Neuromarketing techniques
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Transcript of Neuromarketing techniques
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Neuromarketing techniques
dr. Jelle Demanet
iMPULSE &
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iMPULSELinking Emotions to Decisions
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Three problems with stated preference methods
Peopleanswer
STRATEGICALLY
People are
UNABLE to tell you the answer
People are
UNAWARE of their drivers
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iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
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iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
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Eye-tracking
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iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
Case: Belgian Road Safety Institute
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iMPULSELinking Emotions to Decisions
Case: Brussels Airport
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iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
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iMPULSELinking Emotions to Decisions
Emotional Arousal
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iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
Mannen
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iMPULSELinking Emotions to Decisions
Vrouwen
Mannen
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21iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
![Page 25: Neuromarketing techniques](https://reader033.fdocuments.net/reader033/viewer/2022042600/58723f471a28ab102f8b73b5/html5/thumbnails/25.jpg)
iMPULSELinking Emotions to Decisions
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iMPULSELinking Emotions to Decisions
two fan speeds three heat levels 2200 W
What would you want to pay for a … ?
Underestimation of 5-35% (Kim, House, & Gao, 2012; Roll et al., 2010)
Babyliss Hair Dryer
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Hair Dryer
two fan speeds three heat levels 2200 W
cheap expensive
iMPULSELinking Emotions to Decisions
Online reaction time task
Jasper Dezwaef
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Hair Dryer
two fan speeds three heat levels 2200 W
cheap expensive
iMPULSELinking Emotions to Decisions
Online reaction time task
Jasper Dezwaef
complex experimental designexact timing parameters crucialbased on extensive piloting
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iMPULSELinking Emotions to Decisions
General model
No change in subjective experience
% “
che
ap
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esp
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Price
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iMPULSELinking Emotions to Decisions
Examples
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+5%+20%-20% -10%