Post on 21-Dec-2015
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Interviewing the Mind/Brain
Response Latency and Neuroimaging
Marketing 642La Donna White
andAmy Thomas
Interviewing the Mind/Brain
There are two techniques covered in this chapter that can be used to tap into people’s unconscious perceptions and responses.
1.Response Latency Techniques
2.Neuroimaging Techniques
Interviewing the Mind/Brain
Response Latency Techniques
Response latency is defined as how long it takes an individual to respond to a question or image.
•Absence of noise•Traditional uses•Questionnaire data
Implicit measures offer two benefits that make them better predictors of behavior than explicit measures such as surveys.
1. Uncover attitudes that consumers may not be aware of.
2. Reveal social drivers that affect behavior.– Alcohol– Elderly people
Interviewing the Mind/Brain
Response Latency Techniques
Implicit versus Explicit
Interviewing the Mind/Brain
Response Latency Techniques
There are various response latency techniques that researchers can use. The two that we will discuss today are:
1.Priming2.Implicit Association Test
Interviewing the Mind/Brain
Response Latency Techniques
Priming• Used to determine how quickly
people relate certain products with different thoughts.
• Response Latency and Priming vs. Surveys and Priming
• Perfume Example
Interviewing the Mind/Brain
Response Latency Techniques
Implicit Association Test (IAT)
This concept builds on priming research by measuring the association of two different concepts in the consumer’s mind.– Strength of association
•Concepts•Negative and positive ideas
Flowers - Insects - Irritating - Pleasant
Interviewing the Mind/Brain
Response Latency Techniques
Implicit Association with BrandsResearch has proven that implicit measures are more powerful tools in understanding consumers relationships with brands.
•Ethnocentrism among U.S. and foreign consumers living in the United States.
Interviewing the Mind/Brain
Response Latency TechniquesConclusion
In the future market research will rely on a combination of explicit, implicit and behavioral variables in order to better understand how the conscious and unconscious mind impact consumer behavior.
Interviewing the Mind/Brain
Neuroimaging Techniques
– Neuroimaging techniques consist of brain scanning processes that produce pictures of the structure or functioning of neurons.
– This technology has recently been applied to the field of marketing and promises to revolutionize the study of consumer behavior
Interviewing the Mind/Brain
Neuroimaging Techniques
Neuroimaging can be applied in the following areas:–Advertisements ( TV Commercials )
–Packaging of products–Brand Names–Choice Behavior
Interviewing the Mind/Brain
Neuroimaging Techniques
There are two types of methodology that can be used in neuroimaging.
1.Functional Magnetic Resonance Imaging (fMRI)
2.Functional Diffuse Optical Tomography (fDOT)
Interviewing the Mind/Brain
Neuroimaging TechniquesFunctional Magnetic Resonance
Imaging• Noninvasive• Blood Oxygen Level
Dependent (BOLD) technique• Standard fMRI procedures
1. Take images of the brain region in question prior to activity
2. Take images of same brain region while it is performing a task such as watching different advertisements
3. Analyze the differences between the two pictures
Interviewing the Mind/Brain
Neuroimaging TechniquesFunctional Magnetic Resonance
ImagingThe use of function magnetic resonance imaging can help researchers determine whether or not one ad more effectively elicits positive emotions and past memory and encodes new memory.
Interviewing the Mind/Brain
Neuroimaging Techniques
Functional Diffuse Optical Tomography
Disadvantages1. Participants must lie still in a
noisy cramped device.2. Facilities are large and
expensive
Interviewing the Mind/Brain
Neuroimaging Techniques
Functional Diffuse Optical Tomography
How does it work?– Like shining a flashlight
through your hand.– Infrared light (laser sources
and detectors) is shined through the brains surface to show the variations in blood flow through particular areas to measure neural activity.
Interviewing the Mind/Brain
Neuroimaging Techniques
The Promise of Neuroimaging• Can cover a larger number of
subjects• Can be used for a variety of
marketing applications• Can improve our
understanding of consumer thinking
• Can improve upon our existing research tools
Interviewing the Mind/Brain
Neuroimaging Techniques
The Promise of Neuroimaging• A study was done to detect and
measure consumer reactions to marketing stimuli using brain imaging technology and was compared to a similar study which was performed through the use of explicit methods
• The conclusions of both studies were the same and the neuroimaging study offered a lot more detail.
Interviewing the Mind/Brain
Neuroimaging TechniquesCaution!
• Specific thoughts or feelings cannot be pinpointed through the use of Neuroimaging.
• Only inferences can be made based upon the particular kinds of thoughts and feelings that are being activated.
Interviewing the Mind/Brain
Focus Groups
Personal Experience– Simulations
•Unrealistic•Time Consuming
– Interview•Brief•Did not address my concerns•Personality conflict
Interviewing the Mind/Brain
Focus GroupsSample Questions
1. Would you rather have the controls for the radio on the left or right side?
2. When you push a button would you like to hear it click or feel it?
3. Where would you like the cup holders in your car?