AMA: The Art and Science of Neuromarketing
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AMA: The Art and Science of Neuromarketing
- 2. Happy
- 3. Sad
- 4. At Rest
- 6. On Drugs
- 7. Afraid
- 8. NonViolence
- 9. Violence
- 11. Pinky: Gee, Brain, what do you want to do tonight? Brain: The same thing we do every night, Pinky - try to take over the world!
- 13. The ART and SCIENCE of NEUROMARKETING
- 14. Sheridan Orr, Head of Global Product Marketing Professional Marketer Neuroscience Hobbyist 80’s Enthusiast @Sheridanorr Sheridan.Orr@ChannelAdvisor.com
- 15. My Mom’s Brain
- 16. Call to Action • 2 fMRI machines • Team of neuroscientists
- 17. Budget Request • 2 fMRI machines ($2.4 Million) • Team of neuroscientists ($500K Annually)
- 18. Objectives • Is neuromarketing voodoo science? • Who used neuromarketing? Who should have? • What can you do?
- 21. Truth Machine Fourteen areas of the brain, including the anterior cingulate cortex (top yellow dot) and the hippocampus (bottom), were active when subjects lied; seven areas were active when subjects told the truth.
- 22. Proof of Purchase When areas of the brain associated with product preference and evaluation of gains and losses--the nucleus accumbens (right red dot) and the medial prefrontal cortex (left), respectively--were activated, the person bought a product 60% of the time.
- 23. Big Love Early stage romantic love is about motivation and reward, since it lights up subcortical reward regions like the right ventral tegmental area (top blue dot) and dorsal caudate area (bottom). Subjects in more extended romantic love showed more activity in the ventral pallidum (middle).
- 24. Oops, I Did It Again When subjects made errors with consequences the rostral anterior cingulate cortex (rACC, orange dot) was much more active. It was less active when mistakes carried no penalty. The rACC's involvement suggests the importance of emotions in making decisions.
- 25. Better to Give The caudate nucleus (right green dot) and nucleus accumbens (left), the same regions that fire when basic needs like hunger and social contact are met, were activated when subjects saw some of their tax money go to charity.
- 26. WHO USES NEUROMARKETING? AND WHO SHOULD HAVE?
- 27. Super Bowl 2007 • Dolphin Stadium • Colts v Bears • Peyton Manning doesn’t suck • Colts win
- 29. Super Bowl 2007 • Emerald Nuts loses • $2.6 Million in Ad Spend • Ad by Goodby Silverstein (Digital Agency of the Year in 2006)
- 31. Previously, the scientists had studied the brains of those of religious faith, and they found that, as Riley puts it: “The Apple products are triggering the same bits of [Brooks'] brain as religious imagery triggers in a person of faith.”
- 33. “Previously, the scientists had studied the brains of those of religious faith, and they found that, as Riley puts it: “The Apple products are triggering the same bits of brain as religious imagery triggers in a person of faith.”
- 34. LESSONS FROM NEUROMARKETING THAT YOU CAN USE
- 35. Motion
- 38. Novelty
- 39. Novelty
- 40. Emotion
- 43. Wikitiki Ronobos
- 49. $50
- 53. Your Savings by Attending 2 fMRI machines ($2.4 Million) Team of neuroscientists ($500K Annually) $2.9 Million
- 54. Failed Super Bowl Ad • $2.6 Million in Ad Spend • Ad by Goodby Silverstein ($500K) • $3.1 Million
- 55. Career Survival • Not being a HBR case study on what not to do? Priceless