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All notes Consumer Psychology & Neuromarketing 2022/2023
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,WEEK 2; Neuromarketing IntroWhere does the consumer decision-making take place?
Conscious process driven by v rationality v knowledge v reflection (tip of the iceberg)
Unconscious process driven by v emotions (way bigger part)
,Neuromarketing = the application of neuroscientific methods to analyse and understand human
behaviour in relation to markets and marketing exchanges -> the use of neuroscience tools and
insights to better measure, understand and influence consumer engagement and choice.
Affect towards the brand or THE INFAMOUS PEPSI-COKE EXPERIMENT o Neural correlates of behavioural
preferences for culturally familiar drinks, McClure et al., 2004 o The motivation behind brand preferences o
Different areas are activated in the brain with or without the knowledge of the brand o Specific patterns of
brain activation predict purchasing o Could possibly a series of ads cause your brain to believe something that
contradicts what the rest of your body feels
Unconscious response that predict behaviours The Neural predictors of purchase (Knutson et al.
2007) Nucleus accumbens, Insula, Medial prefrontal cortex
The time spent in choice making (Sands & Sands, 2012) EEG and EYE TRACKING analysis
Hedonic items -> the LARGEST BRAIN RESPONSES with THE LEAST AMOUNT OF TIME SPENT selecting
the items
Fruit and veg -> produce relatively LOW BRAIN RESPONSES with THE MOST AMOUNT OF TIME SPENT
Immediacy and reward produce THE LARGEST POSITIVE EMOTIONAL RESPONSES (taking a soda out
of a cooler next ot the checkout counter
WILLINGNESS TO PAY (Ramsoy et al. 2018): Watch images of different product while prefrontal
asymmetry was assessed using EEG -> Brain responses during product viewing was significantly
related to the variation in consumers’ subsequent WTP for the same product
Neuromarketing competences lead to focus our attention on different levels. THE GOAL OF
CONSUMER NEUROSCIENCE AND NEUROMARKETING is to adapt methods and theories from
neuroscience to develop a neuropsychologically sound theory to understand consumer behaviour. It
is giving us many and different pieces of information about the consumer, how he/she acts and
reacts, how emotion or attention or decision making work.
The human brain is the organ that houses cells that are activated during conscious and unconscious
mental processes.
Weighs 1.5 kg and is about the size of a cantaloupe, A unique structure with a complex three-
dimensional architecture, Not completely developed till the age of 25, Composed of neurons
that pass the information through electrochemical signals
, In the brain there are approximately 100 billion neurons (electrically excitable cells) of
different kinds • The neurons have about 100 trillion connections between them • neurons
generate our thoughts, feelings and choices. • neurons connect through long, spidery arms
(dendrites) and communicate with each other through electrochemical signals • A group of
connected neurons is called a neural circui
The headquarter
- Sensory-perceptive – it receives the stimuli from all the sensorial organs
- Neuro-motor – it emits impulses that control the voluntary and involuntary movements
- Integrative – it generates mental activities like knowledge, memory, emotions and
language
Gall (1758-1828) • Thought the brain was a muscle • gave birth to Phrenology a pseudoscientific
approach in which EACH AREA has ONE FUNCTION, the brain is not just seen as a SINGLE organ • 40
regions with 40 functions • He thought that whenever an area was activated, it expanded
Mysterious case of Phineas Gage, a railroad worker.In 1848, working at a new rail line to Cavendish
and in charge of a group of men that should work with explosives. ◉ Phineas should pack the sand
with a tamping iron but he tamped the explosive. ◉ The bar hit him and passed his left cheek,
destroyed his left frontal lobe and went out. ◉ Phineas’ personality completely changed
Pierre-Paul Broca and Karl Wernicke (1861, 1874) • They used autopsy especially of brains with
speech problems to understand the functioning of the brain. • The confirmed the relation between
function and area they also hypothesized that the regions were interconnected among them •
Brocaʼs area – expression • Wernickeʼs area – word recognition
Functions and areas of the brain
One to many - Many to one
Cortical Region - divided into two hemispheres that are
nearly symmetrical and each one is divided into four major
lobes - It directs the brainʼs higher cognitive and emotional
functions
o Subcortical Regions - Thalamus - Hypothalamus -
Cerebellum - Brain Stem
The myth of the logic and the creativity (two
emispheres)
Brain lobes
Occipital lobe - responsible for processing and
interpreting visual information and for
recognition of written text. -> It is related to ○
Colour recognition ○ Distance, depth and size
assessment ○ Visual world mapping ○ bottom-
up attention ○ Movement ○ Visual stimuli
identification (faces, objects) Relation with
CONSUMER BEHAVIOUR: • bottom-up attention
• recognition of products and brands
Riddoch (1917); studies on occipital area basing
upon traumatology of English soldiers who had
an helmet that did non protect that area •
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