicate better with each other.

Typically, they do not know well enough about their

respective disciplines.

That impacts 2 aspects:

• Legitimacy of research questions/hypotheses

• Suitability of the methodology/technology used


Today, approximately 200 (and more to come) companies worldwide conduct neuromarketing

research for the clients.

Most are using EEG, biometric devices and eye-tracking.

Advances in medicine and other fields produce better technologies to be applied also in

social and behavioral sciences (for example, the voters’ behavior).

Two-dimensional progress :

1/ greater accuracy,

2/ portability (i.e. escape from the lab)

Neuromarketing helps better understand the nuances of cognitive processing (fluency, effort,

credibility)

AND

Neuromarketing promises to measure the unconscious processing. People do not always

interpret their emotions accurately and may not even be aware of them (no feelings).


NEUROMARKETING PRODUCES NEW KNOWLEDGE IN 2

WAYS

• Shows how the stimuli affect nervous system in a pattern typical

for all consumers

• Shows the individual and group differences suggesting new

clustering formats


NEURO—not for marketers alone

Neuropolitics

Neuroaesthetic

Neurolinguistics

Neuropedagogy

NEURO VS. TRADITIONAL METHODS – USING

SEPARATELY OR IN CONJUNCTION?


What do we call “traditional” research methods?

Today’s marketing research technology uses:

• video cameras

• ability to collect data on shopping patterns,

• web browsing

• texting

• word mining

• tracking smart phone usage

and produces a lot of big observational data which if used intelligently offers a lot of valuable info

suitable for prospecting, profiling, persuasion and customization.


Jointly or separately?

The answer is a function of the research questions

If the question is clear-cut and relatively simple, even small-scale neuro might be

sufficient (at the risk of defying the laws of statistics)

If it is more complex, then one method should complement the other:

neuro would tell you that a positive/negative reaction is happening but the researcher is

not sure what this is and in response to specifically what—more background information

should be collected through traditional questioning


Fast changing reactions


What if both methodologies produce similar results (Millward Brown

case of cleaning product TV ad)? Greater assurance but is it worth

additional money and for which part of the study?

Is the cost a primary determinant? Not only, there are many

technicalities which favor neuro over traditional and vice versa.

There are many practicalities as well. Example of the fast changing

environment and strong involvement (watching a movie, playing a

computer game) would favor neuro



Traditional is not in opposition to the other. They are complementary.

Neuro is not going to substitute the traditional.

All the issues of importance in the research plan need to be

scrutinized as to which approach may offer the relevant answer.

Often before starting a study/experiment the researchers have to learn

more to figure out how to structure the project= what are the issues

here. This typically will have to be done via traditional approach (e.g.

focus group).

Finally, to verify outcome/recommendation traditional methods of data

collection need to be used (buying intentions, recommendations, sales

data etc.)



In sum:

Neuromarketing techniques need not be used to

address same problems the surveys do. Best

suited to examine the “hidden” issues. Also,

applicable to study certain audiences: small

children (toys, watching TV shows).

Surveys should be avoided when the quality of

responses appears doubtful.

ARE SPECIFIC NEURO METHODOLOGIES

SUITABLE FOR SPECIFIC PROBLEMS: WHY

YES/NO?


YES but—the answer applies to traditional marketing

research as well.

Neuroscientific methods can be exceedingly complex

TOPOGRAPHY OF THE BRAIN FUNCTIONS


Construct/Process Sample Brain Areas Key References

Ambiguity Insular cortex, Parietal cortex Krain et al. 2006

Anger Lateral Orbitofrontal cortex Murphy et al. 2003

Anxiety Amygdala–prefrontal circuitry, Inferior Frontal gyrus (Brodman Area

45), Ventromedial Prefrontal cortex

Bishop 2007,

Mujica-Parodi 2007, Wager 2006

Attention Right Frontal and Parietal cortices and Thalamus Coull et al. 1998

Automaticity Frontal and Striatal cortex, Parietal lobe (Deactivation) Kubler et al. 2006 , Poldrack et al. 2005

Calculation Anterior Cingulate cortex, Prefrontal cortex limbic system (mainly

anterior cingulate cortex and amygdala)

Ernst & Paulus 2005, McClure et al. 2004b

Cognitive Effort Dorsolateral prefrontal cortex, Parietal cortex Owen et el. 2005, Linden et al. 2003

Competition Inferior parietal cortex, Medial Prefrontal cortex Decety et al. 2004

Consciousness Parietal and Dorsal Prefrontal cortex, Striate cortex, Extrastriate cortex Rees et al. 2002

Cooperation Orbitofrontal cortex Rilling et al. 2002

Disgust Insular cortex Britton et al. 2006, Lane et al. 1997, Murphy et al. 2003, Phan et al. 2002

Displeasure Amygdala, Hippocampus, Insular cortex, Superior Temporal gyrus Britton et al. 2006, Casacchia 2009

Distrust Amygdala, Insular cortex Winston et al. 2002, Dimoka 2010

Emotion in Moral Judgment Medial Prefrontal cortex, Posterior Cingulate, and angular gyrus Greene et al. (2001)

Emotional Processing Anterior Cingulate cortex, Medial Prefrontal cortex (Emotional

Information- dorsal frontomedial cortex)

Damasio 1996, Ferstl et al. 2005, Phan et al. 2002

Envy Anterior Cingulate cortex Takahashi et al. 2009

Fear Amygdala LeDoux 2003, Murphy et al. 2003, Phan et al. 2002

Frustration Right Anterior Insula, Right Ventral Prefrontal cortex Abler et al. 2005 From: Dimokia 2012


Habit Basal Ganglia, Medial Prefrontal cortex, Medial Temporal lobe Graybiel 2008,

Salat et al. 2006

Happiness Basal Ganglia (Ventral Striatum and Putamen) Murphy et al. 2003, Phan et al. 2002

Hate Medial Frontal gyrus, Right Putamen, Bilaterally in Premotor cortex, Frontal Pole

and bilateral Medial Insula, Right Insula, Right Premotor cortex , Right Fronto-

Medial gyrus

Zeki and Romaya 2008

Information Processing Anterior Frontal cortex, Lateral Prefrontal cortex, Medial Orbitofrontal cortex

Hippocampus, Amygdala (Emotional Information- Dorsal Frontomedial cortex)

Dimoka et al. 2008,

Elliot et al. 1997,

Ferstl et al. 2005

Intentions Ventrolateral Prefrontal cortex, Brodmann Area 47 Dove et al. 2008, Okuda et al. 1998

Jealousy Left Prefrontal cortex Harmon-Jones and Peterson 2009

Language function Broca’s area McDermott et al. (2003)

Loss Insular cortex Paulus and Frank 2003

Love (maternal) Ventral part of Anterior Cingulate cortex Bartels and Zeki 2004

Love (overlap of maternal and romantic) Striatum (Putamen, Globus Pallidus, Caudate Nucleus), Middle Insula and Dorsal

Anterior Cingulate cortex

Bartels and Zeki 2004

Love (romantic) Dentate gyrus/Hippocampus, Hypothalamus, Ventral Tegmental area Bartels and Zeki 2004

Moral Judgments Frontopolar cortex (Brodmann Area 10), Posterior Superior Temporal Sulcus Borg et al. 2006,

Moll et al. 2005

Moral Sensitivity Amygdala, Thalamus, Upper Midbrain, Medial Orbitofrontal cortex, Medial

Prefrontal cortex, Superior Temporal Sulcus

Moll et al. 2002

Motor Intentions Premotor and Parietal cortex Desmurget et al. 2009, Lau et al. 2007

Multi-Tasking Fronto-polar cortex (Brodman Area 10) Dreher et al. 2008

Optimism Rostral Anterior Cingulate cortex, Amygdala Sharot et al. 2007

Person Recognition Left Hippocampus, Left Middle Temporal gyrus, Left Insula, and Bilateral

Cerebellum

Paller et al. 2003

Pleasure/Enjoyment Anterior Cingulate cortex, Putamen, Medial Prefrontal cortex ,Nucleus Accumbens Klasen 2008, Sabatinelli 2008, McLean

2009 Priming Parietal cortex, Middle Temporal cortex, Posterior Superior cortex Naccache and Dehaene (2001), Wible et

al. 2006

Rewards and Utility Anterior Cingulate cortex, Caudate Nucleus, Nucleus Accumbens, Putamen Bush et al. 2002,

McClure et al. 2004c, Delgado et al. 2005

Risk Nucleus Accumbens Knutson et al. 2001

Sadness Subcallosal Cingulate cortex Murphy et al. 2003,

Phan et al. 2002

Self-reflection Medial Prefrontal cortex, Posterior Cingulate Johnson et al. 2002

Self-regulation of emotion Amygdala, Dorsolateral Prefrontal cortex, Hypothalamus Beauregard et al. 2001

Social Cognition Amygdala, Cingulate cortex, Temporal lobe, Orbitofrontal cortex, Right Somatosensory

cortex, Ventromedial Frontal cortex

Adolphs 1999, 2001

Social Cooperation Amygdala, Orbitofrontal cortex, Dorsolateral Prefrontal cortex Rilling et al. 2007

Spatial Cognition Hippocampus, Medial Temporal Lobe Moser et al. 2008,

Shrager et al. 2008

Sympathy Anterior Superior Frontal gyrus, Inferior Frontal gyrus, Temporal pole, Amygdala, Left

Central Sulcus, Right Dorsal Premotor cortex, Dorsomedial prefrontal cortex, pre-SMA,

and Inferior Parietal lobule

Decety et al. 2002



How much knowledge do you need to master all this?

Do you check on computer which ROI to monitor?

The differences between available techniques pertain to how the data is

obtained, not so much how it is analyzed later.

One distinction pertains to the theoretical v. applied research. fMRI (less

frequently PET) used to be in the first category because of the complexity of

data acquired

What is a “fishing expedition” in research terms?

It is still too early to decide what works best under what circumstances as we

still uncover new twists (technologies are advancing) and creative

modifications of the experiments.


Technological progress allows to overcome the constraints and add

versatility to various methods

fMRI getting faster,

EEG caps less cumbersome

biometric devices smaller,

all the tools become more accurate

wi-fi connectivity allows distance monitoring

cloud processing helps with big data generated

We have to understand the foundations of the methodology otherwise we will get lost. It is difficult as the human

brain is the most complicated system known to mankind. Machine learning (training computer in recognizing

specific patterns) helps to automate observations.

Some methods offer more qualitative results (facial recognition, fMRI to an extent), others allow some

quantification.

Clients want to know how the results were obtained and be convinced of the basis for recommendations given by

consultants.


Note on fMRIDepending on the format, in fMRI study 500–1,500 functional images are collected, each subdivided into

small cubes called voxels (volumetric or 3D pixels). Voxels’ dimensions are typically 3D 2–5mm--25,000–

50,000 voxels cover the whole brain.

We need evidence of activation not in just one voxel but in a cluster of at least 5 to avoid inadequately

supported conclusions

Images (slices) of a single brain volume are obtained sequentially-adjustment is required. Imposes

limitations on what is doable and what not when using the scanner.

Not a very comfortable condition: up to 1hr. inside the fMRI scanner, and some head movement is likely to

occur, resulting in spatial shifts (“artefacts”) in terms of which areas specific voxels correspond with.

Individual brains differ in size and shape, comparing brain activations across subjects requires the use of a

template (average) brain, hence possible differences in functional anatomy--the location of brain

functionality.

fMRI good for detecting “higher level” and more abstract phenomena, for example differences between

subjects who are by definition different (men v. women, young v. old, users v. non-users

Other techniques (EEG, bio) offer greater ease of interpretation—also because they have been used

longer and more extensively


Identifying Emotions on the Basis of Neural Activation. Kassam

KS et al.,2013.

We also learn how more

complex things are and that our

brains are somewhat different


Regular reactions following the onset of the

stimuli

SURPRISE

A different gauge

30

Zurawicki Lima 10-10-2014

PURPOSE:

Track shoppers’ store navigation patterns

Measure the degree to which shoppers notice and emotionally respond to display types

Identify display types and locations that generate the most impressions

Categorize display types/qualities that drive positive and/or negative responses

Study search patterns and navigational strategies shoppers use to find and select

products

Example: …….. Research, Inc. methodology

32

PROBLEMS WITH RATIONALITY OF

CONSUMER BEHAVIOR AND HOW TO DEFINE


Why is rationality so important? Because the marketers seek some logical explanations people’s behavior,

learning the causes and quantifying th effect(s) leads to more accurate models and improved marketing

program. So if things cannot always detected that way we feel like left helpless.

WHAT APPEARS IRRATIONAL AT FIRST CAN PROVE RATIONAL IN THE END IF WE KNOW WHAT TO

CONSIDER

Examples:

Your absent minded professor

Dealing with an unknown risk (why losses hurt more than gains)

Unpredictable future (what is your plan for 10 yrs. ahead?, is it rational to get married?)

Inertia-cost of change, dealing with thresholds and small differences

Is the monetary reward ($$$) the ultimate criterion for our rationality and HAPPINESS? (Philantropy)

Various facets of the same proposition

Short v. long term rationality

Are poor more rational than rich?

In sum: life is a very complex gamble with a lot of unknown risks

RATIONALITY and its limitations

Is politeness rational?

Petty rationality (flushing toilets every time). Washing windows every week? Lights

outside?

Fight a minor case in court instead of paying?

Spending $1000 on a game ticket? What about trade-offs? What is rational if we do not

know enough?

35

HABITUATION=weakened response to repeated

stimulus

Increase the stimulus?

Increase the frequency of the stimulus?

Change the stimulus?

After a year, does a new car feels equally

exciting?

What about kids’ toys (2 weeks)?

Role of curiosity and boredom (no

challenge).

WANING PLEASURES

36


What is the value of time?


Rationality starts with the perception stage and paying attention/exploring.

Where is the optimum: speed versus the accuracy in perceptual decision—do we have control

over?

So much depends on the quality of info: what is the benefit of rationality if based on inaccurate

info?

Perceiving reality through our senses is like working with the instruments (they are not perfect).

Can we be sure about our interpretation of the stimuli?

Logic plus memory = what helps determine the rational side of appeal.

People do not get perfect information, however and its processing can be flawed due to external

and internal factors (e.g. time pressure). Shortcuts/heuristics. Two types of consequences for

marketers:

• Consumers might misunderstand the marketers’ communications

• Consumers might be fooled by messages

How to enhance search for info (=exploration) a challenge to marketers who believe their

success is based upon customers’ thorough examination of their offer.

A paradox: increased release of dopamine stimulates research in case of uncertainty. So making

consumers happy serves not just developing a positive attitude but making them more curious as

well.


“Fewer than 10 percent of all adenomas become cancerous. But more

than 95 percent of colorectal cancers develop from adenomas, and

doctors now think some other types of benign polyps also may become

cancerous”.

When retrieving a quote from memory, evaluating a

testimony’s truthfulness, or deciding which products

to buy, people experience immediate feelings of ease

or difficulty, of fluency or disfluency.

Cognitive load


Does rationality have to do with math? (exclusively?) If so what kind? How

to approach the mental accounting?

Cost of data processing in the brain

What marketers do not consider well enough is that consumers have to make many different decisions at any given time.

hence

Competition for tasks

More/less important decisions

Do we need shortcuts?

What worked for me in the past? (memory)

Be less demanding (“good enough—it is only a vacation”)

Seeking simplicity (“bare necessities”)

Do not rush (“sleep on it”—your brain will do the work)

If it is good for the neighbor/friend etc., it is good for me (theory of mind)?

All the consumers can’t be wrong (popularity, herd instinct, safety,

reviews) 42

With only 3 left in stock!

(73 Customer Reviews)

Offer expires in:

Hr. Min. Sec.

Social Proof-Heuristic: buy what

others buy/recommend.

Authority-Proof-Heuristic: buy what

experts recommend.

Scarcity-Proof-Heuristic: buy what

is offered for “limited time only”.

Already 86 sold!

44


Rationality should not be interpreted in opposition to emotionality and they both

form the basis of INTUITION

False impression as if humans were predominantly governed by uncontrollable

emotions

EMOTIONS ALSO SERVE AS HELPFUL (EFFICIENT?) SHORTCUTS AND CAN

TEACH CONSUMERS A LOT (e.g. “regret”)

+OR ?

46

DEVELOPING APPROPRIATE RESEARCH

SCENARIOS


Keep it simple

The problem—determination does not differ from the procedures in any traditional research except that we look for

suitability/appropriateness of neuro-observations of more subconscious, emotional, and on occasion more credible

responses.

What can be observed/determined and what cannot with neuro? Will see an illustration later in the pricing study

case.

The relevant question/hypothesis based either on curiosity or previous knowledge: is it true/false that….

Then the question how to test/mimic the circumstances of use and the experience with a particular product or

service.

At home, store, on the web

Trade-off: in a laboratory we have more sophisticated equipment (not always portable) and technicians but

conditions are not natural (unless people play computer games or watch videos).

Decision has to be made regarding the stimuli and context :

• single stimuli or clutter

• subjects monitored in isolation or together (influence, joint decisions)

One-time or repeat trials


From reactive to proactive approach

Can the consultancy develop scenarios addressing a

problem it considers important and unanswered and

then prospect the businesses who potentially

experience a similar problem?

Sure, I do it all the time. It is actually a necessary strategy

for the young industry. The advantage is that from the

outset you prepare a program which you know you can

implement. It might have to be modified to the needs of

the actual client.


As mentioned earlier, we need to figure out not only what specific questions are to be answered but

have to determine what is DOABLE.

If a repeat design is used to check for consistency/change of response, the same subjects have to be

used. Could be a problem, subjects no longer available, not interested in participation.

Consider fatigue: 1 hr. in a scanner is a lot to endure for anybody.

What does the company need to know?

Which scales/variables lead to an answer?

Which of them can be obtained in a traditional, which in the neuro way (which in both ways)?

Which are more appropriately acquired through the neuroscientific apparatus and why?

How are we going to provide a contrast between the observation/experiment and a benchmark? (Just

copy the original format or revise—we might have learnt something from the first one)


From a scenario to protocol

Location

Population

Procedures

Measurement tools

Methods of analysis

Outcomes


Car Research Scenario

Suppose you wish to learn how people experience a new car model (comfort, handling), what scenario

do you suggest? Can one record driver’s reactions while piloting the vehicle on a circuit/road? What

should be watched? Could you create emergency situations so that you record reactions in real time to

specific challenges and (dis)satisfaction with the car’s responsiveness and handling? Could you

measure how strongly one holds the steering, presses pedals and what happens simultaneously in the

brain (EEG) and reflects in biometric functions? Can you compare on the same circuit how

maneuvering the new model differs from piloting the old one for the group of the (old model) owners

and for drivers used to different makes?

Is it suitable to measure the stress level (hormone cortisol in saliva) before and after? What will it

document?

From my neuromarketing perspective it is not so much about how you do it but what relevant aspects

you study

A recent rewarded study looked at aspects of design of competing cars and came up with observations

and recommendation based on ET, EEG and GSR when subjects watched a videos and interacted with

the interior. Is that so crucial?

Client is the boss!


FUTURE of POSTAL SERVICES

Problem: is direct mail in continuous decline due to omnipresence of electronic media (and else)?

In an earlier study in the UK a renowned company--Millward Brown--programmed an experiment in the

computer lab—this ignored the tangibility of direct mail and limited impact to just visual incomplete (gloss

disappearance stimulation. Even then, difference noticed.

Design of the new study: focus on actually receiving new mail of specific interest.

Recreating realistic conditions of actually receiving mail in the box.

Allowing for full sensory experience with tangible mail.

Which type of mail will be opened first?

How much time will be spent examining the same messages sent both ways?

then only the final question:

What is difference in emotional reactions, do people (all, which ones) like direct mail better?

HOW TO SIMPLIFY AND ASK PUNCTUATED

QUESTIONS?


“How can we get our customers to buy more?” needs to

be re-phrased and made operational (too many factors

intervening).

Do not ask questions you feel you cannot answer!

You can ask: “Will you buy…A,B, C?” Answer NO,

probably more credible than YES. You ask about the

PROBABILITY and extract a NUMBER (e.g. 0.75). But

people are not so good with estimating such values and if

you ask: “How confident are you about your probabilities

?” –you can make things eve more difficult.

You can try to measure confidence with neuro devices or

even latency or use a proxy, e.g. degree of demonstrated

interest (brain asymmetry while watching).


So one could develop questions amenable to

neuromarketing which in addition to the questionnaire will

focus on specific scales:

Do they trust us (how much)?

Do they like us (relative to competition)

Do they approve of our prices

Do they enjoy visiting our stores (Apple, Nike etc.)

Is our message clear and understandable? (cognitive

effort, for example humor typically require more

processing time)

Are they curious/interested in our offerings and

communications? (approach/avoidance mechanism)

Some of the above can be typically answered “yes” or

“no”, others san be measured using appropriate scales to

offer a better insight into problems of interest.


Methodologies offering simple outcomes are well designed to answer simple questions. If one

can a priori assume the type of reaction to expect (a pic of a baby or puppy, picturesque

sunset) then the study might just focus on the INTENSITY of response. Translates into a

faster and less costly analysis.

Different with ambiguous questions

TYPES OF MEANINGFUL COMPARISONS AND

HOW TO MAKE SENSE OUT OF THEM


It is often very important for the clients to figure out which alternative is better/best out of a

multitude of options. A, B, C…. –it could pertain to:

product design

packaging

logo

slogan

commercial

endorser

web site

store environment

and many more (can you think of other aspects?)

A very useful approach to uncover hidden elements is when consumers cannot TELL

(verbally) the difference in the attractiveness of two or more offers. In such a case, neuro

can reveal the unconscious preference which in reality would be tilting the scale.


Neuro useful to detect minute differences in preference

(say, comparable tourist destinations).


Green logo according to Walmart (Sands Research).

Highest, Most Intense Engagement Level with Logo Concept

Sam’s Club selected to use this logo design for their very

successful "Simple Steps for Saving Green" campaign

which easily identifies environmentally friendly products

throughout their stores.


NESPRESSO ANALYSIS

../../../Desktop/1 Nespresso.exe


How to improve if not happy with the results:

change characters

change order of scenes (if story allows)

change product shots

choose the best frame for a billboard

POSITIVE VERSUS NEGATIVE

COMMUNICATIONS

Fascinating understudied topic

Beyond theoretical aspect, a practical consideration: what

to expect (and hypothesize) as the reaction/outcome?

Positive emotions breed a lot of positive attitudes, why

then negative communications? Besides creating contrast

the emotional rollercoaster is not proving too helpful

unless for certain industries and when the objective is to

change bad habits (fear, disgust).

Touching negative emotions

Does this work? Which one is better

Which is more persuasive:

A or B


Recent study showed that ad-evoked positive emotions generate a favorable attitude

towards the ad and the brand.

Occasionally, marketers do allude to negative states. Intention is not to leave the viewer

with hurtful emotions. Like in most movies and unlike in most operas, the drama of

signaling to consumers is not only to end on a positive note but also to instill an optimistic

mood. Except for the brief moments to make the threatening, displeasing and annoying

aspect of the message clear (and maybe as applied specifically to such sectors as health

care or insurance), the strategy would prove risky.

Could prove risky


Logically, negative feelings in the consumers better be avoided.

There is no convincing evidence that negative appeals in advertising are effective

Ads provoking fear, guilt or anger are by definition aversive, and can prompt consumers to ignore

the ad or dislike the product if not contrasted with some overruling antidote

Tension

Response to fear follows an inverted U-shaped curve.

Mild fear signals produce tension in consumers,

the moderate level facilitates persuasion, beyond the

optimal point, strong fear appeals lead to anxiety, negative

attitudes and adoption of defense mechanisms.

Persuasion range

Intensity of fearful message

PROS AND CONS OF READING FACE

(RECORDING FACIAL EXPRESSIONS)


Is facial recognition of emotions a part of neuromarketing?

Expressions on our face, like reactions in our whole body,

controlled by the command center—our brain. In that

sense, grimaces are an extension of the mental

processes.

Regardless of how we label it, this is a very useful

technique to study consumer attitudes and behavior--

unobtrusive, fast and relatively inexpensive


find this methodology intuitively convincing because, to

an extent, an average person can interpret the facial

expressions.


Facial reflections of emotions are quite universal

(unlike voice and body language) and may be

recognized from different angles


How well can we read emotions?


LIMITATIONS

Narrow menu of the available relevant emotions to study

Need for adaptation to lower emotionality of the context of stimuli (in

advertising)

Probabilistic nature of the results

Overlooking blended emotions

The wider a smile, the happier the person is T/F?


The menu of emotions is not necessarily best adapted

to the needs of consumer studies. We hardly

experience ultimately powerful emotions in the context

of buying (unless ultimate decisions: buying a home),

more likely in the context of using products/services

(aggravating misperformance, admiring beauty).

NEUTRAL variable can often dominate

Can we read TRUST/DISTRUST on a face?

Can we read DESIRE?

ACCEPTANCE? REJECTION?

How can machine learning help? It is all about pattern

seeking and expert system.

QUESTIONS & ANSWERS

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