The document discusses how food marketing takes advantage of psychology to influence consumer decisions. It notes that most food decisions are made unconsciously and driven by emotions like fear, sadness, and joy. The document also discusses how mobile phone use affects the dining experience, with some feeling anxious without their phone but others feeling relief. It further summarizes research showing that offline, sensory experiences with food lead to stronger emotional reactions than online experiences. The role of emotions, stories and brand love is also covered.
2. @DigitalBlonde@DigitalBlonde
“We believe that everyone should have a love of food
and food experiences but in a way that isn’t detrimental
to their long term health or the planet”
Mecca Ibrahim, Great British Chefs | Tom Aikens
6. @DigitalBlondeKaren Fewell @DigitalBlonde #SMWFoodPsych
Describe how you felt when you
were asked to put your phone in
the box . . .
Anger
Fear
Sadness
Joy
Love
Surprise
4.5%
40.9%
13.6%
31.8%
0.0%
9.1%
“Anxious – felt like my right arm had been
cut off. Sad – because my friends couldn’t
share my experience of this fab evening.
Upset – on behalf of my followers they’ll be
missing my posts and I miss them!”
“Strange, unusual, scared, weird, sad, angry”
“Relaxed, relieved. I feel the pressure to be
good at social media and find this hard to
balance in social situations”
“A little sad I wouldn’t
be able to take photos
of the food, or tweet
anymore. But also felt
quite relieved and
happy that there
wouldn’t be pressure to
keep connected or stay
‘interesting’ online.
Also nice to have a real
excuse to speak to the
people opposite and
have proper
conversations. Quite
anxious at first but
afterwards totally fine!”
Karen Fewell @DigitalBlonde #Hotelympia
8. @DigitalBlondeKaren Fewell @DigitalBlonde #SMWFoodPsych
Tweeting and wanting to post on Instagram were
among the most popular tasks people wanted their
phones for, perhaps due to the unusual surroundings
and very visual nature of the food and props. Making
and answering calls were among the tasks people
least wanted their phones for. People wanted the
phones for other tasks, in particular ‘Googling’ to aid
conversation, making notes, taking photos and even
checking the time.
Karen Fewell @DigitalBlonde #Hotelympia
11. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
@pauljzak @uweg #BloodBrand
http://www.fastcocreate.com/3027563/the-story-button-in-your-brain-neuroscience-study-sheds-light-on-brand-human-love
"There is no 'Buy' button in the brain. There is a 'Story' button."
#SXSW
@DigitalBlonde
18. @DigitalBlonde
Understanding the brain and its
impact on marketing
• Primal
– Risky/Safe
– Sex
– Food
• Emotional
– Empathy
– Mirror Neurons
– Pleasure & Pain
– Body Language
– Story-telling
• Rational
– Enable Post-
rationalisation
– Product
Demonstration
– Listing Specs /
Product Benefits
– Give Evidence
That It Works
– Be The Authority
“We generally buy with our
emotions and then justify the
decision with logic later”
25. @DigitalBlonde#SMWFoodPsych @DigitalBlonde @ArtizianCaters
1 2 3 4 5
The offline experience is
much more sensory and
immersive and results in
more arousal
The description version
of the pictures is 3.0
Pictures only 2.7
3.6 The offline/real experience
People's emotional reactions to the dishes are stronger offline
26. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
"There is no 'Buy' button in the brain. There is a 'Story' button."
#SXSW
@DigitalBlonde
Karen Fewell @DigitalBlonde #Hotelympia
33. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #Hotelympia
Top 3 most loved food-to-go
brands
Strongest drivers of
love for McDonald’s
are passion and
emotion
The strongest
love driver is
passion
Passion is again a driver for KFC love -
but so, too, are nostalgia and
attachment. Loving KFC may be to do
with a history of outings with family
and friends
34. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
ImplicitAssociation(speedofresponse)
Popularity (% agreeing with the statement for each brand)
Karen Fewell @DigitalBlonde #Hotelympia
35. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #Hotelympia
Top 3 most loved hotel
brands
Some elements emerged as particularly important for hotel brands,
specifically self-congruence and attachment. It may be that, because people stay
and rest in hotels, they need to feel relaxed within them; therefore they love hotels
which feel familiar, similar and comfortable. Indeed, trust also appears to be an
important element.
36. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
ImplicitAssociation(speedofresponse)
Popularity (% agreeing with the statement for each brand)
Karen Fewell @DigitalBlonde #Hotelympia
37. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlondeKaren Fewell @DigitalBlonde #Hotelympia
Top 3 most loved casual
dining brands
Love for Pizza
Express is driven by
emotion/pleasure
and identity (passion
and self congruency)
as well as trust
Most popular attribute was
nostalgia. This
appears to be an important
element for casual
dining brand love, as one
might expect in terms of
creating memories with
friends and family
The strong drivers of
love for this brand
were emotion,
nostalgia and trust
38. @DigitalBlondeKaren Fewell @DigitalBlonde#SXSW @DigitalBlonde
ImplicitAssociation(speedofresponse)
Popularity (% agreeing with the statement for each brand)
Karen Fewell @DigitalBlonde #Hotelympia
44. @DigitalBlonde
1. Emotional decisions
2. Understand emotional
profile of your brand
3. Emotional connection to
your brand through stories
4. Act responsibly and
ethically and align this with
good commercial sense
Karen Fewell @DigitalBlonde #Hotelympia
What memory it recalls
The story I can tell around it
The emotions I feel
Now I have shared that story, it may evoke similar emotions as you empathize, but it may remind you of your own trip to Le Manoir, buying a special meal or a lovely day with your own parents
My thoughts of the photo may change in time – based on new experiences I have. I may have an even more special day, my relationship with my parents my change for some reason
if one is detected the feeling region of the brain let us know through the release of chemical messages
Emotions are chemical messages travelling though the body from our brain