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15 m06d24 workshop geofort expeditie ict
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Marketing 2015Copyright © Engaged Marketing 2015 1 E X P E D I T I E BR EIN
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Marketing 2015 2
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Marketing 2015Copyright © Engaged Marketing 2015 3
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Marketing 2015Copyright © Engaged Marketing 2015 4 NEURO R EVOLUT IE?
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Marketing 2015Copyright © Engaged Marketing 2015 5
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Marketing 2015Copyright © Engaged Marketing 2015 6 90 years % 10
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Marketing 2015Copyright © Engaged Marketing 2015 7 WAT WE NU DENKEN
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Marketing 2015 8
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Marketing 2015 9 OOPS!
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Marketing 2015Copyright © Engaged Marketing 2015 10 GEHEUGEN WERKT ALS EEN HARDRIVE ONZE VOORKEUREN ZIJN STABIEL WE WETEN WAT WE WILLEN EN HANDELEN DOELGERICHT OPTIMALE BESLISSINGEN OP BASIS VAN RATIO EN ECONOMIE BEWUSTWORDING LEIDT TOT GEDRAGSVERANDERING GOED VERKLAREN EN VOORSPELLEN VAN ONS GEDRAG
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Marketing 2015 11 DOGS IN THE STREET PUMA’S ON YOUR FEET Source: Berger & Fitzsimons 2008
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Marketing 2015Copyright © Engaged Marketing 2015 12
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Marketing 2015 13 BEWUSTWORDING?
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Marketing 2015 14 ONS GEHEUGEN IS GEEN VIDEORECORDER
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Marketing 2015Copyright © Engaged Marketing 2015 15
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Marketing 2015 16 SLECHTE VOORSPELLERS VAN ONS GEDRAG
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Marketing 2015Copyright © Engaged Marketing 2015 17 vs SATISFICE OPTIMIZE
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Marketing 2015 18 BESLISSINGEN SPRAAK VRAGENLIJSTEN?
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Marketing 2015 19 ONZE AANNAMEN OVER GEDRAG ZIJN NIET HEEL STERK
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Marketing 2015Copyright © Engaged Marketing 2015 20 Beslissingen worden zelden op puur rationele of economische gronden genomen NO!!
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Marketing 2015 21
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Marketing 2015 22 MARKETING ATTENTIE INFORMATIE PERSUASION POS HERINNERING VRAGENLIJSTEN
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Marketing 2015 24 FEATURITIS!
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Marketing 2015 25 8 NEURO MARKETING Source: Steve Genco 2014 Intuitive Customer new ways to understand, influence and predict customer behavior!
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Marketing 2015 ystems neuroscience are crucial for consumer neu- reas those from cellular neuroscience currently are tists study species ranging from the primitive snails, fruit flies, and leeches) to the complex mals and primates). Most consumer neuroscience critical issues of past research and discuss ho these issues in future research. We conclude w of the future potential of research at the intersec science and consumer psychology. Fig. 1. Growth of research applying neuroscience to marketing over time. H. Plassmann et al. / Journal of Consumer Psychology xx (2012) xxx–xxx 26 HOT & HAPPENING
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Marketing 2015Copyright © Engaged Marketing 2015 “Any marketing or market research activity that uses the methods and techniques of brain science or is informed by the findings or insights of brain science” Neuromarketing for Dummies - 2013 27
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Marketing 2015Copyright © Engaged Marketing 2015 28 marketing advies sociale psychologie gedragseconomie neurowetenschap
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Marketing 2015Copyright © Engaged Marketing 2015 29
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Marketing 2015 30 DISCOVERIES
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Marketing 2015Copyright © Engaged Marketing 2015 31
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Marketing 2015 32 Source: neuro predictors of choice 2006 - Knutson et al.
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Marketing 2015 33 RATIONAL BRAIN SUBCONSCIOUS BRAIN
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Marketing 2015 34 intuitive parallel automatic fast emotional effortless SYSTEM 1 SYSTEM 2 rational serial conscious slow logic high effort Daniel Kahneman - thinking fast and slow
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Marketing 2015 38
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Marketing 2015 41 BLAUW GEEL GROEN
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Marketing 2015 42
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Marketing 2015 Conscious System 2 Unconscious System 1 “consciousness by necessity uses only a subset of the available information, and the restriction of capacity comes at the expense of the quality of a choice decision” complexity of decision qualityofdecision 43 COMPLEXITY VS. QUALITY
44.
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Marketing 2015 44 BEINVLOEDEN van BESLISSINGEN
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Marketing 2015Copyright © Engaged Marketing 2015 45
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Marketing 2015 46
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Marketing 2015Copyright © Engaged Marketing 2015 47 OMGEVING HEURISTICS BIASES
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Marketing 2015 48
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Marketing 2015 49 MENTAL ACCOUNTING GELD IS ALTIJD EVENVEEL WAARD?
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Marketing 2015 50 LOSS AVERSION Als de beslissing geformuleerd is in termen of winst zijn mensen risico mijdend Als de beslissing geformuleerd is in termen of verlies zijn mensen risico zoekend Source: Daniel Kahneman - Prospect Theory
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Marketing 2015 51
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Marketing 2015 52
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Marketing 2015 53 DEFAULTS
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Marketing 2015 54
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Marketing 2015Copyright © Engaged Marketing 2015 55 24 potten Jam Klanten stoppen 60% Aantal geproefd 1.5 % gekocht 3% 6 potten Jam Klanten stoppen 40% Aantal geproefd 1.4 % gekocht 30% de simpelste keuze heuristiek is niet te kiezen Source: Iyengar & Lepper:When Choice is Demotivating
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Marketing 2015 56 EMOTIONS
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Marketing 2015Copyright © Engaged Marketing 2015 57 WE ARE NOT THINKING MACHINES THAT FEEL BUT FEELING MACHINES THAT THINK - ANTONIO DAMASIO
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Marketing 2015 58 Phineas Case source: Descartes Error - Damasio
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Marketing 2015 Fully Conscious - "Feelings" Completely Unconscious - "Emotions" 59 EMOTIONS & FEELINGS Source:Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience
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Marketing 2015 60 EMOTIONS ALTIJD AANWEZIG KANSEN & PROBLEMEN CRUCIAAL VOOR OVERLEVEN GEEN MIND ZONDER EMOTIES SNELLE ANTWOORDEN
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Marketing 2015 61 0" 10" 20" 30" 40" dagelijks" Popcorn" Verzadigd)vet) Verzadigd"vet" WAARHEID OVER POPCORN = Source: De Plakfactor - Dan & Chip Heath
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Marketing 2015 62 = WAARHEID OVER POPCORN "Een portie medium popcorn bevat evenveel verzadigd vet dan een ontbijt met spek en eieren, een lunch van Big Mac met friet en een diner met biefstuk met alles erop en eraan" De Plakfactor - Dan & Chip Heath Source: De Plakfactor - Dan & Chip Heath
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Marketing 2015 63 EVOLUTION & BIOLOGY
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Marketing 2015 64 OVERLEVING FAMILIE WEDERKERIGHEID VOORTPLANTING INSTINCTEN
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Marketing 2015 65
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Marketing 2015Copyright © Engaged Marketing 2015 66 GEWOONTE & CONDITIONEREN
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Marketing 2015 67
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Marketing 2015 68 ONBEWUST BEINVLOEDEN?
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Marketing 2015 69 The influence of in-store music on wine selections. North, Adrian C.; Hargreaves, David J.; McKendrick, Jennifer Journal of Applied Psychology, Vol 84(2), Apr 1999, 271-276.
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Marketing 2015Copyright © Engaged Marketing 2015 70
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Marketing 2015 71 neuromarketing toolkit BUILDING BLOCKS OF NEUROMARKETING
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Marketing 2015Copyright © Engaged Marketing 2015 72 ATTENTION EMOTION MEMORY FLUENCY
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Marketing 2015Copyright © Engaged Marketing 2015 73 ATTENTION TOP DOWN&BOTTOM UP FAMILIARITY&NOVELTY LOW ATTENTION PROCESSING PLAY WITH ATTENTION KEY IN SHOPPING AREA
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Marketing 2015Copyright © Engaged Marketing 2015 74 EMOTION
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Marketing 2015Copyright © Engaged Marketing 2015 75 MEMORY
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Marketing 2015 76 BRAND
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Marketing 2015 77 COLA vs PEPSI CONCLUSIE?
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Marketing 2015 78 LONG TERM MEMORY Source:Thomas Zoega Ramsoy - Introduction into Consumer Neuroscience
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Marketing 2015Copyright © Engaged Marketing 2015 79 FLUENCY
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Marketing 2015Copyright © Engaged Marketing 2015 80 CONFUSION GEMAKKELIJK=POSITIEF
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Marketing 2015Copyright © Engaged Marketing 2015 81 FAMILIARITY AND LIKING BEKENDE GEZICHTEN VINDEN WE SYMPATHIEKER TRUTH MAKKELIJK TE LEZEN WOORDEN WORDEN ALS MEER WAAR BEOORDEELD RISK ACHTBANEN MET MOEILIJKERENAMEN WORDEN SPANNENDER GEVONDEN AANDELEN MET MAKKELIJKER NAMEN ZIJN SUCCESVOLLER SHAPES NATUURLIJKE VOORKEUR VOOR RONDE VORMEN,SYMMETRY, CONRAST VAN ACHTERGROND EN OBJECT WE LIKE SYSTEM 1 PROCESSING!
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Marketing 2015 82 MAKKELIJK UITSPREEKBARE SYMBOLEN PRESTEREN BETER OP DE BEURS Source:Alter & Oppenheimer 2006
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Marketing 2015 83 IF IT IS HARD TO READ IT IS HARD TO DO! TEXT 1 TEXT 2 TEXT 2 = 2 X TEKST 1 Source: Song & Schwartz 2008
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Marketing 2015 84 FLUENCY-POSITIEF
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Marketing 2015 85 KIJKEN IN HET BREIN
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Marketing 2015 86 BESLISSINGEN SPRAAK NO CONNECTION-NEW METHODS
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Marketing 2015 51 87
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Marketing 2015Copyright © Engaged Marketing 2015 88 PORTABILITY
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Marketing 2015 89
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Marketing 2015Copyright © Engaged Marketing 2015 52 Self-Report Autonomic-measures Brain-Imaging Verbaal Non-verbaal Movement-to-Movement Facial Coding, EMG EDR (Electro Dermal Reaction) Heart Rate, Blood Pressure Eye Tracking EEG MEG PET fMRI Voor: goedkoop, simpel praktisch Tegen: rationele bias, retrospectief Voor: autonoom, geen rationele bias, onafhankelijk van cognitieve processen Tegen: vereist specifieke expertise / apparatuur Voor: autonoom, onafhankelijk van cognitieve processen, non-invasive Tegen: complex, duur, vaak nog niet gedetailleerd genoeg Afhankelijk van budget en doelstelling wordt de juiste methode gekozen 90
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Marketing 2015 91 Neuromarketing on a budget
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Marketing 2015 92 COMPUTATIONAL NEUROMARKETING
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Marketing 2015 93 SAMENVATTEND
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Marketing 2015 94 8 ATTENTION INFORMATION PERSUASION POS RECALL QUESTIONNAIRE NO/LOW ATTENTION POS EMOTIONAL RESPONS CONDITIONING IMPLICIT ASSOCIATIONS NEW METHODS OLD NEW marketing marketing Source: Steve Genco 2014 Intuitive Customer markting in line with brainscience
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Marketing 2015 95 KOOPKNOP
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Marketing 2015 96 NO ZOMBIE
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Marketing 2015Copyright © Engaged Marketing 2015 97 NEUROMARKETING IS ONDERZOEK NEUROMARKETING IS DUUR EN COMPLEX NEUROMARKETING IS VOOR WETENSCHAPPERS NEUROMARKETING IS VOOR GROTE BEDRIJVEN NEUROMARKETING IS NIET ETHISCH
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Marketing 2015Copyright © Engaged Marketing 2015 98
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