Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales PDF
Preview Neuromarketing in Business: Identifying Implicit Purchase Drivers and Leveraging them for Sales
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. AllRightsReserved. #SpringerFachmedienWiesbadenGmbH,partofSpringerNature2022 Thisworkissubjecttocopyright.AllrightsarereservedbythePublisher,whetherthewholeorpartofthe materialisconcerned,specificallytherightsofreprinting,reuseofillustrations,recitation,broadcasting, reproductiononmicrofilmsorinanyotherphysicalway,andtransmissionorinformationstorageand retrieval,electronicadaptation,computersoftware,orbysimilarordissimilarmethodologynowknownor hereafterdeveloped. Theuseofgeneraldescriptivenames,registerednames,trademarks,servicemarks,etc.inthispublication doesnotimply,evenintheabsenceofaspecificstatement,thatsuchnamesareexemptfromtherelevant protectivelawsandregulationsandthereforefreeforgeneraluse. The publisher, the authors, and the editorsare safeto assume that the adviceand informationin this bookarebelievedtobetrueandaccurateatthedateofpublication.Neitherthepublishernortheauthorsor theeditorsgiveawarranty,expressedorimplied,withrespecttothematerialcontainedhereinorforany errorsoromissionsthatmayhavebeenmade.Thepublisherremainsneutralwithregardtojurisdictional claimsinpublishedmapsandinstitutionalaffiliations. ThisSpringerimprintispublishedbytheregisteredcompanySpringerFachmedienWiesbadenGmbH, partofSpringerNature. Theregisteredcompanyaddressis:Abraham-Lincoln-Str.46,65189Wiesbaden,Germany 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
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