Is There a Buy Button Inside the Brain: Patrick Renvoise at TEDxBend

Summary

このスクリプトでは、マーケティングと脳科学が融合した「神経マーケティング」が紹介されています。スピーカーは12年前から神経マーケターとして活動しており、消費者の行動を理解するために生理学的変化を観察する手法を用いています。また、人間の3つの自己（新脳、感情脳、本能脳）とその影響について説明し、本能脳が最終的な決定に大きな影響を与えることを強調しています。広告戦略や日常の選択肢において、本能脳を刺激する6つの刺激要因を分析し、マーケティングの背後にある秘密を明かしています。

Takeaways

• 🧠 神経マーケティングは人間の意思決定の科学であり、行動を理解するために神経測定学、生体測定学、心理学を利用する。
• 🛍️ 従来のマーケティングでは消費者の意見に基づいて製品や戦略を構築するが、彼らは本当に何が欲しいのかわからないという問題がある。
• 🔍 神経マーケティングでは生理学的変化を調べることで、消費者の本当の欲求を理解しようとする。
• 😐 顔の筋肉、目線追跡、声のトーン、皮膚伝導度、EEG、MRIなど、様々な技術を使って消費者の反応を測定する。
• 🧐 人間には新脳、中脳、および爬虫類脳の3つの自己があり、最終的な決定には爬虫類脳の影響が大きい。
• 🏆 ノーベル経済学賞受賞者の研究によると、自動的なシステム1（爬虫類脳）の方が意思決定に大きな影響を与える。
• 🤔 爬虫類脳は非常に古い（500万年）、高速だが限られた能力を持ち、現在にのみ存在し、無意識で働いている。
• 🎨 視覚的、対比的、具体的な、始まりと終わり、感情的な刺激が爬虫類脳に影響を与え、広告やマーケティングで利用される。
• 🛑 爬虫類脳は視覚的であるため、視覚的な刺激が効果的であり、例えばアムステルダムの男性用便器における虫のシルエット。
• 🥗 食事の順序を変更することで、子供たちが健康的な食べ物を多く食べるように導くことができる。
• 🚗 道路に印字されたバーが進むにつれて狭くなることで、ドライバーが曲がり角でスピードを落とすように仕向ける。
• 📊 エネルギー使用量を減らすために、隣人の平均消費量を知らせることで、人々が消費を抑えることができた。

Q & A

ネウロマーケティングとはどのような科学分野ですか？

ネウロマーケティングは、人間の意思決定の科学であり、神経測定学、生体測定学、心理学的測定を用いて人々の行動を理解する学問です。

ネウロマーケティングが始まった背景は何ですか？

伝統的なマーケティングでは、消費者の意見に基づいて製品や販売戦略を構築するが、消費者が本当に何を望んでいるのかわからないため、効果がありませんでした。そのため、ネウロマーケティングでは生理学的変化を観察することによって、彼らが何を望んでいるかを理解しようとしています。

ネウロマーケティングで使用される技術には何がありますか？

顔の表情分析、目線追跡、声のトーン分析、皮膚伝導度テスト、EEG（脳波解析）、MRIなどがあります。これらを使って消費者の反応を測定します。

ネオコortexとレプチリアン脳の違いは何ですか？

ネオコortexは新しい脳で理性的な自己を制御し、レプチリアン脳は本能的な自己を制御します。レプチリアン脳は非常に古い（約500万年）、高速であり限定的で、過去や未来の概念を持たず、常にオンのままです。

レプチリアン脳はどのようにして意思決定に影響を与えますか？

レプチリアン脳は本能的な自己を制御しており、意思決定において理性的自己や感情的自己よりも大きな影響力を持っています。

広告でレプチリアン脳を刺激するために使用される6つの刺激とは何ですか？

自己中心、コントラスト、有形性、始まりと終わり、視覚、感情です。これらはレプチリアン脳に訴求することで、消費者を影響付けることができます。

視覚的な要素はなぜレプチリアン脳に強い影響を与えるのですか？

視覚神経は聴覚神経よりも50倍速く脳に情報を伝えるため、レプチリアン脳は視覚的な要素に対して非常に敏感です。

ネウロマーケティングの専門家が示す4つのマーケティングステップとは何ですか？

顧客の痛みを診断し、主張を差別化し、利益を示し、レプチリアン脳に届けるという4つのステップです。

レプチリアン脳を理解することは他の生活の分野にもどのような影響を与えるでしょうか？

教育、裁判、家庭、人間関係、医療、エンターテイメントなど、レプチリアン脳を理解することはこれらの分野の改善に役立つでしょう。

スピーチの最後に述べた「Buy」ボタンとは何を表していますか？

「Buy」ボタンは、消費者が購入意思決定を下す瞬間を意味しており、ネウロマーケティングの最終目標です。

Outlines

00:00

🧠 神経マーケティングの紹介

スピーカーは神経マーケティングの専門家であり、脳とマーケティングの両面に情熱を寄せていることを紹介します。神経マーケティングは人間の意思決定の科学であり、行動を理解するために神経測定、生体測定、心理測定を用いることを説明します。伝統的なマーケティング手法では消費者の意見に基づいて製品や戦略を開発するが、消費者が本当に何を望んでいるのかわからないため、効果がありません。神経マーケティングでは、代わりに生理学的変化を測定し、消費者の本当の欲求を探ります。

05:02

🦎 爬虫類脳の影響力

スピーカーは人間の3つの自我—新脳、感情脳、爬虫類脳—について話します。爬虫類脳は本能的な自己であり、意思決定において最も大きな影響力を持つと科学者たちは発見しました。例えば、ドクター・ラパユールは「爬虫類脳はいつも勝つ」と語り、経済ノーベル賞受賞者の一人も「新脳は行動の中心だと考えているが、自動的なシステム1（爬虫類脳）こそ本の本の主人公であり、多くの人々の選択はシステム1の偏好に合致する」と述べています。

10:03

🎨 視覚的インパクトを使った広告戦略

スピーカーは視覚的インパクトが爬虫類脳に対して非常に効果的であると説明し、広告業界がそれらをどのように使用するかを例に説明します。広告では視覚的なコントラスト（前後の対比）、具体性、始めと終わり、視覚的要素、そして感情を利用して消費者の注意を引き、製品やサービスへの興味を喚起します。これらの刺激は消費者が製品を購入する意欲を高めるために使用されます。

15:07

🛒 神経マーケティングの応用

スピーカーは神経マーケティングの刺激を、マーケティング以外にも生活の他の分野に応用できる例を示します。例えば、アムステルダムの空港での便器における飛ぶ虫のシルエット、学校での食品提供の順序の変更、アルコールの消費量を減らすためのグラスの高さの選択、危険なカーブの前に道路に印字されたバーの配置などが、爬虫類脳に訴求して効果を発揮する例として挙げられます。

🔑 爬虫類脳へのマーケティングのアプローチ

最後にスピーカーは、マーケターが爬虫類脳に訴求する4つのステップを紹介します。顧客の痛みを診断し、需要を理解すること、主張を差別化すること、利益を示し、そして爬虫類脳に届ける必要があると語ります。これらのステップはマーケティング戦略を策定する際に重要であり、製品やサービスを効果的に販売するための鍵となります。

Keywords

💡ニューロマーケティング

ニューロマーケティングとは、人間の意思決定の科学であり、脳科学の手法をマーケティングに応用した分野です。ビデオでは、脳の働きを理解し、それをマーケティング戦略に活かすことで、消費者が商品を購入する行動を促進する技術について説明しています。例えば、顔の筋肉の反応を測定するファシャルコーディングや、目の動きを追跡するアイトラッキングなどがあります。

💡リプティリアンブレイン

リプティリアンブレインは、本能的な自己を指し、脳の中核に位置する原始的な部分です。ビデオでは、この部分が理性的または感情的な自己よりも、最終的な意思決定に大きな影響を与えると示されています。例えば、広告で視覚的な刺激を用いてリプティリアンブレインを刺激し、消費者の行動を誘導することが議論されています。

💡バイオメトリックス

バイオメトリックスは、生理的変化を測定することによって、人間の感情や反応を理解する技術群です。ビデオでは、心拍数や血液圧、肌電反応を測定する技術が、マーケティングにおいて消費者の本当の欲求を読み取る手段として用いられていると説明されています。

💡EEG

EEGとは、脳皮質上の小さな電気的活動を測定する電解経図です。ビデオでは、EEGを用いて、広告や製品が消費者の脳に与える影響を観察し、マーケティング戦略を立てる際に活用する手法として紹介されています。

💡MRI

MRIは、脳のさまざまな領域で消費される酸素の量を測定する磁共鳴画像です。ビデオでは、MRIを利用して、特定の刺激が脳のどの部分に影響を与えているかを可視化し、マーケティング戦略に反映させる方法が議論されています。

💡コントラスト

コントラストは、広告やマーケティングで視覚的な強調を与えるための手法です。ビデオでは、前後の対比や温まる対冷たいなどの対比を用いて、リプティリアンブレインに刺激を与え、消費者の注意を引き付ける方法が説明されています。

💡視覚的

視覚的な刺激は、リプティリアンブレインに直接影響を与えるとビデオで述べられています。広告において視覚的な要素を強調することで、消費者の行動を促進することができると、広告の例を通じて説明されています。

💡感情

感情は、リプティリアンブレインを刺激する強力な手段としてビデオで強調されています。広告の中で感情的なメッセージを用いることで、消費者の行動に大きな影響を与えることができると、例として禁煙の広告が挙げられています。

💡開始と終了

リプティリアンブレインは、相互作用の開始と終了に注目する傾向があるとビデオで説明されています。映画の良い開始と終了を持つことの重要性や、食事の順序を変更することで摂取量に影響を与える例が、その刺激に対する応答を示しています。

💡具体性

具体性は、リプティリアンブレインが言葉よりも具体的な概念を理解する能力があることを指します。ビデオでは、広告で具体的なイメージを用いることで、消費者の理解を深め、製品の価値を強調する手法が議論されています。

Highlights

Neuromarketing is the science of human decision-making, utilizing neurometrics, biometrics, and psychometrics to understand consumer behavior.

Traditional marketing often fails because consumers do not always know what they want.

Neuromarketing techniques such as facial coding, eye tracking, and voice analysis are used to measure physiological responses to stimuli.

The reptilian brain, or instinctual self, has a greater impact on decision-making than the rational or emotional selves.

The reptilian brain is ancient, fast, limited, lives in the present, and is unconscious and uncontrollable.

Visual illusions can demonstrate how easily the reptilian brain can be fooled.

Exercises show the difference in processing between the neocortex and the reptilian brain.

Six stimuli are identified to effectively engage the reptilian brain: self-centeredness, contrast, tangibility, beginning and end, visual, and emotion.

Advertisers use these stimuli to influence consumer decisions, such as using the rider's perspective in bicycle ads.

Tangible concepts are more easily understood by the reptilian brain, as seen in the 'Reserved for drunk drivers' campaign.

The reptilian brain is more receptive at the beginning and end of an interaction, which can be leveraged in marketing strategies.

Visual stimuli are particularly potent due to the speed of the optic nerve's connection to the reptilian brain.

Emotion is a powerful stimulus for the reptilian brain, used effectively in ads like 'Don't talk while she drives'.

Practical applications of neuromarketing extend beyond advertising, including improving education, justice, family dynamics, relationships, medicine, and entertainment.

Understanding the reptilian brain can lead to better marketing strategies by diagnosing customer pain, differentiating claims, demonstrating gains, and delivering to the reptilian brain.

The speaker's book on neuromarketing can be summarized in a map leading to the 'Buy' button, symbolizing the ultimate goal of neuromarketing strategies.

Transcripts

Transcriber: Take A Mile Reviewer: Helena Bedalli

I am a French nerd, and I have two passions in life,

so I hope I can communicate this.

I am passionate about the brain,

and I'm passionate about marketing.

So the subject that I'd like to talk to you about today is:

Neuromarketing.

I became a neuromarketer twelve years ago, and in neuromarketing you have

"neuro," which means "the brain" and "marketing" as in:

"I'm going to try to sell you something that maybe you don't even need."

(Laughter)

I believe it's important for you so you can protect yourself

against people trying to sell you something you don't really need.

But as you'll see, there's an application to this,

which, if each and every one of us really understood our reptilian nature,

--I'm going to talk about the reptilian brain--

if each and every one of us could understand our reptilian nature,

we could change the world.

So what's the definition of neuromarketing?

Neuromarketing is the science of human decision,

and it's about using neurometrics,

biometrics, and psychometrics to understand our behavior.

(Laughter)

Alright, don't worry you'll be able to understand the rest of my talk,

because I'll make this very clear:

it's all about understanding our brains,

and understanding that maybe there is something

that looks like a 'buy' button inside the brain.

Now, neuromarketing started because marketing does not work.

Why?

Well, here's what we do in traditional marketing.

In traditional marketing, we take our consumers, we take our customers,

and we ask them: "What do you want?"

And based on their responses,

we'll build a product,

we'll build a strategy to sell that product.

But do you know what is the far more problem with this approach?

Guess what?

Guess what?

They don't know what they want!

So, it doesn't work. Right?

So instead, in neuromarketing what we're going to do is this:

We're going to ask them, "What do you want?"

but we're not going to trust their answers,

because we know they don't know.

(Laughter)

Instead, we're going to look at various physiological changes

that happen in their body, when we ask them this.

So there're various techniques that are being used.

One of them is called facial coding.

We're going to measure the emotion that is being displayed on their face,

by the 60 muscles that control our faces.

We'll be using an eye tracking

to figure out exactly were they're looking at in an image.

We're using voice analysis,

well, but we're not going to pay attention to the words they say,

but we're going to pay attention to their tone of voice.

Then we're going to be using the old lie-detector.

It's called the skin conductance test,

where we measure the heart-rate,

the blood pressure,

and our electricity flows between fingers.

Then we are going also to use an EEG, or electroencephalogram,

to measure the small currents on top of our skulls.

An then an another technique is called the MRI,

with that we measure the amount of oxygen

that's being consumed by the brain in various regions of the brain.

So that's what people do in neuromarketing.

I happened to be an expert in applied neuromarketing.

So what do we do in applied neuromarketing?

We look at how neuroscientists tell us

about how certain stimulus provide a certain response,

and can you guess what response we're trying to get from consumers?

Audience: Buy.

Patrick. R: Yes, we want them to say "Yes" or "Buy". Right.

So today is the first day where I address consumers,

because normally companies hire me to be on the other side of the fence.

So I'm going to reveal to you their secrets.

Is that good enough?

So let me give you an executive summary of what we know about the brain.

What we know about the brain is that,

you don't have a single self. You have three selves.

First you have your neocortex, or your new brain,

and that's the rational self.

Now if you take my model here, this is the neocortex.

It's the outside, the wrinkly pinky part of the brain.

But then deeper inside you have another self

which is your emotional self.

Which tends to be located here in what's called the middle brain.

But deep down, further below in the brain,

is your reptilian brain, and that's your instinctual self.

And here's what neuroscientists have discovered over the years.

Is that, our instinctual self,

has a greater impact on our final decision than the rational us,

or even the emotional us.

So what should we do with this?

Well, we should listen to those people that are the experts.

So here's what one of them says,

his name is doctor Rapaille, he's a neuroanthropologist,

and he says, "The reptilian always win!"

And then this guy who teaches neuroscience at NYU

says, "The amygdala," which is part of the reptilian brain,

"has more influence on the cortex than the cortex has on the amygdala."

And then this guy who won the 2002 Economy Nobel Prize

said, "Although system 2," which is the neocortex,

"believes itself to be where the action is,

the automatic system 1," the reptilian brain,

"is the hero of the book...

most people choices correspond to the predilection of system 1."

So I what I am here to tell you is that,

we are reptiles. (Laughter)

Not that we didn't know it.

Since, you know, Darwin, we've learned about this,

but, people use this against us to sell us stuff we don't need!

So let's look at the difference between you new brain and your reptilian brain.

So these are some of the characteristics of your new brain,

let's contrast these with what happens in your reptilian brain.

First of all, your reptilian brain is very old,

it's 5 million years old as opposed to only 3 to 4 for the neocortex.

The reptilian brain is very fast but it's very limited.

Because I didn't want to use another "S" word.

It's kind of stupid.

Your reptilian brain doesn't have any notion of past or future,

it only lives in the present.

It's the brain that is always on.

So that if there is bear that enters the caves you can wake up.

It's a brain that is effortless.

You don't have to think about it when you ride your bicycle.

You know you keep you balance.

It's a brain that is unconscious, you don't have to think about it.

Your reptilian brain controls your digestion, your block pressure,

your heart rhythm, etc.

And then finally, it's a brain that is completely uncontrollable.

So I want to show you now couple of images or ideas or exercises,

and you'll see that you'll use one different brain to process this.

So if I show you this,

(Laughter)

this is an exercise for your reptilian brain.

Instantly without any effort,

you kind of create meaning out of this image.

Now how about this one?

Try it, guys.

Alright. That takes effort, that takes your rational brain,

and it takes time to process that question.

Now I want to show you

that I can create conflicts in your brain now,

by showing you images which are illusions.

So, you may have seen that one last year.

But is this a spiral or are these circles?

So everything in your brain right now, is telling you, this is a spiral.

Yes?

But guess what?

These are circles.

These are perfect circles, yet everything in your brain,

your reptilian brain tells you, these are spirals.

Let me show you another one here.

Which one of those two squares between A and B is darker?

What? Come on! Audience: A.

Patrick. R: Can anybody see that B is darker than A?

(Laughter) No.

Anybody thinks that A is the same color as B?

Well the answer is A and B are exactly the same color.

Yet everything in your brain is telling you that A is darker than B.

So it's very easy to fool your reptilian brains.

So I want to do another exercise.

I am going to ask you

to read out the colors in the words that are coming out.

And we're going to do this as a group exercise.

So I want everybody to focus.

I am going to use the pointer

and we'll all read at the same time the color of the words, not the letters.

Okay. Here we go.

So everybody...

Audience: Red, white, green, blue, black, green, red,

brown, white, blue.

P.K: Okay, you're doing a 100%, you're doing it very good guys.

I'm going to make it a little bit more complicated.

Now we're going to keep the same exercise,

I want you to read out the color of the words.

Ready? Here we go.

Audience: White, green, black,

red, black, green... (Laughter)

P.R: Okay. You're not doing so good on that one.

I want to tell you.

I thought I was going to meet a lot of smart people in Bend,

obviously there are exceptions.

Anyway, I was able to create conflict in your brain

by showing you two different things.

Your neocortex is trying to do one thing,

your reptilian brain is trying to do something else, and it creates conflict.

So, then if the reptilian brain

place such an important role in what we decide,

what stimulates the reptilian brain?

Well there're only six stimuli to the reptilian brain.

So let's review them one by one.

The reptilian brain is self-centered. It's all about me, me, me.

How do advertisers use this against us?

Well guess what? Look at this advertising.

What did they do?

To get to your reptilian brain

they shoot that picture from the view point

of the rider of that bicycle.

So in essence when you see this ad,

it's you riding this bike.

What else did they do?

They use the word "You" when they communicate to you.

So for example, "Obey your thirst."

"I want you." "You've got 30 minutes."

"Do you Yahoo?"

And, "You just do it."

Second stimulus is contrast.

Contrast as in before-after.

Warm-cold. Night-day.

So here is an ad which uses contrast to get to your reptilian brain.

You see instantly, - this an ad for yogurt -

you see the contrast between the kid's bone

and the big elephant bone.

And it's an ad which is selling you the idea

of, you know, using calcium, so that you build strong bones.

How about this one?

I'm sure you've never seen that one before.

The guy without the hair and the guy with the hair.

Do you know why this one works?

Because they use contrast to get to your reptilian brain.

The next stimulus is tangible.

What that means, is the reptilian brain barely understand words,

so it has to have very tangible concepts to understand it.

How do they use this?

Reserved for drunk drivers. (Laughter)

You see how they made it tangible.

How about this one, Mr. Clean. Get it?

They made their value proposition tangible.

The next stimulus is beginning and end.

What that means, is the reptilian brain is awake

at the beginning of an interaction, and the end,

and it forgets pretty much everything in between.

In fact here's what George Lucas said,

"The secret to a good movie is a hot opening, a hot close,

and don't screw up in the middle." (Laughter)

Because what happens in the middle doesn't quite matter.

Then the next stimulus is visual.

In fact, if I take my model of the brain here,

you'd see that the optic nerves plug directly into the reptilian brain.

And the optic nerve happens to be 50 times faster than the auditory nerve,

the nerve from the ear to the brain.

So let's see how they use this in advertising.

This is an ad for a yoga club.

Do you see how they make their value proposition become visual.

They explain to you what they can do for your body.

What about this one?

This one is for a cosmetic surgery center in Canada.

(Laughter)

Pretty good to make it visual, right?

And the last stimulus is, emotion.

So let's see how they use this in advertising.

Don't talk while she drives.

Are they talking rational here or are they talking emotional?

What about an ad to help you stop smoking.

In several countries now around the world

you have to have those pictures on the packs of cigarettes.

So, now you're going to tell me great,

does this apply to other areas of life?

Because I have applied these to marketing

and I again help people

sell you lot of stuff that you don't need,

but does these have other applications to life.

So let me tell you what the problem they were having at the airport

in Amsterdam at the urinals.

They had a lot of leaks.

So knowing that the reptilian brain is visual,

what do you think that could have done to help that problem?

Give me ideas?

Here's what they did.

They printed a fly in the middle of the urinal

which apparently helps men be better at aiming.

(Laughter)

As a result, they reported an 80% decrease in spillage.

(Laughter)

Guys, this is not science-fiction, this is true stuff.

(Laughter)

Make it visual.

How about better eating?

Imagine if you were the director of food services in a school district,

and you had to feed 2000 kids a day.

Knowing that the reptilian brain works with beginning and end,

what could you do to help your kids eat more healthy?

What could you do?

Very simple, just change the order of the food,

and it can impact its consumption by as much as 25%.

So put the bad food in the middle.

Put the vegetables and the fruits at the beginning and at the end.

What about drinking?

How could you use contrast to help people drink less sugar for example?

Well, guess what?

If you serve in tall glasses,

people have a tendency to pour less. Why?

because it creates the illusion to your reptilian brain

that you're drinking more.

So not only kids but even bartenders ending up pouring less in tall glasses.

Now what about driving?

This is a very famous turn on the Lake Shore Drive in Chicago.

They have this really long stretch of road where people were starting to speed at,

and they have a very dangerous 25 mile turn here.

So knowing that the reptilian brain loves tangible input,

what could you do to help people slow down?

Now they had tried everything.

They had tried the flashing signs, they had tried a lot of stuff.

Here's what they ended up doing.

I don't know if you can see it well,

but on the street they ended up printing some bars on a road,

but the key is that those bars are getting closer and closer

as we get to the turn.

So it's creating the illusion to your reptilian brain

that you're speeding when in fact you're going slower and slower.

Pretty good.

How about if you want to decrease energy users,

and knowing that the reptilian brain loves emotion what could you do?

Any idea?

Here's what they did.

By simply informing people

of the average consumption of their neighbors,

people started to use less.

Because we want to conform, we want to belong.

And guess what? Something even more incredible happened then

to those people that had reduced their consumption by 3.5%.

They put a smiley on their next invoice.

And just getting a smiley helped people further decrease.

So, if you can create an emotion with a smiley guys,

can you imagine what we could do?

So what I've done is I've translated those six stimuli,

and I teach this around the world, into four steps for marketers.

I can't tell you what they are because they pay me for this.

No, actually, the four steps are:

You have to diagnose the pain of your customers, in other words,

you have to truly understand what makes them tick at a reptilian level.

In other words, not what they want, that's not important,

but what pains and fears do they have in their subconsciousness.

The second thing is you have to differentiate your claims.

In other words, you have to look like the only red apple among blue apples.

The third one is you have to demonstrate the gains.

So whatever you sell them,

you're going to take them from a painful situation

to a less painful situation,

and that's that delta we would call it the gain.

And the third step is,

you have to deliver to the reptilian brain.

So I even published a book on this.

The book can be summarized in a map,

and the end of that map as you can see is that elusive 'Buy' button.

So, what if we all knew about the reptilian brain?

What would that mean for teachers?

I believe that if teachers understood the reptilian brain of our kids,

we would have better education.

I also believe that if judges understand better

the nature of the reptilian brain, we might get better justice.

If parents were aware of the reptilian brain,

we may have better families.

If singles were aware of the reptilian brain,

we may have better relationships.

If doctors were aware of the reptilian brain,

we may have better medicine.

If film makers were aware of the reptilian brain,

well, they do,

we would have better entertainment.

And if marketers were aware of the reptilian brain,

well, it's my job. (Laughter)

So this was the definition of Neuromarketing when I started.

That definition words intended for your neocortex,

so most of you probably didn't understand what it was,

but neuromarketing is really about finding that 'Buy' button.

Thank you very much.

(Applause)