Interviewing the Mind/Brain Response Latency and Neuroimaging Marketing 642 La Donna White and Amy Thomas

Interviewing the Mind/Brain The mind screams volumes in silence.

Interviewing the Mind/Brain There are two techniques covered in this chapter that can be used to tap into people’s unconscious perceptions and responses. 1.Response Latency Techniques 2.Neuroimaging Techniques

Interviewing the Mind/Brain Response Latency Techniques Response latency is defined as how long it takes an individual to respond to a question or image. Absence of noise Traditional uses Questionnaire data

Implicit measures offer two benefits that make them better predictors of behavior than explicit measures such as surveys. 1.Uncover attitudes that consumers may not be aware of. 2.Reveal social drivers that affect behavior. –Alcohol –Elderly people Interviewing the Mind/Brain Response Latency Techniques Implicit versus Explicit

Interviewing the Mind/Brain Response Latency Techniques There are various response latency techniques that researchers can use. The two that we will discuss today are : 1.Priming 2.Implicit Association Test

Interviewing the Mind/Brain Response Latency Techniques Priming Used to determine how quickly people relate certain products with different thoughts. Response Latency and Priming vs. Surveys and Priming Perfume Example

Interviewing the Mind/Brain Response Latency Techniques Implicit Association Test (IAT) This concept builds on priming research by measuring the association of two different concepts in the consumer’s mind. –Strength of association Concepts Negative and positive ideas Flowers - Insects - Irritating - Pleasant

Interviewing the Mind/Brain Response Latency Techniques Implicit Association with Brands Research has proven that implicit measures are more powerful tools in understanding consumers relationships with brands. Ethnocentrism among U.S. and foreign consumers living in the United States.

Interviewing the Mind/Brain Response Latency Techniques Conclusion In the future market research will rely on a combination of explicit, implicit and behavioral variables in order to better understand how the conscious and unconscious mind impact consumer behavior.

Interviewing the Mind/Brain Neuroimaging T echniques –Neuroimaging techniques consist of brain scanning processes that produce pictures of the structure or functioning of neurons. –This technology has recently been applied to the field of marketing and promises to revolutionize the study of consumer behavior

Interviewing the Mind/Brain Neuroimaging T echniques Neuroimaging can be applied in the following areas: –Advertisements ( TV Commercials ) –Packaging of products –Brand Names –Choice Behavior

Interviewing the Mind/Brain Neuroimaging T echniques There are two types of methodology that can be used in neuroimaging. 1.Functional Magnetic Resonance Imaging (fMRI) 2.Functional Diffuse Optical Tomography (fDOT)

Interviewing the Mind/Brain Neuroimaging T echniques Functional Magnetic Resonance Imaging Noninvasive Blood Oxygen Level Dependent (BOLD) technique Standard fMRI procedures 1.Take images of the brain region in question prior to activity 2.Take images of same brain region while it is performing a task such as watching different advertisements 3.Analyze the differences between the two pictures

Interviewing the Mind/Brain Neuroimaging T echniques Functional Magnetic Resonance Imaging The use of function magnetic resonance imaging can help researchers determine whether or not one ad more effectively elicits positive emotions and past memory and encodes new memory.

Interviewing the Mind/Brain Neuroimaging T echniques Functional Diffuse Optical Tomography Disadvantages 1.Participants must lie still in a noisy cramped device. 2.Facilities are large and expensive

Interviewing the Mind/Brain Neuroimaging T echniques Functional Diffuse Optical Tomography How does it work? –Like shining a flashlight through your hand. –Infrared light (laser sources and detectors) is shined through the brains surface to show the variations in blood flow through particular areas to measure neural activity.

Interviewing the Mind/Brain Neuroimaging T echniques The Promise of Neuroimaging Can cover a larger number of subjects Can be used for a variety of marketing applications Can improve our understanding of consumer thinking Can improve upon our existing research tools

Interviewing the Mind/Brain Neuroimaging T echniques The Promise of Neuroimaging A study was done to detect and measure consumer reactions to marketing stimuli using brain imaging technology and was compared to a similar study which was performed through the use of explicit methods The conclusions of both studies were the same and the neuroimaging study offered a lot more detail.

Interviewing the Mind/Brain Neuroimaging T echniques Caution! Specific thoughts or feelings cannot be pinpointed through the use of Neuroimaging. Only inferences can be made based upon the particular kinds of thoughts and feelings that are being activated.

Interviewing the Mind/Brain Focus Groups Folly?

Interviewing the Mind/Brain Focus Groups Personal Experience –Simulations Unrealistic Time Consuming –Interview Brief Did not address my concerns Personality conflict

Interviewing the Mind/Brain Focus Groups Sample Questions 1.Would you rather have the controls for the radio on the left or right side? 2.When you push a button would you like to hear it click or feel it? 3.Where would you like the cup holders in your car?

Interviewing the Mind/Brain “ The Knowledge is Power” Trap

Interviewing the Mind/Brain Questions?