Neuromarketing: Knowing Why You Buy | Sam Usher | TEDxTufts

Summary

This presentation explores the emerging field of neuromarketing, which uses neuroscience to improve advertising effectiveness. The speaker demonstrates how subtle design choices, such as where a baby looks in a diaper ad, can influence consumer engagement. The analysis of Pepsi's controversial 2016 Kendall Jenner ad shows the power of biometric data, eye tracking, and emotional responses in assessing an ad's impact. While neuromarketing has ethical considerations, the speaker argues for its potential to create more engaging, socially responsible ads, and calls for an update to the Consumer Bill of Rights to address these new technologies.

Takeaways

• 😀 People are naturally drawn to babies in ads, but the way the baby is positioned can impact how much information consumers process.
• 😀 Eye-tracking data reveals that directing the gaze of a baby in an ad can improve information retention and engagement.
• 😀 Neuromarketing is a growing field that leverages neuroscience to create more effective advertising by tapping into subconscious decision-making processes.
• 😀 On average, consumers are exposed to over 4,000 ads per day, making it crucial for brands to stand out with scientifically-informed ad strategies.
• 😀 Neuro marketers study consumer behavior by measuring brain activity related to attention, memory, and emotion, providing deeper insights into ad effectiveness.
• 😀 Even though consumers may say one thing, their subconscious reactions (like impulse purchases) often drive their decisions.
• 😀 The infamous 2016 Kendall Jenner Pepsi ad serves as a case study of how neuromarketing can reveal both engagement patterns and deeper emotional responses to an ad.
• 😀 In the Pepsi ad, poor creative choices and lack of context led to disengagement, while viewers reacted positively to characters other than Kendall Jenner.
• 😀 The climax of the Pepsi ad, where Kendall Jenner hands a Pepsi to a police officer, was confusing for many, leading to negative reactions despite strong visual focus.
• 😀 Neuromarketing is not inherently manipulative, as all advertising aims to influence consumer behavior, but ethical concerns should guide its use, particularly in sensitive areas like politics and social issues.

Q & A

What is neuromarketing and why is it important in modern advertising?

Neuromarketing is an emerging field that uses neuroscience and psychological principles to understand consumer behavior. It is important because it helps marketers design ads that engage consumers at a subconscious level, improving the effectiveness of advertisements and driving purchasing decisions.

How does neuromarketing measure consumer engagement?

Neuromarketing measures consumer engagement through tools like biometric data (heart rate and skin response), eye tracking, and facial coding. These methods provide insights into how viewers' brains react to ads, such as their emotional responses and attention levels.

What was the key difference between the two diaper ads tested in the script, and how did it affect engagement?

The key difference between the two diaper ads was the direction the baby was looking. In the second version, where the baby’s gaze directed viewers to read the text, engagement was higher as viewers processed more information. In contrast, the first version led to lower engagement, as viewers were distracted by the baby itself and missed important details.

Why did the 2016 Pepsi ad with Kendall Jenner receive such negative reactions?

The 2016 Pepsi ad received backlash because many viewers felt it trivialized social justice movements, particularly the Black Lives Matter protests. It was seen as inappropriate to use such a serious issue to sell a product, leading to accusations of exploitation and lack of social awareness.

What did neuromarketing analysis reveal about consumer reactions to the Pepsi ad?

Neuromarketing analysis of the Pepsi ad revealed that while the opening scenes caused disengagement due to poor creative execution, there was a spike in emotional engagement during the resolution. Viewers responded more positively to the final scene, when protesters cheered after Kendall Jenner handed the police officer a Pepsi, leading to strong branding recall.

How does eye tracking data help marketers understand consumer behavior in advertisements?

Eye tracking data shows where viewers focus their attention during an ad. Marketers can use this information to optimize ad design by ensuring important elements, like text or branding, are placed in areas where viewers are most likely to look. This helps increase engagement and message retention.

What are the ethical concerns associated with neuromarketing?

Ethical concerns about neuromarketing revolve around its potential to manipulate consumers' subconscious decisions, particularly in sensitive areas such as politics, voting, or controversial social issues. Critics argue that neuromarketing could be used unethically to exploit consumer vulnerabilities, especially if it is used for propaganda or manipulative campaigns.

How does neuromarketing differ from traditional market research methods?

Neuromarketing goes beyond traditional market research by focusing on subconscious reactions and biometric data, such as heart rate, eye movements, and emotional responses. Traditional research methods typically rely on surveys or self-report data, which can be inaccurate as consumers may not always be aware of or honest about their true motivations.

What changes does the speaker suggest for the Consumer Bill of Rights in relation to neuromarketing?

The speaker suggests updating the Consumer Bill of Rights to include protections related to neuromarketing. Specifically, neuromarketing should only be used in consumer product advertising, not in political campaigns, controversial topics, or propaganda, to prevent manipulation and ensure consumer rights are safeguarded.

What is the potential positive impact of neuromarketing on advertising if used ethically?

When used ethically, neuromarketing can lead to more engaging and meaningful advertisements that create strong emotional connections with consumers. It can help brands develop advertisements that resonate with consumers on a deeper level, fostering brand loyalty and trust while avoiding manipulative tactics.