AMA: The Art and Science of Neuromarketing

THIS IS YOUR [BRAIN]

Happy

Sad

At Rest

After 20 Minute Walk

On Drugs

Afraid

Non-Violence

Violence

Pinky and the

Brain

Pinky: Gee, Brain, what do you want to do tonight?Brain: The same thing we do every night, Pinky - try to take over the world!

WORLD DOMINATION with

NEUROMARKETING

The ART and SCIENCE of NEUROMARKETING

Sheridan Orr,Head of Global Product MarketingProfessional MarketerNeuroscience Hobbyist80’s Enthusiast

@[email protected]

My Mom’s Brain

Call to Action

• 2 fMRI machines • Team of

neuroscientists

Budget Request

• 2 fMRI machines ($2.4 Million)

• Team of neuroscientists

($500K Annually)

Objectives

• Is neuromarketing voodoo science?

• Who used neuromarketing? Who should have?

• What can you do?

IS NEUROMARKETING VOODOO SCIENCE?

Truth MachineFourteen areas of the brain, including the anterior cingulate cortex (top yellow dot) and the hippocampus (bottom), were active when subjects lied; seven areas were active when subjects told the truth.

Proof of PurchaseWhen areas of the brain associated with product preference and evaluation of gains and losses--the nucleus accumbens (right red dot) and the medial prefrontal cortex (left), respectively--were activated, the person bought a product 60% of the time.

Big LoveEarly stage romantic love is about motivation and reward, since it lights up subcortical reward regions like the right ventral tegmental area (top blue dot) and dorsal caudate area (bottom). Subjects in more extended romantic love showed more activity in the ventral pallidum (middle).

Oops, I Did It AgainWhen subjects made errors with consequences the rostral anterior cingulate cortex (rACC, orange dot) was much more active. It was less active when mistakes carried no penalty. The rACC's involvement suggests the importance of emotions in making decisions.

Better to GiveThe caudate nucleus (right green dot) and nucleus accumbens (left), the same regions that fire when basic needs like hunger and social contact are met, were activated when subjects saw some of their tax money go to charity.

WHO USES NEUROMARKETING?

AND WHO SHOULD HAVE?

Super Bowl 2007• Dolphin Stadium• Colts v Bears• Peyton Manning doesn’t suck• Colts win

Super Bowl 2007• Emerald Nuts loses • $2.6 Million in Ad Spend • Ad by Goodby Silverstein (Digital

Agency of the Year in 2006)

Previously, the scientists had studied the brains of those of religious faith, and they found that, as Riley puts it: “The Apple products are triggering the same bits of [Brooks'] brain as religious imagery triggers in a person of faith.”

“Previously, the scientists had studied the brains of those of religious faith, and they found that, as Riley puts it: “The Apple products are triggering the same bits of brain as religious imagery triggers in a person of faith.”

LESSONS FROM NEUROMARKETING THAT YOU CAN USE

Motion

Novelty

Novelty

Emotion

Wikitiki

Ronobos

$50

Your Savings by Attending

2 fMRI machines ($2.4 Million) Team of neuroscientists($500K Annually)

$2.9 Million

Failed Super Bowl Ad• $2.6 Million in Ad Spend • Ad by Goodby Silverstein ($500K)

• $3.1 Million

Career Survival• Not being a HBR case study on

what not to do?

Priceless