1. Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences, Finland 2 Hospital District of Helsinki and Uusimaa, Finland Contact information: jyrki.suomala@laurea.fi

2. Match products and services with consumers (Ariely & Berns 2010)

3. Tyranny of freedom (Schwartz 2000)

4. Cooperative motivational orientation and sales performance (Chakrabarty 2010)

5. Experienced utility Pleasure and displeasure are attributes of each moment of experience, -- (Kahneman, Wakker & Sarin 1997)

6. 1. Create a connection to the customer 2. Understand customer needs 3. Address customer needs 4. Close the sale 5. Establish a sustainable consumer relationship Create a connection to the customer Understand customer needs Address customer needs (create an experience) Close the sale Establish a sustainable customer relationship

8. + Introductory video for the phase of the selling process 1.8-5.4s baseline 3.6s representation 3.6s valuation PienempiSuurempi ? Mikä on ostohalukkuutesi asteikolla 1-6? 3.6s Action selection 1 = lower 6 = higher Degree of Willingness to purchase engl. What is your willingness to purchase in scale 1-6? PienempiSuurempi? Mikä on ostohalukkuutesi asteikolla 1-6? PienempiSuurempi4 Mikä on ostohalukkuutesi asteikolla 1-6?

9. Methods • General Electric Signa ™ EXCITE™ 3 T MR scanner • Visual stimuli back-projected onto a screen through a mirror • Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus

10. Preprocessing & analysis • SPM8 • GLM with 6 vectors of stimulus onsets • T-test on individual and group level • FWE correction, p<0.05, extent threshold 10 voxels

11. Results - overview 1. Visual2. Memory 3. Valuation4. Pre-motor

12. Anatomical area Location of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 Lingual gyrus8 -80 -8X Lingual gyrus-16 -74 -14 X Lingual gyrus-2 -80 -2X X Lingual gyrus12 -80 -12 XXXX Declive-34 -56 -22 XX Declive-24 -68 -18 XX Culmen30 -48 -22XX X

13. Anatomical areaLocation of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 Hippocampus-24 -32 -2XX XX Hippocampus22 -30 -4 X X

14. Anatomical area Location of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 DLPFC-42 30 30 X DLPFC-44 20 28 X DLPFC-48 10 30XXXXX DLPFC-50 20 28XX X IFG/DLPFC46 12 28XXX IFG/DLPFC46 30 16XXX X IFG/BA47?30 32 -2 X Insula-32 26 4XXXXX Insula32 26 4X

15. Anatomical area Location of local cluster maximum (in MNI coordinates)Phase 1Phase 2Phase 3Phase 4Phase 5 SuppMotorArea-6 12 54XXXXX SuppMotorArea6 12 52X X Premotor area-44 0 42XXXXX

16. Discussion VisualMemoryValuationMotor * * Figure not depicting temporal sequence of activation * *

17. Visual Gates & Yoon 2005. Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage 24, 473-486

18. VisualMemoryValuationMotor Christopoulos et al 2009. Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk. The Journal of Neuroscience 29(40), 12574-12583

19. Rangel, Camerer & Montague 2008. A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi:10.1038/nrn2357 PienempiSuurempi ? Mikä on ostohalukkuutesi asteikolla 1-6? PienempiSuurempi? Mikä on ostohalukkuutesi asteikolla 1-6?

20. Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences, Finland 2 Hospital District of Helsinki and Uusimaa, Finland Contact information: jyrki.suomala@laurea.fi