Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales

143 Pages·2022·4.518 MB·English

by  Benny B. Briesemeister, Werner Klaus Selmer

Management for Professionals
Benny B. Briesemeister
Werner Klaus Selmer Editors
Neuromarketing
in Business
Identifying Implicit Purchase Drivers
and Leveraging them for Sales
Management for Professionals
The Springer series Management for Professionals comprises high-level business
and management books for executives. The authors are experienced business
professionals and renowned professors who combine scientific background, best
practice,andentrepreneurialvisiontoprovidepowerfulinsightsintohowtoachieve
businessexcellence.
Moreinformationaboutthisseriesathttp://www.springer.com/series/10101
(cid:129)
Benny B. Briesemeister
Werner Klaus Selmer
Editors
Neuromarketing in
Business
Identifying Implicit Purchase Drivers
and Leveraging them for Sales
Editors
BennyB.Briesemeister WernerKlausSelmer
DeloitteConsultingGmbH PropellerMarketingdesign
DeloitteNeuroscienceInstitut Dresden,Germany
Berlin,Germany
ISSN2192-8096 ISSN2192-810X (electronic)
ManagementforProfessionals
ISBN978-3-658-35184-7 ISBN978-3-658-35185-4 (eBook)
https://doi.org/10.1007/978-3-658-35185-4
TranslationfromtheGermanlanguageedition:NeuromarketinginderPraxisbyBennyB.Briesemeister,
andWernerKlausSelmer,#SpringerFachmedienWiesbadenGmbH2020.PublishedbyGablerVerlag.
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Preface: Neuromarketing Put to Practice
The Neuromarketing Science and Business Association (NMSBA), the world’s
largest umbrella organization for neuromarketing in science and practice, gathers
theindustry’smost importantminds inalarge conferencehall near theThames.A
kind of class reunion. There is a lot to discuss, new trends, new methods, new
insights.Newcustomersinformthemselves;newindustriesarerepresented,courted
bynewproviders.
You can tell that the industry is alive; it is growing and attracting new talent.
Seven years after the NMSBA was founded, it is once again obvious that
neuromarketingismorethanjustabuzzword.Itisaflourishingbusiness.
Definition Neuromarketing
Neuromarketing usually refers to the use of neuroscientifically based methods and
findings for the purpose of marketing and marketing research. It is an application
discipline.Consumerneuroscience,ontheotherhand,isafieldofbasicresearchthat
investigates how the brain functions in decision-making processes, including pur-
chasedecisions(seealsoKenning2014).
Afewnumberstobackthis:
(cid:129) The NMSBA has several thousand members at the time of this book’s publica-
tion,located inover100different countries.Itistherefore trulyaninternational
umbrellaorganization.
(cid:129) About100neuromarketingprovidersarelistedworldwide,primarilyintheUSA
andinSpanish-speakingcountries.
(cid:129) AccordingtoCarlaNagel,ExecutiveDirectoroftheNMSBA,itisestimatedthat
neuromarketingwillbeatwo-billiondollarbusinessby2020.
(cid:129) Alreadytodaynoworld-classmarketresearchcompanycanaffordtodowithout
itsownneuro-department.Nielsen,Ipsos,andKantar-theyareallrepresentedat
theNeuromarketingWorldForum.
(cid:129) Global players such as Coca-Cola, Ferrero, the Disney Group, and parts of the
German automotive industry are demonstrably using neuroscientific methods to
improvetheirproductsandtheircommunication.
v
vi Preface:NeuromarketingPuttoPractice
Neuromarketingseemstohavearrivedontheverybigstage.Andmorethanthat,
itisconstantlyevolving.Longgoneisthetimewhenpeoplesimplylookedathow
the brain reacts to brands and products in the hope of generating economically
exploitable insights from the colorful images provided by a magnetic resonance
tomograph.
But how should neuromarketing be seen in practical terms? How does a study
run,whatispossible,andwhatresultscanacommissioningcompanyexpect?
Howcanmodernneuroscientificresearchbetranslatedintorecommendationsfor
actionrelevanttobusiness?
Thisbookisanattempttoshowhowneuromarketingisputtopracticeandhow
companies are already using the methods and findings of neuroscience to arrive at
betterdecisions.Tothisend,wehavewrittentotheleadingneuromarketeersinthe
world and asked them to give us insights into their approaches, their models, and
theirmethods.
Aspracticalaspossibleandbasedonconcreteexamples.
Theresultisinyourhands.
Wehopeyouenjoy!
Berlin,Germany BennyB.Briesemeister
Dresden,Germany WernerKlausSelmer
Rome,2019
Reference
Kenning,P.(2014).Consumerneuroscience.Stuttgart:Kohlhammer.
Contents
MultisensoryExperiencesinDigitalMedia. . . . . . . . . . . . . . . . . . . . . . . 1
ThomasHeinrichMusiolik
AGoodProductNameintheSemanticNetwork:Implicit
MethodsforNaming. . . . . .. . . . . . . .. . . . . . . .. . . . . . . . .. . . . . . . .. 15
SolveighP.LingensandJonathanT.Mall
ApplyingNeuromarketingtoRedesignaTravelBrand:
TheImplicitJourneytoCreateaNewCorporateDesign. . . . . . . . . . . . 29
GesaLischka,SteffenSchmidt,andJonathanT.Mall
NeuromarketingBeyondthePosttest:fMRICanPredictthe
CommercialEffectivenessofStoryboardsBeforetheTVCommercial
IsShot. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 43
H.StevenScholte,AndriesvanderLeij,andVictorA.F.Lamme
TowardanEngagement-CentricSportsRightsValuationModel:
UsingLarge-ScaleElectrodermalMonitoringtoMeasure
andValueSportsBroadcasting. . . .. . .. . . .. . . .. . . .. . . .. . . .. . . .. 55
PedroR.Almeida,PedroS.Moreira,andJosephD.Timson
LoveatFirstClick:WhyEmotionMeasurementEnsuresthe
EconomicSuccessofOnlineServices. . . . . . . . . . . . . . . . . . . . . . . . . . . 67
AndréWeinreich
LeveragingNeuroscience-BasedInsightstoImproveCustomer
Experience. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79
AnaIorgaandDiptiSapatnekar
WelcometotheRealWorld:NeuromarketingfortheStationary
PointofSaletoQuantifytheCustomerExperience. . . . . . . . . . . . . . . . 91
BennyB.BriesemeisterandJohannaTrebbe
vviiii
viii Contents
BeyondNeuromarketing:HowNeuroscienceIsPenetrating
NewAreasofBusiness. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
NadineGalandi,BennyB.Briesemeister,ThomasKant,
andDamarisHagen
AnticipatedRegretinDecision-MakingandBehaviourChange. . . . . . . 127
DavideBaldoandMartinSchoeller
Multisensory Experiences in Digital Media
Thomas Heinrich Musiolik
T.H.Musiolik(*)
UniversitätderKünste,Berlin,Germany
e-mail:[email protected]
#SpringerFachmedienWiesbadenGmbH,partofSpringerNature2022 1
B.B.Briesemeister,W.K.Selmer(eds.),NeuromarketinginBusiness,Management
forProfessionals,https://doi.org/10.1007/978-3-658-35185-4_1