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1CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Researching subconsciousness
CMAG 2008
Leeza Slessareva, PhD
Cisco Market Research
lslessar@cisco.com
2CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
3CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
“Telling more than we can know” - Nisbet, 1971
Decision-makers often are correct about why they do the things they do
But decision-makers do not always have access to subconscious whys behind their evaluations, judgments, choices and purchase behaviors
– Even when they don’t really know, decision-makers can easily provide reasons for their behavior
– Even when they don’t really know, decision-makers are some times accurate in their reports
4CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
What is subconsiousness?
Aware
Automatic
Little or no insight
Consciousness
Sub-Consciousness
Sub-Consciousness
5CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Scientific evidence that we do not always have insight into the real whys
Priming
Position effect
Automatic behavior
Messaging - evaluation of emotional impact
It is not unusual for people to change their attitudes when asked to state reasons why they feel or behave the way they do
6CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
CAN CAN’T
When interested in outcome at the awareness level, not the whys behind the decision/behavior
A separation of time between the report and the actual occurrence of the process
Formal rules of evaluation Mechanics of judgment
Easy to verbalize – cognitive, awareness
Difficult to verbalize
Nonevents
Nonverbal behavior
Discrepancy between the magnitude of case and effect
Context
When can we accurately report on the reasons behind our behavior?
7CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
How to study subconscious behavior – Experimentation
61 5744
39 4356
Unbranded Brand 1 Brand 2
Like:Extremely/Very/SomeLike: Slightly/Notat all
8CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Using sunscreen increases your chances of maintaining healthy, young-looking skin
Not using sunscreen increases your risk for skin cancer and prematurely aged skin
Thomas Hine; Salovey, P – University of Minnesota.
9CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
How to study subconscious behavior – Response time
The brain processes similar emotional preferences faster than dissimilar preferences. – When two stimuli of similar emotional preference are presented consecutively, reaction to the second image will be faster than if two images of dissimilar emotional preferences are presented. – If one object is liked and the other one is not, the reaction time should increase because the brain needs additional time to process dissimilar information.
10CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Illustration: Stroop Task
Green Red Blue
Yellow Blue Yellow
Blue Yellow Red
Green Yellow Green
11CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
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How to study subconscious behavior – Psycho-physiological responses
Most common measures include: – Heart rate
– Facial electromyography
– Electodermal activity
– Pulse rate
– MRI
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Psychological Example: Infidelity Experiment
17CONFIDENTIALSMO MARKET RESEARCH AND ANALYSIS
Business Example:Pepsi vs. Coke – Dr. Montague MRI experiment
Give people Coke or Pepsi while they are inside an MRI scanner
– When subjects are drinking Coke - more activity in the PFC (“pleasure” region)
– When subjects think they are drinking Coke but are actually tasting Pepsi – more activity in the PFC
Conclusions:
– We can “taste” brand images
– Brand image matters. Two separate brain systems involved in ` generating preference – sensory and emotional
VS. CHALLENGE
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