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A/Prof Joseph CiorciariDirector Brain & Psychological Sciences Research Centre
Australian Chair of the Neuromarketing Science & Business Association
Neuroscience & MarketingUnderstanding the Consumer Decision Processes
The Brain and Psychological Sciences Research Centre
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
- …… to understand the neural basis of judgementand decision making, personality traits, and social behaviourassociated with marketing and economic decisions….with a neuroscientist’s toolbox
Neuroscience & Marketing
2
The Neuroscience of Economic Decision Making
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 3
A neuroscientist’s toolbox (1)
EEG- Electrical activity MRI- Structural, fMRI – Metabolic
EyeLink Tracker*
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 4
MEG –Magnetic & Electrical activity
A neuroscientist’s toolbox (2)TMS- Transcranial Magnetic Stimulation.
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 5
A neuroscientist’s toolbox (3)
EEG sport
ToBi Eye LinkEye Link tracker*
* ARC LIEF Grant (2012) Monash, Swinburne, RMIT, La Trobe
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN 6
“Why we do what we do without knowing it”The Unconscious brain- The Iceberg Metaphor
Consciousness
Unconsciousness
Using neuroscience techniques to better
understand the unconscious processes.
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
7
What now???
New Marketing?
No longer EEG-MRI centricOnline tools, Smart phones apps• Implicit responses• Facial coding• Eye –tracking (at home!!)
New Research areas• Sensory – virtual • Experiential• R&D innovation
In new sectors; legal, construction, government & politics- neuromania
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
Some processes / features are hardwired- Eg. Seeing Faces
The Importance of Faces
Vuilleumier et al. 2001Effects of Attention and Emotion on Face Processing in the Human Brain: An Event-Related fMRI Study
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
9
Understanding the mind of avid sports fans – how do they contrast player faces?
Over 6 million people attended the 2014 AFL season
Club memberships continue to increase Collingwood, Richmond and Essendon -
highest numbers of attendees and memberships
Collingwood - most passionate and loyal fans
(Australian Football League, 2014)
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
10
Understanding the mind of avid sports fans:Fanaticism & Loyalty
External Motivation -Socialisation
Emotion
Internal motivation & Driver
Factors influencing development
Photo by: Craig Burrow
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
Methods: EEG and Eye Tracking
Pilot and Ongoing Study: 11 participants (4 male, 7 female) aged between 21-56 years (M = 30.18, SD = 12.64)
3 Non fans, 4 AFL supporters, 4 Fanatics
64 channel EEG Neuroscan
EyeLink Eye tracking system (ARC LIEF)
Brand Loyalty Scale
(Worthington, et al. 2009)
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
12
Methods:Task Design
Task design comprises of 85 trials, each 3 second trial consisting of a fixation cross and football player
portrait.
EEG Analysis • Eyes Open/Closed• Fixation –baseline
• Neuroscan, SynampsAmplifier- 1000Hz sampling
• ICA- EOG, artifactremoved
• Brain Vision Analyser, EEG power analysis
85 images of AFL players• 30 Essendon• 30 Collingwood• 25 Richmond
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
13
Results- all faces – grand average: EP and source: Validation –unconscious process
Faces Visual Evoked Potential N 170
LORETA- Brodmann Area 40- Inferior Parietal lobe.
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
14
Results: Frontal Alpha
Essendon Supporters:
Averaged alpha Response: Alpha Desynchronization:
• Dislike: Decrease in right frontal alpha for rival faces
• Like: Decrease in left for team faces & increase on right
Frontal alpha laterality was found between controls and varying levels of fanaticism (F(3, 10) = 5.43, p = .030).
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
15
Results: Frontal Alpha
Collingwood Supporters: Averaged Response: Alpha Desynchronization:
Dislike: Decrease in right frontal alpha for rival faces
Like: Decrease in left for team faces.
Collingwood supporters more engaged overall
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
16
Results: VEP N170
Non Fanatic
Fanatic
“Fanatics”1.Larger N170 – Face Detection2. N250- Faces encoding to emotion memory
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
17
Results: Eye Tracking- Heat maps- Non- Fanatics
Non- Supporters
max 721 msec
Studied profile closest to screen- interesting outcome-needs further investigation
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
18
Results: Eye Tracking- Heat maps- Fanatics
Collingwood SupportersStudied Face and body
60 trials, 598 fixations, max T 1029 msec
Essendon SupportersStudied Face 60 trials, 373 fixations,
max T 1330 msec
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Swinburne
SCIENCE | TECHNOLOGY | INNOVATION | BUSINESS | DESIGN
Neuroscience & Marketing
- In summary• Fanatics spent more time studying faces
• Collingwood supporters also studied jersey logos, etc
• Using EEG/EP and eye tracking useful in interpreting unconscious and conscious processes.
• Understand the “peculiarities” of your client and their needs.
Conclusions
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Thanks to all my research colleagues and students!
A/Prof Joseph CiorciariDirector Brain & Psychological Sciences Research Centre Australian Chair of the Neuromarketing Science & Business Association