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Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences,

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Presentation on theme: "Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences,"— Presentation transcript:

1 Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences, Finland 2 Hospital District of Helsinki and Uusimaa, Finland Contact information:

2 Match products and services with consumers (Ariely & Berns 2010)

3 Tyranny of freedom (Schwartz 2000)

4 Cooperative motivational orientation and sales performance (Chakrabarty 2010)

5 Experienced utility Pleasure and displeasure are attributes of each moment of experience, -- (Kahneman, Wakker & Sarin 1997)

6 1. Create a connection to the customer 2. Understand customer needs 3. Address customer needs 4. Close the sale 5. Establish a sustainable consumer relationship Create a connection to the customer Understand customer needs Address customer needs (create an experience) Close the sale Establish a sustainable customer relationship

7

8 + Introductory video for the phase of the selling process s baseline 3.6s representation 3.6s valuation PienempiSuurempi ? Mikä on ostohalukkuutesi asteikolla 1-6? 3.6s Action selection 1 = lower 6 = higher Degree of Willingness to purchase engl. What is your willingness to purchase in scale 1-6? PienempiSuurempi? Mikä on ostohalukkuutesi asteikolla 1-6? PienempiSuurempi4 Mikä on ostohalukkuutesi asteikolla 1-6?

9 Methods • General Electric Signa ™ EXCITE™ 3 T MR scanner • Visual stimuli back-projected onto a screen through a mirror • Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus

10 Preprocessing & analysis • SPM8 • GLM with 6 vectors of stimulus onsets • T-test on individual and group level • FWE correction, p<0.05, extent threshold 10 voxels

11 Results - overview 1. Visual2. Memory 3. Valuation4. Pre-motor

12 Anatomical area Location of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 Lingual gyrus X Lingual gyrus X Lingual gyrus X X Lingual gyrus XXXX Declive XX Declive XX Culmen XX X

13 Anatomical areaLocation of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 Hippocampus XX XX Hippocampus X X

14 Anatomical area Location of local cluster maximum (in MNI coordinates) Phase 1Phase 2Phase 3Phase 4Phase 5 DLPFC X DLPFC X DLPFC XXXXX DLPFC XX X IFG/DLPFC XXX IFG/DLPFC XXX X IFG/BA47? X Insula XXXXX Insula X

15 Anatomical area Location of local cluster maximum (in MNI coordinates)Phase 1Phase 2Phase 3Phase 4Phase 5 SuppMotorArea XXXXX SuppMotorArea X X Premotor area XXXXX

16 Discussion VisualMemoryValuationMotor * * Figure not depicting temporal sequence of activation * *

17 Visual Gates & Yoon Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage 24,

18 VisualMemoryValuationMotor Christopoulos et al Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk. The Journal of Neuroscience 29(40),

19 Rangel, Camerer & Montague A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi: /nrn2357 PienempiSuurempi ? Mikä on ostohalukkuutesi asteikolla 1-6? PienempiSuurempi? Mikä on ostohalukkuutesi asteikolla 1-6?

20 Virtual Customer Journey evokes brain’s buying circuits Palokangas 1, L, Numminen 2, J., Heinonen 1, J & Suomala 1, J 1 Laurea University of Applied Sciences, Finland 2 Hospital District of Helsinki and Uusimaa, Finland Contact information:


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