1. Neuromarketing Laurent Hermoye, PhD

2. Marketing Research Understanding, explaining, predicting individual, group, organisational behaviour relevant to markets. Lee et al.What is ‘neuromarketing’? A discussion and agenda for future research. Int J Psychophysiology 2007.

3. Currect Methods Qualitative research Quantitative research rely on the ability and willingness of the respondent to accurately report their attitudes and/or prior behaviours BUT purchasing comportment are partially unconscious Lee et al.What is ‘neuromarketing’? A discussion and agenda for future research. Int J Psychophysiology 2007.

4. Neuroscience Medicine Psychology Psychiatry Social sciences Why not economics and marketing ?

5. NeuroEconomics «the application of neuroscientific methods to analyze and understand economically relevant behaviour » Kenning & Plassmann. NeuroEconomics: an overview from an economic perspective. Brain Res. Bull. 2005.

6. NeuroMarketing «the application of neuroscientific methods to analyze and understand human behaviour in relation to markets and marketing exchanges » Lee et al.What is ‘neuromarketing’? A discussion and agenda for future research. Int J Psychophysiology 2007.

7. Looking for the Buy Button ?

8. Controversy Chief Editor of Science: « brain imaging will be used in ways that infringe personal privacy to a totally unacceptable degree » MRI = Market Research Imaging

9. The Techniques Galvanic skin response (GSR) Eye-tracking Electroencephalography (EEG) Functional magnetic resonance imaging (fMRI) Positron emission tomography (PET) Magnetoencephalography (MEG)

10. fMRI Sequential acquisition of EPI volumes Functional task versus rest BOLD effect: the activation induces a variation of the oxy- deoxy-hemoglobine balance, which can be detected MRI scans 1 2 3 … … 97 98 Paradigm Signal task

11. Functional Task Looking at a product Looking at a website Looking at a logo Making a purchase decision Watching an advertisement Tasting products

12. Methodology Looking for activations Correlating it with a marketing measurement Comparing the activations found with other studies which activated the same zones Make an hypothesis

13. Coca vs Pepsi

14. Judgment based only on sensory information –VMPFC Coca-Cola biases preferences decisions –Hippocampus –DLPFC –Midbrain McClure et al.Neural correlates of behavioral preference for culturally familiar drinks. Neuron 2004.

15. Brands M. Schaefer. Brands and selfcentered cognition in fMRI. Paris 2008. Trust Desire / morale Luxury –Mark the social position of the owner

16. FMRI of Cars Brands View logos Imagine driving the car of this brand Favorite brands correlates with activation in the striatum –Motion, Motivation, Emotion, Cognition –Reward circuit –→ code object of desire 2 inducers of reward –Personally attractive objects –Expectation of expectations M. Schaefer. Brands and selfcentered cognition in fMRI. Paris 2008.

17. Luxury Brands Anterior medial pre-frontal cortex –Self-reflection –Comparison of the own person to others Luxury brands mark the felt social position of the owner Imagine to possess this product –Superior social position –Fetish M. Schaefer. Brands and selfcentered cognition in fMRI. Paris 2008.

18. Rational brands M. Schaefer. Brands and selfcentered cognition in fMRI. Paris 2008. Anterior cingulum –Relating actions to Consequences Past reward experience –Control area

19. Do brands convey emotions / social relevant meaning ? Block –Logos –Non-emotional words JP Santos. Preferring brands due to emotional content and social relevance. Paris 2008. Empathy

20. Do brands convey emotions / social relevant meaning ? Damasio & Bechara's model of emotions JP Santos. Preferring brands due to emotional content and social relevance. Paris 2008. Meta-representation

21. Do brands convey emotions / social relevant meaning ? Positive vs indifferent –Frontal medial cortex Secondary inducer in model of emotions of Damasio –Medial frontal pole Self-referential stimuli JP Santos. Preferring brands due to emotional content and social relevance. Paris 2008.

22. Do brands convey emotions / social relevant meaning ? Amygdala –Primary inducer of emotions Pre-cuneus –Self-relevant visual imaginary JP Santos. Preferring brands due to emotional content and social relevance. Paris 2008.

23. Neural predictors of purchase Knutson et al. Neural predictors of purchase. Neuron 2007.

24. Neural predictors of purchase Regions associated with anticipating grain (the Nacc) correlated with product preference Activation in regions associated with anticipating loss (the insula) correlated with excessive prices Activation in a region implicated in integrating gain and losses (the MPFC) correlated with reduced prices Knutson et al. Neural predictors of purchase. Neuron 2007.

25. Neural predictors of purchase Knutson et al. Neural predictors of purchase. Neuron 2007.

26. New Phrenology ? Franz Joseph Gall

27. Future Research Trust Pricing Negociation Ethics Kenning & Plassmann. NeuroEconomics: an overview from an economic perspective. Brain Res. Bull. 2005.

28. Neuromarketing Laurent Hermoye, PhD