Il neuromarketing: un nuovo strumento per valutare
la comunicazione pubblicitaria
e il web design
Di: Caramaschi Maria Elena
Relatore: Prof. Anton Peter Margoni
Correlatore: Prof. Mauro Mosconi
ANNO ACCADEMICO 2012/2013
TRADITIONAL
MARKETING
Ale Smidts,2002
NEUROLOGY
AND
PSICOLOGY
NEUROMARKETING
NEURO ECONOMICS
(decision-making)
NEURO SCIENCE
(cognitive and
behavioral)
BRAIN IMAGING TECHNIQUES
fMRI
PET
Martin Lindstrom
EEG and SST
• DISSUASIVE LABELS
Ineffective
• “PEPSI CHALLENGE”
Scientific link between
branding and brain
• PRODUCT PLACEMENT
Only
integrated
• SUBLIMINAL MESSAGES
• SOMATIC MARKERS
Much more effective than LOGOS
“Religious” link between
RITUALS and SUPERSTITIONS with brands
Ineffectiveness of beauty and sex
SENSORY BRANDING
TOOLS OF NEUROMARKETING
BRAIN IMAGING
• fMRI
• PET
• EEG e SST
FACIAL
EXPRESSION
READING
• Microexpressions
• FACS
BIOFEEDBACK
• GSR
• EMG
• Skin temperature
• HRV
EYE TRACKING
Scan path
Gaze plot
• Marketing
campaigns
• Tv research
• Copy test
• Tests of
products
• Shop studies
• Usability test
• Website design
• Advertising test
• Images with Ad
• Probe the
newsletter
Accessibility
• W3C
• WAI
Usability
Design
rules
• Efficiency
• Efficacy
• Satisfaction
• Principles
• Standards
• Guide lines
USER EXPERIENCE
NEUROMARKETING
MAP OF ATTENTION
User’s reaction
• Emotions
• Logic
• Instinct
MAP OF PERCEPTION
FACES
Experiment with a
Software-as-a-Service
• LOGO
• BRAND
“FREE”
BIG SIZE TEXT
• Language processing
• Complex thought
• Emotions
Susan Weinschenk
• Basic needs
• Environment
Effective Website  Involvement of the three brains
• Quotes
• Reviews
• Bystander effect
• Free shipping
• Filling out a form
• For-profit organizations
• Time
• Quantity
• Size
UP-SELL
i-TUNES
Old brain
OR:
• Banner
• Video
• Photos that are
repeated ciclically
• You
• Your
• After online purchase
• Also privacy
• Complete package
• Captiviting images or video
NEUROETHICS
• William Safire, 2002, Conference of San Francisco
• Neuroethics: the part of bioethics that determines what is reasonable, right
and what you can do in the field of therapy and improvement in brain
function
• Evaluate different forms of manipulation and interventions on the human
brain
In neuromarketing field:
• Protect privacy
• Correct use of neuromarketing and
neuroimaging techniques
• NMSBA:Neuromarketing Science
and Business Association
• Code of ethics, 12 articles
NOW
Neuromarketing is a good solution for:
• Advertisement, brands and products
• Website design
• Objective analysis
• It’s not a definitive science
• Based on analysis of the unconscious
• Boundaries are not well defined
• Improper use of neuromarketing
Fear of: • Invasion of privacy
• “Orwellian” control