1. 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

2. TRADITIONAL MARKETING NEUROLOGY AND PSICOLOGY Ale Smidts,2002

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

4. fMRI PETEEG and SST BRAIN IMAGING TECHNIQUES Martin Lindstrom

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

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

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

8. 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

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

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

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

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

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

14. UP-SELL i-TUNES Time Quantity Size

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

16. Complete package Captiviting images or video After online purchase Also privacy

17. 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

18. 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: