This document summarizes peripheral persuasion and neuromarketing techniques as forms of behaviorism. It discusses central routes to persuasion through traditional advertising versus peripheral persuasion that seamlessly integrates advertising into regular programming. The goal of any marketing tactic is to influence consumer behavior to purchase a product. These methods rely on B.F. Skinner's model of behaviorism using operant conditioning or priming. Neuromarketing techniques discussed include measuring galvanic skin response, pupillometry, eye-tracking, and a landmark fMRI study comparing consumer brain responses to Coke and Pepsi.

1. Peripheral persuasion and neuromarketing as Behaviorism
A presentation by Bryce Hantla (bhantla@sebts.edu)
for Critical Information: Graduate Student Conference at the School of Visual Arts
New York, NY
December 2nd, 2012

2. 

Central Routes to Persuasion:
Advertising outlets that attempt to
convince you to buy something
through a traditional advertising
media.
Sympathy for advertisements
declines with age and that “the
intention of advertising – to sell
something – is already understood
by 57.1% of six year olds,” implying
that awareness equals rejection or
at least more critical evaluation.
(R. Bergler 1999, p. 43)

4. 
Peripheral Persuasion or “integrated advertising”
attempts to seamlessly weave in consumerist
advertising material with regular programming
Some pursues you
Some you pursue

5. 


The end-all goal of any marketing tact is to
get a consumer to behave in a way that s/he
may not necessarily behave otherwise; i.e., to
buy something
These methods generally rely on B.F.
Skinner’s classic model of psychological
training called Behaviorism
Behaviorism uses “operant conditioning” or
“priming” to influence consumers toward
making a purchase

6. 
Indirect Biometrics
◦ Galvanic Skin Response (GSR)

7. 
Indirect Biometrics
◦ Pupillometry and Eye-Tracking Software

8. Landmark functional magnetic resonance imaging
(fMRI) study by Montague et al. (2002) compared
Coke and Pepsi while hooked up to real-time brain
scanning equipment (first instance of the term
“neuromarketing” in the literature)