Gemma Calvert: The irrational idea of rational consumer decision-making

On August 13, 2013
Prof. Gemma Calvert

Prof. Gemma Calvert at NMWF 2013 in Sao Paulo

The second Neuromarketing World Forum 2013 (Sao Paulo) gathered over 200 delegates from 22 diferent countries that share a passion for this field.

Thanks to Neuromarketing Science & Business Association (NMSBA), this is the third video material of this year’s forum (first was Roger Dooley’s presentation on Neuromarketing applied to online marketing, and second was Rafał Ohme‘s presentation on How buying behavior is triggered by subtle sounds, gestures or images).

So you can find below the video of Prof. Gemma Calvert (Founder of Neurosense Limited) on The irrational idea of rational consumer decision-making:

Gemma Calvert talked about how we can better understand the consumer and the challenges that neuromarketing faces: validity, scalability and integration with mainstream market research. After presenting what happened in the research area over the last year, she showed an interesting case study of a Neurosense research on cleaning products. Extending a leading brand into a new category sector may be a difficult decision, so their research identified whether they should proceed or not. Volunteers were scanned using fMRI as they viewed images of the current brand, and 2 planned brand extensions. Than they answered a questionnaire about their preferences and an implicit Brainlink™ test. So their research used both conscious explicit and subconscious implicit responses from consumers in order to determine which brand extension appeals to the consumers. Implicit responses are difficult to fake and lead to the detection of unobservable attitudes and feelings with high level of predictive validity, as tests eliminate errors caused by ‘social desirability’ on the need to be consistent. And research proves that implicit assessments are better predictors of consumers’ choices. Another Neurosense research states that MTV is more engaging than other media brands, as they tested the implicit responses for 10 different countries.
At Neurosense, they conduct research on brands (extension, position, comparison, tracking), ads (effectiveness, responses), packaging (responses, attributes), media (attributes, comparison), general tracking and cross-cultural / age / language studies. Gemma Calvert talked about green neuromarketing (together with insights from behavioral economics, neuromarketing is being used to improve public health campaigns) and cross-cultural neuromarketing (scientists are finding cross-cultural differences in brain structures and function which help explain behaviour). We also found out that a new research article published in PLOS One on February 2013 states that brain scans predict voting preference with 82.9% accuracy. In order to find out more, watch the video above.
Next Neuromarketing World Forum will talk place on 5-7 March 2014 in New York.

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