WIN THEIR BRAINS AND
THEIR HEARTS WILL FOLLOW
“From the brain and the brain alone
arise our pleasures, joys, laughter, and jests,
as well as our sorrows, pains, griefs, and tears.”
– Hippocrates
Contents
Original Pepsi Challenge
Pepsi Challenge with fMRI
Brain Scan Result
Inner Working of Human Brain
Secret from customer’s brain
Original Pepsi Challenge
• Original “Pepsi Challenge”
commercials in the 1970s
• blind taste tests
• People prefer Pepsi to Coke
Pepsi Challenge with fMRI
• Read Montague , recreate
Original Pepsi challenge
• Told people the sample brandCoke or Pepsi
• Use fMRI to scan tester’s brain
• People prefer Coke to Pepsi
functional magnetic resonance
imaging machine (fMRI)
• An fMRI machine
measures the flow of oxygenated blood to various parts of the
brain on the assumption that greater activity in a particular brain
area increases the need for oxygen in that area. The areas with
enhanced blood flow are often described as “lighting up.”
functional magnetic resonance
imaging machine (fMRI)
Human Brain
ventral
putamen
medial
prefrontal
cortex
Limbic
System
a region thought to process feeling of
reward (สวนที่เกี่ยวข้องกับความรู ้สึกพอใจ)
an area believed to be involved in higherlevel thinking (เป็ นบริ เวณที่เชื่อว่ามีส่วนเกี่ยวข้องในการทาหน้าที่
เกี่ยวกับอารมณ์และการตัดสิ นใจในระดับที่สูงขึ้น)
The brain region typically implicated in
emotional processing มีความสาคัญในการควบคุมพฤติกรรมและ
อารมณ์ และการตัดสิ นใจในภาวะฉุกเฉิน รวมถึงการแสดงออกของพฤติกรรมทาง
อารมณ์ให้เหมาะสมกับสังคม
Human Brain
Limbic System
A young woman brain
A young man brain
Brain Scan Result
Pepsi challenge
by Montague
Blind Taste Test
- The activity in
ventral putamen
was five times
greater for Pepsi.
- Show people
prefer the taste of
Pepsi to Coke
Told Sample Brand
-Show enhanced
activity in the
medial prefrontal
cortex.
- Almost all Tester
claimed to prefer
Coke
Research’s conclusion
These research was a neural evidence for
the profound effect of branding on
consumer perceptions.
WHERE IN THE BRAIN?
THE NEUROANATOMY OF CUSTOMER
ENGAGEMENT
• So imagine that you could peek inside the
heads of your customers as they think about
your company or your products, services, or
brands. What would you see?
• Would the brain activity of customers with a
strong emotional connection to your company
vary from that of customers who are
indifferent?
• Would strongly connected customers’ brains
light up in different ways from customers who
were not connected?
WHERE IN THE BRAIN?
THE NEUROANATOMY OF CUSTOMER
ENGAGEMENT
• Montague, used fMRI to examine real-time brain
activity in customers of a Japanese luxury retailer,
referred to here as Luxury Retailer 1
• Participants were asked to evaluate the retailer and
their main bank (the institution where they conduct
the majority of their banking) using Gallup’s CE metric
3 Groups of participants
•Identified and recruited three different groups to
participate in the fMRI scanning portion of the
research based on how engaged they were with the
luxury retailer
1
2
3
Highly
Engaged
Moderately
engaged
Disengaged
4 participants
7 participants
5 participants
Gallup's new 11-question metric of
"customer engagement" (CE11)
L3 + A8 = CE11: QUESTIONS THAT GET AT THE HEART
OF CUSTOMER LOYALTY.
• The L assesses the more rational dimension of the
customer experience
• The A addresses the emotional dimension
L3
• Overall, how satisfied are you with [brand]?
• How likely are you to continue to choose/repurchase
[brand]?
• How likely are you to recommend [brand] to a
friend/associate?
Gallup's new 11-question metric of
"customer engagement" (CE11)
A8
• CONFIDENCE
• [Brand] is a name I can always trust.
• [Brand] always delivers on what they promise.
•
•
•
INTEGRITY
[Brand] always treats me fairly.
If a problem arises, I can always count on [brand] to
reach a fair and satisfactory resolution.
•
•
•
PRIDE
I feel proud to be a [brand] customer.
[Brand] always treats me with respect.
•
•
•
PASSION
[Brand] is the perfect company for people like me.
I can't imagine a world without [brand].
Research Result
The brain activity of customers with a strong emotional
connection to your company, customers who are highly
engaged and the subset of those customers who are
strongly passionate about the company engage a
specific set of brain regions associated with emotional
processing and storing emotional memories, as well as
areas related to facial recognition and facial memory.
This provides strong evidence that the emotional
centers of the brain – as evidenced by neural activity –
play a crucial role in building and sustaining customer
engagement.
In an ideal world
All our organizational vital signs – as
measured by the performance metrics we
deploy
• How do your company’s performance metrics
measure up?
• Do they assess the things that actually
matter?
• How well is your company engaging your
customers’ emotions and lighting up their
brains?
10 ความลับจากคลื่นสมองของผู้ซื้อ
1.บทบาทของสมองต่ อการซื้อสิ นค้ า
2.บทบาทของจิตใต้ สานึก
6.ชอบ Coke หรื อ Pepsi ?
7.Product Placement ได้ ผลจริงหรื อ ?
3.การตลาดแบบสแกนสมอง
8.เซ็กส์ ในโฆษณา
4.ภาพสุ ดสยองบนซองบุหรี่
9.อิทธิพลของประสาทสั มผัส
5.โกหกหรื อเปล่ า
10.ประโยชน์ หรื อโทษ