1. 1 neuromarketing.bg

2. 25- - ? ? , , .... 2 3. 3 , , . , . , , , , , .. Perception is reality 4. a? 4 5. 5 6. ? 6 7. ! 7 8. Tuebingen University, Germany 20 : . 8 9. Tuebingen University, Germany , , 80 % , , 20 . , 20 % - 9 10. Tuebingen University, Germany , , , . . , , . , , , , , . 10 11. Tuebingen University, Germany . : 20 360 , 130 . 11 12. Stroop 13. Stroop 14. Stroop 15. 15 16. ? 16 1 5 9 3 1 5 4 4 2 9 6 8 4 2 1 6 2 2 3 3 7 5 3 6 9 4 1 7 5 6 8 9 4 2 1 6 9 8 3 1 4 7 1 9 5 6 6 2 9 4 7 9 3 2 6 8 1 3 5 2 2 9 4 6 8 3 9 8 4 5 2 1 7 9 4 8 3 9 8 7 9 2 4 1 7 8 3 5 8 8 3 5 6 7 9 1 6 2 5 17. ? 17 L E R W K T I F R N I R Y P J U L D F X V T C F L Y W V S C G W X R N G X B X V N Q M S G F Q N C J K P K X H E W Y V L L M L B E D Z D C K D V C K F I V P J B S B A O Z P C L K A Z D T L B U D Y L F 18. ? 19. ? 20. 20 21. , . 21 22. . , , . 22 23. .... 23 24. ? 25- - "" . , , , "". 24 25- 25. 1957 . : 1/3000- Coca-Cola . , -. 18,1% 57,8% . 25 25- 26. - , . 25- Coca-Cola? 26 25- 27. 25- Coca-Cola? 25- ? ! 27 25- 28. 28 29. " , ", . , , 25- . "" . 29 25- 30. BMW flash projection. 30 25- 31. , 31 32. Avis Vs. Hertz 33. Hertz Vs. Avis 34. " Volvo e ". " Saab". 34 35. . 34.(1) , . (2) , : 35 36. . 34. 3. , , , ; 4. , , , ; 5. , , , , , . 36 37. 3 , , , , , 5 , , , , , , . , . 37 38. Lada Tough Cars, Tame Prices 39. ? , , (fMRI), . fMRI, , ... 39 Wikipedia: 40. ? , : , , , , , . Wikipedia: 40 41. ? , - , ? . - , . 41 42. ? http://www.neurosciencemarketing.com/blog/ : . , , , , . , , , . , - , , . 42 43. What cant speak, cant lie. Dr David Lewis-Hodgson Mindlab International, UK 43 44. a , ; , . 44 45. ? , , . 45 46. 46 47. 47 % % 44 % 65 % 51 % 23 % 5 % 12 % Source: Chernatony and McDonald (2003) 48. 49. , . . , . - , . 49 50. 50 51. 51 52. 52 53. - 53 54. = 5454 55. : - , , . , , . 55 56. Neuroscience Techniques 1. - 2. 2. 4. 5. (eye tracking) 6. 56 57. 58. ? 66 59. - 67 60. - 68 61. -- 69 62. 70 63. 72 DELTA 0.5 4 Hz THETA 4 8 Hz ALPHA 8 12 Hz BETA 1 12 22 Hz BETA 2 22 35 Hz Gamma 40 Hz 64. 73 . (AG), . 5 : G . . A B C D E F G 65. 74 66. The Sony Bravia Experiment 75 67. The Sony Bravia Experiment 76 68. Vs. 77 69. 98 78 70. 79 71. 80 1 2 3 4 5 6 7 8 9 10 11 KIA CocaCola Volkswagen ZazooCondoms L'equipe NewYorker PepsiMax Merceds MTel Garnier 7Days 72. 0 2 4 6 8 10 12 81 73. - 82 - - - - 74. - 83 75. 84 76. 85 77. -1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 Fz Cz Pz C3 C4 -1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 Fz Cz Pz C3 C4 -1.00 -0.80 -0.60 -0.40 -0.20 0.00 0.20 0.40 0.60 0.80 1.00 Fz Cz Pz C3 C4 P