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NEURO-MARKETING
Presented To:
Ms. Monika Bansal
Presented By:
Anuradha Sharma
CONTENTS:
 Definition
 Techniques
 4 Steps
 6 Stimuli
 Pros & Cons
 Video
 Views of diff people
 Case study
2
DID YOU EVER WONDER?
3
 Why some brands have a devoted cult-like
following while others have zero marketing?
 Why and how prospects buy the products or
services they do,even if their choices seem
irrational or impractical?
 Why even the highest priced or lowest quality
products sometimes outshell their
competitors?
Definition:
4
Neuromarketing is a field of
marketing research that studies
consumer’s :
• sensorimotor
• cognitive
• affective response to marketing
stimuli
5
NEUROSCIE
NCE
MARKETING
NEUROMARKETI
NG
HISTORY OF
NEUROMARKETING6
Neuro Marketing was first explored by Harvard
Marketing Professor GERRY ZALTMAN in the
1990s
He patented a technique called Zaltman
Metaphor Elicitation Technique (ZMET), which
since has been used by General Motors,
Nestle, P&G and Coca-Cola
Consumer’s buying decisions are made in
split seconds in the subconcious ,emotional
part of the brain
PREMISE7
95% of cognition exist in the subconcious
mind,therfore,emotions are the drivers of the decision
making
8
APPLIED
NEUROMARKETING
YES!
9
10
EEG
EE
G
SKIN
CONDUCTAN
CE
FACIAL
CODING
EYE
TRACKING
VOICE
ANALYSIS
TECHNIQU
ES
Steps:
11
Diagnose
the pain
Differentiate
your claims
Demonstrate
the gain
Deliver to
the Reptilian
Brain
FOUR STEPS
12
•D
DIAGNOSE
THE PAIN DEMONSTRATE
THE GAIN
DELIVER TO
THE REPTILIAN
BRAIN
Stimuli:
13
Emotion
Verbal
Contrast
Self
centered
Beginning
and end
Tangible
Video:
14
PROS & CONS
• Ads will be more
effective by helping
consumers either buy or
become loyal to a brand
• It identifies audience’s
interests and enable
advertisers to be more
specific in providing
product that they want
 It’s a form of
‘Brainwashing’
 Increased incidence
of marketing relating
diseases
 More effective
political propaganda
15
PROS CONS
Views:
 German neurobiologist Kai-
Markus Müller promotes a
neuro marketing variant,
"neuro pricing" that uses data
from brain scans to help
companies identify the
highest prices consumers will
pay.
 Jeff Chester, executive director
of Center for Digital Democracy,
claims that neuro marketing is
“having an effect on individuals
that individuals are not informed
about.“
 Regulation on adult advertising
due to adults having defense
mechanisms to discern what is
true and untrue, should be
regulated.
 “if the advertising is now
purposely designed to bypass
those rational defenses,
protecting advertising speech in
the marketplace has to be
questioned.”
16
Case Study: Coke vs Pepsi
17
 In a study from the group of Read
Montague published in 2004 in Neuron, 67
people had their brains scanned while being
given the "Pepsi Challenge", a blind taste
test of Coca-Cola and Pepsi. Half the subjects
chose Pepsi, since Pepsi tended to produce a
stronger response than Coke in their brain's
ventro medial prefrontal cortex, a region
thought to process feelings of reward. But
when the subjects were told they were drinking
Coke three-quarters said that Coke tasted
better. Their brain activity had also changed.
18
 The lateral prefrontal cortex, an area of the
brain that scientists say governs high-level
cognitive powers, and the hippocampus, an
area related to memory, were now being used,
indicating that the consumers were thinking
about Coke and relating it to memories and
other impressions. The results demonstrated
that Pepsi should have half the MARKET
share, but in reality consumers are buying
Coke for reasons related less to their taste
preferences and more to their experience with
the Coke brand.
THANK YOU!19

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Neuro marketing

  • 1. NEURO-MARKETING Presented To: Ms. Monika Bansal Presented By: Anuradha Sharma
  • 2. CONTENTS:  Definition  Techniques  4 Steps  6 Stimuli  Pros & Cons  Video  Views of diff people  Case study 2
  • 3. DID YOU EVER WONDER? 3  Why some brands have a devoted cult-like following while others have zero marketing?  Why and how prospects buy the products or services they do,even if their choices seem irrational or impractical?  Why even the highest priced or lowest quality products sometimes outshell their competitors?
  • 4. Definition: 4 Neuromarketing is a field of marketing research that studies consumer’s : • sensorimotor • cognitive • affective response to marketing stimuli
  • 6. HISTORY OF NEUROMARKETING6 Neuro Marketing was first explored by Harvard Marketing Professor GERRY ZALTMAN in the 1990s He patented a technique called Zaltman Metaphor Elicitation Technique (ZMET), which since has been used by General Motors, Nestle, P&G and Coca-Cola
  • 7. Consumer’s buying decisions are made in split seconds in the subconcious ,emotional part of the brain PREMISE7 95% of cognition exist in the subconcious mind,therfore,emotions are the drivers of the decision making
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  • 12. FOUR STEPS 12 •D DIAGNOSE THE PAIN DEMONSTRATE THE GAIN DELIVER TO THE REPTILIAN BRAIN
  • 15. PROS & CONS • Ads will be more effective by helping consumers either buy or become loyal to a brand • It identifies audience’s interests and enable advertisers to be more specific in providing product that they want  It’s a form of ‘Brainwashing’  Increased incidence of marketing relating diseases  More effective political propaganda 15 PROS CONS
  • 16. Views:  German neurobiologist Kai- Markus Müller promotes a neuro marketing variant, "neuro pricing" that uses data from brain scans to help companies identify the highest prices consumers will pay.  Jeff Chester, executive director of Center for Digital Democracy, claims that neuro marketing is “having an effect on individuals that individuals are not informed about.“  Regulation on adult advertising due to adults having defense mechanisms to discern what is true and untrue, should be regulated.  “if the advertising is now purposely designed to bypass those rational defenses, protecting advertising speech in the marketplace has to be questioned.” 16
  • 17. Case Study: Coke vs Pepsi 17  In a study from the group of Read Montague published in 2004 in Neuron, 67 people had their brains scanned while being given the "Pepsi Challenge", a blind taste test of Coca-Cola and Pepsi. Half the subjects chose Pepsi, since Pepsi tended to produce a stronger response than Coke in their brain's ventro medial prefrontal cortex, a region thought to process feelings of reward. But when the subjects were told they were drinking Coke three-quarters said that Coke tasted better. Their brain activity had also changed.
  • 18. 18  The lateral prefrontal cortex, an area of the brain that scientists say governs high-level cognitive powers, and the hippocampus, an area related to memory, were now being used, indicating that the consumers were thinking about Coke and relating it to memories and other impressions. The results demonstrated that Pepsi should have half the MARKET share, but in reality consumers are buying Coke for reasons related less to their taste preferences and more to their experience with the Coke brand.