Transcript
Page 1: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

“If you notice it as advertising, it hasn’t

worked”Peripheral persuasion and neuromarketing as Behaviorism

A presentation by Bryce Hantla ([email protected])for Critical Information: Graduate Student Conference at the School of Visual Arts

New York, NY December 2nd, 2012

Page 2: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Central Routes to Persuasion: Advertising outlets that attempt to convince you to buy something through a traditional advertising media.

Sympathy for advertisements declines with age and that “the intention of advertising – to sell something – is already understood by 57.1% of six year olds,” implying that awareness equals rejection or at least more critical evaluation.

(R. Bergler 1999, p. 43)

Are you persuaded yet?

Page 3: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

It all started with…

Page 4: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Peripheral Persuasion or “integrated advertising” attempts to seamlessly weave in consumerist advertising material with regular programming

Some pursues you

Another Approach

Some you pursue

Page 5: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

The end-all goal of any marketing tact is to get a consumer to behave in a way that s/he may not necessarily behave otherwise; i.e., to buy something

These methods generally rely on B.F. Skinner’s classic model of psychological training called Behaviorism

Behaviorism uses “operant conditioning” or “priming” to influence consumers toward making a purchase

What’s the Point?

Page 6: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Indirect Biometrics◦ Galvanic Skin Response (GSR)

How Sophisticated Are We?

Page 7: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Indirect Biometrics◦ Pupillometry and Eye-Tracking Software

Biometrics and Advertising

Page 8: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Landmark functional magnetic resonance imaging (fMRI) study by Montague et al. (2002) compared Coke and Pepsi while hooked up to real-time brain scanning equipment (first instance of the term “neuromarketing” in the literature)

Biometrics and Advertising

Page 9: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

Behaviorism and the Reptilian Brain

Page 10: "If you notice it as advertising, it hasn’t worked:” Peripheral persuasion and neuromarketing as Behaviorism

So in closing…


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