Neuromarketing: The new science of consumer decisions | Terry Wu | TEDxBlaine

About 20 years ago, a group of researchers did a study in a wine store and wanted to find out if background music could influence shoppers' wine selections. This is what they found on a day when they played German music, German wines and French wines in a ratio of 3 to 1. and on the bass when they played French music. French wines are also German 3 to 1, but here's a surprise: They asked shoppers if background music influenced their wine selections. Your winnings could guess. More than 90 percent of buyers say no. This study shows that our purchases. Decisions can be influenced by something so subtle we don't even realize The study also raises some important questions How we make purchasing

decisions

You will consciously make

decisions

based on facts Reason and logic What we are doing Make decisions unconsciously based on emotions Feelings and intuition Below I would like to share with you heartbreaking conscious emotions that influence our decisions. do you remember?

New Coke here's a story behind New Coke in 1985 Coca Cola was losing market share to Pepsi maybe it had been telling Coca-Cola by blindly stating that. taste tests more people preferred Pepsi to Coca-Cola Coca-Cola decided to improve the taste by changing its formula, it came up with a new Coca-Cola. More than 200,000 people tried New Coke or an overwhelming majority of people preferred New Coke to original Coke, but the most important thing is that people prefer New Coke. About Pepsi, with a lot of confidence, Coca-Cola launched a new Coca-Cola, but very quickly this sweet drink turned into a bitter pill that cost Coca-Cola tens of millions of dollars.

Angry customers began protesting across the country demanding the original Coca-Cola. Eager customers began hoarding Coca-Cola. products abandoned on store shelves Coca-Cola headquarters received about 8,000 angry phone calls a day. He can help by asking how 200,000 people could have been wrong. What did Coca-Cola miss? What Coca-Cola missed was a strong emotional connection that people had for almost a hundred years. Coca-Cola had been marketed as a feel-good product, its marketing slogans included having a Coca-Cola on your smile I like to buy the world a Coke celebrities like Elvis Marilyn Monroe and the Beatles were the face of Coca-Cola Yes you don't feel good drinking a coke Coca was more than a sweet drink drinking coke had to become a feel good experience, that feel good experience involves thoughts, feelings and memories, while drinking coke seems a bit complicated , It is not like this?

A study conducted in 2004 shows how Coca Cola marketing has imprinted good thoughts, feelings and memories on our brains. In this study, volunteers were given a 13-liter Coca-Cola Pepsi while their brains were scanned to find out which part of the brain was activated. The researchers started with blind taste tests like the Pepsi challenge. were able to replicate the result of the Pepsi challenge, which is a little over 50% of the volunteers preferred Pepsi to coke, it is not surprising that the research made a slight change to the Pepsi challenge. The volunteers were told exactly what they were going to drink before drinking.

A sip is no longer a blind taste test, suddenly 75% of volunteers prefer Coca-Cola to Pepsi. The most surprising thing is that while drinking Coca-Cola, the emotional part of the brain, the memory part of the brain and the thinking part of the brain became active, in stark contrast to this. Brain active lift The pattern was not observed while drinking Pepsi with the study tells us The study shows what happens in our brain unconsciously when we think about a popular brand like Coca Cola The study also showed that our thoughts, feelings and memories can unconsciously change our Experience with such a product is exactly how the unconscious could influence our choices.

The quick feelings and memories evoked by the Coca-Cola brand are the strong emotional connections that people have and Coca-Cola lost those strong emotional connections when it reduced this iconic drink. just try this is the reason why New Coke failed in this brain study we can see how marketing influences our emotions and our decisions without us realizing it this is where neuro

science

means marketing welcome to the new marketing new brands and new signs

consumer

decisions he studies how men will make purchasing decisions and how our emotions and intuition shape our decisions, but why markers pay attention to our emotions, intuition and unconscious mind, these are some of the reasons why in In recent decades, neuro

science

research has confirmed that around 95 percent of our decisions are made unconsciously during At the same time, medical studies have shown that without emotion we simply cannot make decisions within the human brain, there are many highly specialized areas, each area has unique functions, some areas are responses we see, some are for hearing, some are for tasting and this is bigger.

The color of the brain in blue is what we call the limbic system is our emotional brain our emotions depend on this part of the brain our love compassion optimism pride joy happiness how was anger fear anxiety shame guilt and sadness our Center in this part of the brain neuroscientists They often learn more about the brain when something goes wrong here we have Frank had a stroke the stroke damaged major paralysis his emotional brain what is going to happen to him what you will see how Frank will have difficulty making decisions, even the simplest decisions When you go to the grocery store to buy breakfast cereal, you will agonize over the decision of whether these Cheerios were conflicts without your emotional brain being fully functional, you just can't make that decision.

Every purchase involves making decisions. Both neuroscience and marketing can help. We understand how we make decisions and how they will influence our decisions. There is a reflection between earth sciences and marking that has given rise to

neuromarketing

, but why does the new Merton matter? Every year nine out of ten new products fail. About a hundred billion dollars are wasted on marketing. which is why traditional marketing does not pay attention to

consumer

s' unconscious emotional experiences. This will happen to new coke if we can avoid spending so much money on marketing. Consumers and businesses alike turned to newer brands to focus on creating better consumer experiences and works first.

I would like to share with you how Google captain unconscious user behavior to maximize revenue from him we will have seen Google like before. The links in these ads are colored blue whenever you click on these blue links. Google makes money naturally. Google wants a big click. In these advertisements we learn more often that color can affect our emotions and behavior. The question Google asked was whether a subtle color change on these bull links could change users' clicking behavior. Several years ago, Google's test was about 50 shades of blue on these. links who want to know if certain shades of blue with more obstructions in general a shade of blue made 10 or more clicks when adopting that color Google increased annual revenue by $200 million.

This is powerful new marketing if you know what clicks with your brain. we can apply that knowledge, create a better customer experience, a better customer experience and transfer it to a stronger bottom line. That's why new marketing works below. I would like to share with you how a slight and noticeable rapid improvement by Amazon increases sales by more than 1.7 billion dollars, according to Amazon, one of the sinking and accelerating Pumaman songs websites, can you increase cells in 1%? Consciously we cannot overcome a difference of a tenth of a second, but unconsciously our brain notices it by speeding up the website slightly.

Amazon proof a better customer experience that a better customer experience generates more sales this is Paul Daniel Google marketing a noticeable change in color makes a click more or amazons and a noticeable improvement in speed makes a purchase more what does that tell us about our decision taking our path with total control our decisions were influenced by something so subtle we don't even realize it study published in 1975 shows how invisible social influence can shape our decisions this study asked to the volunteers to rate the quality and price of the cookies from two jars, one jar had cane cookies and the other there were only two volunteers, they were told the cookies in the jar with just two laughs, they were in high demand, they were now surprisingly scarce, those cookies were They read it as a quality-price contract because it was believed that more people wanted them, which is surprising that all the cookies used in the study were identical.

We tend to believe that something that more people earn must be good and valuable, why this invisible social influence is It is so persuasive because decisions create uncertainty we feel safer with telephone decisions made by the crowd this is a natural bias in our brain Amazon understands this bias very well uses biased persuasion to spy imagine in any new coffee maker how Amazon helps you Decide first if you want to see a four star rating, then 5000+ customer reviews or 1000 questions answered and then number one in sales, all of this information is based on the opinions of other customers.

This information appears before you see the price and free shipping offer. Amazon is convinced by using this invisible social influence. Most people haven't heard of a newer brand yet, but if you've ever bought something on Amazon, you'll already be convinced. Because of Amazon's New Marketing Techniques The newest marketing is still in its infancy, but there is no misinformation whatsoever. A big misconception is that your brand is all about brain scans and mind reading. In 2011, the New York Times published a letter claiming that iPhone users were in romantic relationships. love for their phones here is evidence cited by the author a pre-instructor called insular cortex stopped doing brain scans when a small number of phone users saw their phones, no self-respecting neuroscientist would have come to that conclusion because the same brain structure also It enlightens us to see something disgusting.

A brain structure can become very active for many different emotional responses. What is a mind-reading brain scan called? a brain scan some snake oil salesmen claimed that Newmark is all about finding brains with a button, by pressing the buy button you can persuade anyone anytime, anywhere to buy anything until the cows come home? Why does this statement also sound like a scam because it violates a basic principle of persuasion if it seems too good to be true is it true? Noura marketing is about purchasing decisions, but the impact has reached far beyond them because ultimately these are human decisions, we all make decisions throughout our lives, we will make millions and millions of decisions, Some decisions can be very difficult, even life changing in the last 10 years.

I have been through many heartbreaking decisions. Should I leave a stable job to work on my own business? How do I care for my elderly parents who are six thousand miles away in a different country? How can I support someone struggling with depression? From your marks we have learned that our decisions are not completely under our control there are many invisible influences that shape our decisions without us being aware that vulnerability gives us more power and not less our decision can have a lasting impact on the other people's lives thanks to the newest marketing we have learned that something very subtle contained in our dramatic behavior what is needed to secure enough energy to power every home in Minnesota and Iowa is not to create a massive government program we are changing all of you light bulbs we are upgrading for energy efficient appliances is a small emoticon in a 2007 study an energy company printed a small emoticon on energy bills to inform customers about their energy consumption a happy face meant lower energy consumption neighbors a face It is not surprising that our neighbors' behavior can affect our own.

It is not surprising that our neighbors' behavior can affect our own. What is surprising is that allThese little emoticons reduce energy consumption by almost three percent, enough energy to power every home in Minnesota and Iowa. Who would have thought something so subtle could be so powerful? now this subtle sign is appearing in our lives here is any bill from an NGO that I received recently has a happy face I would like to close my talk with one more story this story has some toilet humor it is about a urinal spill when a man depicts in the urinal often does his thing without thinking and spills aimlessly it happens that it cost money to clean it in the 1990s amsuman airport came up with a brilliant solution all they did was etch the black line of the image near the urinal of training when the guys see that light black line that they start unconsciously aiming for that reduces the spill by 80%, aside from my poor case of humor, was the point.

I like this story because this fly serves as a good metaphor when you're looking for what touches people's hearts and minds and you want to find game-changing items. If you understand how the brain works, you know how people make decisions, you can find a game changer that has a big impact. The most fascinating thing is that very often this element of change is something we don't even pay attention to. It can be something very subtle like a music and wine store in the background a slight color change by Google noticeable Expedia Mumbai Amazon a small emoticon on your energy bill or a fly as a target once you find something out of the ordinary following your science the impact will be anything but subtle as you want to make a positive impact you want to make you want to help others thrive here's something I encourage you to try find your fly and thank you all so much thank you