Virtual Customer Journey evokes brain’s buying circuits

Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J

1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, Finland

Contact information: jyrki.suomala@laurea.fi

Match products and services with consumers

(Ariely & Berns 2010)

Tyranny of freedom

(Schwartz 2000)

Cooperative motivational orientation and sales performance

(Chakrabarty 2010)

Experienced utility

Pleasure and displeasure are attributes of each moment of experience, --

(Kahneman, Wakker & Sarin 1997)

1. Create a connection to the customer

2. Understand customer

needs

3. Address customer needs

4. Close the sale

5. Establish a sustainable consumer relationship

Create a connection to the

customer

Understand customer needs

Address customer needs (create an

experience)Close the sale

Establish a sustainable customer

relationship

How brain activation differs in different phases of consultative

selling process?

+Introductory video for the phase of the selling process

1.8-5.4sbaseline

3.6srepresentation

3.6s valuation

Pienempi Suurempi?

Mikä on ostohalukkuutesi asteikolla 1-6?

3.6sAction selection

1= lower

6= higher

Degree ofWillingness to purchase

engl. What is your willingness to purchase in scale 1-6?

Pienempi Suurempi?

Mikä on ostohalukkuutesi asteikolla 1-6?

Pienempi Suurempi4

Mikä on ostohalukkuutesi asteikolla 1-6?

Methods

• General Electric Signa ™ EXCITE™ 3 T MR scanner

• Visual stimuli back-projected onto a screen through a mirror

• Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus

Preprocessing & analysis

• SPM8• GLM with 6 vectors of stimulus onsets• T-test on individual and group level• FWE correction, p<0.05, extent threshold 10

voxels

Results - overview

1. Visual 2. Memory

3. Valuation 4. Pre-motor

Resultsvisual area

Anatomical area

Location of local cluster maximum (in MNI coordinates)

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Lingual gyrus 8 -80 -8 X

Lingual gyrus -16 -74 -14 X

Lingual gyrus -2 -80 -2 X X

Lingual gyrus 12 -80 -12 X X X X

Declive -34 -56 -22 X X

Declive -24 -68 -18 X X

Culmen 30 -48 -22 X X X

Resultsmemory

Anatomical area Location of local cluster maximum (in MNI coordinates)

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

Hippocampus -24 -32 -2 X X X X

Hippocampus 22 -30 -4 X X

Resultsvaluation

Anatomical area

Location of local cluster maximum (in MNI coordinates)

Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

DLPFC -42 30 30 X

DLPFC -44 20 28 X

DLPFC -48 10 30 X X X X X

DLPFC -50 20 28 X X X

IFG/DLPFC 46 12 28 X X X

IFG/DLPFC 46 30 16 X X X X

IFG/BA47? 30 32 -2 X

Insula -32 26 4 X X X X X

Insula 32 26 4 X

Anatomical area

Location of local cluster maximum (in MNI coordinates) Phase 1 Phase 2 Phase 3 Phase 4 Phase 5

SuppMotorArea -6 12 54 X X X X X

SuppMotorArea 6 12 52 X X

Premotor area -44 0 42 X X X X X

Resultspremotor area

Discussion

Visual

Memory

Valuation

Motor

*

* Figure not depicting temporal sequence of activation

*

*

Visual

Gates & Yoon 2005. Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage 24, 473-486

Visual

Memory

Valuation

Motor

Christopoulos et al 2009. Neural Correlates of Value, Risk, and Risk AversionContributing to Decision Making under Risk. The Journal of Neuroscience 29(40), 12574-12583

Rangel, Camerer & Montague 2008. A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi:10.1038/nrn2357

Pienempi Suurempi?

Mikä on ostohalukkuutesi asteikolla 1-6?

Pienempi Suurempi?

Mikä on ostohalukkuutesi asteikolla 1-6?

Virtual Customer Journey evokes brain’s buying circuits

Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J

1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, Finland

Contact information: jyrki.suomala@laurea.fi