NEURO

MARKETING
CONSUMER DECISION MAKING:
THINKING OR FEELING?
Marta Roche Gotor. Behavior Finance.
1.NeuroMarketing

Neuromarketing is the study of how people's
brains respond to advertising and other brand-
related messages by scientifically monitoring
brainwave activity, eye-tracking and skin
response.







Neuromarketing research is used to measure
emotions that drive the process of decision
making. But. What is the decision making
process?
Paul MacLean - Three Brains

Breathing
Compulsive Behaviors
Heart Rate
REPTILIAN
BRAIN
Hunch
Value judgments
Emotions
LIMBIC BRAIN
Language
Abstract thought
Imagination
NEOCORTEX

SUBCONSCIOUS Thought
-Fast processing
-Emotion driven
-Cares about here and now

LOGICAL/CONSCIOUS
- Slow and hard
-Not primary drive decision
making
- Future foccused
95% decisions
made here.
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Lets see an experiment I
Pepsi or Coke?

1975 when Pepsi sponsored a
national taste test to determine
which brand, Coke or Pepsi,
was regarded as better tasting.
Blind taste tests revealed that
consumers prefer Pepsi over
Coke. If in fact Pepsi is a better
tasting, why is Coca-Cola the
higher selling and more
popular?


NEUROMARKETING has
an
Answer

II
2003 (using a brain scanner) Montague repeted the
blind taste test and he found again that people prefered
Pepsi. On the scan images the ventral putamen, one
of the brains reward centers, had a response that was
five times stronger than for people who preferred Coke

He repeated the experiment, this time telling volunteers
which brand they were tasting. Nearly all the subjects
then said they preferred the Coke. Medial prefrontal
cortex has a response for people who preferred Coke.

A battle between rational and emotional thought
- My reseach


What will happen if we change a little bit the
Coke composition ?


METHODOLOGY

- Sample: 100 traders from 18 to 60 years old.

- Procesure: We tell volunteers which brand they were
tasting. But they dont know we are modification the
coke composition and it taste a little bit bad. We aske
what they prefer.

- Question: In this case, does the racional thought win?

- Instruments: Brain scanner








We are not thinking machines that feel, we are
felling machines that think
Antonio Damasio
THANK
YOU.