This document contains information from a neuromarketing presentation given by Roger Dooley. It includes summaries of neuroscience research findings and recommendations for how marketers can apply these findings. Some key points covered include the importance of creating emotional connections with customers, using social cues and scarcity to increase desirability, and leveraging what is known about human psychology and decision-making to improve marketing effectiveness.

1. Neuromarketing & Web
Persuasion
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

2. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

3. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

4. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

5. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

6. 2004: NeuroscienceMarketing.com
2005: Blog: Neuromarketing
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7. 2011 - 2013 Brainy
@rogerdooley #brainfluence Marketing
Copyright 2013, Dooley Direct LLC

8. Evolution?
Enlightenment?
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

9. Honesty & Ethics
Very High/High
• Nurses – 85%
• Engineers – 70%
• Advertising – 11%
• Sales – 8%
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

10. CEO Trust
• CFOs – 90%
• CIOs – 90%
• CMOs – 20%
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11. Why?
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12. Most Marketing
& Sales
Money Is Wasted.
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13. “Half my advertising is wasted…
“…if only I knew which half!”
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14. 95%
of New Products
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15. 95%
of New Products
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16. 98%
of Direct Mail
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17. 98%
of Direct Mail
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18. 98%
of Sales Emails
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19. 98%
of Sales Emails
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20. 93%
of Sales Calls
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21. 93%
of Sales Calls
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22. CEO Consumer
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23. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

24. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

25. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

26. Iceberg: 88% Hidden
Mind: 95% Subconscious
(Lakoff & Johnson)
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27. Psychology & Social Science
Stimulus Response
Brain
Neuroscience
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28. Psychology Neuroscience Economics
Neuropsychology Neuroeconomics
Neuromarketing
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29. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

30. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

31. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

32. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

33. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

34. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

35. Sensory
Logic
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36. 70%
Positive
40% Emotion
Positive
Emotion
Sensory
Logic
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37. Web-based
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38. Try a face reading demo:
rgr.cc/yzAd4K
(redirects to:
http://www.affectiva.com/affdex/#pane_tryit )
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

39. Forbes Consulting: Mindsight
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40. Quick! This brand makes you feel…
(Concept only, NOT actual Mindsight images)
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41. Implicit Association &
Latency Response
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42. Implicit Association &
Latency Response
?
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43. Implicit Association &
Latency Response
547 msec
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44. Latency Response
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45. Try an implicit association test:
rgr.cc/w82nR9
(redirects to:
https://implicit.harvard.edu/implicit/demo/ )
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

46. Caution: science still emerging
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47. My Mission:
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

48. Cut marketing
waste –
even a little!
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49. Bring
neuromarketing
to the
99%!
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

50. Neuroscience
Behavior Research Marketing
Research Studies
Actionable
Advice
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51. Behavior Research
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52. Neuro-Nudges
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53. @rogerdooley #brainfluence Copyright 2013, | Daily Trojan LLC
Jonathan Zhang
Dooley Direct

54. Dog owners?
Pet parents?
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

55. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

56. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

57. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

58. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

59. Margaritas?
Sure, I’ll
have one!
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60. Liking
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61. Show common interests,
shared attributes with
your customer to create
“liking effect.”
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62. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

63. Don’t bury these “liking
cues” deep in your site!
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64. Important
Psychological
Research Tool:
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65. $3
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66. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

67. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

68. “California” Wine
• Ate more
• Came back more
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69. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

70. “Expensive” Wine
• Tasted better
• Lit up brain more
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71. Set high but realistic
expectations to improve
customer experience.
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72. Socializing
image credit: jessicaswanson.com
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73. The Ultimatum
Game
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74. Ultimatum Game Results
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75. Effect of Social Conversation
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76. To increase sales and
negotiation success,
socialize first.
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77. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

78. Use vivid, sensory,
emotional adjectives to
engage the brain.
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79. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

80. The Doppelganger Effect
Brand Preference
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81. Social
Personalization
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82. The Doppelganger Effect
@rogerdooley
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC
#AFD12 #Brainfluence

83. St. Bonaventure University
http://www.becomingextraordinary.net/
(Courtesy: Hobsons)
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84. St. Bonaventure University
http://www.becomingextraordinary.net/
@rogerdooley #brainfluence Copyright 2013,(Courtesy: Hobsons)
Dooley Direct LLC

85. WunderlandMovies.de
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86. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

87. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

88. Playboy:
http://youtu.be/isjPpbmnaYo
Amazing use of Facebook data:
http://www.takethislollipop.com/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

89. Untapped opportunity:
Put your customer
in the ad.
@rogerdooley
@rogerdooley #brainfluence
#AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

90. Rudeness
&
Revenge
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91. What canceled
rudeness effect?
@rogerdooley
@rogerdooley #brainfluence
AFD12 #Brainfluence Copyright 2013, Dooley Direct LLC

92. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

93. Apologies really DO
work. Apologize!
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94. When you don’t apologize…
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95. Major airline
vi
Via Brian Solis
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96. Scarcity
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Photo via Doniv.org

97. Vs.
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98. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

99. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

100. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

101. Scarcity +
Social
Proof!
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102. Creating Scarcity
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103. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

104. Use SCARCITY to make
your offer more
attractive.
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105. Scarcity on Steroids
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106. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

107. FTW
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108. Amp up SCARCITY
EFFECT by showing
decreasing
availability.
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109. Selling
to
Guys?
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110. Impatient &
Short Term
Emphasis
-Margo Wilson and Martin Daly
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111. Take More Risks
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112. Attractive
Photo =
-4% Loan
Interest Rate
Marianne Bertrand et al, 2005
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113. Test
Source:
Ion
Interactive
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114. Source: Ion
Interactive
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115. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

116. Convert more men with
“mating triggers.”
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117. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

118. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

119. @rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

120. Use simple fonts and
language to minimize
perceived effort.
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121. If you remember
just one thing from
today…
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122. Change is constant and
accelerating…
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123. Communication
Huge Change in 50 Years
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124. Media
Huge Change in 50 Years
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125. Social
Mobile! Media!
Big Data!
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126. Our Brains
NO Change in 50,000 Years!
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127. Work with your
customer’s brain and
how it is wired!
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128. Free Resources
Neuromarketing
Neurosciencemarketing.com/blog
Brainy Marketing
blogs.forbes.com/rogerdooley/
Inside Influence Report
influenceatwork.com
Dan Ariely Blog
danariely.com
Social Triggers Blog
socialtriggers.com
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC

129. Neuromarketing & Web
Persuasion
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
Twitter: @rogerdooley
linkedin.com/in/dooley/
@rogerdooley #brainfluence Copyright 2013, Dooley Direct LLC