neuromarketing techniques
Post on 23-Jan-2018
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Neuromarketing techniques
dr. Jelle Demanet
iMPULSE &
iMPULSELinking Emotions to Decisions
Three problems with stated preference methods
Peopleanswer
STRATEGICALLY
People are
UNABLE to tell you the answer
People are
UNAWARE of their drivers
iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
Eye-tracking
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
Case: Belgian Road Safety Institute
iMPULSELinking Emotions to Decisions
Case: Brussels Airport
iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
iMPULSELinking Emotions to Decisions
Emotional Arousal
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
Mannen
iMPULSELinking Emotions to Decisions
Vrouwen
Mannen
21iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
How to make your brochure great (again)?
ATTENTIONPRICE
PERCEPTIONEMOTION
iMPULSELinking Emotions to Decisions
iMPULSELinking Emotions to Decisions
two fan speeds three heat levels 2200 W
What would you want to pay for a … ?
Underestimation of 5-35% (Kim, House, & Gao, 2012; Roll et al., 2010)
Babyliss Hair Dryer
Hair Dryer
two fan speeds three heat levels 2200 W
cheap expensive
iMPULSELinking Emotions to Decisions
Online reaction time task
Jasper Dezwaef
Hair Dryer
two fan speeds three heat levels 2200 W
cheap expensive
iMPULSELinking Emotions to Decisions
Online reaction time task
Jasper Dezwaef
complex experimental designexact timing parameters crucialbased on extensive piloting
iMPULSELinking Emotions to Decisions
General model
No change in subjective experience
% “
che
ap
” r
esp
on
ses
Price
iMPULSELinking Emotions to Decisions
Examples
0
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0
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STA
TED
pri
ce
STA
TED
pri
ce
+5%+20%-20% -10%
Thanks!
jelle.demanet@profacts.be
jelle@impulseresearch.be
@jeldeman
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