Presentation on theme: "Rebecca Harrington, Health Educator, SUNY Oneonta"— Presentation transcript:
1 Rebecca Harrington, Health Educator, SUNY Oneonta New Trends in Marketing Research Applied to Health Promotion ProgrammingRebecca Harrington, Health Educator, SUNY Oneonta
2 Recent research in fields such as branding; the neuropsychology of marketing and consumer behavior offer relevant knowledge to health professionals who utilize social marketing models to inform students about healthy decision making.This presentation will provide an overview of some of these concepts; discuss how information utilized by the marketing world at large can impact prevention programming on our campuses and demonstrate how these concepts are being applied to prevention education at SUNY Oneonta.This presentation addresses several points relevant to the 7th Area of Responsibility for Health Promotion as stated by the National Commission for Heath Education Credentialing, Inc.:COMPETENCY 7.2: Identify and Develop a Variety of Communication Strategies, Methods, and TechniquesCOMPETENCY 7.3: Deliver Messages Using a Variety of Strategies, Methods and Techniques
3 Define branding research concepts brand personality entity theoristsincremental theorists
4 Want to feel sexy? Nov 17, 2010 Glamorous Intelligent Feminine GlamorousFeminineGood-lookingIntelligent
5 Implicit Theory of Self Entity TheoristsIncremental TheoristsMore likely to believe in fixed traitsNeed “brand personalities” to fix flawsWill seek out products to make you feel a certain way about yourselfUse brands to signal their qualities to othersMore likely to believe in malleable traitsMore likely to not care so much about brand.If you don’t feel that way about the brands you buy, you won’t feel the effects.If you’re the kind of person who thinks a particular brand will make you more ______, then it will.
6 You are currently wondering what you are, aren’t you? Strongly AgreeAgreeMostly AgreeMostly DisagreeDisagreeStrongly DisagreeThe kind of person someone is, is something very basic about them and it can’t be changed very much.123456People can do things differently, but the important parts of who they are can’t really be changed.Everyone is a certain kind of person and there is not much that can be done to really change that.Calculate your average.4.0 or higher is classified as incremental theorists3.0 or lower is classified as entity theoristsUsually about 15% go unclassified, rest of population is evenly split.
7 The Clown on the Unicycle “Did you see anything unusual?”Listening to music or walking alone (32%)Walking with a friend (60%)Talking on cell phone (8%)“Did you see the unicycling clown?”Listening to music (61%)Walking alone (51%):Walking with a friend (71%)Talking on cell phone (25%)
8 What then is “branding?” Is strategicA communication of the characteristics, values & attribute that clarify what a particular brand is or is not-what sets you apart from competitorsKeeps you coming back
9 Brand personalityA set of human characteristics associated with a brand.Tend to be enduring and distinctCapable of driving consumer preferenceBrand Personality DimensionsSincerityExcitementCompetenceSophisticationRuggednessDimensions of Brand Personality, Journal of Marketing Research Jennifer L Aaker Vol 34, August 1997, pages
10 Brand managementHow do you get people to associate feelings/traits with your brand? How do you want others to classify it?If you are a new brand, consumers will try to fit you in with what they already know.If a high school student only heard abstinence only messages, they will assume that’s the only kind of messages they will hear from health professionals.
11 What Brand do you use to: Increase excitement?Decrease anxiety?Wind down to?
12 Thinking About How We Brand Ourselves What kind of music do you play?We communicate based on our brand choices:Are you an Apple or PC/Android?Are you a Coke or a Pepsi?And with our decisions-particularly with our students:Are you sexually active?Do you drink?What are the social consequences of being associated with the “out groups”.
13 marketingMarketing:Everything that communicates anything about a business to a customer. A brand is part of a marketing strategy.Is tacticalGets you to buyWill your brand make consumers feel good?We make decisions based on how we can perceive that decision affecting our future feelings (buy food now because I will be hungry later)
14 neuromarketing Term first coined in 2002, fairly new field of study Frequently involves the use of the fMRI, allows us to see what parts of the brain are active while the person performs a thinking task.Allows us to measure living brains in actionCan be defined as an overlap of neuroscience and marketing. As a field of study it looks at how brains will respond to marketing techniques.
15 neuropsychology & marketing EEGfMRINeural focus group
16 Measuring the brain-EEG Discovered in 1929Electrodes are placed on scalpMeasure the electrical activity when groups of neurons fire up to 2000 times per secondCan capture a brain response in millisecondsDoes not measure the deeper brain (beneath the cortex).Du Plessis & Pradeep
17 Measuring the brain-fMRI Measures the increase in oxygen levels in the flow of bloodIndicates when activity in a certain area of the brain is increased (baseline is collected, than stimulus)Measuring emotional response in real time.Emotions are being seen in a new light (how they affect attention)Costs are in the many millionsCan take up to 5 seconds for the additional blood supply to reach a region of the brain.Low levels of arousal deliver less electronic activityDu plessis 75
18 Other measuresEye tracking-simple and cheap to implement and can show us where focus goes.
19 Your Brain & Mouth think differently Traditional Focus groupscan capture facts and relate what the conscious mind captured.The process of accessing stored information and turning it into a physical response (verbal) that the brain alters the data.Not so good at finding how a consumer really felt about a specific product or how well they remembered something (what the unconscious mind captured)Neural Focus GroupsRequire about 10% of the subjects that traditional focus groups would use-are brains as humans are rather alike“…the study suggests that the neurological reactions of a few – reactions that people are not even consciously aware of, and that differ from the opinions they express – can predict the responses of many other people to ad campaigns promoting specific behaviors.”Buyology, Martin Lindstrom
20 What brainwaves can tell us Brainwaves can tell us what we can’t convey verbally.
21 The Famous pepsi challenge Read Montague, published in 2004N=67; brain scanned while given the Pepsi challengehalf chose Pepsi (tended to light up brain region related to feelings of rewardthey were told they had chosen Coke-changed the brain activity to regions associated with memory.in theory Pepsi should have 50% of the market share based on the taste test.consumers are choosing Coke for reasons less related to taste preference and more for their experience with the Coke brand.
22 The amazing brain Efficiency Female vs male Sitting comfortably in a chair your body is consuming energy at roughly 100 watts an hour, about the same as the average light bulb.Your brain consumes about a fifth of that.In current electricity charges, that’s less than a quarter a day to operate!
23 Your BrainOur senses take in 11 million bits of information every second.Conscious brain can handle about 40 bits of info/secondHow do you get a brain to pay attention to your “bit”Brain is capable of 200 million billion calculations/secondPeople do not have access to all of the sources of their decisions and behaviors-they can’t tell someone why they do what they do.3% of the body’s weight, uses 20% of the energyDr AK Pradeep
24 Interesting Brain Phenomena The brain know what it knows as fast as producing the knowledge itselfe.g. I know the answer, give me a minute.Health Ed Takeaway: You know when you’ve seen something before, so cueing people to your message works. Once you’ve seen a commercial you don’t need to see the whole thing again, just a fraction of it will cue you to the product & message
25 Super efficient brain computer The brain is going to do what is most efficient in terms of processing.This relates to why people won’t likely lie on a survey-it takes more energy to make something up (story telling) than to tell the truth (recall).
27 “When it makes a decision on which direction to fly the fruit fly will have many options. It needs to consider some of these and decide on one. The best guideline is to decide which direction would make it feel the best. Generally that would mean towards something that it recognizes as food, or as sex, or it might simply be a sunny spot….”Eric DuPlessis,The Branded Mind
28 Male vs female brain When anticipating uncertain rewards: women activate the brain regions associated with processing emotions-this is greater during the follicular phase then during the luteal phase.Men activate a brain region involved in motivation for receiving rewards.In stressful situations (count backwards from 1000 by 13s):Women-emotional responsesMen-fight or flightStudy of cheaters/non-cheaters getting a shockRegions of brain associated with empathy light up when non-cheater is injuredCheaters-males’ reward center lit up; women less empathy
29 More on the female brain More empathetic skills (evolutionarily as a result of spending time with babies).Female brain is hard wired to:seek out communityengage with faces (direct eye contact is good)respond positively to women in groups enjoying a shared activityand babiesFemale brains are designed to multi-taskmore right-left brain connection than male brain*ostracism from the group is a dangerous consequence
31 Getting attention You don’t have to be the biggest and the loudest. You just need to connect up with something already thereNaturally we will pay attention of the most dominant thought in your brain.If you have to use the bathroom right now, or are really hungry you aren’t going to absorb this information.When you are relaxed you are more likely to remember.Are we reaching students when they are relaxed? When is that?
32 Getting the brain to take notice What will get our attention?loud & big, clean & clearconnection to an emotional memorya solution to a current or future problem (what you need is here)addresses a current moodcurrent level of brain arousalBrain Turn OffsTasks that take a long time to resolveClutterMessages that don’t applyBeware: scare tactic advertising (inducing stress) can change what part of the brain is responding to the message-tread carefully.Du plessis
33 Getting attention “touching” the consumer packaging & designadvertisementsponsorshipviral social mediaAds that evoke positive emotions have more motivational power (think beer ads)Most marketing activities get little attentionSometime the attention they get is not good.#McDStories (tweetjacking)Question: Is attention even necessary? What are the alternatives?
35 What has neuroscience contributed? The importance of emotions in creating attentionRole of feeling in brand choiceMeasure arousal levels when people watch advertisementsDu plessis
36 FeelingsWhat neuromarketing offers us is a chance to explore the role of feelings in our decision making process.Will our decisions affect our state of homeostasis?Will our decisions affect our emotions (state of environment)?will our decisions affect our moods (state of brain)?Everybody knows what feelings are, until asked to explain what they are.Am I running away from the bear because I am afraid or am I afraid because I am running away from a bear.Du plessis page 49Am I running away from the bear because I am afraid or am I afraid because I am running away from a bear.
37 Behavior & Future thinking Humans can make decisions based on how they perceive that decision will affect their future feelings.“I might get hungry later so I will bring a snack”A major objective of marketing is making sure their brand will make consumers feel good.
38 HomeostasisPeople use brands to return to their bodily state to a balance where they feel comfortable.“[this snack] really satisfies you”Treading on Maslow’s territory here.Issue here: a homeostatic system is a negative feedback system. It does not tell you when it is feeling good, it tells you something is wrong, it feels bad and something should be done about it.People buy stuff in anticipation of future homeostatic states and this influences our attention.(I’ll be tired, cold, hungry….)Duplessis 77Phone calls from parents…something is wrong and something should be done about it.
39 Don’t forget the dopamine A major function of advertising is to create memories of dopamine moments and keep those moments fresh.Pleasant things that actually happened to you as a result of the brand or when that brand was present.Pleasant things that happened to you, not as a result of the brand or it’s presence, but you think might have happened as a result of the brand being there (an implanted memory)Pleasant things that might have happened to youPleasant things that will happen to you if the brand is there.
40 Mirror neuronsInteraction with objectsEmpathy (fan behavior)video
41 In summaryYour brain records what things are and how it makes you feel
42 What Do brains like? Fonts Colors Images Novelty Novelty, eye contact, pleasure/reward
43 Sans Serif vs Serif Font Choice Code words: Sans serif=gothic, serif=roman
46 Simple san serif fontPlay on word “know/no”Colors that connect with dv/sa
47 ImagesFaces-the brain likes faces and is capable of seeing them in other objects (eye contact is good)Placement to left with text to right helps the brain (right brain/left brain stuff)
48 Implications for social norms & Other bits that rebecca found interesting
49 How we process numbers Percentages vs absolute numbers People believed cancer to be 32% riskier when told it kills 1,286 out of every 10,000 people vs 12.86% of people.The number implies real peopleUse real numbers for impactUse percentages for negative data
51 AnchorsWhat we think something costs. Think the Price is Right…how much is that refrigerator worth.Could possible do experiment on brainfluence page 14. Think of last two digits of your social security number…how much is an item worth-write it down. In theory, thinking of a low number first will cause you to estimate a lower price.
52 Use Money Cues WiselyWhich restaurant menu style is likely to cause you to spend more money:$12.0012Twelve dollarsIt’s actually choice b. It is visually the smallest.If you are considering utilizing a campaign slogan that attaches an idea of currency or uses currency symbols keep in mind that:Currency symbols trigger feelings of selfishness and self indulgenceSo do not use them in campaigns that are targeted towards giving & caring.Brainfluence page 11
53 DecoysIf you are offering several choices, purposely have one that is good, but not as good as the others. It will drive more people to the better deal.The experiment:First round: $59 internet only subscription or $125 internet & printSecond round: added option of print only $125.In round one: 68 people chose internet; 32 chose internet & printIn round two: 16 chose internet; 0 choose print; 84 chose internet & printfMRI scanning found that brains choosing between two attractive offers displayed irritation due to the difficulty of choosing. The less attractive option makes the choice process easier.Add Trojan & Magnum condom images here. Brainfluence page 25
54 The senses One fourth of the brain is involved in visual processing 70% of the body’s sense receptors are in our eyesMemory peak for visual memories-15 to 30 years oldMessage: don’t use words when an image can sufficeSmells are mainlined directly into our centers for emotion and memory1% of brain is devoted to smellPeak smell ability is from 5 to 10 years old-why you associate so many smells with child hood.Dr AK Pradeep
58 Books ReferencedBrainfluence: 100 Ways to Persuade And Convince Consumers with Neuromarketing by Roger DooleyThe Branded Mind by Erik DuPlessisThe Buying Brain by Dr. A.K. PradeepWhy We Buy by Paco UnderhillBuy-ology by Martin LindstromBrandsense by Martin LindstromFinal slide presentation available at: