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Neuromarketing: Dentro il Cervello del Consumatore

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Webinar in 9 puntate organizzato da Neuroset Labs (www.neuroset.net). Il prossimo appuntamento é per il 28/10/2014.

Contenuto della puntata:

Come funziona il cervello dei consumatori? Quali elementi di uno spot lasciano il segno parlando dritto al cervello e al cuore?
8 bisogni psicologici dietro un acquisto. Quali emozioni sentiamo quando compriamo?

Per seguire l'evento LIVE iscrivetevi gratuitamente sul sito web: www.neuroset.net/live

Publicado en: Marketing
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Neuromarketing: Dentro il Cervello del Consumatore

  1. 1. NEUROMARKETING - dentro il cervello del consumatore - Webinar 1: 14/10/2014 Copyright 2014 Neuroset ltd – All rights reserved
  2. 2. SOMMARIO 1. Neuro marketing. Dentro il cervello del consumatore. 2. Quali elementi di uno spot parlano dritto al cervello e al cuore? 3. Otto bisogni psicologici. Quali emozioni per un acquisto? Copyright 2014 Neuroset ltd – All rights reserved
  3. 3. CHI SIAMO NEUROSET è una società di neuroscienze applicate al comportamento del consumatore, e si occupa di: - studiare quali sono le motivazioni inconsce che portano il consumatore all’acquisto di un prodotto - applicare i risultati delle recenti scoperte in campo scientifico alle strategie di marketing Copyright 2014 Neuroset ltd – All rights reserved
  4. 4. MI PRESENTO: VS Copyright 2014 Neuroset ltd – All rights reserved
  5. 5. SCELTE CONFLITTUALI: VS Copyright 2014 Neuroset ltd – All rights reserved Adattato da Carriero et al. (2007)
  6. 6. IL CERVELLO PREFERISCE GLI OGGETTI ORIENTATI PRONTI A ESSERE AFFERRATI Adattato da Elder & Krishna (2012). J Consum Res, 38 (6)
  7. 7. ORIENTARE GLI OGGETTI VERSO LA MANO DOMINANTE DELLO SPETTATORE FACILITA L’USO IMMAGINATO DEL PRODOTTO Copyright 2014 Neuroset ltd – All rights reserved
  8. 8. IMMAGINARE L’USO Copyright 2014 Neuroset ltd – All rights reserved
  9. 9. STIMOLARE L’INTERAZIONE Corteccia laterale pre- motoria Corteccia parietale posteriore Adapted from Creem-Regehr et al. (2005) Cog Brain Res 22, 457–469 Copyright 2014 Neuroset ltd – All rights reserved
  10. 10. COME FUNZIONA IL NEUROMARKETING? - E’ una branca delle neuroscienze che studia le strategie di marketing per migliorarle. - NEUROSET é soprattutto Consumer Neuroscience, perché é incentrata sul consumatore. - Quali sono i fattori che influenzano le preferenze del consumatore? e i suoi comportamenti di shopping? Copyright 2014 Neuroset ltd – All rights reserved
  11. 11. LE DOMANDE: - Quali parti di uno scaffale sono esplorate per prima e quali più a lungo? - In quanto tempo un prodotto sullo scaffale attrae l’attenzione? - Quali profumi, quale sottofondo musicale, quali colori del negozio invogliano il consumatore a permanervi più a lungo? - Quali elementi nel design del negozio tentano il consumatore all’acquisto ? Copyright 2014 Neuroset ltd – All rights reserved
  12. 12. LE DOMANDE: - Cosa rende il package di un prodotto accattivante per il cervello al punto da far venire voglia di afferrarlo e manipolato? - Quali messaggi sulle etichette delle confezioni vengono notati prima? Copyright 2014 Neuroset ltd – All rights reserved
  13. 13. LE DOMANDE: - Quali elementi di uno spot televisivo sono percepiti come convincenti dal cervello? Copyright 2014 Neuroset ltd – All rights reserved https://www.youtube.com/watch?v=nN8xUFqMk-w
  14. 14. SPOT TELEVISIVI E RISPOSTA DEL CERVELLO: Adattato da Vecchiato et al (2010) Copyright 2014 Neuroset ltd – All rights reserved
  15. 15. COSA AGGIUNGE IL NEUROMARKETING ALLE TECNICHE DI MARKETING TRADIZIONALE? - Focus group + Surveys hanno un enorme valore per formulare ipotesi sulle preferenze dei consumatori - Tuttavia esiste un gap tra le opinioni espresse in un focus group e il comportamento effettivo dei consumatori sul campo Copyright 2014 Neuroset ltd – All rights reserved
  16. 16. COSA AGGIUNGE IL NEUROMARKETING ALLE TECNICHE DI MARKETING TRADIZIONALE? Aggiunge un dato oggettivo, quantitativo, alle opinioni espresse dai consumatori. Copyright 2014 Neuroset ltd – All rights reserved
  17. 17. OBIETTIVO: STUDIARE QUALI ELEMENTI DI QUESTA AUTO SONO PIU’ ACCATTIVANTI https://www.youtube.com/watch?v=k--Scer_U4M Copyright 2014 Neuroset ltd – All rights reserved
  18. 18. COSA AGGIUNGE IL NEUROMARKETING ALLE TECNICHE DI MARKETING TRADIZIONALE? VERSIONE A VERSIONE B Copyright 2014 Neuroset ltd – All rights reserved
  19. 19. COSA AGGIUNGE IL NEUROMARKETING ALLE TECNICHE DI MARKETING TRADIZIONALE? VERSIONE A VERSIONE B Copyright 2014 Neuroset ltd – All rights reserved
  20. 20. DOVE GUARDANO GLI ALTRI MEMBRI DEL NOSTRO GRUPPO SOCIALE? Adattato da Hilary E. O’Haire (2011) Amygdala Copyright 2014 Neuroset ltd – All rights reserved
  21. 21. TECNICHE: EEG RISONANZA MAGNETICA EYETRACKER Copyright 2014 Neuroset ltd – All rights reserved
  22. 22. TECNICHE: ACCELERAZIONE DI MOVIMENTO TECNICHE BIOMETRICHE ELETROMIOGRAFIA E RICONOSCIMENTO FACCIALE Copyright 2014 Neuroset ltd – All rights reserved
  23. 23. NEUROMARKETING: LO STUDIO DI UN LOGO 1. 2. 3. Copyright 2014 Neuroset ltd – All rights reserved In collaborazione con:
  24. 24. NEUROMARKETING: LO STUDIO DI UN LOGO Studio Pilota Neuroset Labs, Luglio 2014 Copyright 2014 Neuroset ltd – All rights reserved In collaborazione con:
  25. 25. NEUROMARKETING: LO STUDIO DI UN LOGO Studio Pilota Neuroset Labs in collaborazione OTTOSUNOVE, Luglio 2014 Copyright 2014 Neuroset ltd – All rights reserved In collaborazione con:
  26. 26. https://www.youtube.com/watch?v=smdgHcykqsA NEUROMARKETING: LO STUDIO DI UN LOGO Copyright 2014 Neuroset ltd – All rights reserved In collaborazione con:
  27. 27. DENTRO IL CERVELLO DEL CONSUMATORE Copyright 2014 Neuroset ltd – All rights reserved
  28. 28. COMPORTAMENTO DEL CONSUMATORE: 5 FASI 1. Attenzione 2. Emozione 3. Memoria 4. Motivazione 5. Decisione Attività non-consapevole Attività pre-consapevole Consapevolezza Copyright 2014 Neuroset ltd – All rights reserved
  29. 29. Valutazione subliminale, coinvolge la VISTA + una rudimentale analisi emozionale che coinvolge l’AMIGDALA. 1. ATTENZIONE + 2. EMOZIONE Corteccia visiva Amigdala Copyright 2014 Neuroset ltd – All rights reserved
  30. 30. l’Ippocampo, una regione del cervello coinvolta nell’immagazzinamento di informazioni emozionali 3. MEMORIA Copyright 2014 Neuroset ltd – All rights reserved
  31. 31. Il circuito del piacere nel cervello Quando il cervello anticipa una ricompensa invia un segnale all’area ventrale tegmentale (VTA) . Segnali da parte del nucleo accumbens, del setto, dell’amigdala (aree del piacere) e della corteccia prefrontale (area della decisione). 4. MOTIVAZIONE + 5. DECISIONE Copyright 2014 Neuroset ltd – All rights reserved
  32. 32. Nucleo accumbens Knutson, B., Rick, S., Wimmer, G. E., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53(1), 147-156. La scelta di acquistare o meno un prodotto nasce dall’interazione tra Nucleo Accumbens e Insula anteriore MOTIVAZIONE E DECISIONE (2) Insula anteriore Copyright 2014 Neuroset ltd – All rights reserved
  33. 33. QUALI ELEMENTI DI UNO SPOT AFFASCINANO IL CERVELLO E IL CUORE? Copyright 2014 Neuroset ltd – All rights reserved
  34. 34. https://www.youtube.com/watch?v=H5PySZO47_U COME FA UNO SPOT AD AFFASCINARE IL CERVELLO E IL CUORE? Copyright 2014 Neuroset ltd – All rights reserved
  35. 35. COME FA UNO SPOT AD AFFASCINARE IL CERVELLO E IL CUORE? 1. Racconta una storia che crea un legame emotivo con lo spettatore. 2. Lascia che il pubblico sia l’eroe. 3. Parla di emozioni autentiche Copyright 2014 Neuroset ltd – All rights reserved
  36. 36. PERCHE’ UNO SPOT AFFASCINA IL CERVELLO E IL CUORE? Copyright 2014 Neuroset ltd – All rights reserved
  37. 37. 8 BISOGNI PSICOLOGICI. QUALI EMOZIONI DIETRO UN ACQUISTO? Copyright 2014 Neuroset ltd – All rights reserved
  38. 38. 8 BISOGNI PSICOLOGI MOTIVANO LE NOSTRE SCELTE Copyright 2014 Neuroset ltd – All rights reserved
  39. 39. 8 BISOGNI PSICOLOGI MOTIVANO LE NOSTRE SCELTE 1. Sicurezza emotiva 2. Impulsi creativi 3. Senso di potenza e bisogno di immortalità Copyright 2014 Neuroset ltd – All rights reserved
  40. 40. E adesso prima di lasciarvi, una sbirciatina agli argomenti del prossimo webinar: - I cinque Sensi: Perché il marketing sensoriale cattura il cervello? - Le associazioni inconsce brand-emozione Ruvido, lucido, salato, profumato, silenzioso: quali attributi rendono un prodotto irresistibile Il category e l’atmosfera in-store Come funziona un negozio sensoriale efficace. NEI PROSSIMI APPUNTAMENTI: Copyright 2014 Neuroset ltd – All rights reserved
  41. 41. NEUROsolutions for your business Copyright 2014 Neuroset ltd – All rights reserved

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