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A NEW DAWN IN RETAIL MARKETINGNEUROMARKETING INSIGHTS FOR FOOD AND RETAIL
Martin C. de Munnik
dinsdag 24 september 13
OUR SUBCONSCIOUS CONTROLS OUR DECISIONS IN AN AUTOMATIC AND
EMOTIONAL PROCESS
dinsdag 24 september 13
80% OF NEW PRODUCTS FAIL $ 200 BILLION BURNED$ 30 BILLION RESEARCHED
100 YEAR OF MODERN MARKETING
dinsdag 24 september 13
THE MARKETING BRAIN
NUCLEUS ACCUMBENSReward system
MEDIAL PREFRONTAL CORTEXProcessing emotions
MIRROR NEURON SYSTEMEmpathy
dinsdag 24 september 13
Plasmann et al, 2009
STRONG BRANDSCONTROLING
EVOKED SETMANIPULATE
POWER BRANDSREWARD
dinsdag 24 september 13
(McClure et al. 2005)
“Pepsi was sweeter and more carbonated”
“Coke seemed just slightly more bubbly than Pepsi”
LOGO
NO LOGO
THE PEPSI PARADOX
dinsdag 24 september 13
Falk et al, 2012
SELFREPORT FMRI RESULTS
MRI THE BETTER PREDICTOR OF EFFECTIVENESS
dinsdag 24 september 13
MRI CAN PREDICT BEHAVIOR OF LARGE POPULATIONS WITH
A LIMITED NUMBER OF SUBJECTS
dinsdag 24 september 13
READ EMOTIONS
DANGERDISGUST
FEAR ANGER
DESIRELUST
EXPECTATIONTRUST
VALUE INVOLVEMENTFAMILIARITY
ATTENTION NOVELTY
dinsdag 24 september 13
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Sexy# Slim# Sterk#
Sexy#
Slim#
Sterk#
TRADITIONAL RESEARCH
dinsdag 24 september 13
REPUTATION & RELATION & RETENTION
ACTIVATE REWARD CENTRE
CREATE NEURAL HARDWIRE
ACTIVATE MIRROR SYSTEM
dinsdag 24 september 13