Joel Weinberger - Neuroscience - 2011
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Emotional and Unconscious Influences on Consumer Behavior
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Joel Weinberger - Neuroscience - 2011
- 1. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011 The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material ‘Emo;onal and Unconscious Influences on Consumer Behavior’ Joel Weinberger, Implicit Strategies Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
- 2. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Emotional and Unconscious Influences on Consumer Behavior
- 3. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n Consumers are often unaware of why they behave as they do n We are not the rational consumers we believe we are—but we don’t like to admit it, and we usually don’t know it n Implication: we can’t rely solely on what people say when asked about their preferences or their behavior n You can’t ask conscious questions about unconscious processes
- 4. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 The Mind and the Brain n The brain and mind are organized in networks of associations n Our first reactions to a stimulus are generally “gut level” positive and negative emotional reactions n These are unconscious
- 5. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Implications for branding and advertising n What associations does your brand currently activate? n What associations do you want to activate and deactivate with your advertising? n How do we get there from here? n What emotions does your brand or product currently elicit, and what do you want to elicit?
- 6. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n Use reaction time to measure unconscious associative networks n Use responses to words and images presented unconsciously to measure unconscious, gut- level emotional reactions n Conduct your study in an environment that allows for large numbers of respondents you can get to quickly and efficiently: the Internet
- 7. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n What’s on our minds (chronically or recently activated) grabs our attention unconsciously n This simple fact gives us access to consumers’ reactions to brands, ads, logos, etc. n A simple example: What color is this word printed in? n RED n A not-so-simple example: What color is this word printed in? n RED n It turns out that this works with any stimulus, not just colors
- 8. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 How do we apply this technique in practice? n We present a message (e.g., storyboard, anamatic, rough cut, ad, promo, logo, cover) n We work with brand managers to identify a set of words they hope are triggered or fear may be triggered n The words are in color n The respondent’s task is to ignore the word and instead simply click on its color n If a word has been activated by your message (e.g., EXCITING), it will slow respondents down
- 9. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n The old idea that subliminal suggestions like “Drink Coke” can be used as mind control is false n But people do register images, words, and sounds unconsciously (outside of awareness) n This presents a powerful tool for assessing gut-level emotional reactions to products, ads, logos, taglines, etc.
- 10. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n Respondents focus on the center of the screen (an X) n We present a stimulus at a fraction of a second (unconscious prime) n Immediately afterwards we present a consciously perceived stimulus n Respondents then answer a series of questions n They think they are responding to the conscious stimulus
- 11. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n Millward Brown asked us to help evaluate a tricky ad for Skoda, a car produced by Volkswagen in Europe n Among other things, they were interested in whether the ad promoted positive emotional responses to the car n We presented the Skoda ad on the Internet, followed by the Implicit Networks Test and the Implicit Emotions Tests
- 12. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
- 13. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Distinctive Interesting Soothing Pleasant Gentle Weak Dull Boring Irritating Unpleasant Disturbing Involving Millward Brown Conscious Results: Link Enjoyment Top 1% Involvement Top 15% Branding Top 30% Memorability Top 10% Engagement Brand Associations Positive Emotion Top 10% Message (prompted) Top 20% MBUK Online Finished Film Norm Car Bakers Total
- 14. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 ž We did not duplicate these results. ž Our associations were mixed. ž There were positive associations and negative ones, of apparently equal strength. ž It was hard to make sense of.
- 15. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
- 16. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 n Skoda was originally manufactured by an Eastern European company and was of inferior quality n In fact, it was a joke in Europe n Then VW took it over and remade it n Consciously, people now saw Skoda as well built n Unconsciously, those old enough to remember it as a joke retained negative associations towards it n Gut level reactions do not go away easily n Implications for Skoda: n Market to younger consumers n Emphasize the engineering for older consumers in an evocative way n Address older consumers’ ambivalence: “This isn’t your grandfather’s Skoda”
- 17. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011
- 18. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 Ray Poynter The Future Place Joel Weinberger Implicit Strategies
- 19. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 For more information, please check out our website: implicitstrategies.com Or contact us via email at: jweinberger@implicitstrategies.com
- 20. Speaker Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011 A presenta*on from the NewMR Neuroscience, Biometrics and MR Event – April 15 2011 The sponsor of the Neuroscience, Biometrics and MR Event is Zinc Research For more informa;on about Zinc Research visit www.zincresearch.com For more informa;on about NewMR events visit newmr.org All copyright owned by The Future Place and the presenters of the material ‘Emo;onal and Unconscious Influences on Consumer Behavior’ Joel Weinberger, Implicit Strategies Joel Weinberger, Implicit Strategies, USA NewMR Neuroscience, Biometrics and MR – April 15 2011