Professor Mariano Alcañiz: Emomarketing – Mixed Realities and Neuromarketing

On September 3, 2012
The first Neuromarketing World Forum 2012 (Amsterdam) gathered around 100 people interested in neuromarketing from an academic or business point of view, from top neuroscientific researchers to commercial parties that discussed the key challenges and opportunities of using neuromarketing tools to enhance and add value to market research.
Thanks to Neuromarketing Science & Business Association, this is the 6th released video material of the Neuromarketing World Forum 2012 (the first one included the presentation of Professor Richard Silberstein on Messages to the long-term memory of the audience, the second one was Dr. Stephen Sands on Recording Brain Waves at the Supermarket, the third was Christophe Morin‘s presentation on Neuromarketing Ethics, the fourth one was Prof. Dr. Ale Smidts‘s presentation on The Future of Neuromarketing and the fifth one was from Cristina de Balanzo and Professor Rafal Ohme on Enriching consumers feedback. You can find below the video of Professor Mariano Alcañiz (Full Professor at the Technical University of Valencia, R&D Strategy Director at LabHuman) presentation on Emomarketing – Mixed Realities and Neuromarketing, on smart measurements of affective states of consumers.

Prof. Mariano Alcañiz discussed several aspects of emotional marketing (Emomarketing) with a special emphasis on the measurement of affective states of final consumers. The use of immersive computer graphics techniques like virtual reality and augmented reality were analyzed as powerful tools for product presentation.
The use of these “virtual mockups” techniques are emerging as a valuable tools for modulating and measuring affective states while modifying the aspect of product presentation. At LabHuman, they have a multidimensional strategy that involves questionnaires (emotion / memory, remembering tasks, reality monitoring, Kansei methodology, analog-visual scales), physiology (heart rate, HR, ECG, GSR, linear analysis, non linear analysis), brain (EEG, fMRI, O2 consumption, biomarkers) and behavior (gestures, face tracking, eye tracking). Mariano Alcañiz also explored every tool that they used.
As he said, Coca Cola is not just a beverage, it is an emotion; a car is an experience; a smartphone is not only a communication device, it is a multi-touch sensation. But how can we measure these emotions, experiences, sensations? Humans are the result of thinking and emotion, being these aspects inseparable elements. He presented developments that allow the consumer experience virtual or augmented reality, and how we can change emotions using them, emphasizing that virtual reality for neuromarketing is now a reality.
Prof. Mariano Alcaniz

Emomarketing

Prof. Mariano Alcaniz

Emotional Engineering

Prof. Mariano Alcaniz

Emotional experiences

Prof. Mariano Alcaniz

Virtual Reality

Prof. Mariano Alcaniz

Case Study

Prof. Mariano Alcaniz

Case Study

Trackbacks & Pings

  • Finn Raben: Neuroscience…. Science? Magic? Or Black Arts? | NeuroRelay :

    […] on Enriching consumers feedback and the sixth was the presentation of Professor Mariano Alcañiz on Emomarketing – Mixed Realities and Neuromarketing. You can watch below the video of Finn Raben (Director General of ESOMAR) presentation […]

  • Professor Mariano Alcañiz: Emomarketing – Mixed Realities and Neuromarketing | Neuromarketing Insights | Scoop.it :

    […] The first Neuromarketing World Forum 2012 (Amsterdam) gathered around 100 people interested in neuromarketing from an academic or business point of view, from top neuroscientific researchers to commercial parties that discussed the key challenges and opportunities of using neuromarketing tools to enhance and add value to market research.Thanks to Neuromarketing Science & Business Association, this is the 6th released video material of the Neuromarketing World Forum 2012 (the first one included the presentation of Professor Richard Silberstein on Messages to the long-term memory of the audience, the second one was Dr. Stephen Sands on Recording Brain Waves at the Supermarket, the third was Christophe Morin‘s presentation on Neuromarketing Ethics, the fourth one was Prof. Dr. Ale Smidts‘s presentation on The Future of Neuromarketing and the fifth one was from Cristina de Balanzo and Professor Rafal Ohme on Enriching consumers feedback. You can find below the video of Professor Mariano Alcañiz (Full Professor at the Technical University of Valencia, R&D Strategy Director at LabHuman) presentation on Emomarketing – Mixed Realities and Neuromarketing, on smart measurements of affective states of consumers.  […]

Leave a Reply

Your email address will not be published. Required fields are marked *

You may use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>

%d bloggers like this: