neuromarketing techniques

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


How to make your brochure great (again)?

ATTENTIONPRICE

PERCEPTIONEMOTION

Eye-tracking


Case: Belgian Road Safety Institute


Case: Brussels Airport



ATTENTIONPRICE

PERCEPTIONEMOTION


Emotional Arousal


Mannen


Vrouwen

Mannen

21iMPULSELinking Emotions to Decisions



ATTENTIONPRICE

PERCEPTIONEMOTION


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


cheap expensive


Online reaction time task

Jasper Dezwaef

Hair Dryer


cheap expensive


Online reaction time task

Jasper Dezwaef

complex experimental designexact timing parameters crucialbased on extensive piloting


General model

No change in subjective experience

% “

che

ap

” r

esp

on

ses

Price


Examples

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STA

TED

pri

ce

STA

TED

pri

ce

+5%+20%-20% -10%

Thanks!

[email protected]

[email protected]

@jeldeman

neuromarketing techniques

Marketing