neuroscience & marketing understanding the consumer ......a/prof joseph ciorciari director brain...

A/Prof Joseph CiorciariDirector Brain & Psychological Sciences Research Centre

Australian Chair of the Neuromarketing Science & Business Association

Neuroscience & MarketingUnderstanding the Consumer Decision Processes

The Brain and Psychological Sciences Research Centre

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

- …… to understand the neural basis of judgementand decision making, personality traits, and social behaviourassociated with marketing and economic decisions….with a neuroscientist’s toolbox

Neuroscience & Marketing

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The Neuroscience of Economic Decision Making

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 3

A neuroscientist’s toolbox (1)

EEG- Electrical activity MRI- Structural, fMRI – Metabolic

EyeLink Tracker*

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 4

MEG –Magnetic & Electrical activity

A neuroscientist’s toolbox (2)TMS- Transcranial Magnetic Stimulation.

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 5

A neuroscientist’s toolbox (3)

EEG sport

ToBi Eye LinkEye Link tracker*

* ARC LIEF Grant (2012) Monash, Swinburne, RMIT, La Trobe

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 6

“Why we do what we do without knowing it”The Unconscious brain- The Iceberg Metaphor

Consciousness

Unconsciousness

Using neuroscience techniques to better

understand the unconscious processes.

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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What now???

New Marketing?

No longer EEG-MRI centricOnline tools, Smart phones apps• Implicit responses• Facial coding• Eye –tracking (at home!!)

New Research areas• Sensory – virtual • Experiential• R&D innovation

In new sectors; legal, construction, government & politics- neuromania

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

Some processes / features are hardwired- Eg. Seeing Faces

The Importance of Faces

Vuilleumier et al. 2001Effects of Attention and Emotion on Face Processing in the Human Brain: An Event-Related fMRI Study

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

9

Understanding the mind of avid sports fans – how do they contrast player faces?

Over 6 million people attended the 2014 AFL season

Club memberships continue to increase Collingwood, Richmond and Essendon -

highest numbers of attendees and memberships

Collingwood - most passionate and loyal fans

(Australian Football League, 2014)

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Understanding the mind of avid sports fans:Fanaticism & Loyalty

External Motivation -Socialisation

Emotion

Internal motivation & Driver

Factors influencing development

Photo by: Craig Burrow

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

Methods: EEG and Eye Tracking

Pilot and Ongoing Study: 11 participants (4 male, 7 female) aged between 21-56 years (M = 30.18, SD = 12.64)

3 Non fans, 4 AFL supporters, 4 Fanatics

64 channel EEG Neuroscan

EyeLink Eye tracking system (ARC LIEF)

Brand Loyalty Scale

(Worthington, et al. 2009)

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

12

Methods:Task Design

Task design comprises of 85 trials, each 3 second trial consisting of a fixation cross and football player

portrait.

EEG Analysis • Eyes Open/Closed• Fixation –baseline

• Neuroscan, SynampsAmplifier- 1000Hz sampling

• ICA- EOG, artifactremoved

• Brain Vision Analyser, EEG power analysis

85 images of AFL players• 30 Essendon• 30 Collingwood• 25 Richmond

Swinburne

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Neuroscience & Marketing

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Results- all faces – grand average: EP and source: Validation –unconscious process

Faces Visual Evoked Potential N 170

LORETA- Brodmann Area 40- Inferior Parietal lobe.

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Results: Frontal Alpha

Essendon Supporters:

Averaged alpha Response: Alpha Desynchronization:

• Dislike: Decrease in right frontal alpha for rival faces

• Like: Decrease in left for team faces & increase on right

Frontal alpha laterality was found between controls and varying levels of fanaticism (F(3, 10) = 5.43, p = .030).

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Results: Frontal Alpha

Collingwood Supporters: Averaged Response: Alpha Desynchronization:

Dislike: Decrease in right frontal alpha for rival faces

Like: Decrease in left for team faces.

Collingwood supporters more engaged overall

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Results: VEP N170

Non Fanatic

Fanatic

“Fanatics”1.Larger N170 – Face Detection2. N250- Faces encoding to emotion memory

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Results: Eye Tracking- Heat maps- Non- Fanatics

Non- Supporters

max 721 msec

Studied profile closest to screen- interesting outcome-needs further investigation

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

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Results: Eye Tracking- Heat maps- Fanatics

Collingwood SupportersStudied Face and body

60 trials, 598 fixations, max T 1029 msec

Essendon SupportersStudied Face 60 trials, 373 fixations,

max T 1330 msec

Swinburne

SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN

Neuroscience & Marketing

- In summary• Fanatics spent more time studying faces

• Collingwood supporters also studied jersey logos, etc

• Using EEG/EP and eye tracking useful in interpreting unconscious and conscious processes.

• Understand the “peculiarities” of your client and their needs.

Conclusions

Thanks to all my research colleagues and students!

A/Prof Joseph CiorciariDirector Brain & Psychological Sciences Research Centre Australian Chair of the Neuromarketing Science & Business Association