Neuro marketing

Learning Objectives
In general:
– select an appropriate case for applying theories and models from the course
– identify relevant theories and models (from brain science and/or marketing) to describe and solve a specific case – structure and analyse data by using adapted theories and models
– draw conclusions from this analysis and discuss their implications for marketing/advertising strategies

Specifically:
– to acquire knowledge about how the brain responds to advertising, including attention, emotions, memory and decision making
– to reflect on the implication of the modern view of the brain on marketing/advertising
– to discuss how optimal integration of advertising pre-testing in and agency-client relationship and in the creative process
– to reflect on the utility of brand tracking research, brand building research, and the research process applicable at different stages in the brand strategy formulation and execution.

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Task

In general your task is to observe a case and explain what happens, analyse the case by reference to theories on the topic, identify major problems and offer solutions, and on a general level discuss how knowledge from the field of Neuromarketing and Consumer Neuroscience can be used in a marketing context/ e.g. when developing or evaluating advertising strategies.

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Case

Question: What cognitive properties in humans does this case not take into account, when presenting information to a particular target group?

Your case: Select an ‘optional advertising product’. It can be a website, a promotional ad / an information campaign / a video/ a packaging design/ or an information design in the public space (e.g. signage or labels in various sizes at products – either printed or presented as graphical interfaces in a digital form), which does not take into account the way people process information at a cognitive level. Identify and reflect upon, why possible conflicts or misunderstandings arise in the interaction between the product and the target group, and discuss how to improve the communication between the user and the product if using knowledge from the field of cognition, neuromarketing and consumer neuroscience.

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Structure

– Introduction (1 page)
– Literature review (4 pages)
– Oberservations (2 pages)
– Discussion (3 pages)
– Recommendations (2 pages)
– Conclusion (1 page)
– References
– Appendices
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General advice regarding the structure of the paper/ case

In the Introduction you will typically start with introducing the reader to your topic – describe why the selected topic is relevant from the perspective of Neuromarketing
and Consumer Neuroscience. Then state what kind of problem do you see here, and how do you plan to solve the problem. End the Introduction with a brief conclusion about, why we should pay attention to this particular research case.

In the Literature Review you are to describe the theory from the list below, which you think are relevant for your case. Select the order of your theoretical framework in a way, which is relevant to your particular case – e.g. describe information processing in one brief section, our memory system in another brief section, and so on. End each section with 1-3 sentence(s) about why it is relevant to apply this knowledge to your case, and to whom this knowledge is relevant – and in what situation it is relevant.

In the observation section your aim is to make it clear to the reader – what kind of an interaction that takes place between the product and the user. Use a combination of pictures/ illustrations/photos and words to present the product and the target group, and the situations where they interact.
Describe and illustrate: What is happening here – Why – How – When – Who is affected.

In the discussion section your aim is to reflect upon, what cognitive properties in humans the product doesn’t take into account. Discuss in relation to the theoretical framework you presented in the literature review and as well the reflections from your observation section.

You can for instance discuss – your target groups ability to percieve and use the product. Who are they – what needs do they have.
You can also discuss what conflicts can you see arise in the interaction between the consumer/ the product/ the company/ the society/ and the environment?

In the section – your recommendation – your aim is to describe how you think you can improve the communication (and the interaction) between the user and the product – by implementing three possible improvements. Make sure, that you use the course literature to argue, why these proposals are of high value seen from the perspective of cognition, Neuromarketing and Consumer Neuroscience. The proposals should improve the product in a way, which support human cognition.

In that way the product should be easier to perceive – understand – and use, when your improvements are implemented.

In the conclusion section describe briefly the main aim of your study (2- 4 sentences) Describe the problem you wanted to solve – your main findings – how you solved the problem – and eventually what remains unsolved.
Include a few linies about future perspective of this study, and make your final conclusion: Describe here how consumers and companies can benefit from Neuromarketing and Consumer Neuroscience, and adress possible ethical considerations to be aware of.

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Literature —> only add 1 to max. 3 additional sources

Designing with the Mind in Mind: Simple guide to understanding User Interface Design Guidelines’, by Jeff Johnson, Published by Morgan Kaufmann/ Elsevier, USA, 2014.

Fortunato, V.; Giraldi, J; Oliveira, J: A Review of Studies on Neuromarketing: Practical Results,Techniques, Contributions and Limitations. Journal of Management Research, Vol. 6, No. 2, 2014 (pp 201-220)

Kenning, P.; Hubert, M; Linzmajer, M: Consumer neuroscience. IN: Handbook of Developments in Consumer Behaviour, Edt. by Victoria Wells, Gordon Foxall. Published by Edward Elgar M.U.A, USA 2012. (pp 419-461)

Kandel, Eric: The New Science of Mind and the future of Knowledge. Neuron 80, October 30. Elsevier, USA. 2013. (pp 546-560).

Norman, D. A.: Designing in Support of People. IN: Living with Complexity. The MIT Press. USA, 2010.

Krishna, Aradhna: An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology. Elsevier. 2012, Vol. 22(3), pp 332-351.

Williams, J.; Noyes, J. M.: Reducing the Risks to Consumers: Implications for Designing Safe Consumer Products. IN: Handbook of human factors in consumer product design: Uses and applications by Waldemar Karwowski, Marcelo M. Soares, Neville A. Stanton. CRC Press. London. 2011.

Newell, A.F.; Gregor, P.; Alm, N.; Waller, A: Information Technology for cognitive support. IN: The Human-Computer Interaction Handbook: Fundamentals, Evolving Technologies and Emerging Applications, Second Edition. CRC Press. London. 2007.

Bransford, J.D., & Johnson, M.K. (1972). Contextual prerequisites for understanding: Some investigations of comprehension and recall. Journal of Verbal Learning and Verbal Behavior, 11. 1972. (pp 717-726).

Jansen, P; Lehmann, J: Mental rotation performance in soccer players and gymnast in an object- based mental rotation task. Advances in Cognitive Psychology. Vol. 9(2). 2013 (pp 92–98)

Baars, B. J..; Gage, Nicole, M.: Social Cognition: Perceiving the mental states of others. IN:

Cognition, brain and consciousness, introduction to cognitive neuroscience. Academic Press, 2nd edition. 2010.

Wehner, R.: Desert ant navigation: How miniature brains solve complex tasks. Journal of Comparative Physiology A: Neuropathology Sensory Neural and Behavioral Physiology.189. 2003.(pp 579–588)

Fox, Elaine: The nature and measurement of emotions, moods and feelings. IN: Emotion Science

Cognitive and Neuroscientific Approaches to understanding Human Emotions. Palsgrave Macmillan. 2008. (p 23-52)

Dola, R. J.: Emotion, cognition and behavior. Science, 298. 2002 (pp 1191-1194)

Plassmann, H.; Ramsøy, T. Z; Milosavljevic, M.: Branding the brain: A critical review and outlook. Journal of Consumer Psychology. Elsevier. 2012

Diiksterhuis, A.; Aarts, H.; Smith, P. K.: The power of the Subliminal: On Subliminal Persuation and Other Potential Applications. IN: The New Unconscious. Oxford University Press. USA. 2004 (p 77-106)

Salvendy, Kim-Phuong: ’Website design and evaluation. IN: Handbook of Human Factors and Ergonomics. John Wiley & Sons Inc, USA, 2014.

Kasai, K.; Fukuda, M.; Yahata, N.; Morita, K; Fujii, N: The future of real-world neuroscience: Imaging techniques to assess active brains in social environments. Neuroscience Research. No 90. 2015. (pp 65-71)

Dargar, S.; Kennedy, R.; Lai, W.; Arikatla, V.; De, S.: Towards immersive virtual reality (iVR): A route to surgical expertise. Journal of Computational Surgery. 2:2. 2015 (pp 1-26)

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