Il neuromarketing: un nuovo strumento per valutare la comunicazione pubblicitaria e il web design Di: Caramaschi Maria Elena Relatore: Prof. Anton Peter.

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Presentation transcript:

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 NEUROLOGY AND PSICOLOGY Ale Smidts,2002

NEUROMARKETING NEURO ECONOMICS (decision-making) NEURO SCIENCE (cognitive and behavioral)

fMRI PETEEG and SST BRAIN IMAGING TECHNIQUES Martin Lindstrom

Ineffective Scientific link between branding and brain Only integrated DISSUASIVE LABELS “PEPSI CHALLENGE” PRODUCT PLACEMENT

SUBLIMINAL MESSAGES Much more effective than LOGOS SOMATIC MARKERS SENSORY BRANDING “Religious” link between RITUALS and SUPERSTITIONS with brands Ineffectiveness of beauty and sex

TOOLS OF NEUROMARKETING BRAIN IMAGING fMRI PET EEG e SST FACIAL EXPRESSION READING BIOFEEDBACK GSR EMG Skin temperature HRV Microexpressions FACS

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

NEUROMARKETING Accessibility W3C WAI Usability Efficiency Efficacy Satisfaction Design rules Principles Standards Guide lines USER EXPERIENCE

MAP OF ATTENTION MAP OF PERCEPTION User’s reaction Emotions Logic Instinct

LOGO BRAND Experiment with a Software-as-a-Service FACES “FREE” BIG SIZE TEXT

Emotions Basic needs Environment Language processing Complex thought Effective Website  Involvement of the three brains Susan Weinschenk

Bystander effect Quotes Reviews Free shipping Filling out a form For-profit organizations

UP-SELL i-TUNES Time Quantity Size

OR: Banner Video Photos that are repeated ciclically You Your Old brain

Complete package Captiviting images or video After online purchase Also privacy

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

Advertisement, brands and products Website design Objective analysis NOW Neuromarketing is a good solution for: It’s not a definitive science Based on analysis of the unconscious Boundaries are not well defined Improper use of neuromarketing Invasion of privacy “Orwellian” control Fear of: