Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)
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The document discusses neuromarketing and how it uses neuroscience to understand consumer decision-making. It describes how neuromarketing incorporates neurometrics, biometrics, and psychometrics to study the brain. It then outlines six stimuli - visual, contrast, tangible, beginning/end, emotional, and contrast - that have been shown to stimulate the reptilian brain and influence behavior. The document argues that understanding how to trigger these primal reactions can help improve outcomes in many domains like education, law, medicine, and marketing.
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Neuromarketing - How to detect consumers G-spot (Kivilcim Kayabali, Salesbrain)
- 1. Neuromarketing How to detect consumers G-spot KIVILCIM KAYABALI
- 2. Neuromarketing The science of human decision: • Neurometrics • BioMetrics • Psychometrics © Copyright 2002-2010 SalesBrain
- 3. Marketing What do you want? © Copyright 2002-2010 SalesBrain ?
- 4. Neuro Marketing MRI Facial coding EEG What do you want? Eye tracking Skin conductance © Copyright 2002-2010 SalesBrain Voice analysis
- 7. Is there a Buy Button in The Brain
- 8. • “The reptilian always win!” C. Rapaille NeuroAntropologist • “The amygdala (reptilian) has more influence on the cortex than the cortex has on the amygdala.” J. Ledoux Pr. Neuroscience NYU • “Although system 2 (neocortex) believes itself to be where the action is, the automatic system 1 (reptilian brain) is the hero of the book... most people choices correspond to the predilection of system 1.” D. Kahneman 2002 Economy Nobel Prize © Copyright 2002-2010 SalesBrain
- 9. Reptilian Brain New Brain • • • • • • • • • • • • • • 500 M years old Fast but limited Present on Effortless Unconscious uncontrollable 3-4 M years old Slow but smart past, Present, Future On/off effortful Conscious Controllable… somewhat! © Copyright 2002-2010 SalesBrain
- 11. 24 x 17 = ?
- 14. what stimulates the reptilian brain? © Copyright 2002-2010 SalesBrain
- 15. Six stimuli To the Reptilian BRAIN © Copyright 2002-2010 SalesBrain
- 26. Beginning & End “The secret to a good movie is a hot opening, a hot close and… …just don’t screw up in the middle.” © Copyright 2002-2010 SalesBrain George Lucas Film Maker
- 33. Emotional Plutchik’s Wheel of emotion © Copyright 2002-2010 SalesBrain
- 34. DOES IT APPLY TO OTHER areas of LIFE?
- 35. Visual Leaks at Amsterdam Shiphol airport urinals …. reported a 80% decrease in spillage! © Copyright 2002-2010 SalesBrain Better Cleaning
- 36. Beginning & End Better Eating Mary --Director of Food services in a school district-- feeds 2,000 kids a day…. …she can change the consumption of certain dishes by as much as 25% simply by changing the serving order. © Copyright 2002-2010 SalesBrain
- 37. Contrast Better Drinking Tall vs Wide : • Kids poured/drank 74% less juice • Bartenders poured 27% less © Copyright 2002-2010 SalesBrain
- 38. Tangible Chicago North Lake Shore 25 mph © Copyright 2002-2010 SalesBrain Better Driving
- 39. Emotional Better Savings In San Marcos CA, energy users decreased their usage when they: 1. were informed of the average neighborhood consumption (-3.5%) 2. and even more if they received a smiley on their bill © Copyright 2002-2010 SalesBrain
- 40. FROM 6 STIMULI To four steps © Copyright 2002-2010 SalesBrain
- 43. What if We all knew about the Reptilian! TEacherS Judges Parents Singles doctors Film Makers Marketers © Copyright 2002-2010 SalesBrain Better education Better Justice Better families Better relationships Better Medicine Better entertainment It’s My job
- 44. Neuromarketing The science of human decision: • Neurometrics • BioMetrics • Psychometrics © Copyright 2002-2010 SalesBrain
Notas do Editor
- Why is that Important
- At school restaurants the consumption of dessert depends if they are offered first or after other items
- At school restaurants the consumption of dessert depends if they are offered first or after other items
- At school restaurants the consumption of dessert depends if they are offered first or after other items
- At school restaurants the consumption of dessert depends if they are offered first or after other items
- Why is that Important
- Why is that Important