neuromarketing

the three minds of

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Marcelo Peruzzo neuromarketing 1st Edition the three minds of Curitiba ipdois neurobusiness 2013 .

The information contained here in should not be used for activities and personal experiences without prior consultation with a qualified health or neuroscience professional. Title.Prof. No part of this publication may be reproduced or used in any way or by any means. 2013. The author and the publisher inform that they are not associated with any product and/or vendor presented in the book. Alberto Krause. de 244 p. Cover photo: nitr/123RF Stock Photo <http://www. there may be typos.8342 Índices para catálogo sistemático: 1. including photocopying. except in cases of brief extracts cited in critical reviews or magazines articles. Marketing Marketing psicológicos psychology . 1077/40 Almirante Tamandaré • Paraná • Brasil • 83508-500 T +55 (41) 3089-3085 • +55 (41) 9677-6945 falecom@ipdois. --. printing problems or conceptual doubts.   Personal counseling: This book is a consultation and information work. we ask you to communicate it to our customer service through the email: falecom@ip2mkt. Neurociências 5. Liability: Neither the Publisher nor the author assume any responsibility for any damages or losses to people or properties. Curitiba : : IP2 IP2 Marketing Marketing de resultado.com • www. Customers 1.com/photo_12449790_hamburger-on-a-white-background.Comportamento 2. However. Neurosciences 3. electronic or mechanical. In any of these cases.1. (CIP) Printed in Brazil General Coordination: José Chavaglia Neto Revision: Milian Cercal Daldegan  A great deal of supervision and many techniques were applied on the construction of this work.Copyright © 2013 Marcelo Peruzzo Original text revised according to the New Portuguese Language Orthographic Agreement. Neuromarketing I. Marcelo Marcelo As três mentes // Marcelo The three mindsdo ofneuromarketing neuromarketing Marcelo Peruzzo. Neuromarketing I.8342 .com/professormarceloperuzzo 13-01986 CDD-658.123rf. Customers Consumidores .com/profperuzzo facebook. SP.marceloperuzzo. Consumidores Psicologia 3.com twitter: @profperuzzo • twitter: @neurobusiness youtube. ed. 1st Edition 2013 All rights reserved. mentioned and recognized as trademark and/or registered trademark are responsibility of their owners.Behavior 2. resultado. Título.ipdois. Peruzzo.br IP2 Marketing de Resultado • R. recording or database storage system.com. arising from the use of this publication. 4. Neuromarketing : Administração 658. -. in written permission.Aspectos Psychological aspects 4. Brasil) Peruzzo.com • www. Bibliografia Bibliography ISBN 978-85-62129-02-5 1. 3.   Trademark: All terms and video frames used.com/neurobusiness • youtube.html'> Dados Internacionais de Catalogação na Publicação (Câmara Brasileira do Livro. . Electronic content: IP2 Marketing de Resultado is not responsible for any alterations on the conventional or electronic addresses cited in this book.Curitiba Peruzzo.

a fighting man. who must be undertaking with the “invisible Lord”.Dedication To my beloved daughters Giulia e Pietra. for simply being responsible for everything I am. To my mother Lourdes. . on this planet Earth. my fight companion in this jungle. as never before. To my wife Márcia. And to the memory of my father Alberto. genetic motivation and memetics to be alive. where only love can overcome the big challenges of life.

Covalidated by: Vanessa Remualdo Geneticista molecular Blumenau/SC Evelin Huttenlocher Psicóloga São Paulo/SP Andréia Cristiane Corrêa Eguez Psicóloga Porto Velho/RO Lorena de Castro Maia Empresária Vila Velha/ES Wanderlei Preisler Inteligência de Mercado Rio Negrinho/SC Jackson Neves de Andrade Diretor Executivo Belo Horizonte/MG Luana Martelli Relações Públicas Campinas/SP Francielle dos Reis Vitorino Psicóloga Curitiba/PR Cecília Fanucci Almeida Economista   Bragança Paulista/SP Tiago Ramos dos Santos Engenheiro Aeronáutico São José dos Campos/SP Mariano Reinheimer Schopf Engenheiro Eletricista Porto Alegre/RS Edi Arcas Aquino Administradora Jacarezinho/PR Marise Bonin Krug Especialista em Marketing Campinas/SP Mariah Dufloth Publicitária Itajaí/SC Rogério Laranja dos Santos Gerente de Compras Guarulhos/SP Fernando Di Chiara Executivo de Vendas Curitiba/PR Thiago Correia da Silva Empresário São Paulo/SP Cibele Fracari Cecchin Denardin Bancária e Administradora Santa Maria/RS Alessandro Ferreira Lins Gerente de Projetos Goiânia/GO Samuel Lopes Sources Bacharel em Gestão de Cooperativas Vitória/ES Isadora Campos Empresária Vitória/ES Elisa Costa Ferreira Rosa Relações Públicas Goiânia/GO Annelies Olaerts Hall Gerente de Marketing Denver. Adm. Financeiro Florianópolis/SC Ricardo Prates Gerente de TI São Paulo/SP . Colorado/EUA Ivania Pacassa Contadora Chapecó/SC Larissa Madruga Colvara de Souza Gerente Comercial Pelotas/RS Mariah Rodrigues Etges Controller Francisco Beltrão/PR Edval Furieri Especialista de RH Aracruz/ES Luis Fernando Ogliari Hopperdizel Engenheiro Mecânico Porto Alegre/RS Cristina Maria de Aguiar Pastore Gerente de Marketing Curitiba/PR Maiquel Paula da Rosa Gerente Comercial Novo Hamburgo/RS Aloysio Nandi Tiscoski Gerente de Trade Marketing Criciúma/SC José Ademar de Souza Júnior Publicitário São José do Rio Preto/SP Roberto Masotti Severo Psicólogo Novo Hamburgo/RS Isabella Barella Migliorini Administradora Chapecó/SC Maria Eugênia Faccio Ger.

Laércio Emerson Schneider Cortes Administrador Novo Hamburgo/RS Alexsandro Ribeiro de Freitas Representante de Vendas Porto Alegre/RS Eduardo Caetano Lemos Advogado São Borja/RS Marcos Aurélio Corrêa dos Santos Professor Universitário Aparecida/SP Fernanda Alves Rocha Guimarães Professora e Consultora de Marketing Belo Horizonte/MG Ivna Moraes Santiago Coord.S. de Lima Engenheiro Eletricista Florianópolis/SC Marcelo Fernando Guerra Boaratti Gerente de Negócios São Paulo/SP Elizangela Buzon Chefe de Pessoal Vila Velha/ES Fabiano Fernandes Soares Especialista em Telecomunicações Santo André/SP Rafaela Klein da Rosa Personal Trainer Novo Hamburgo/RS Janaina Camelo de Carvalho Analista de T&D Sobral/CE Marcelo Aparecido da Silva Empresário Guarulhos/SP Fausto Lulio Consultor de Empresas São Paulo/SP Bárbara Glufke Turismóloga Lajeado/RS Cilce Fernandes Perini Administradora Caxias do Sul/RS Felype Amaral Peruzzo Tradutor Curitiba/PR Geanny Carlos de Almeida Pinheiro Técnica em Gestão de Capacitação Palmas/TO Fábio Francisco Costa Engenheiro de Materiais Mogi Guaçu/SP Gustavo de Pinho Oliveira Engenheiro Chapecó/SC Kamilla Morais Severino Nutricionista Goiânia/GO Marcela Ribeiro Calazans Boldt Psicóloga Vitória/ES Alex Martins Pereira Consultor Comercial Goiânia/GO Gilmara Zanella Inteligência de Mercado Joinville/SC Luciano Borges Lopes Gerente de TIC Montenegro/RS Luciano Guedes Diretor Geral ISBE/FGV Uberlândia/MG Miguel Rivas Senior Manager Xangai/China Alexandre Euclides Barbosa Castilho Tecnólogo Aeroespacial São José dos Campos/SP Eduardo Lourenço Silva Colunista no Ideia de Marketing São Paulo/SP André Potier Pocrifka Administrador Curitiba/PR Janaina Patricia Perez Vieira Professora Universitária São José/SC Patrícia Marilac Melo da Silva Psicóloga Vitória/ES Emerson Bastos Mello Executivo de Marketing São Bernardo do Campo/SP Maria Leonor Galante Delmas Psicóloga Rio de janeiro/RJ Thyago Amaral Peruzzo Executivo de Neuromarketing Curitiba/PR Renato Sneider Sales and Marketing Specialist Curitiba/PR .P. de Planejamento Estratégico Brasilia/DF Horacio E.

The Monkey’s universe 3 . Princess and Monkey 1 . not to mention the conscious one! 5 .Neocortex 62 68 72 76 81 86 90 7 .Memetics Einstein.Hormones e neurotransmitters 9 .Which is the dominant hemisphere? The customer is not the boss.The client is not in charge! 48 .The Princess’ universe 4 .Summary ! ! 10 12 16 Prefaces Presentation Introduction Basic Basic neurology for marketing professionals 6 .The three-brain rationale 2 .Unconscious and emotional structures 8 .How our memory works 12 .Genetics 10 .The Einstein’s universe 24 35 39 42 11 .

The success of gangnam style disclosed 25 .5 158 169 177 183 189 194 27 .Do you believe in zombies? 29 . get 1.Intermediate Technologies applied to neuromarketing research 13 .Questionable complexity 28 .Bread with hamburger 130 133 136 143 147 20 .The end of the world in december 2012 22 .Quantitative research through eye movement 31 .How to create a Frankenstein in neuromarketing Author e coordination .Functional magnetic resonance imaging (fMRI) Advanced Neuromarketing researches in action 24 .Face reading 16 .Salivary profiles 17 .Trolley dilemma 21 .The power of attraction of the subtitles 18 .Electrodermal activity (EDA) 15 .Buy 2.PC/Neuro matrix Conclusion References Thanks 210 214 228 232 23 .Eye tracking 98 101 105 108 111 14 .The unconscious habit of buying ice cream Methodologies for the neuromarketing 30 .The green power 26 .Electroencephalogram applied to neuromarketing 121 Essays and reflections about neuromarketing’s world 19 .

Bonifácio Watanabe 10 José Finocchio Junior . The thinking energy: dematerialization of external things into internal images. Who can discern this? The neuromarketing study. however. The world will not be the same after the Monkey. which make understandable and applicable. Peruzzo presents us with a counterintuitive world. the Princess and the Einstein.Prefaces The three human life energies permeate and surround the "self" structure e by the "self" they can be controlled. thrilling and acting – is noticed in the human behavior. I. This human behavior has left the education world to enter also in the business one. the neuroscience findings. The thrilling energy: it makes the connection between the thinking energy and the action one. in practice. The evolved human being acts through spiritual impulses and the non evolved one through animal instinct. and consumer has less control than we might imagine. warn you: do not read this book if you do not want to observe the client’s decision making process differently. Hence the explanation for so much violence in the world. in which rationality plays a less important role than the one we attribute to it. Some act with a priority in the thinking or thrilling and others on the acting or vice-versa. of which we still have little information. The dissonance among the three energies – thinking. These two facts stand as a warning for many marketers: better not mess with it. A happy morning always is the result of a good work and of a day which was finished in a conscious way There is probably nothing as complicated as the human brain. which Interact with each other. The acting energy: materialization of internal image. Peruzzo solemnly ignores these warning and offers a model ready to be used in the average marketer’s everyday life. more specifically this book. He presents a new model based on three virtual agents. the Princess and the Einstein. will enlighten the reader’s mind. The spiritual impulses trigger the three energies and they conduct the "self" to the ideal things and the instinct impulses to the greed. the Monkey.

because what makes a man is both its complexity and ability to combine three potentially conflictive dimensions in the same harmonious being. Reason. emotion and instinct are ordered in the reverse sequence inside of us. we got tired of pretending to be what we are not. . After all. full of information and consume appeals. Neuromarketing. two important warnings: We have opened the last Pandora’s Box: the human brain. your three "selves" will no longer be the same and you will not see the world as before. Contradictory. coherently balanced with people’s and the business world’s daily lives. fear and curiosity.Not reading this book and feeling comfortable in your beliefs or initiate a new behavioral cycle based on the brilliant ideas of one of the most dedicated researchers that I had the chance to meet. Obeying Peruzzo style. Our society. yes. We are more impulse and affection than reasoning. After reading this text. a waiver! This is a saying that fits the reader of this work perfectly.Every choice. We understand that it is a more complex machine than we previously thought. always demand the why of things and that is what we do all the time: we rationally justify ourselves. But also incredibly beautiful in its many dimensions. Princess or Einstein? Luciano Salamacha 11 Robson Gonçalves . Peruzzo is an example of this type of behavior and. being an element outside the standard deviation. this work is strongly supported by a wide and consistent research. more heart and soul than mind.Define who made this decision: Monkey. like any emerging knowledge area. To the reader. still has many pseudo researchers who venture to theorize about it. A mix of wonder and challenge. But the reason's dictatorship is coming to an end. . encourages the reader to choose the technical and scientific knowledge or to remain in the world of absolute "truths" where they cannot find groundings anymore. And we find ourselves more human than never.

“Neuromarketing . father! At the marketing section. didn’t you see it? I found it for you!” These two geniuses were the first to create a neuromarketing book with an unscientific and easily accessible language to anyone. saying: “Dad. changed my life. in Orlando. Florida. because the gunpowder was already there. I found a book that you will enjoy.Understanding the ‘Buy n a beautiful sunny afternoon in the winter of 2009. with a book in her hand. I was unconcerned at Barnes and Nobles – a bookshop from the USA –. which definitely has awakened me to the neuromarketing world. When I looked back I saw my beautiful daughter Giulia. very happy. I have no doubt that I was literally contaminated by this new knowledge.” I looked at her and said: “Where did you find this?”. 12 The masterpiece. strolling quietly by its various sections looking for something new when a beautiful voice called my name. is one of those that should be mandatory for all undergraduate courses. . who was seven years old back then.THE THREE MINDS OF NEUROMARKETING Presentation A touch of magic The book. written by Christophe Morin and Patrick Ranvoisé. and she answered: “It was there. which I received as a present from Giulia. Buttons’ in Your Customer´s Brain”. This beautiful story was the trigger. It is a novelty and about neuromarketing.

Since then. among other key issues for the ones willing to enter the wonderful world of neuromarketing. trips and international conferences. after a long journey we have reached the conclusion of this book and it wasn’t easy. The intermediate level has as objective providing the reader with texts that contextualize the application of neuromarketing in several segments. Finally. I admit that this. especially in relation to research methodology. Anyway. staff and neuromarketing equipment to perform the field research and to the development of methodologies. today I thank Chavaglia for being my gunpowder. It also presents the rupture points between traditional marketing and the new neur0-marketing approaches novas. more than R$ 1 million invested in structure. dozens of meetings. was the hardest of all Due to the complexity of issues and as for a matter of organization. Chavaglia insisted every day. which is indicated for beginners of the neuromarketing world. saying that I was blind to not realize that my studies were about neuromarketing and that more attention to the issue because I could be missing a great opportunity. José Chavaglia Neto. four years of studies. in order to warn me about my theories and that they derived a new line of thought called neuromarketing. Everything paid from my own pocket. The basic level.APRESENTAÇÃO Since 2004 I had been deeply studying the client expectation managements and the relation of this process in the costumer’s behavior. without the help of any formal institution. as well . In 2007. describes the major concepts of neurosciences and the technologies used in the research. the advanced level present the new methodologies for immediate application and practice in neuromarketing. Well. a student of mine. I thank Giulia for being my trigger and I also thank Christophe Morin and Patrick Ranvoisé for helping me hit the target. the book was divided into three major segments: basic. using real data and realworld situations. sent me dozens of emails and made several phone calls. in particular. After 13 writing other six books. intermediate and advanced.

the neuromarketing gurus. was Christophe Morin and Patrick Ranvoisé. on the first row. The term neuromarketing was stemmed from two areas. I guarantee you will learn a lot about marketing.e. To facilitate the understanding of the issues. If you are a marketer. It is intended to be the layman’s guide to neuroscience. hitherto separated and very complex. show that a lot of the questions and interactions with the characters will reflect on your doubts. they represent. neuroscience and marketing. to read the code and immediately access this additional feature. in relation to the content. To finish with a touch o magic. in the first Neuromarketing World Forum. i. once most publications just spin around the theory or cases from other countries. when I was presenting my research in neuromarketing. just look at the end of the chapter the QrCode code. 14 . To check availability. an unprecedented feat . The Einstein. Use the software of your preference. Holland. together. your free will shall decide. this book will literally change your concepts.THE THREE MINDS OF NEUROMARKETING as researches conducted by the Ipdois Neurobusiness. Much more than archetypes. I prefer to leave it in the hands of "invisible Lord"..2012. Do not wait to find in this book a world of scientific terms and technical quotations. Whether this entire story was just a coincidence or not. watching my presentation. we rely on the participation of three special characters. held in Amsterdam. they symbolize your brain. in Februrary. bringing for the first time to Brazil a book with local research. which make the book much more interactive and. If you are a neuroscientist. Let’s say that we respect the 50/50 rule. the protagonists of you existence as a human being. Several chapters of the book have video and image complements. The Princess and the Monkey. about the unconscious consume habit of ice cream. without doubt. through your cell phone.

15 . Definitely open your heart. because breaking paradigms would be an inadequate term to describe what you will read from now on. all you ever thought that you knew about marketing and management will suffer disruptions.APRESENTAÇÃO One thing I guarantee.

And in the pace of encounters and mergers. On one hand the scientific environment.THE THREE MINDS OF NEUROMARKETING Introduction The definitive union of two wonderful ecosystems hat a brilliant moment we are living. the one which tries to be scientific. in this environment on a great and accelerating pace. and on the other. since it depends also of the 16 I definitely prefer the contemporary. challenging and innovative world. which studies the human nervous system. now. patterns from tens and hundreds of years are deconstructed. but the truth is entirely subjective and intuitive. where after each tweet from a prestigious university. two great ecosystems have merged. models and. why not. I am grateful to be alive. creating new concepts. new ways of living and socializing. systems. Many do not get used to this hallucinating movement which the market demands of its professionals and of every citizen. and prefer that time in the past when a novelty demanded months to finally appear. an independent researcher or a outstanding student. the worlds of neuroscience and marketing. . promoting great mergers. We never saw so many ecosystems meeting each other. but only in poetry and rhetoric.

It depended of it! Neuroscience fills a gaping lacuna that exists in marketing. You are the one who offers the cure through a product or a service. We were very aware when we created it. and have already transformed neuromarketing into a real tool available to any professional of the market.INTRODUCTION understanding of the complex and unpredictable conscious brain of the consumer. Loyalty is circumstantial. provisionally. Hundreds of methodologies are created. In the last chapter of this book. a customer is never eternal. which represent 95% of their decisions. All they have to do is break the traditional mental model. It is obvious that one day the cycle ends. Creating a neuromarketing concept like Coca-Cola would be ridiculous. Anyway. dozens of technologies are available and an infinity of published researches serve as benchmarking. since it depends on your capacity of making them once again unsatisfied. the client’s dissatisfaction. offering them once again the cure and managing this cycle with wit. its inability to understand the unconscious state from consumers. transforming this knowledge into consuming goods that heal. the client only buys a product when unsatisfied. But what is neuromarketing? To Peruzzo and Chavaglia. you will learn about the PC/ Neuro Matrix. neuromarketing is the union of ecosystems. First. Client’s dissatisfaction? Heal? Circumstantial loyalty? 17 You must be wondering that the authors of this concept passed by a coffee shop before writing this book. where this definition will be explained step by step. at least for most companies. generating a circumstantial loyalty state. with the objective of measuring the conscious and unconscious mental states of the consumer. neuroscience and marketing. . Definitely not.

I will defend Actually.THE THREE MINDS OF NEUROMARKETING Another important point in this introduction is about the professional profile that will practice neuromarketing. everything is in the beginning and it will be required lots of patience from both teams. etc. with the biological science team. like psychology. using an eye tracking. borders on the extreme. in the last years. because they involve human beings. because they perform researches with human beings. physicians. chemists. among others. but a research to analyze an add. I have also found out that what is written isn’t always respected. who undertakes scientific researches approved by ethics committees. the biological sciences team. we are about to take another big step towards the understanding of how the consumers really think. On the other hand. who undertakes researches without being approved or authorized by any health agency. advertisers. feel and decide. That’s right folks! We will certainly have many edges to adjust soon. And now? On one hand. There are also other teams interested in the subject. which is my team. because I guarantee that with an excellent knowledge. in which the client not even has physical client with any technology. the marketing and communication team. 18 . And after living. engineering. we have exaggerated in some researches. Okay. Oops! Both of them undertake researches with humans? the marketing and communication team. communicators. law. Ultimately. marketing managers – I hate the term marketer -. pharmacists. which should have been approved. we have may several professionals involved in the neuromarketing process like psychologists. neuroscientists.

especially in Brazil. observe when the research is target in Brazil. Have you already searched on Google Trends the word “marketing”? Take a look on the results in Figure 1 below when the research is target at global level. this target research on the word “marketing” is not undertook with 2. so you have 95% confidence interval and two-point error margin up or down. It involves millions of people and the error margin is ZERO. on the next figure.Brazil Source: Google Trends Just remember. and the confidence interval is 100%. Wake up my friend. Figure 2: Term “marketing”.500 people. The neuroscience team is very well and with excellent prospects. Source: Google Trends 19 . Google Trends.INTRODUCTION But one more warning to the marketing team. Figure 1: Term “marketing” on Google Trends .Global Now. marketing is declining in a worldwide rate.

Google Trends . 20 . but please be sure to read this and stay on top of what’s happening in this spectacular segment called neuromarketing. You have given the first step to be updated with the changes that came to stay. congratulations.Global But if you are just reading the introduction and didn’t buy the book. you have no alternative. Figure 3: Term “neuromarketing”.THE THREE MINDS OF NEUROMARKETING Not convinced? Take a look at figure 3. And the transition between old and new will be made without difficulties. buy it or borrow it from a friend. the interest for the search of the term “neuromarketing” in the world. Source: Google Trends If you have bought this book.

INTRODUCTION 21 .

Princess and Monkey .Einstein.

“He who can no longer pause to wonder and stand rapt in awe.” Albert Einstein . his eyes are closed. is as good as dead.

for the purpose of finding common issues and bringing a relief to the traditional marketing professionals. the principles of the consumer’s behavior. only one brain area would be active. feel and decide: a gift that belongs to the human being orgetting the essentials of marketing and psychology in a neuromarketing book would be a serious mistake. are relatively known for a long time now. it’s obvious that. If this actually happened. at some point in time. it is true that a certain area has more activity than the other. because there is a knowledge basis used with certain efficiency until nowadays and that contributes a lot to understanding the consumer’s behavior. psychology and 24 neuromarketing. It would be absolutely wrong to assert that. we would be dying. thus commanding our . This book is aimed at exploiting the traditional and consecrated authors of neuroscience. That’s what we aim to show on this chapter. It is clear that the new research techniques the neuromarketing offers add too much to the traditional methodologies. Despite the great technological evolutions existing in the neuromarketing world. yet afraid of so many news. but also the unconsciousness of the consumer. One knows that our brain has a wonderful plasticity and that every brain functions take place simultaneously. But. despite critics and skeptics on this subject still exist. making possible for an understanding not only of the consciousness. presented on this book.THE THREE MINDS OF NEUROMARKETING 1 The Three-Brain Rationale Think.

in 1923. Freud built his theory based on the unconscious needs. The first master to be referred to on this book. Therefore. it is more than right to know and evolve in each theory which collaborates to the three-brain rationale. or. The id was described as the place of our primitive impulses. which are always active and attentive. is Sigmund Freud. the id requires immediate satisfaction of these impulses. according to him. the ego and superego work in different levels of consciousness. PRINCESS AND MONKEY decisions whether for a rational. We may say that the id system is our inner animal. thirst and sex. His entire study was based on experience and recollections of his patients’ childhood. the superego and the ego. as you prefer. of human motivation and personality. we decide irrationally. which are the main causes. The id is the unconscious reservoir of our impulses. we simply don’t think or feel. 25 immediate satisfaction. or biological impulses. There is a constant movement of recollections and impulses from one level to the other. diagnose and interpret the brain. without regarding the possibility of undesirable consequences. without effectively considering the means to obtain it. like our most basic psychological needs such as hunger. In such state. creator of the personality structural pattern. the id. According to Freud’s structural theory of mind.EINSTEIN. Freud stated that human personality is composed of three interconnected systems: the id. Focused on the principle of pleasure. undoubtedly a landmark in modern psychology. The state for survival is complete. Another major factor of the id is the capacity of searching for We should remember that Freud did not have at his disposal the high technology currently found to monitor. emotional or impulsive process. mainly the sexual ones. on analysis of the dreams and the specific nature of the mental and physical adjustment problems. we only execute. . and with honors.

that’s why the name reptilian. The reptilian brain. irrational decisions. the R-complex. so that we may live in a socially acceptable fashion. preventing it from becoming an excessive 26 controller by the emotional side. placing risk to the individual’s personality as a whole. as if the ego had a filter avoiding the worst. friends or any other emotional relationship. or as called by MacLean. We may construe that the superego is a personality moderator. threat and danger states. such as family. preventing the id from taking decisions by impulse. also called basal brain. let’s to the triune brain theory. MacLean proposes that the brain could be divided into three different brains: the reptilian. With the ego we may control the superego. This first level of brain arrangement is only capable of promoting simple reflexes. which occurs in reptiles. in a healthy and safe manner. By evolving in the concepts. Inadequate desires are restrained. The reptile brain. However. because it evolved from the id. and consciously. mainly based on his beliefs. as soon as it finds the appropriate circumstance. Guided by the reality and rationale principle of understanding things. The superego is the id’s protector. in his book The Triune Brain in evolution: Role in paleocerebral functions. which the citizen obtains in his ecosystems. Remember the id from Freud’s theory and try to put into context with the reptile brain. the superego does not avoid an emotionally mistaken decision. living groups and culture. which was published in details in 1990 by the neuroscientist Paul MacLean. So many similarities. It is also the source of guilt and fear of punishment and has as its principle the moral and the codes of conduct. use the id. fear. The ego works mainly at the conscious and pre-conscious levels. the ego takes care of the id impulses. although it may also contain unconscious elements. isn’t it? .THE THREE MINDS OF NEUROMARKETING The superego has a partial consciousness and is aimed at guiding the ego in the social relations. the limbic complex and the neocortex. is compulsive and its impulses are activated in the alert. which became a unique contribution to the neuroscience. which regulates the basic elements of survival.

because by definitely burying MacLean’s theory. temporal lobe and occipital lobe. Such limbic complex corresponds to the brain of most mammals. amygdala. because the brain is extremely plastic. in which the needs of a lower level should be satisfied previously to the needs of a higher level. Physiology of the brain involves the thalamus.EINSTEIN. This system is divided into lobes: front lobe. they carry with it the whole basis of psychiatry. generates feelings of sexual desire. by contextualizing with Freud’s pattern. The rational brain is what differentiates the man/primate from the remaining animals. hippocampus. and they suggest that such theories would be an act of romanticism by MacLean. this is a classic example. technically separated. 27 Many critics do not agree to separation of the intellect and emotion. which leads to expression of the general emotion. including in the time line. it’s quite flickering the fact that both theories. calculations and the creativity itself. Thanks to the neocortex the man can develop the abstract thought and is able to generate inventions. are so close and complementary. the similarities do not end up and now we shall contextualize with another major behavioral theory. We fully agree to plasticity of the brain. However. The instinct of reproduction. Maybe the neuroscientists should be a little more romanticists. the ego promotes many characteristics in common with the neocortex brain. After noticing the similarity between Freud’s and MacLean’s theory. The brain proposed by MacLean has a strong sensorial and emotional bond with the superego of Freud’s pattern. derived from Freud’s theory. etc. . hypothalamus. The neocortex brain regulates the emotions of the limbic system and is capable of understanding the formal and symbolic language. with the presence of an attractive member of the opposed gender. parietal lobe. PRINCESS AND MONKEY The limbic complex allows for the basic survival processes of the reptile brain to interact with the elements of the external world. Everyone has to “scale” a hierarchy of needs to reach their self-accomplishment. The Maslow’s need hierarchy is a hierarchical division proposed by Abraham Maslow. but we cannot leave without mentioning the major contributions of Freud and MacLean to science and neuromarketing. Once again.

social. engagement or marriage.THE THREE MINDS OF NEUROMARKETING The needs described by Maslow represent a set of five in the pyramid: self-accomplishment. the primitive man searched for safety in the caves to be protected from animals that threatened him. thirst. . in addition to having the needs of esteem. in animals. Of course. positive or negative. sleepiness. such as a date. safety and physiological needs. let’s check the first two needs of the pyramid: physiological and safety needs. being part of a club. View once again the compatibility of behaviors with the id (Freud) and the reptilian system (MacLean). Initially. The individual needs to have full access to conscious knowledge for the accomplishment of such desires. such as the chameleon. having and keeping a family. Such physiological and safety needs are found in animals. Additionally. such as a stable job. which changes color to hide from a predator. threat and danger factors are those which cause them to search for safety systems. which range from two areas. The human being himself cannot have such interaction. devotion and feelings such as that of belonging to a group. However. having a relationship. Yet in ancient times. View now the compatibility of behaviors with the superego (Freud) and limbic system (MacLean). a healthcare plan or life insurance. the self-accomplishment needs. The safety needs. esteem. the feat. what Maslow created is fantastic. excretion and shelter. The physiological needs – any animal has it – represent hunger. between individuals. 28 The social needs or needs of love. emotional exchange is required. Today. acknowledgment of our personal capacities and acknowledgment of the others in view of our capacity to adapt to the functions we develop. Finally. in which the individuals tries to become that which he may be consciously capable. which range from the simple need to feel safe inside a house to the most elaborate forms of safety. Such functions are clearly perceived in the ego (Freud) and neocortex (MacLean). sex. In both of them. affection. nowadays the stuck rationale of sequentially scaling up or down is no longer supported.

Patrick Renvoisé and Christophe Morin. by receiving the money. There are no fixed rules or standards in our brain. has become world reference in consultancy. the decision-maker brain. Renvoisé and Morin created a sound sales methodology with the “old brain”. Renvoisé and Morim describe that the consumer has three brains. sorry to tell you only now. PRINCESS AND MONKEY he would be realizing that people freely traffic through their needs. show for the first time to the market the neuromarketing in a simple. and that the change from one state to the other occurs in . According to the statistics of an individual who wins the lottery and is poor. managed by Renvoisé and Morin. logic and rationale. analysis. Let’s review the concepts then. instincts and unconscious impulses. responsible for our emotions and feelings. training and neuromarketing research. Finally. . because we know that’s not exactly how our brain works. After presenting all such theories. 29 Much more than just development and evolution of the threebrain rationale. is responsible for our consciousness. responsible for the rational and logic information. which is that of self-accomplishment. a brain which feels. without the rigid hierarchical control.EINSTEIN. responsible for processing our emotions and feelings. mainly to continue reading this book and for its perfect understanding. to wit: . using as basis for their studies the same principles of Freud’s. The company SalesBrain.The “middle brain”.The “new brain”. MacLean’s and Maslow’s theories. and goes straight to the higher scale. responsible for decision. However.Understanding the “Buy Buttons” in Your Customer´s Brain. says good bye to the needs and the hierarchy itself. didactic and practical way. There are times in which our brain potential is more rational. We have an alleged brain which thinks. authors of the book Neuromarketing . and a brain which decides. we may get to some major conclusions. emotional or instinctive. The “old brain”. responsible for our decisions.

because representation of the brain behaviors fitted like a glove on the names Einstein. creativity and. And the Monkey. Welcome! 30 . Princess and Monkey. The Princess. Einstein represents rationality. that is not true. The time has come to present the great protagonists of this book: Einstein. sorry to the neuroscientists. has animal behaviors. The task to create the names of the archetypes. an animal which despite of being a well-evolved mammal.THE THREE MINDS OF NEUROMARKETING millionths of seconds. a positive emotional state. We cannot call it a human emotional state. question them and why not evolve them. which shall be presented as follows. It’s undeniable that the target audience of this book is comprised of marketing. Our brain loves the playful and the use of previous knowledge elements helps our memory in the learning process. which has sex also with the cubs. despite its importance in building our concept. I suppose that repeating brain areas in the book all the time would demand excessive scientific appeal. but also an unstable emotional state. I had no doubt that using archetypes on this book would be the best strategy to make understanding of subjects which derive from was not difficult. or believing the frog may turn into a prince. a constant emotional state. why not. in the loving world of neuromarketing. And. Well then. geniality. we shall not work on this book with the three-brain theory. I must confess. the basic to the complex easier. Princess and Monkey. communication and sales professionals. I imagine that neuroscientists may purchase to gain knowledge of our research methodologies. craziness. such as the bonobo monkey. this would have a boring language for a nonexpert audience who is eager for news. which are not rational. always longing for the good.

Source: Ipdois Neurobusiness © 31 . thank you for the introduction. Remember I’m not Freud’s ego or only the neocortex of MacLean. I am Einstein. let me introduce myself to the reader. A mental potential which commands your rationality. intelligence. Now. among other conscious processes. which really differentiate us from other animals.EINSTEIN. Hello. I’m simultaneously guided by the emotional processes. creativity. PRINCESS AND MONKEY Figure 4: Einstein Peruzzo. by animal instinct and genetic guidance.

joy and pleasure as well. Source: Ipdois Neurobusiness © 32 . An emotional mental potential. Remember I’m not Freud’s superego or only the limbic system of MacLean. animal instinct and genetic guidance. but I have my times of happiness.THE THREE MINDS OF NEUROMARKETING Figure 5: Princess Wow! I’m so thrilled to be here! I’m the Princess. I’m simultaneously guided by the rational processes. which is usually in negative emotion state.

PRINCESS AND MONKEY Figure 6: Monkey I’m the Monkey. basis of your genetics. A mental potential which commands your instinct. Source: Ipdois Neurobusiness © 33 .EINSTEIN. I’m behaved when Einstein and the Princess guide me. but simultaneously guided by the emotional and rational processes. I’m an animal impulsive potential. Remember I’m not Freud’s id or only the reptilian brain of MacLean. dangerous and promiscuous things. Alone. I’m capable of doing animal.

they hardly abandon your consciousness. their major behaviors. Don’t be surprised if. use of the characters. ! ! ! 34 . methodologies and researches are essential for understanding the contents. they were born and will die with you. and if I may say so myself. because. due to easiness of the archetypes created. I’ll be very proud with the success of Einstein. will be inevitable. the approaches to the characters represent exactly your thought. their interactivity in the concepts. believe me. on the daily routine. Thus. As the father of the characters. we’ll meet the universe of each character.THE THREE MINDS OF NEUROMARKETING In the next chapters. because. during the book. the Princess and the Monkey. many times.

because it is somewhat directly related to you for a long time. through natural selection. for now. sex ends up being the primary source of its vital energy. exercises exactly what its species represents. it . Then let’s go! The Monkey. no rational at all. in order to understand its interaction in the contents offered on this book. you’ll get to know the Monkey in a more neuroscientific view. It does everything to protect its species and. even previously to your birth. because it is even capable of killing. It is quite naughty. because such order comes from its genetics. by its nature. mainly. and our roots. There are thousands of genetic markers the monkey brings 35 chapters of this book is very special. our genetics. but. it’s important to know its basic behavior. because by facing their problems and solving them. he character Monkey. Its behavior is selfish. it essentially struggles for itself.2 The animal mind UNIVERSE OF THE MONKEY The Monkey’s universe doesn’t fight only. It is clear that. and is concerned about its survival. which will follow you in all itself. little by little. such experience was passed from generation to generation. Basically it lives to reproduce. it’s important to understand that our neural circuits were recorded and adapted for thousands of years. an animal behavior. thanks to the genes. with no regrets. Since our ancestors. Talking about genetics. because we are talking about our instincts. It loves to live in groups and when someone threatens it.

mainly using a simple language. or suddenly blushed of shame in an embarrassing situation. . Despite the fact that it is not intelligent. experience. Remember that 1/3 of Among the Monkeys there is no social class. it is prepared to fight with all its strengths. the brain of a newborn comes prepared to recognize faces. situation. through rights and wrongs. Efficient neuromarketing strategies to reach it should be careful in the visual process. its decision by impulse saves lives every second. The rich or the poor. mainly those learned in childhood and adolescence. go to the bathroom… well. they all need to reproduce. pain. Let’s call such magical state the Old Monkey. However. for example. Check the important of the genetics in the Monkey’s behavior. even with less than 10 minutes of age. I’m sure you’ve been through tachycardia. goes to the battle. satisfy their basic needs. with shapes and images already known to it. danger or realizes an urgency 36 our brain is dedicated to vision. However. if it receives a sign of fear. tasks that would require too much energy in the past. not everything is inconsequent in the Monkey. shall be accomplished automatically and with no further effort. anger. Everything that physiologically runs out of our conscious control is absolutely under its control. The Monkey’s major sense is vision. if it notices it can’t bear. if it understands it may face the problem. trying to identify its protector. These are all things of a Monkey. the Monkey impulsively decides to escape or attack to keep alive. The Monkey’s activity state may vary. depends on how the day is for it. consequently. the mother. When there is a dangerous situation.THE THREE MINDS OF NEUROMARKETING with it since birth. The more the Monkey learns. rewards and punishments. such accumulated experience transforms itself into a huge advantage for its existence and. if correctly channeled. threat. Life generates learning and. calmer or more excited. everyone has the same needs. including its life. or escapes.

The Zombie Monkey is characterized by full lack of intelligence. with no interactivity. But. extremely important to neuromarketing.UNIVERSE OF THE MONKEY Then. with the neocortex fully formed. in such case. This type of Monkey represents the compulsive buyers and drug. excess medicine or narcotic users. I’m irrational. There are two main reasons that our Monkey represents the absolute majority of our decisions and behaviors: the advantage of fast decision and efficiency of energy. I don’t think. which regulates reason. Zombie Monkey and Young Monkey.. but everything I’ve lived. or physiologically did not conclude total formation of the neocortex until 24 years of age. that is to say. will make the considerations on the book. These are people strongly connected to the past and fearing changes. welcome to the Monkey’s universe. rationality and logic in its decisions. . I don’t forget. Ethics of those who influence these minds controlled by pleasure and instinct should have much discretion on what one may do to the lives of such people. Did you know there are other three types of Monkey? That is true! We have to introduce to the reader the other three Monkeys. It’s important to remember that even people aged 40 or more. Einstein.. When news come. 37 Hi Peruzzo! Thanks for the introduction. The Mummy Monkey represents all people who spent from 5 to 15 thousand hours of their lives doing absolutely the same thing. I’d like to make clear that I. may also be deemed as Young Monkeys. This is an easy bite for neuromarketing. but without the 10 thousand hours of experience. the Old Monkey. ok. area under Einstein’s responsibility. The Young Monkey is represented by the people who did not reach the 10 thousand hours of experience. they are the first ones to be against it. sleeps in the decision-making process. due to lack of professional and personal experience. Ok. the voice of experience. innovation and motivation. to wit: Mummy Monkey.

Imagine how difficult it would be if you had to think to walk. by knowing the Monkey better.THE THREE MINDS OF NEUROMARKETING As to the fast decision. As a result of optimization of the decision-making process. we have a great brain energy efficiency. get a glass of water or even drive. i. Always remember. it is major for routine decisions of the day by day. our brain works mainly in the automatic pilot. neurosales or for any other area of the corporate management. but mainly in the relationships. providing less work load to the neocortex.e. 38 . in everything we do since we are born. and this is function and responsibility of the Monkey. thus preventing the brain from using additional and unnecessary energy to solve the problems. the personal and professional decisions. will certainly understand its importance. You.. neuroleadership. whether to the neuromarketing.

between liking something or not. Welcome to the complex and wonderful world of the Princess. we get involved with the coworkers in the tasks. i. hat would be of the world without emotions and feelings? Surely. The social connections. she will laugh at your face. If you ask to the Princess what her level of happiness is. friends. but also those we don’t like. Hello! That’s right! Thank you for the introduction. we have relationships with family. goals and gossip. 39 . Whether she likes or not. just give me any stimulus. count on me. I’m really too sensible.3 UNIVERSE OF THE PRINCESS The Princess’ Universe Another major issue is that the Princess is not fussy. children. she has no moderation. derived from emotional processes. The emotional mind actually cause the pulse and the true sense of our professional and personal lives. every person who we love. and I’ll change behavior in seconds.e. there would be no fun. whether she likes or not. she has no moderation. When the subject is emotion and feeling.. and in personal life. Professionally speaking.

So much so that if we take a look at the facial expressions of the Princess. I obey. Such dissatisfaction movement to satisfaction was what actually caused the human being to evolve and get to the place he arrived. how can a Princess be dissatisfied? Yes. new and surprising. Believe it: her world is quite complex. her standard dissatisfaction state. all of us have a Princess who is always dissatisfied. against a positive feeling which is happiness. anger. she is looking for movement. and exactly because of that. She says so. eating anything. logic and intelligence? Well then. with approximately 5% of your decisions. asking yourself: Where are my rationale. and living anywhere. I imagine you are scratching your head. Another 40 major factor is that she is the Monkey’s commander. motivation and satisfaction. that’s under the Princess’ responsibility. they might show sadness. it’s not always possible. there are some characteristics of the Princess. . The general Princess and the soldier Monkey represent 95% of what you do and decide. So much so that when we act without thinking. The princess is the general and the monkey is the soldier. that shows something unexpected. we would be in the Stone Age. But. fear and disgust. which are negative feelings. that many people fail to know. A balanced Princess makes all the difference in the people’s lives. for example. However. such as. happy.THE THREE MINDS OF NEUROMARKETING But. due to the hormonal problems and the dynamics of the neurotransmitters. That’s right! Imagine a general and soldier. by pure emotion. I’m always at the Princess’ disposal. or surprise. Imagine if we had positive expressions and we were always satisfied.

Princess! That was a Strong emotional opinion. rationality and intelligence to balance such messy pair. and you don’t notice it. with no brake. it always supports me.UNIVERSE OF THE PRINCESS They command your life. May I confess something? Oh! I’m telling anyway. We need to know someone as fast as we can. That’s amazing. We also need logic. I know the Monkey is your best friend. someone called Einstein. 41 . I love the Monkey. because it does what you want. Calm down. Princess and Monkey. mainly in the worst times. who tries – I said tries – to out order on the Princess’ house. it is my best friend. but that can’t be so.

A very important situation of Einstein is that he thinks coldly on his answers. we should feel privileged of having him with us. which historically reflects the emotional histories. theoretical and systemic way for this book. which represents the decisionmaking behavior by impulse and based on animal instinct animal. setting emotions aside. Peruzzo! Thank you for the introduction. rationally and logically. what would be the ideal name to represent our supreme intelligence in planet Earth? I have no doubt. I hope to contribute in a classic. but without putting creativity aside.THE THREE MINDS OF NEUROMARKETING 4 The Einstein’s Universe The rational mind et’s meet someone very special. I’d like to introduce you to Einstein! Nice! Our Einstein understands causes and effects. logic and intelligence characteristics. showing to the readers the scientific side of human knowledge. and the Princess. Differently from the Monkey. because if we consider that only the human beings have the rationality. 42 . Hi.

due to merely irrational attitudes. and then May I take part in this conversation? 43 . analysis. The Zombie Monkey is unleashed! And there’s more. buying much more than they should.THE UNIVERSE OF EINSTEIN When the subject is imaginary structures such as creativity. Sure. and the front lobe under Einstein’s responsibility is committed. in a mere traffic discussion. be my guest! If I don’t control the Monkey and the Princess. intuition. capacity of reasoning. preventing decisions from being taken by impulse. only by emotion and animal instinct. no one can stop the Princess and the Monkey. even one of them might get dead. then. I remain without action. the Monkey and the Princess. However. We may say that Einstein acts as a brake. which is ordering the house and putting control over two little friends that control 95% of our daily decisions. Alright. It is also important to talk about the effects of drugs and alcohol in you. people may physically fight. a filtering device. being in debt and totally complicating their lives. then the party gets started. Just a few glasses of beer. because the people get fully extroverted. I’m the one who prevents you from stepping out of the car and fighting with someone. Of course that under drug or alcohol effect. remember Einstein is responsible for all of them. since people end up by being more aggressive. That’s right! The consciousness under Einstein’s responsibility should control the automatic systems and spread a control over them. verbal language and capacity to choose. we should be clear with the greatest objective of Einstein. Einstein.

don’t forget to thank your Monkey and the Princess. 44 Despite Einstein’s rationality. Many times we don’t have the knowledge required for some task. Einstein. when you have an incredible idea. systematically continues to make mistakes. rationality and intelligence. When I decided to put such name. due to lack of use and study. no one knows what’s going to happen with the Monkey and the Princess. should not be called Einstein. But we also have the other side of the coin. An important detail in relation to the name Einstein should be disclosed. mainly through the left hemisphere of the brain. in spite of having a special place in their minds reserved to logic. . Would you like to have a tip? When your Einstein is tired or limited. at some point in time. for the hard work made during a long time in the backstage. even thinking he’s right. always trying to give order and reason to the things. Therefore. Then. understand that borrowing someone else’s Einstein may be a good choice. but maybe Mister Ignorance.THE THREE MINDS OF NEUROMARKETING no one can stop them. months or years. and freely delivered. because most of the times the ideas and solutions were processed by the Monkey and the Princess in a silent manner in the unconsciousness. takes credit unfairly. even when there is none. with the alleged rational intelligence. because there’s a lot of people who. It’s a vow of credibility to all people. both unleashed. which could demand too much time of learning. many times. that was homage to the intelligence of the human being. to Einstein. it’s very important for you to know that he. during days. Einstein loves to make justifications.

THE UNIVERSE OF EINSTEIN 45 .

let alone the conscious one   ! ! ! .The client is not in charge.

” Steve Jobs 47 .“People don’t know what they want until you show them.

Old Monkey. professionals and admirers of marketing: the customer always comes first. the neuroscience clearly shows that 95% of our decisions are unconscious. A sentence so much spoken and repeated that makes us believe that really the customer has an essential and special strength in the market. 48 basically the consumer’s consciousness. .THE THREE MINDS OF NEUROMARKETING 5 The client is not in charge! The customer first! Is it true? ho does never heard that famous and known sentence. which is under Einstein’s responsibility. during our lives we are taught that the customer is the boss in the market and that without his opinion nothing works! That’s it. If the traditional researches have the limitation to access And once again we have the impression that the consumer is the almighty and that he can change the course of the world. But is it true? We also hear: the customer is the boss. define new products and guide companies with his wonderful opinions. Monkey. it seems logic that 5% is not a highly relevant percentage to understand what the customers actually need and desire. Those are decisions made by you. But. in partnership with the Princess. which turned into a famous quote for students.

Am I not important to the product and service development process? I was thrown to only 5% of the entire decision-making process of the customer. Believe it! The successful companies win not because consumers ordered products or services they long so much. At least. but Such percentage is quite severe and we don’t understand how the traditional marketing professionals may accept. if the consumers don’t have conscious access to all sources concerning their decisions and behaviors. feathers and spangles. I’ve been more valued! .THE CLIENT IS NOT IN CHARGE! Therefore. The customer is part to the product development process. But the truth is: the customer is not the boss! Peruzzo. quietly. a reality quite different from the one we used to believe appears. it’s clear that the customers cannot tell us clearly why they do it and how they do it. What happens is that. this is one of the reasons for 80% of the products launched nowadays to fail. which the traditional marketing loves to show. The summary we have from such scene shows that the rule today is that the products fail in their release and the exception represents the successful products. a reality of an illusion world where we thought customer were actually the protagonists. you are despising me. a paradox in view of what we believed to be the absolute truth where the traditional researches managed it thanks to the masterful opinion of the customer. such mortality rate. Certainly. with no masks. 49 he is not the core process point. Our limited capacity in understanding what we want is so obvious that seeing skeptic people to such statement is scary. but because they are competent in offering something the customers never thought they could ask. by having contact with the real world.

in 1886. The customer’s opinion is summarized in liking or not. The pharmacist John Pemberton. the design. IBM (USD 155 billion). the beverage which is nowadays the meaning of absolute success in the beverage market was sold for the first time. emotional and dichotomic opinion. in the city of Atlanta. After we have the idea of a product or service. He wisely sent samples of his syrup to Jacob’s Pharmacy to test the customers’ opinion. in which the customers allegedly should request such companies or products to exist. Let’s see the classic case of Coca-Cola. whether with traditional or neuromarketing researches. on May 08th. Was it you who asked Coca-Cola to be invented? Obviously not. Surprise! Virtually all companies were created thanks to intelligence. it means the research helped. I don’t get it.THE THREE MINDS OF NEUROMARKETING Einstein. research a little and try to discover how they were created. trying to create syrup with carbonated water in vain. Now. don’t get me wrong. United States. . 1886. was not enclosed for months in his house cellar. at most. The sole and exclusive creation of Coca-Cola is due to its entrepreneur John Pemberton. and it wasn’t born from the customer. According to the brand value research carried out by Brandz. If the customer tested the product. the most valuable brands in the market are: Apple (USD 182 billion). adjusting the creation. McDonalds (USD 95 billion). it’s obvious that we should validate it. Wouldn’t it be developing a product with customer’s assistance? Princess. I understand your point. but naturally helped testing the final product. without essential help of market researches. Finally. an 50 We are talking about the original idea. Google (USD 107 billion). Microsoft (USD 76 billion) and Coca-Cola (USD 74 billion). But let’s exercise our brain a little. The customer did not invent Coca-Cola. intuition and geniality of their entrepreneurs. The customer only helped.

the company changed the package of the New Coke and re-launched it with another name. cultural inheritance and image. surpassed those of the New Coke in the supermarkets. but three months after the release. the Coke Classic sold 10 times more than the New Coke. which took two years and cost USD 4 million before the new formula could be defined. Coca-Cola. The decision was changing the taste of Coca-Cola. because Pepsi started to have a market share that was of concern. came back to the shelves of the supermarkets. But Coca-Cola itself offers us a lesson on how it has total sense. with a sweeter and softer taste. without knowing what he was drinking. But we here raise a question under the point of view of neuromarketing: did someone inside Coca-Cola question that . Therefore. Time had come to kill the original 51 formula and release the New Coke. and further 30 thousand tests with the final formula of the taste chosen by the customers. Something should be done to stop growth of its major competitor. in 1985. mainly in the supermarkets. The customer was key: in the blind test. In 1987. by two to one. In 1990. Coca-Cola made the largest market research ever done in the company’s history. instead of the original formula. Coke II. Even using a millionaire communication strategy. In 1989. Coca-Cola decided to make a market research to learn preferences of its consumers. the New Coke had good sales. That was the end of the amazing release based on consumer’s opinion. now Classic. The figure of the Classic’s sales. in the beginning. The marketing professionals believed the failure of the New Coke was due to lack of perception in relation to the consumers’ feelings as to the history. An extraordinary volume of 200 thousand tests to determine the taste of the soft drink.THE CLIENT IS NOT IN CHARGE! We agree that this story that the customer is not the focus of the attentions bothers a little. In 1985. the Coke Classic was once again the major brand and leader in the US-soft drink sector. 60% of consumers preferred the new taste. package. the research was perfect. In order to validate the research. 52% considered it better than Pepsi.

necessarily. while Mateschitz wandered during his trip. of the strategies occurring on a daily basis and which are not. no sales volume. mainly for the reader to have a clear and why not. 52 Another history even better: how was the credit card Diners Club Card created? In the 1950’s. I only move for pleasure and immediate reward. so that after a while. By that time. the card’s owner could pay the bill.THE THREE MINDS OF NEUROMARKETING the huge amount of salt Coca Cola used at that time. imagine a mid. among other stimulant substances. No reward. on occasion. That’s a danger! That’s why. how much did the Austrian Dietrich Mateschitz spend in market research to have the idea of such energy drink? Not a penny. the customer unconsciously thought it better. in nature. it means he can be manipulated and deceived as well? For example. Old Monkey. he discovered. Frank McNamara was eating in a restaurant in the city of New York and realized he had forgotten his money and his checkbook to pay the bill. That’s the case of Red Bull. critical view . prevents you from getting sick of the product? That’s the point! The failure of New Coke was taking sodium out of the product. Take it easy! If the customer cannot actively take part of a product research. good to the market. The neuromarketing is in the whole market process. caffeine and taurine. Every men for himself ! But there are other successful cases where the customer did not take part of the marketing research. more pleasure. approximately 50 mg of sodium in each 350-ml can. we want to show how important it is to read this book. he did not consume as before. against 39 g of sugar. During a business trip to Thailand.and small-sized company. . Being sweeter. which encourages the brain reward system offering pleasure in each gulp. he had the idea to create a card in which the owner’s name would be recorded. but on the daily routine. By the way. and still uses. a liquid containing. deceiving Einstein and leaving the Monkey to take the decision? I’m an animal. If Coca-Cola can commit a great mistake in its market researches.

is freely chosen. then see the failure of sales.” How naïve. academic It’s not quite that. What happened? Everyone was wrong. that’s the rule: I copy what I like. what do you do? In the technology area is not different. I buy products to be beautiful and I don’t care about the beauty of the other women. and market quality? I think they need to understand a little more of Neuromarketing. It was very curious the Who’d have thought that one of the main stimuli of a woman when buying cosmetics is not derived from her need to be beautiful and smell good. I run from what I don’t like. In summary. and we’ll learn in the next chapters how its changes the people’s behaviors. whether to offer the best product or to deceive the consumer.THE CLIENT IS NOT IN CHARGE! but the use of the tools and methodologies by the professionals who master such techniques. Check them out: . but from a brain impulse derived from fear of being ugly and not being accepted by the beauty standard established by the society. fact that the great technology experts used their intelligence and expertise to decree the announced death of iPad even before its release in the first semester of 2010. By seeing an ugly woman. selected by the website Business Insider. 53 .Randall Kennedy (InfoWorld) | “Believing Apple may be successful where everyone failed is ignoring essentials of IT. What was the logic and criterion to have such absolutely mistaken forecast. This is called mirror neuron. Princess! Try to make an ad of cosmetics with women out of the beauty standard set by the market itself. Doubts? Be ready. We separated some absurd forecasts. said in the release of the Ipad. Imagine! I buy because I see a beautiful woman in the advertisement. even being experts of the highest. It has no sense.

In the first semester of 2011.Jeremy Keplan (FoxNews.Jason Cross (PCWorld) | “If Apple wants to change the world with the iPad and popularize a new category. always offering in the right time the stimulus for production of the dopamine. are an undeniable success.Donovan Colbert (TechRepublic) | “I think iPad will be recognized as the Apple TV – a product Jobs should have left in the paper. in its new versions.” .” . the current figures of the iPad are quite different from the negative forecasts by the 54 experts.” .” . the message is clear: Apple lost its magic. responsible for our brain reward system. Apple is expert in managing our minds. including iPad mini. if I can offer little by little. Do you know why the experts were wrong? They believe too much in their intelligence and do not consider management of expectations.” . making us loyal customers to the apple brand. An unique success in the electronic segment. Steve Jobs showed the result of the first year of iPad. pleasure neurotransmitter. accounting for 15 million iPads sold only in the first version.Charlie Sorrel (Wired) | “But what Steve Jobs showed us yesterday was actually a little more than a giant iPhone. why offering everything the customer wants. Offer everything at once and kill your successful product in the first version. it will need to do better. Isn’t it. In summary. Today. Nokia N95? .Dan Frommer (SAI) | “Apple fans waiting for the next revolution – or might get disappointed. mainly of a special place in the brain called nucleus accumbens. causing the product lifecycle to be bigger. 90% of market share in the tablet industry and availability of 65 thousand applications.Paul Boutin (VentureBeat) | “Tablets will fail in becoming the next thrill.” Against everything and everyone. in each version of the product.THE THREE MINDS OF NEUROMARKETING . such information is obsolete and the iPad.com)| “Call it iPad or iPlod.

to hide a big problem.THE CLIENT IS NOT IN CHARGE! Why do 80% of the people who invest in the stock exchange always lose. They Einstein. The big fever now is with the websites that promise discounts through collective purchases. after the TV commercial that was almost a brain wash offering that product that would save your life? So. Once again. and the real discount the customer receives is many times insipient. Of course that the less knowledge and access to information they have. hear or read. Peruzzo. However. the mirror neuron and the emotional decision. whether to show an opportunity. placing the acute urgency sense in your decision-maker and irrational brain. becomes a Zombie Monkey quite fast. through a well prepared neuromarketing strategy. because there’s something going on and may not be positive. mainly. most of these products get to the consumer’s house and are not used. believing everything they see. Remember the product you bought by telephone. double your attention. What about discovering that most of the offers are actually for those who sell. even a PhD in anything. but at the time of the purchase through the telephone. Or are there strategies to set me aside in the decision-making process? . or who knows. sensational profits? Clear lack of market knowledge. Everyone is victim of the Monkey and makes decisions by impulse. you are right. Do you know why? Because the product pleasure and its consequent distribution of dopamine did not occur in its use. No one does public relations out of a sudden with no implicit strategy. When the president of a publicly-held company grants an optimistic interview sounding as a winner. it seems no one has consciousness and intelligence. the more people are susceptible to the mass manipulation strategies. when encouraged to purchase something he did not need. and end up offering to the remaining 20%. They are a real mania in Brazil and the world. 55 Another teasing.

Many individuals think this is all an absurd? It depends. But. will have control over his business. somehow. from a simple pie in the corner. with low serotonin level. undoubtedly important. To make things worse. mainly in a time where competition is fierce. on how we buy and make our decisions. even if for some minutes. The offer has powerful mechanisms to guide the customer’s decision. dopamine was released. The more offer our mind knows. sad people or even depressive people. One tip: why not using for both reasons. The problem is that the debt sticks for days. guide our daily choices. but not the essence. It’s like it were a big information system that could manage our preferences and. offering a little bit of dopamine. and naturally has a balanced financial life. The one who sells better. because the person who buys better has control over his money. What people will do with all pieces of information of this book. whether to sell or buy better. most of them based on the study of our brain. has more profit and. it’s extremely important that you read the next chapters. brain reward system. were used in this chapter. the greater is its control in our decisions. among others. on purpose. The high technologies involved in the neuromarketing strategies are more and more sophisticated. If you recognize some of the terms that. 56 . As if the high technology to monitor our preferences was not enough. up to the purchase of an automobile or a real estate. should be under their responsibility.THE THREE MINDS OF NEUROMARKETING put so much urgency. serotonin. well-being neurotransmitter. every day we are faced with new discovers. When you bought. as possible. that you were afraid of not having the product. and now without the illusion that the customer is the boss. tend much more to buy by impulse. mirror neurons. trying to deceive the brain. it’s time to understand that the customer’s opinion is a part of the decision-making process. such as dopamine. don’t forget the ethical limits involving these techniques. naturally. in order to reduce the depressive state. and that you would become the worst of all if you did not buy it.

designed by companies which are revolutionizing the way to carry out products and services to the market.THE CLIENT IS NOT IN CHARGE! These are basic and essential issues to understand the neuromarketing strategies. 57 .

bas .

ic .

Basic neurology for marketing professionals .

“Brain: an apparatus with which we think we think.” Ambrose Bierce .

If the human neocortex were flat. has the skull any interference in the folds? It’s too ugly to see. it’s obvious that 62 . on occasion. it would be huge. so much so that a large neocortex distinguishes from all other animals. In fact. which is in the part behind the brain –. exactly because the neocortex differentiates it from the brain of the other animals. the human neocortex is so big that it fully covers the entire rest of the brain – except for a bit of the cerebellum. it became the most evolved region of all mammals. Of course. during the brain growth. which we associate only with the human being.THE THREE MINDS OF NEUROMARKETING 6 Neocortex mentally complex activities. because such folds serve exactly to increase the neocortex area. However. such as reptiles and birds. such folds appear. Then. in the brain evolution process. Just because there is a pressure against the brain. The great manager of our Einstein he neocortex is undoubtedly the most important area of the human brain. An interesting characteristic of the neocortex is its wrinkles and its furrows. and makes possible for Boy.

which takes most part of the human being’s lobe.html • iimages •123RF Stock Photo It is related to the amount of planning and increased consciousness the human beings have. In humans. 63 .com/photo_13524635_illustration-of-parts-of-the-brain. it represents approximately 76 % of the brain volume. the great brain manager. The anterior part of the frontal lobe is called pre-frontal cortex. language and high consciousness level. Figure 7: Brain lobes.NEOCORTEX such a mass would not fit inside a skull without folds. Even so. The most important is understanding that the neocortex is the controller. If you think it ugly with such skull protection.123rf. in addition to having that quite characteristic reddish color. The frontal lobe is located in the front part of the skull. imagine it without it. most of the mammals follow their instinct and do not live in differentiated social groups in a complex way. temporal lobe and occipital lobe (Figure 7). Source: http://www. Better not think about it. The primates in turn have complex hierarchies between the male and female genders. Only the mice and small mammals have a flat neocortex. parietal lobe. It allows for an advanced behavior level. in addition to the capacity of analysis. The neocortex is divided into four major lobes: frontal lobe. especially the social behavior. cerebellum and spinal marrow. It tends to be larger in primates than in other mammals and naturally bigger in human beings.

those described as V1. The fact is that if the visual system has a lobe dedicated to The parietal lobe is behind the central cortex fissure and has neurons that receive sensorial information from the skin and the tongue. all of them nearly entirely dedicated to the vision processing. you need high sensitivity to the touch and guide the motor control to carry out the activity efficiently. in a conscious and complex control of the social life. V2. The major sensorial production factors from the skin (tact.THE THREE MINDS OF NEUROMARKETING The human beings may change their environment. This area processes the visual information which is sent to the brain through the retinas. such activity. posterior. The occipital lobe has many areas such as 64 processing for objects and standard recognition. V4. because for a simple task such as tying the shoelaces with a notch. let’s learn the following positions of the neocortex: dorsal. V3. The upper and upper mid-central face of the temporal lobe receives hearing input from the thalamus. temperature.There are some major terminologies of how the neocortex is divided. In order to understand better such division. The temporal lobe combines hearing and visual information. mainly in the skin. and the pain receptors) are retransmitted through the thalamus to the parietal lobe. movement and perception of depth. anterior.. The occipital lobe is in the back of the brain. such as detection of colors. which transmits information from the ears. The mid and anterior parts of the temporal lobe are also involved in the recognition of the faces. ventral. The lower part of the temporal lobes executes the visual These sensorial functions are very important. in search for their own goals and have relationships with hundreds of other people. etc. in addition to processing sensorial information of the eyes and ears. it shows the importance of the visual process in the lives of the human beings. .

which contains over 200 million fibers. just the names are a little scary. It seems easy. Dorsal is the upper part of the neocortex. It seems too complicated. with the limbic system. ventral is the lower part. imagine your forehead and posterior is the back part of the neocortex. near other brain areas. We know that we use both hemispheres for virtually all tasks. Both hemispheres are connected by the corpus callosum. for example. much deeper. The left hemisphere is that which controls the right of the body. 65 . but it’s not. of a neuro-scientific forum. Peruzzo. This is only a basis..NEOCORTEX We also cannot forget the neocortex hemispheres. I need to know it. but our reader. the left hemisphere processes the specific data and the Congratulations. explain in an easier manner. The brain is comprised of the left and right hemispheres. right one perceives the world as a big frame. This hemisphere is also specialized in the language and reasoning based on rules and analytical abilities. Some studies still use the terms. Thus. The right hemisphere controls the left side of the body and is best in recognizing the visual and perception standards. Please. Anterior relates to the front part of the neocortex. who wants to specialize in neuromarketing. at least is no longer ashamed of taking part. and that even with the left hemisphere being used for guided It’s not difficult. rostral for anterior and caudal for posterior.

associative. analogic.html • medusa81 123RF Stock Photo Einstein.Right hemisphere: fantastic.com/photo_13322375_human-brain-left-and-right-functions. geometric.THE THREE MINDS OF NEUROMARKETING tasks. . Finally.123rf. dissociated. it also involves creativity. to planning and association with the future.Left hemisphere: realistic. such as thinking in a new strategy to win a videogame. magical. synthetic. Related to analysis of the whole. without mentioning. the genetic guidance. of course. the studies related to dominance of the hemispheres suggest such characteristics (Figure 8): . since indication that the people exercise one hemisphere more than the other is strong. concrete and practical. However. many neuroscientists and psychology professionals use some specificities of each brain hemisphere to develop training and development programs. cognitive. logic. intuitive. Related to analysis in parts. would you like to say something in this special time of introduction of the neocortex? 66 . conscious. arithmetic. Figure 8: Characteristics of the right and left hemispheres. unconscious. creative. analytical. reproductive. recollection and association with past and present. Source: http://www.

one needs to introduce a very special area. the thalamus. my activity becomes much more present in the neocortex. However. but the thalamus deserves a very special attention. which makes connection of all sensorial routes of the brain. 67 . In spite of my mental state composing inside the brain plasticity all areas and functions. we shall be talking of the importance of such communication central of the brain and all unconscious and emotional functions. Einstein.NEOCORTEX Sure. Perfect. Soon.

mainly because it literally interacts with the entire central and peripheral nervous system. Not by chance that the word thalamus comes from the Greek tholos. mainly at the time of hiring specialized consultancies.THE THREE MINDS OF NEUROMARKETING 7 Unconscious and Emotional Structures applying existing technologies and naturally developing a minimum neuroscientific language to understand such fascinating and wonderful new neuromarketing world. which means entrance door. because it is the communication central of our brain. which effectively a neuromarketing manager has the obligation to understand. for the neuromarketing study. The most sensational of the thalamus is that in addition The central point of neuromarketing ou have seen the importance of neocortex to the brain. but let’s focus on the main ones. then it spreads them to the whole brain. Princess and Monkey. There are dozens of important structures to be exploited. 68 . The thalamus has a core task for our survival. The first and major structure in which we shall go deeper is the diencephalon. It receives all sensorial and emotional stimuli. mainly to the neocortex. But the time has come in which we must meet the structures that show the importance of our characters. a part of the brain located under the neocortex which is comprised of the thalamus and hypothalamus.

When the subject is regulating the appetite. That’s right! The Monkey controls the peripheral nervous system. The brain amygdala. I put the Monkey to work. but Einstein and the Monkey vitally depend on the ideal operation of such structure. nose and throat. it’s redundant.. It’s also not by chance that most of our decisions have an emotional characteristic and the participation of the thalamus for directing the stimuli received is extremely important to understand the neuromarketing strategies. and also the heart the emotional changes related to the hypothalamus activity. Please. in addition to making the connection between the nervous system and the endocrine system. take good care of it. the production of hormones. now it’s my turn. which is directly involved to the emotional processing and especially interacts 69 . the sleep and the sexual behavior. Please. we may understand All right. if the thalamus has any deficiency. and through skin conductance.. don’t forget the function of the thalamus is something under my responsibility. beats. the hypothalamus goes to action. When I receive this information from the hypothalamus. I agree that the thalamus is under your responsibility. which is the amygdala. there is a very important area in the communication process between the Princess and the Monkey. acting in the activation of several glands. Princess! For you to have an idea. We cannot forget that the hypothalamus controls the body temperature.UNCONSCIOUS AND EMOTIONAL STRUCTURES to receiving external stimuli. but there’s nothing to do with the amygdala located in the path between the mouth. people totally lose consciousness. it is used by many areas of the neocortex for communication. Nice. But. Princess.

basically existing in all mammals. These structures are highly associated with the thalamus to control the behavior and functions such as the motor control.. respect the Princess. The hippocampus receives information of nearly the entire neocortex. and that probably existed even in the dinosaurs. mainly. These areas are part to a system known as limbic system. they will have reduction of their capacities to react or avoid fear situations. we shall make decisions by pure instinct. Now we know the importance of the thalamus and the hypothalamus.. fear. as well as the functions of amygdala and the hippocampus. discontent. We also have near such system the hippocampus. sadness and. which are essential in planning. known as base ganglions. which is responsible for production of dopamine in the brain. The limbic system evolved in humans incorporating the memory to control the global behavior through the hippocampus and the amygdala. are directly related to its activity. happiness. This limbic system is powerful! Then. one for each hemisphere. because she is controlling this whole bunch. The base ganglions have several nuclei. 70 By adding inside the limbic system a past memory and past experiences. arrangement and execution of movement. but if people suffer damages to the amygdalae. responsible for storage of the long-term memories. It’s curious. emotions and learning. Gee! Now I know where the commands come from so that I may execute.THE THREE MINDS OF NEUROMARKETING with the pre-frontal cortex to generate and process the emotions. but let’s highlight the black substance. cognition. Let’s meet some very important areas which are under your responsibility. But I will not let you out. such as the sub-cortical brain structures. a neurotransmitter that causes . Feelings such as anger. Monkey.

the mesencephalon. I have some value! Old Monkey. no Old Monkey. The black substance is also part to a major brain complex: the mesencephalon. Boy. It is responsible for the motor coordination. Is it true? That’s good! It means I’m not that dumb. For example. remember your origin. run and jump.UNCONSCIOUS AND EMOTIONAL STRUCTURES pleasure in human being and. balance and voluntary movements. a meal rich in glucose. and that it has several functions and subsystems. I heard them say that this system is under my responsibility. as well as is comprised of two hemispheres. Over Yeah. 71 . who’d have thought. the human cerebellum is involved in widely complex cognitive functions. These areas are essential in the formation of your existence. Another structure related to the Monkey’s behavior is the cerebellum – term that comes from the Latin and means small-sized brain. Without them. We depend and much on this system to ride a bike. As a conclusion. 10 thousand hours of experience. but in this book we’ll not go deep in those areas. don’t be like that. Old Monkey. Here’s the tip for the reader to look for further information on this system. consequently. fat and sodium becomes a trigger so that this area may produce dopamine. such as the musical processing. Promoting the dopamine production becomes one of the major goals of the neuromarketing strategies. is important in the reward and addiction process. known as cerebellar hemispheres. play soccer or volleyball.

THE THREE MINDS OF NEUROMARKETING 8 Hormones and Neurotransmitters The consumer’s chemical behavior here is something invisible to our eyes. we are talking about the hormones and neurotransmitters. They are produced in a 72 . Old Monkey. are chemical substances under the responsibility of the endocrine system. I’m not exaggerating. where the neurotransmitters act. calmer or at peace. so that we may regulate our humor states or our emotions and so that we may direct our lives. They seem to be. but they are not. in turn. whether for the stagnation. are the hormone and neurotransmitter the same thing? Is it true? to buy more or less. The hormones. The neurotransmitters are chemical substances which the neurons produce. The synapses are the junction point of the neuron with other cells. which guides us Answer me something. to be sadder or happier. complex systems which are very important to our nervous system. everything unconsciously. to eat like desperate people. because I’m a little dumb. No. success or failure. so that there may be communication between the cells.

but in this book. the pleasure period provided by dopamine is relatively short. What are the main neurotransmitters that can influence my animal behavior? There are many of them. the organism itself produces substances/brakes. for induction or inhibition in other organs or body regions. Understand? Therefore. the customer will feel pleasure. have or use a product. which demands a basic understanding of the neurology study for the neuromarketing professionals. The nucleus accumbens. they are very important to the neuromarketing. the antagonists. 73 . together with the black substance. And the human being was not made to feel pleasure continuously. It prevents these sensations continuously. but also when the individual has the expectation to buy. Just a detail. Hormones regulate our organs. after perception of the enthusiasm. by waking this area up. Their function is exercising a regulation action. but for the neuromarketing the pleasure and addiction behaviors in the Remember. Now you’re talking. The dopamine has several functions. brain are very important. That’s interesting. However. The neuromarketing understands that. directly responsible for the rewards and motivations. which are aimed at inhibiting such feeling. we’ll focus on serotonin and dopamine. the organism produces a brake in the dopamine production. is where the largest stocks of dopamine in the whole brain may be found. Old Monkey: the neurotransmitters and hormones cause different behavioral and emotional states in people. which is not only buying a product that there is release of dopamine. A neurotransmitter acts in the neuron communication. pleasure and euphoria. Peruzzo.HORMONES AND NEUROTRANSMITTERS specific organ. released and transported directly by the blood or by other body fluids.

such as for example. Just the fact of promising a future reward. It is also produced by women while they are breast-feeding their children. in order to compensate for the depressive state. the hypothalamus is under my responsibility. it’s my turn. you may have release of dopamine. sometimes. mentioned as the love and relationship hormone – during the orgasm. But that doesn’t work. cortisol. it is possible to That’s right.THE THREE MINDS OF NEUROMARKETING That’s right. many times. which provides a dopamine release and.. a prize. even without receiving the product. The major ones for the neuromarketing and which are referred to in this book are: oxytocin. be motivated and encouraged to an action. melatonin. 74 . even worse. offers a provisory satisfaction state – a relief to the depression state. The cortisol is a response to the individual’s stress level. In relation to serotonin. the production of oxytocin increases.. everything returns to the previous state and. Many people. this is quite an important neurotransmitter. The oxytocin is a very special hormone. adrenaline. We may have pleasure. High cortisol levels demand an attention state by the nervous system. eating and spending more money. Depressive people were attested to have a low level of serotonin. What about the hormones? After all. That’s the easier hormone to measure and handle in the neuromarketing. Now. such as excess food and even becoming compulsive consumers. Upon collection of the saliva. because it effectively regulates our humor state. end up by having compulsive attitudes. Princess! One of the functions of the hypothalamus is production of hormones. in the short term. related to the fight or escaping state. estrogen and testosterone. Soon.

but may also have a biological origin. which has the same function. without sleeping. The estrogen. Remember that many of the problems you may have are not only psychological. which directly affects the serotonin neurotransmitter – and that’s when the depressive state acts again.HORMONES AND NEUROTRANSMITTERS measure the cortisol level of the volunteer in relation to the advertising. with Einstein still under no full conditions of consciousness of the environment and little serotonin. aromas or food. We hope this basic summary on neurotransmitters and hormones encourages you to know a little more on your 75 biology. when was the last time you made a complete hormonal examination? . the product or even perfumes. are responsible for emotional behaviors of interest to the neuromarketing when the subject is the gender war. By the way. The melatonin is produced by the pineal gland and is very important in the sleeping process. but in the male reproduction system. People who don’t sleep enough do not produce enough melatonin. the consumer becomes an easy bite. keeps appropriate operation of the female reproduction system. and the testosterone. Why do you think the retail stores’ sales are always in the dawn? Obviously. hormone which promotes development and sexual growth.

I have the power. in April 1908. we can save lives and provide better life quality to people.THE THREE MINDS OF NEUROMARKETING 9 Genetics By the power of the past. something extremely serious. 76 . derived from a very strong force. playing God? Princess. and thanks to the genetic information. was the first to use this term to describe the variation and heredity study. like. The genetics study allows us for understanding the essence of our behavior as a biological being. By causing to be born. God is important to everyone and it’s not by chance Willian Batesson. Or not! ause to be born! It’s the meaning of the Greek word “genno”. also in mine. which is genetics. But we are talking about something scientific. that you’re the one who manages such belief in people’s brains. we have biological and behavioral traces. What is the influence of genetics in the neuromarketing? Don’t you think you’re dealing with something too superior.

what to say of the DNA. called double helix. My pleasure. Everything starts with the cell. or deoxyribonucleic acid. comprised of sugar and phosphate. Then. it is possible to make a regressive investigation of up to 150 thousand years. indicated that my ancestral composition is 99. my genetic mapping examination made by the company 23andme. which we may call DNA. and they have different functions. Marcelo Peruzzo. in spiral format. Where do the monkeys come from? Gee! Then.. Thanks to the DNA mapping. Peruzzo. The DNA basis. Imagine a bent and twisted ladder (Figure 9). if you could put the data gathered from your DNA one after the other.GENETICS Knowing our essence and the evolution itself is fascinating. it means I can know the origin of my most remote relatives. we would have 6-meter length data. for me.7% European. could you provide us with a brief explanation on what’s genetics? 77 . arranged by two long wires. and each of them has in average 20 thousand genes and the genes have small-sized parts. and see the nature’s magic. the ancestral genetic lines disappear. allows for a fantastic trip to this unlimited world. I’ll go further. Our body has approximately 50 trillion cells. in addition to showing the probabilities I have in relation to hundreds of diseases. The genes are located in the nucleus of the cells. This is revolution. is called nucleotide. because previously to that. it fits only one cell. And the study of the deoxyribonucleic acid. which is the most basic structure of the body. If a cell is already microscopic. or as known as DNA. Sure! For example. it must be impossible to see the DNA. The nucleotides have a differentiated shape.

The DNA contains four chemical bases: Adenine (A).123rf. Me.THE THREE MINDS OF NEUROMARKETING The steps of the ladder are comprised of the base pairs and the sides of the ladder are comprised of sugar and phosphate molecules. G. Guanine (G). nearly everything has DNA. in human beings. the letters A. : What are the DNA base pairs? They are the famous letters you see in genetic sequence. C and T are always present. What privilege does the human have in having this type of code? Source: http://www. Figure 9: Double helix. The DNA.com/photo_12477612_dna-helices--isolated-on-a-whitebackground. contains about 3 billion pairs of chemical bases. which describe the specific language of our genetic code. Cytosine (C) and Thymine (T).html • kornilov14 • 123RF Stock Photo Human being? Old Monkey. When you make a human genetic analysis. you or an apple. 78 .

and the bananas. Old Monkey. according to 79 If this will cause an impact in relation to ethics. Look how interesting. we are obviously not equal. the chromosome 8.. whether in relation to you physical appearance. Congratulations. Thus. the chickens. I have no doubt. 30 pairs. Each gene is comprised of chromosomes. the monkeys have 21 pairs. to your behavior. specifically the SNP rs4950. the chimpanzees have 24 pairs. a pair of chromosomes. upon availability of the DNA examinations. 39 pairs. or.GENETICS But that’s not only it. And the most intriguing: between humans. neuromarketing? In a near future.5% of the genes. The difference between humans is the polymorphism of single nucleotide. You must be kidding. 11 pairs of chromosomes.e. we may understand what is the marker (SNP) you really are. However. . Do you mean someone may be born to be a leader and other people don’t? That’s life. also. we share approximately 99. with the genotype AA (Adenine and Adenine). would have a trend to exercise leadership. known in the scientific world as the SNPS. Did you know that there are over 10 million SNPS. Einstein. the research carried out by the University College London (UCL). the cows. we’ll certainly have genetic segmentations in the structure of a marketing campaign. Did you understand the importance of genetics in the I understand it. i. Human beings have 23 of such pairs.

because you’ll learn with memetics that even an individual who does not have a leadership SNP. But nothing in life is deterministic. but even the President of the Republic. In the next chapter.THE THREE MINDS OF NEUROMARKETING I don’t understand. you’ll understand better this biological determination. and fight for or against our genetics. through the power of the environment and his interaction. The great privilege of human beings is the fact that we are the only ones in the planet to have an Einstein. may be not only a leader. 80 .

Old Monkey. The first time the concept of meme was mentioned.10 I copy. family and mainly by the media. the memetics is dynamic and unpredictable. we will discuss the memes. depending. They’re quite strange! 81 . by Richard Dawkins. you copy and he copies MEMETICS Memetics But what’s a meme? I know plenty of these on elieve me now. paradigms and scientific theories. for your management. and the study will show how important it is in your life. of course. in 1976. corporate culture. by imitation. No. because it is marked by the destiny of your biology. on his book “The selfish gene”. Facebook. it’s a culture unit. There’s nothing to do with the Facebook memes. For us. mainly in the neuromarketing. a behavior or an idea that may be passed from individual to individual and from generation to generation. on your Einstein. These complex sets of memes may be represented by the political ideologies. you have the power. While a gene is something you don’t choose. In this topic. The meme is an extension of the evolution concepts of Darwin (1809-1882) on natural selection in the evolution process. religious beliefs.

By the way. . etc. the news is always welcome to the brain. preferably better.THE THREE MINDS OF NEUROMARKETING The concept is quite simple. you’ll realize the effect the meme has in the formation of the consumption habits. your carrier and mainly your pocket. and in equal importance. Many examples may be mentioned to provide concept of a meme. alphabet. arts. the meme is also important. because they were created for the purpose of favoring a third party and not you. if the gene is important for formation of the perception It also happens in the market. There is a factor that the neuromarketing is learning to recognize its potential: every meme created. I understand it. Remembering that better does not mean good. 82 of a person. the most powerful memes are those which damage the human being. Always remember: the brain loves to abandon its own ideas in detriment to the others’ ideas. and your daily habits. it may be also bad for the individual. Is the idea of hell is actually a self-perpetrating meme? Good reflection. because not always the most sold or most famous product is literally the best. architecture. was influenced by the memes. just understand that everything you’ve learned by imitation is a meme. bit for simplification purposes. We may include absolutely everything. If we fear by nature of the unknown or of an animal by genetic determination. After all. we separated the most common ones: the fashion in clothes and in food. slogans. melodies and music. your vocabulary and abilities. Your brain is always willing to change an old meme for a new one. your entire behavior. inherited by the environment in which you live. religion. becomes powerful. using memes that give rise to these instincts reinforces replication. and that has potentially compatibility to a genetic behavior. ceremonies and habits. Getting things a little worse. Then. engineering and technology. Basically. Not always the best meme is the one which wins and the one which multiplies by minds of the whole world. from the time you were born. sometimes the winner meme is that which causes harm to your health. ideas.

the meme is a behavioral standard and may adapt better in some people than in others. In a simplified manner. but ignorant people in the knowledge areas essential for the business management. it may be observed both in the pre-motor cortex and in the lower parietal lobe. susceptible than others. among other areas that manage the companies’ business models. It’s hard to say it. In essence. not the people. there is a strong survival competition between the memes. these neurons were observed in primates. but also some individuals are more The mirror neuron activates a reciprocal imitation act between two or more animals. Is it the same as meme? themselves. the right is to say that the memes replicate I’ve heard about mirror neuron. and waits for the mirror neuron to act. Obviously. but there’s a limit for their reproduction. 83 . Understand better: the people infect the others with their memes and some of them are more contagious than the others. in summary. are the fatal victims of the manipulating memes. so that it may influence your decisions. The meme in turn is a creation of the human being. It is. mainly those dominated by the Monkey. the stock of memes in the mind is limited. For the professor of Tufts University. who don’t have a powerful Einstein. in search of a behavioral change. Initially.MEMETICS However. In humans. the mirror neuron is the meme’s trigger! The meme settles. Therefore. you might have noticed that the environment where the memes are developed is the human mind. which indiscriminately and many times by manipulation. such as economy and administration. a biological virtue of the human being. invades the minds of third parties. Daniel Dannett. This competition is the major selective force in the neuromarketing atmosphere.

THE THREE MINDS OF NEUROMARKETING

In her article “The power of meme”, Susan Blackmore states that the memes have no forecast power. If you ever heard of viral marketing or herd effect, welcome to the neuroscientific explanation.

This is the time in which the viral memes throw a party in our minds. In practical terms, it means you will have a great advantage in disclosing your ideas with the use of the memes. I must warn you that such strategy is used not only to sell quality products which promote well-being to people. Sale of the intangible, such as the memes, filled with fear, becomes the major strategy of groups which sell dogmas and superstitions, such as determination of the world end in 2012. We’ll soon talk about this subject, but it’s important for you to understand that the memes are powerful. Who said they sell the truth? I didn’t. The genetics and memetics bring a huge complication for the traditional marketing researches, which are mainly based on Einstein’s opinion of people. In what market research did you see in the filtering questions, references of genetic order, such as behaviors and addictions – yes, we inherit behaviors also by genetics – and pathologies derived from antecedents? What about those of memetic order? Mainly from influence of the social, cultural and religious groups, so that we may then

Alright! But what’s the use of the memes in the neuromarketing strategies?

Look how interesting, Einstein. While the philosophers face the memes as idea units (rational), the neuromarketing minimizes the effects of their rational dissemination in the minds of the consumers, by means of persuasive communication stimuli directed to the irrational, to the Monkey of each individual. Such attempt to disable the consumer’s Einstein and activate his Monkey and Princess undoubtedly represents most of our purchases, which we think to be rational, but aren’t actually, because we are taken by the unconscious act to copy trends, fashion and styles.

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MEMETICS

understand who is really the individual that will make part to a marketing approach? Envying a person builds negative memes. Similarly, a person filled with bad feelings will tend to answer to a research negatively. Or imagine a person with extremely high levels of cortisol, with acute stress state and impatient, how much time and patience will he have to calmly answer a questionnaire. Similarly, if you don’t consider memetics, imagine make questions on condoms, without knowing, in the first place, what the individual’s religion is. This is all too bad, mainly in researches with small-sized samples. The great advantage of the neuromarketing is that, with assistance of new technologies, mentioned here, it becomes possible to clearly realize the emotional unconscious states of the consumer. Demographic filters serve and are used until nowadays for traditional approaches, because they are actually predictable and easy to manipulate, but believe it, they are basic and insufficient to actually understand who is the consumer. The 85

fact is that 95% of our decisions are unconscious e irrational, i.e., Monkey’s attitudes. We’ve said that and we shall repeat it as many times as required. Only 5% are rational. Genetics and memetics are directly related to irrational and are not consciously perceptible. The terms gene and meme are now known to you; then, you know the importance this dynamic pair has in the consumer’s behavior and, mainly, in application of the market researches.

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THE THREE MINDS OF NEUROMARKETING

How our Memory Works
These are some examples of products and services our brain is used to memorize and that, thanks to the neuromarketing, today may be efficiently planned and mark forever an experience to the customer. All of our past experiences – including information derived from genetics and memetics – define the people’s personalities, consequently the consumer’s personality. Negative memories put an end on brands, products and even people. The positive memories, in turn, generate loyalty and satisfaction. The information captured in the environment where you live is sent to the brain region named hippocampus, which unites these perceptions into a single experience that, as we already

The strategy is to become unforgettable
he way the customers perceive and memorize you, your brand and your products may drastically influence your market success or failure. The memory, conceptually speaking, is the activation of nervous cells in the brain and causes you to remember past events, whether now or some days, months or years later. Your first car, your first computer, an unforgettable trip, your first videogame, a remarkable dinner or that class you never forgot, among so many other things.

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HOW OUR MEMORY WORKS

said, will be solely yours, and, therefore, will comprise your life experience.

environment, that may be represented by means of formal language such as writing and words, whether in routine events (episodic memory) or in new experiences (semantic memory).

I’m different, because I live of the experience and learning by repetition. Is it true that there’s a type of memory that is never forgotten?

The declaratory memory, which is conscious, has three systems, according to the information processing stage: - Sensorial memory, also known as immediate memory, responsible for the sensorial record, which establishes the initial information process, right after the sensorial organs (hearing, vision, tact, tasting, smelling) are activated. As we have learned in the dynamics of the neocortex, the initial registration of such memory takes place in different places, such as in the occipital lobe (vision), the temporal lobe (hearing) and the parietal lobe (tact). And it may last from 01 to 05 seconds. - Short-term memory or operating memory, of which the prefrontal cortex is the main agent. This type of memory is able to keep active in the consciousness, from 5 to 20 seconds, new information received from the external environment, and old

Yes, my friend... Our memory is magnificent, because it allows us to identify the sensorial stimuli and keep this information for future use. Going back to your question, the types of memories are rated into two large groups: - Procedural or implicit memory – the unconscious and automatic capacity to memorize through reflexive and emotional reactions. How can we drive a car while talking on the phone? Ok, this is wrong, but thanks to our conditioned reflexes and the emotional memory, this is possible. - Declaratory or Explicit Memory – the capacity to consciously record the information received from the

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by which the actually important information is recorded and consolidated in a longer period. How will I know whether the information I’m sending in a marketing campaign is causing an effect to the consumer’s brain. However.THE THREE MINDS OF NEUROMARKETING information originated from the hippocampus.. movement and pupil dilation. . there are no strict rules. months. you may see what are the areas of a visual stimulus with greater involvement by a consumer. You’ll see new research technologies in neuromarketing that try and help to discover it. Take it easy.. Interesting! But do these memories work individually or jointly? For example. we use this memory. for a memory to become long-term. and by the eye tracking. And your brain is the one which determines whether the information should be stored for longer. it will have to go through a period in the sensorial memory and a short-term one. through the EEG it is possible to know the level of activity of the pre-frontal cortex to have clues of the shortterm memory. such as minutes. The longterm memory depends in the hippocampus. through the ocular They work together.Long-term memory. It all helps a lot at the time of designing a neuromarketing campaign. When we make simples calculations. which are two structures located deeply in the brain temporal lobes. How will I know what’s the type of memory? 88 . Monkey. years or even your death.

89 . I know that and it’s not by chance that most of the neuromarketing strategies are just focused on emotional aspects. under my responsibility.HOW OUR MEMORY WORKS But never forget that the place where the longterm memories are stored is the hippocampus.

12 THE THREE MINDS OF NEUROMARKETING Which is the Dominant Hemisphere? through a specific content to each profile. leadership. I understand that my students are customers. creative or balanced? he importance of the right and left hemispheres in the brain neocortex surpasses the physiological and biological issues. and expect a quality service. Through a small test. literally invading our behavior. you may know whether you are a privileged that has balance between reason and imagination. in the neuromarketing. However. Understanding the dominant hemisphere of your customer allows for direct marketing campaigns much more efficient. As a professor. when the subject is math and calculation. Another use of such test is related to its application to the consumer audience. Who’d have thought that one day we would be segmenting through the brain hemispheres? That’s evolution! Rational. Let’s practice. it’s possible to understand whether you tend more to rationality or creativity and. I notice that. marketing. 90 . and sales classes. that you can make to know your dominant hemisphere. it is possible to manage with greater easiness the differences of the students in relation to reason and imagination. the thing gets a little more complicated. who knows.

b) Science and math. let’s not waste time and let’s apply the research in you. read the manual? a) No way. If you have just bought a computer. there is an infinite universe of opportunities to make money”. people with the left hemisphere as the dominant. in a financial math class. nothing is perfect in this world. before anything. and urgently apply this type of test. As in the classrooms the students turn into a fruit salad in relation to the personal profile. tend to learn the calculations more easily. b) Reading the habitat and behavior report of your favorite animal. After all. Do you. does this sentence make sense? “Nowadays. Infinite world of opportunities? . friends and relatives. What are the classes you like the most? a) Arts and music. b) Of course I will. employees. the same research may and should be applied to your customers. Remember. It does not mean the individual with the right hemisphere as the dominant cannot learn financial math. a) True. Of course there is! b) False. Then. others in less time and some people are not even able to begin the resolution process. One day the educational process will get there. but he needs a greater time and a different approach. or customer (the academy hates to use the term customer).WHICH IS THE DOMINANT HEMISPHERE? The academic sector should understand better the profile of its student. This type of problem always occurs – some people rapidly solve the problems. But. 91 Let’s go to the test: What is the most exciting task for you? a) Reading a book on an alien creature or any other bizarre situation. To you.

thinks of the future and is quite intuitive. b) Clean and organized. Do you easily lose the notion of time? a) Yes.. for those who answered more times the letter A than B. what was the result? The person has dominance of the right hemisphere. b) No. What is more useful to you when you try to understand someone who speaks a language you don’t know? a) Seeing the gesture of the person and his facial expressions. Nice! What about those who answered more letter B than A? The person has dominance of the left Your room is usually: a) A big mess. Einstein. 92 . b) Using a book of phrases or a dictionary. i. uses imagination a lot.THE THREE MINDS OF NEUROMARKETING When you read a magazine.. b) Starts reading from the beginning. b) Writing. This person is more realistic. What about those who had the result too close. a) You turn the pages for what interests you.e. and proves to be a more creative person.. the number of A’s and B’s was quite similar? hemisphere. rational and logic. organized. How do you prefer to express yourself ? a) Through a drawing or recording a video.

Don’t continue without doing the test! 93 . it brings professionals and personal benefits.WHICH IS THE DOMINANT HEMISPHERE? This type of balance brings many advantages. as well as its marketing application. for walking easily between reason and imagination. I hope you learned the importance of mapping the dominance of the neocortex hemispheres.

interm .

ediate .

Technologies applied to neuromarketing research .

“He therefore who doubts and yet seeks not is at once thoroughly unhappy and thoroughly unfair.” Blaise Pascal .

the brain sends signals to the skin and increases the level of perspiration. It is divided in sympathetic. 98 . Any change of sweat on the skin surface and increased electrical conductance are enough to accurately measure the excitation. known in the scientific world (EDA). For most people.13 THE THREE MINDS OF NEUROMARKETING Electrodermal Activity (EDA) Our autonomic nervous system is responsible for the activation of these reactions in our skin. which awakens rest and calm. responsible for fight or flight activity. when experiencing an emotional arousal. for example. refers to measurement of electrical changes in the skin surface when it receives signals from the brain. that’s what matters to neuromarketing. To physiologists skin is the body that best measure of the sympathetic nervous system. an increase in cognitive workload or an exertion. Anyway. and the parasympathetic. it is even better than heart rate. efficiently measure the excitement. Measuring the excitement process by skin conductance lectrodermal activity. using specific equipment.

for this end. However. in some specific cases. So here’s a nice tip. the left hand to a right-handed person. Typically the hand measured is the nondominant one. it is possible and even recommended. Oh! The units of measurement are microsiemens (μS). Is it possible to conduct an analysis of the conductance in the right hand and the left hand at the same time? And what is the unit of measurement? Now it’s my turn! But how do you know when I’m excited or not? What is my balance point. whether it is positive or negative. my base? That’s a tough question. I have a question. the use of other methodologies combined. princess. Other technologies involved are needed to discover the valence of emotion. qualify and validate the data measured by skin conductance. In this manner we can expect that the conductance of the skin. the most preferred places of neuromarketing researchers are the fingers or palm. 99 . i. Yes.ELECTRODERMAL ACTIVITY (EDA) Hey! Is it possible to know if the excitement is whether good or bad? Look.. Regarding the application of skin conductance in the hand. recent studies show that the left and right hemispheres may be differentially activated under certain conditions. For instance. Of course. the excitement alone reveals nothing.e. such as depression and anxiety. the recognition of facial microexpressions is a great alternative. can be differentially activated. it is needed two synchronized devices.

because large changes can demonstrate some kind of early excitement. calm. which is the baseline. Below the basal. like peace. whether good or bad. it can be applied in sensory studies that do not require exclusively analysis of the visual aspects. It is also very important that the equipment used allows the researcher to observe. The use of technology in neuromarketing is quite broad. . emotion. When the signal normalizes. or any visual stimulus. Finally. The standard procedure in lab is to leave the volunteer at rest up to 15 minutes before measurements or specific tasks. of interest or any activity requiring an increase in the level of 100 for example. everyone has a basal. such as fragrances. Furthermore. Generally it is considered as the average conductance of an individual during rest conditions and in the absence of any environmental event or external stimulus. we generally found the average to provide a baseline of the volunteer. which is higher than the normal level of an individual or the baseline. to measure the intensity of the excitement in an advertisement. not knowing exactly what one is doing. cognition. can mean relaxation and a lack of activation. disinterest or boredom. among other reasons. the excitement of the volunteer in the resting state. or brain activity.THE THREE MINDS OF NEUROMARKETING Old Monkey. anxiety for being in a strange place. we found levels of excitation that reflects an inducer of stress. aromas and flavors. when we observe a level of skin conductance. in real time. In such cases. for example. more time is needed for the volunteer to get into the baseline. as.

and both when stimulated by Functional Magnetic Resonance. So this equipment can access me and find out everything I’m feeling? 101 . it is possible to know the flow and volume of blood. The principle of the basic operation of Functional Magnetic Resonance is to analyze the behavior of the blood which carries oxygen from the lungs. which is described as BOLD signal (Blood Oxygen Level Dependent). different from the blood that has already released oxygen to the cells. but in deeper areas of the brain. in FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI) The unconscious revealedin detail he use of Functional Magnetic Resonance Imaging (fMRI) is undoubtedly the most advanced technology for neuromarketing studies and experiments. Thus. not just in a superficial way as the EEG. demonstrate different behaviors. due to the ability to monitor and capture high resolution images of brain activities.14 Functional Magnetic Resonance Imaging (fMRI) We can say that we have an oxygen rich blood and other oxygen poor. This description also applies to the use of oxygen. addition to locate the sites with higher activity of blood. that’s sophisticated. Wow.

Another major problem is the lack of qualified professionals to analyze the images generated. And now. who have never had experience with marketing. this whole process is embryonic and the effective attempts to understand the behavioral processes of consumers using this technology are. But can a neuroscientist clearly describe what is the area of greatest activity and blood flow. On the other hand. if you ask a marketing professional to interpret a resonance image. market and consumer dynamics. The areas activated in the brains of volunteers was the amygdala and areas related to reward and desire. The researcher Marco Iacoboni of the University of California. UCLA. more like guesses than for clear interpretations and practices. effectively.000 and US$ 2 million. therefore. the result is useless. my dear Einstein See this example. and without proper marketing context. Los Angeles. This is a 102 . An MRI can cost between US$ 500. and thus determine what happened? Only in your world. I’m gonna be honest with you. will be technical and cold. what is the correct interpretation? Just see an activity in the resonance imaging and come to a conclusion? Do the data analyzes and voila! It’s simple. First. In Brazil. did an experiment using the technology of Functional Magnetic Resonance Imaging. not counting the software update that contains specific algorithms of neuromarketing. the analysis That’s where you are wrong. that access to this methodology is restricted. he certainly will not understand anything.THE THREE MINDS OF NEUROMARKETING There are several factors in your questioning. The words “Democrat”. If you hire a neuroscientist. “Republican” and “Independent” were shown to voters without candidate preference in an election. Einstein. Two plus two is four. These brain areas can be stimulated by hundreds of factors.

As I said before. software and professionals really qualified can derail neuromarketing projects requiring this technology. at all. Believe me. What tip would you give to a neuromarketing professional when hiring a research with fMRI? 103 . Second. Another critical point is that the volunteer must stay perfectly still at the time of image capture and procedures require a good operating time. Unfortunately. can have problems at the time of examination. allowing detailed analyzes of the brain. the effectiveness of a research in fMRI. put in your research schedule additional time for analysis and interpretation of data. It is not invasive and. commonly used in X-ray equipment and CT. The main advantage in using the fMRI is that it does not make use of radiation. with algorithms and methodologies that determine preformatted variables as attention level. and most important. do not create expectations in finding in the analysis of fMRI a report with the solution for all your research problems. There are some disadvantages that need to be clarified. and the very own adaptation with the entire system. for example. is completely safe to the volunteer. very important variable for market research. the high cost of the equipment. disgust. The generated images are high resolution. You will get frustrated. which may help in understanding the data collected and their marketing decision. reward among other indicators. yes. being a PhD in neuroscience and marketing does not. Claustrophobic people. sadness. the process is complex. There are companies in Europe and in the United States.FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI) multidisciplinary work that needs various professionals involved in the process. Third.

which has a single plan? Peruzzo. CT actually generates only one plane. MRI creates images from any plan. The sagittal plane is as if you were slicing the bread in its entire length. Of course. if you give a result of fMRI for a new monkey to perform the analysis it is guaranteed that you will have some headache. imagine that you are cutting a loaf of bread to make toast. It’s worth remembering that the current Brazilian legislation on the use of this technology in neuromarketing research is still wide open and without a clear definition of what can and cannot be done. In some countries the use of fMRI is prohibited. just like any monkey that likes visual. and coronal. you are using a visual language to teach the axial. sagittal and coronal planes? I liked it! No princess.THE THREE MINDS OF NEUROMARKETING Is it too difficult to see a magnetic resonance imaging? Is it like CT. But I say again. you like everything that is visual. To have an idea of this plan. MRI generates images in the coronal and sagittal plane. the axial. 104 . can be compared to the various layers of a birthday cake.

Ekman was the responsible technician by. feelings and desires. due to the stimulus. disgust and fear. every second.15 Emotions revealed in the consumer’s face FACE READING Face Reading Paul Ekman is one of the pioneers in the study of facial microexpressions and has been dedicated to the fascinating study of emotions for decades. The good news is that there is high technology to measure facial microexpressions. And that kind of emotional exposure is not always for your benefit. Ekman’s studies were behind the story line. 105 . Besides. rage. since that kind of state reveals absence of a potentially emotional process. It should be also considered in the analysis the period of neutrality. The analysis of facial microexpressions is based on the following emotions: joy. completely escapes from your conscious control. sadness. you expose your feelings to others. The bad news is that. Whenever there was a nonverbal analysis in the episodes. Lie to Me TV Series. ur face can reveal emotions and through this nonverbal language. unconsciously and impulsively. we demonstrate to the world our intentions. which in most cases. surprise.

That’s all. I am just saying that. which decides to accept or reject such product. clothes. by the manual process. I do not recommend that kind of personal analysis. The use of face reading in the analysis of fragrances and flavors becomes essential in order to understand the valence in the positive or negative emotional state. such as sale catalogues. and that kind of analysis. who can analyze the volunteer on the spot or even in a recording. since the human interaction between observer and observed can generate rumors and prejudices in the analysis..THE THREE MINDS OF NEUROMARKETING The analysis of facial microexpressions can be carried out by an expert . publicity. that is very quick. small details can be neglected by the observer. Doubtless. for example. It is about technology with the best resources. We already used face reading in the analysis of tangible products. It is not prejudice. is very difficult. Do you dare doubt the ability of an expert who can analyze someone else’s microexpressions? No. electronic products. the use of specific softwares is the best way to analyze facial microexpressions in neuromarketing research. Is there any applications beyond publicity analysis? Sure. electrical appliances and footwear. since they are microexpressions. And there is another important factor: the synchronization between the emotions revealed by the volunteer in view of 106 . And we go further. Einstein..

tell me… Face reading can be used in the analysis of buyers. that the indicator of joy becomes very present in a face reading analysis. Peruzzo! Happiness is something impossible. my physiological reactions are not going to conceal my intentions. The joy would be the reward of an expectation created previously. In the Ipdois Neurobusiness. It seems natural that we have more negative emotions than positive ones. we use the face reading essentially to measure the valence. which is joy. The use of the most advanced software is essential. There are several negative emotions in our face and there is only a positive one. electroencephalogram and skin conductance. Regarding the use of face reading in the segments of sales and people management. since it stands security for both clients and research team. there is an immense range of opportunities and solutions. you really do not conceal your feelings. members of staff or even in recruitment and selection. Old Monkey. Great. But. Remember that we are dissatisfied by nature. jointly with eye tracking. negative and positive emotional state or neutrality of the volunteer in view of a stimulus. Is this prejudice against happiness? Good question. Princess. Do not expect. This is your biological function. Princess. It affords subject for another book. Even though Einstein and Princess are going to disguise.FACE READING I am confused. 107 .

for marketing ends. Speaking of neurotransmitters. mainly when a wellspring of information is derived of blood collection. there is absolutely no doubt that the faint line between ethical and unethical comes to the surface. serotonin and dopamine.16 THE THREE MINDS OF NEUROMARKETING Salivary Profiles The hormones in marketing action n the chapter about hormones and neurotransmitters. A non invasive and dependable way to understand the hormones is through the salivary profiles. including a complete genetic analysis. . you have clearly understood the importance of those mechanisms in our behavior and how much they affect the purchase process. 108 The blood collection procedure is highly invasive and exposes the volunteer to extremely uncomfortable conditions. so we are going to preclude the measurements of that important pair. Personally. However. of the researches in neuromarketing. it is obvious that a blood collection for measurement of the levels of serotonin or dopamine is available in the Market. The saliva becomes the best way to evaluate the levels of hormones. I go against the use of invasive procedures in neuromarketing researches.

Einstein. estrone. responsible by the level of stress of people. mainly the sensory. The analysis of cortisol is the most common analysis in neuromarketing. the disgust or the rage are activated. such as fragrances and flavors. However. therefore. where the fear. being mainly DHEA. Cortisol’s output is straightly linked to the state of fight or escape. I know my responsibility is the output of hormones by the endocrine system through hypothalamus. 3) It is an exam approved and accepted by the Scientific Community. testosterone. Cortisol is a very important hormone for our survival. The hormones that can be measured through an exam of saliva are diverse. we can understand the level of excitement and aversion regarding a product. The main advantages of the use of saliva in neuromarketing researches are: 1) It does not disturb the volunteer. Sometimes I get confused about understanding which cortisol level makes the positive experience or the negative one. progesterone and melatonin. what can we do about the measurement of cortisol in a neuromarketing strategy? 109 . estradiol. the level of cortisol shows clearly the proportionate hormonal variations by determined stimulus. it leaves us aware to the daily tasks. That’s true. cortisol. 2) The results are reliable. As the verbalization of the level of acceptance of a perfume through a traditional research is excessively subjective. Basically.SALIVARY PROFILES There are many companies specialized in chemical process in Brazil. 4) The collection can be held outside the laboratory.

Having a good night of sleep and being not stressed with others factors also are important conditions for the selection of volunteers of the research. in a significant way. Aren’t you going to tell us about the metric to understand if the cortisol had or not alteration? That’s true. the emotional state of the volunteer. You can be sure that a very significant alteration in the level of cortisol is related to the a product’s aversion. In that case. Another important thing: verify if the volunteer of the research has smoked or drank coffee before the test. and so on. the most minimum alterations of cortisol can signify an excitement. 110 . The variation between a sample and another one will Sometimes you are quite coarse and impolite. There is a procedure for saliva collection. in order to finally understand if the sensorial stimulus has altered or not. Firstly. including good or positive.THE THREE MINDS OF NEUROMARKETING mainly to the dangers. How cortisol is collected? Just spit and get it done? The other samples will be called T1. On the other hand. until the final T. that could affect the result. indicate the alteration in the hormonal levels. the first sample of saliva is called T0. Normally. the companies that do that kind of service offer a special container for saliva collection. Therefore. Your internal monkey is advising you about a situation of danger. in order to understand if the state is positive or negative. you can use the face reading technology. The analysis of the cortisol is held through two or more samples. T2.

since it stays exactly 111 Normally. skin conductance. the eye tracking of eyeglasses. face reading and functional magnetic resonance. Basically. while the conductor is driving. they use monitors or projectors in order to view the stimuli. in which there is contact with the volunteer. for example. there are two models of this tool: table mounted eye tracking. the eye tracking is not an invasive research methodology. Unlike the physiological measurement.17 Consumer’s truth is in his eyes ye tracking is a tool of eye monitoring used in EYE TRACKING Eye Tracking between the stimulus to be researched and the volunteer. The second model. in which the eye tracking works in order to know how much fixations by second the equipment can capture. which permits a more perfected measurement. Is important to know the frequency in Hertz. Normally. also used in assembly with other technologies as electroencephalogram. neuromarketing researches. in gondolas of supermarkets or to validate the panel of a car. is generally used for researches in movement. the variation is of 30 Hz to 300 Hz .

After the research application. So do I. I do. lower. I love challenges. gaze plot and opacity. I created a stimulus. Princess and Old Monkey. In order to explain eye tracking’s analyses. as a cellular or a supermarket’s gondola. carried out fairly to know which of you is the most powerful personage in the visual aspect.THE THREE MINDS OF NEUROMARKETING Einstein. where six copies of each personage in the visual stimulus. that is. left. which help in the interpretation of the researchers as: heat map. In the figure 10. Figure 10: Personages in the visual stimulus The rules should be fair. do you accept a challenge? It can be any visual thing. Since competition gives me a great pleasure. right and in the center of the stimulus. cluster. we are going to use a real research. including real objects. Source: Ipdois Neurobusiness © 112 . totaling up 18 figures. everybody is represented in the upper. homogeneously distributed. we can see the following The first task is up to choose a stimulus for this analysis. graphic results.

Figure 11: .EYE TRACKING In the figure 11. since it is possible to observe. In the analysis of the gauze plot. the opacity is the same analysis of the heat map. however is in negative. the cluster is a specific area with a big number of viewing. The great advantage of that graphic is the facility to verify the points of bigger interest. you can see the movements from one of the participants. but the understanding is zero. In the figure 12. is possible to see all of the eye movements. from the first pull up to the last.Stimulus’ heat map Source: Ipdois Neurobusiness © Figure 12: Stimulus’ Opacity Source: Ipdois Neurobusiness © 113 . shows the percentage of people that set (PPF) in that cluster. In the figure 14. In the figure 13. where eye tracking software creates the area of the visual of the cluster. the heat map is the hot map of the stimulus and shows the areas of bigger viewing. of all of the participants. simultaneously.

the graphic result is more for a big charm. In the research. comes to mind. Princess and Monkey in their different positions become an AOI. See the AOIs created and its respective names in the following figure: Source: Ipdois Neurobusiness © 114 . Source: Ipdois Neurobusiness © Figure 14: Stimulus’ Cluster Let’s see the creation of AOIs. show barely the heat map of the stimuli. which are Areas of Interest of the stimulus. what visually doubtless. each personage. However.THE THREE MINDS OF NEUROMARKETING Figure 13: Stimulus’ Gaze plot Be careful! In the internet and in basic researches. depending on the time of the stimulus and of the objectives of the research. carried out by inexperienced professionals for the use of the eye tracking. so that can be held the statistical analyses in the software of eye tracking. which individually should be renamed. Einstein. than actually for practical and significant results.

Peruzzo.TPF. we have important indicators which the eye tracking measures so that researchers can do their analyses.EYE TRACKING Figure 15: Creation of AOIs C’mon. .QF. that means the time for the first fixation. From AOIs’ definition. mainly: Source: Ipdois Neurobusiness © . In the sequence of the chapter. we used fixed AOIs. where the images are in movement. However is interesting the use of dynamic AOIs in film. that is the percentage of people that set. .DF. you will see the complete research accessing the corresponding QrCode.PPF. the PPF. Those are names of the AOIs that will serve as base for our statistical analysis. There are other indicators. . The Ipdois Neurobusiness did a differentiated analysis of a commercial of insurances using dynamic AOIs. Let’s begin with the chief indicator. tell who is the best personage. that shows the quantity of times the volunteer set determined AOI. 115 . Speak up! Ok. but we must focus in those that are the most important.In this research. the duration of the fixation.

since the percentage of people that set was very short. And the most incredible thing: you stayed in first and second place! Thank you. below 65%.THE THREE MINDS OF NEUROMARKETING It is useless if an AOI has a great quantity of fixations if just two people have fixed the object. the visual analysis becomes more conscious. The ranking of the four AOIs regarding the PPF was: Table 1: PPF of the Personages personage. It must be my charm. Congratulations. and we will consider that the AOI was not attractive. And the Oscar of Best PPF Indicator goes to: Einstein! 116 . time for first fixation. Snobbish you! PPF PERSONAGE Einstein 2 Einstein 4 Monkey 2 Monkey 3 Source: Ipdois Neurobusiness © 86% 76% 71% 71% Now we are going to know who was the champion of the TPF. Always remembering that a TPF smaller than 2. I’m irresistible. Einstein! You reached the greatest number of people visualizing your We will do an analysis of the indicator that had at least 65% of PPF. More than 2.5 seconds signifies that there is a visual appeal by impulse.5 seconds.

Source: Ipdois Neurobusiness © What a show. Naturally.1 fixations 2. From the four first nominated in this requirement.8 fixations Congratulations. I knew it! 117 . the Oscar of TPF is yours. The ranking of the four AOIs regarding the QF was: Table 3: QF of the Personage Monkey 3 Monkey 2 Princess 3 Einstein 2 Source: Ipdois Neurobusiness © 1.2s PERSONAGE QF Einstein 2 Monkey 2 Monkey 3 Princess 3 2. Einstein! You were also the champion in the quantities of fixations. what is.. Old Monkey. naturally. it represents the quantities of fixations. an attitude of Monkey. a high indicator of QF signifies that the people come back PERSONAGE TPF several times for the AOI and that is called attractiveness.0 fixations 1.0s 2. Well.9s 2. Old Monkey.EYE TRACKING The ranking of the four AOIs regarding the TPF was: Table 2: TPF of the Personages It is time to analyze the QF that.. by person. as we mentioned before.0s 1. in a vision by impulse.8 fixations 1. the Personage Monkey 3 is the first and Monkey 2 is the second. visually you are a personage that calls more the attention of the people.

an algorithm created by the Ipdois Neurobusiness. Princess 3 Monkey 2 Source: Ipdois Neurobusiness © 118 . by which we are able to unite all the indicators cited previously and.37 Princess.89 0.THE THREE MINDS OF NEUROMARKETING We just reached the last indicator. we can apply the Index of the Unconscious Potential (IPI).3s PERSONAGE IPI Monkey 3 Einstein 2 0. Remembering that a bigger time of fixation is able to provide pupil dilation.3s 0. The ranking of the four AOIs regarding the DF was: Table 4: DF of the Personages As they were four different indicators.3s 0. more commitment of the volunteers. Let’s see: Table 5: Index of the Unconscious Potential (IPI) PERSONAGE DF Monkey 3 Princess 3 Princess 4 Einstein 4 Source: Ipdois Neurobusiness © 0. the difference among the personages were minimum. As the objective of the neuromarketing is going to find out people’s unconscious state. which refers to duration of the fixation. uniting all of them? Maybe. form a ranking of the personages. the DF.3s 0. How much longer is fixation in the AOI. A smaller DF means that the people have quickly discarded the AOI after the visual contact.94 0.44 0. what shows an emotional state. is there a way to appoint a champion personage. therefore. finally you had a good result. However.

EYE TRACKING But. Finally. Princess and Monkey. audiovisual or printed publicities or any visual stimulus. As we want to know the character which has the best unconscious potential in the entire stimulus (18 AOIs). the eye tracking can be used for analyze Web sites.40 Congratulations. Therefore.75 0. would bring rejection to the PERSONAGE IPI announcement. these values indicate the better position of each personage. this is not the final result. therefore. Its use is unlimited. marks.70 0. Old Monkey! You are the champion regarding the unconscious potential. In a campaign where the objective is not to generate viewing of the AOI as. Therefore. packagings. What is the ideal time for the analysis of a stimulus? 119 . this determines if an AOI reached or not its objective. the message of the interest rates in a publicity by car. And we have the following result: Table 6: IPI of the three personages: We should remember that the most important thing is the research purpose. keep down DF and TF indicators would be the ideal. for example. if the announcer should desired to avoid the viewing of that information. we are going to group the 4 AOIs of each personage and have the IPI medium of Einstein. Monkey Einstein Princess Source: Ipdois Neurobusiness © 0. but be careful: Einstein is quite behind you.

Finding my truth. Sometimes. That’s your problem. Old Monkey. that’s your business.5 seconds. I thought that I would stay out of that discussion.5 seconds. takes charges of the thing and begins to analyze the conscious. we pay close attention to what Old Monkey is seeing. In fact. he is indecent! 120 . including the safety margin. By the first time. a sufficient time. because Einstein. until 2. we indicate at most 10 seconds. That’s invasion of privacy. I should justify many times what Old Monkey looks first without my permission and judgment. Well. after the 2. more and more rational. Damn! You break my legs. the unconscious and the conscious. it is possible to use a technology to understand as our unconscious behaves itself visually.THE THREE MINDS OF NEUROMARKETING Normally. To tell the truth. But there is no problem. The most important thing is to know that a sensational tool called eye tracking exists and permits the measurement.

different mental states. which permits to record the cerebral electric activity. such as: . such as alert states or drowsiness. 121 Technically.The vigil – beta waves. . It is possible to observe through the amplitude of cerebral waves. associated to the attention. However. Everything began in 1848. besides. Today. as well psychological states. Berger is known as the father of the electroencephalogram. The beta wave band is between 13 and 30 Hz. when German physiologist Doktor Du Boys-Reymond showed to the scientific community that the propagation of the nervous stimulus resulted in the sprouting of an electrical current.18 Electroencephalogram applied to Neuromarketing ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING Finding out mental states of the consumer he use of electroencephalogram in neuromarketing researches is very recent when compared with its application in the diagnosis for cerebral illnesses. German neuro-psychiatrist Doktor Hans Berger showed that the human brain also generated such currents and the same could be recorded. the exam of electroencephalography (EEG) is the result of an interaction between the human being and the machine. only in 1929. concentration and cognition. the visual process has a significant improvement. The brain is quite awakened and alert.

permitting that experiences outside the in proportions of 10% or 20% of the length of the distances between the points of reference – násion and ínion in the medial plan and the pre-auricular points in the perpendicular plan of the skull. what generates big interest on the part of the researchers of neuromarketing. by unequal indices and to the right. by equal indices. 122 . The alpha wave band is between 7 e12 Hz.The calm – theta waves. creativity and unconscious memory. The creative energy tends to flow and the anxiety disappears. The points nomenclature is given according to the region or wolf. intuition. central (C). .The relaxation – alpha waves.1 and 4 Hz. The streak of the theta waves is between 4 and 7 Hz. The points located about the medium line are indexed by the letter "z". This system uses 21 points that are marked dividing the skull . associated to the meditation. The results of those waves measured by the EEG and combined through complex algorithms can reveal mental states of the volunteer. environment of laboratory be a reality.THE THREE MINDS OF NEUROMARKETING . used in the mapping of the positions where are set the electrodes to record the signs of the electroencephalogram. temporal (T). frontal (F). in that are located. of "zero". normally. Delta wave band is between 0. as a walk to the mall or to the supermarket. are associated to the deep sleep. Delta is the cerebral wave of access to the unconscious. being the following: frontal polar (Fp). associated to the relaxation and to the internal conscience. the points at left of the medium line. One of the big advantages of the modern EEGs is about its portability.The deep and light sleep – delta waves have the slowest frequency of cerebral waves and. A very important standard procedure is the international system 10-20. parietal (P) and occipital (O).

P3 (parietal left).C3 (central left). . .O1 (occipital left). properly recorded and guarded in a black box because. Fp2 (frontopolar right). Figure 16: Points of the traditional electroencephalogram Source: Ipdois Neurobusiness © Another fundamental point in the use of the EEG in neuromarketing concerns the indicator generated through specific software. F4 (frontal right). we are able to complete the nomenclature of all those points of the traditional electroencephalogram: . T6 (right subsequent storm). F8 (right previous storm). . There are several suppliers and solutions.T3 (left medium storm). T4 (right medium storm). .F7 (left previous storm). O2 (occipital right).ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING Therefore. .Pz (parietal of the medium line). after 123 . . P4 (parietal right).Fz (frontal of the medium line) . so that the researchers can evaluate and measure the results in a marketing way. .T5 (left subsequent storm). . C4 (central right). . since each of them has its algorithm.Cz (central of the medium line).F3 (frontal left).Fp1 (frontopolar left). according to figure 16.

he has an incredibly abnormal capacity to feel happiness and a limited propensity for the negativity. full of sensors. but when feels well. his brain produced levels of gamma waves connected to the conscience. you should imagine the potential of that tool for the use of the neuromarketing. Every day. the secret of the success of the EEG in the neuromarketing is not in the equipment. showing new formulae and discoveries. The French exresearcher that lives today in the convent of Katmandu. published in 2012. With this example. but in the methodology and in the indicators available for the decisionmaking. The exploitation of Ricard’s brain revealed that. the area of bigger activity is the left pre-frontal. Another research of the same University of Wisconsin. It looks like a helmet. When Matthieu Ricard meditated in compassion.  Peruzzo. led by Richard Davidson. The EEG Equipment is really interesting. due to the meditation. if compared to the right. under agitation of distressing emotions. enthusiastic. that never had been related in the literature of the neuroscience. thousands of researches that use the EEG for the neuromarketing are published. a research carried out by the Laboratory for the Affective Neuroscience of the University of Wisconsin.THE THREE MINDS OF NEUROMARKETING all. attention. training and memory. The 124 group of scientists established that his brain produces a level of gamma waves never before related in the field of the neuroscience. energized. Some information are of public domain as. declared that the Buddhist monk Matthieu Ricard is the happiest man of the world. in which shows that the human being. has levels of activity relatively high in the right pre-frontal bark. is today one of the confidants of Dalai Lama. for example. in Nepal. The results showed an activity more elevated of the left segment of the pre-frontal bark of the brain. Does that bother the volunteer? Does that give a shock? .

I must say that is possible to measure the frustration. At that time you bought the Word. An algorithm validated with the client. Excel or Power Point. we are able to find Princess. That’s the secret of the business. A research using EGG must be very expensive. or to even lower to the traditional researches. Princess. What are the points that activate in the EEG in order to know the frustration? How many impulsive attitudes does EGG reveal? Look that! When we talk about the peripheral nervous system. you are so ingenuous. But. did Microsoft inform the source code of the programs? Of course not. autonomous system and parasympathetic. is possible to carry out a research of EEG as an equal cost. In addition to that. the meditation. you will see that I already gave you some tips here about the place in the neocortex. the attention and others behaviors through the EEG. but after the volunteer is involved with the research. if you paid attention to the text. the commitment. 125 . can be worth millions.ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING A little bit of discomfort at the right moment of putting the EEG is normal. Is it already viable in Brazil? Of course it is. with scientific publication. You never inform the strategy for free. I saw a video in which is possible to measure the frustration of a client using the EEG. Depending on the equipment and of the objective. where we find the positive and the negative emotional state. he forgets that he is using that equipment.

It is about the security for the volunteer and. mainly. By the way. risks. The use of the skin conductance. techniques and details of the research. you can confuse the interpretation of the facts. Another important point. A tip: as the EEG is the nearest technique to a medical procedure. this is practically an obligation. And the most important thing. The unique use of the EEG limits too much the results. face reading and other measurements permit an analysis more concise of volunteer’s unconscious perception. it would be better if the research project was sent for approval of an Ethics Committee. is that Of course! By the way. you always bother but never help. is advisable to exempt him from the experiment. It is important that the volunteer have a good night of sleep. is it possible to use the EEG combined to other technologies of neuromarketing? nervousness. The consumption of stimulating beverages as coffee and energy drinks must be avoided. 126 . as anxiety or Peruzzo. It is not recommended the use of conditioners or gels. for who is hiring research. and that we should not forget. each volunteer should sign a term of free consent and be advised about objectives. therefore. some procedures of recruitment are necessary. The use of the EEG by the volunteer is painless and does not offer risk to his health. If you stir yourself during the experiment or create a lot of noise. some behaviors or uses of inadequate substances can interfere in the result of the exam. eye tracking. however. the hair and the scalp should be washed with neutral soap or with shampoos that not contain moisturizing oils or silicone.THE THREE MINDS OF NEUROMARKETING out a little bit about you by the EEG. if the volunteer shows evident emotional alteration.

ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING 127 .

Essays and reflections about neuromarketing’s world .

” Immanuel Kant .“All the human knowledge began with intuitions. then passed to concepts and finished with ideas.

19

THE THREE MINDS OF NEUROMARKETING

Bread with Hamburger

The customer is not the boss!
t is not so easy to adjust consumers’ desires. It becomes worse when we talk about food. Here, I think we got into real trouble. Let’s go for a simple test, carried out over 200 times in classes of MBA, where the result, unavoidably, was the same: is not the client that orders but the offering, since the strategies of neuromarketing are known. The professor asks you to imagine yourself as the owner of a snack bar in a university. Someday, you are going to do a market research to know what your clients, that is, the students, are going to eat in the break. After a short analysis of the facts, you have the following result: 130

- 25% of clients want chicken snack; 20% of them want cheese pie; 10% want meat pie; 5% palm pie; 15% want meatballs; and 25% of the clients prefer another snacks. Your problem begins with the stock. How are you going to manage so many ingredients to dispose that diversity of snacks? What about the manual work to be taken every day in order to produce that huge range of options that costs a lot for the merchant? That kind of thing that will increase the final price of the product… What to do? Would a neuromarketing action be able to change the final result? Well then, you should believe in this possibility.

BREAD WITH HAMBURGER

The professor asks you to imagine the publicity that he is going to tell:
“You go home very hungry, after 4 hours of class, and go straight up to freezer, but finds nothing. Suddenly, you see a juicy hamburger in your front, asking to be fried. You catch the hamburger with lot affection and put it on the frying pan, you add oil and light the fire. You begin to listen to that noise of fried food, and you taste the smell of the hamburger, that urges you to eat it. The hamburger is mouth-watering, so you catch it with a fork and carry that marvelous trophy, straightly to the most delicious bread of the planet, and when you hold tight, it does a "croc" of breaking crust. Then you catch a knife and open the bread. In that moment, it sounds like the bread calling the hamburger: come for me! Come for me! And you obey! But before, you pass the mayonnaise in the bread, well slowly. After that tasty ritual, you put the hamburger in the bread and realize the oil of the hamburger is mixing up with the mayonnaise, making a sauce of exquisite color. But it does not matter. It is good and too pretty. The cheese appears in your hand and you spread it all over the hamburger, and it melts soon. There is no way. You must close the bread, observe gods’ delicacy, close the eyes, bring the bread near to your mouth and savor it promptly! That delight, the best bread with hamburger of your life. Unforgettable."

Excuse me, but I bet you are tasting the bread with hamburger. It’s magic, isn’t it? After the whole dramatization of the bread with hamburger, made by the professor, is thrown the question to the students: what are you going to eat in the break? The results pierced but, normally of 90% to 100% of the people do not want pie anymore, or meatball or croquette. They want bread with hamburger. And what did you learn with that? You probably learned that a client is always willing to replace his "meme", a preformed opinion, by another better "meme". I am sure when you learn how to do that, you are going to sell bread with hamburger, or what you want and whenever you want.

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THE THREE MINDS OF NEUROMARKETING

Peruzzo, I want bread with hamburger. Where to buy? I’m starving. Why did you that to me? I was so happy with a pie or a little croquette. And now I just can’t help thinking of the damned bread with hamburger.

That’s your problem, Old Monkey, but I can assure you one thing: when you get a bread with hamburger, it will be the best thing in the World. And remember: just change your clients’ “meme” and guarantee the success of your sales strategy. That’s the tip: is not the client that orders, but the offering that knows how to manage and awake the unconscious desires of the consumers.

132

20
A quarrel between reason and emotion

TROLLEY DILEMMA

Trolley Dilemma
We go to the first setting: you are in a sidewalk and see an entirely out of control trolley, coming a slope down at high speed. Soon, you see five workers doing the maintenance of the tracks. There is a lever in your side that can change the route of the tracks, for an alternative road. However, a worker is also tidying the track in that road. The situation is urgent and it is worthless to squeak, jump or do another thing, since the decision must be taken in seconds. So, what would you do? Well, my friends, I need your cooperation, Einstein, Princess and Monkey. What would you do in this situation? 133

he Trolley Dilemma has been studied for years by psychologists, neuroscientists and studious of the human behavior, but I am going to give a differentiated emphasis to the subject, taking into account the attitudes of our personages Monkey, Princess and Einstein For those who do not know the Trolley Dilemma, he was created by biologist and anthropologist Marc Hause, and puts people in a paradoxical decisive process, in two distinct settings.

THE THREE MINDS OF NEUROMARKETING Good interpretation. I understand your decision... Congrats! I surely would haul the lever. 134 . the only solution is: you push obese person in the tracks.5 seconds. I also would pull the lever. It is logical! But we’re going to the complicated part now. Hey. with the friction and the noise. I don’t know what I would do. the setting two. since a dead person is much better that five. You are in a bridge and see an entirely out of control trolley coming a slope down at high speed. I would be a hero by saving workers’ life. Soon. And by the visual aspect of the situation. I assume the role. you see five workers doing the maintenance of the tracks and in your front. I believe that I would leave the Monkey pull the lever. is going to diminish the speed. Besides. Monkey. I am confused. Folks. What would you do? Push or not push? When the situation is an emergency and the decision must be taken within 2. what to do now? nothing. there is a very obese person. fellas. My God! It is very difficult. That sorrow! But. Killing a person! After all. and will save the five workers. I pushed and I participated straightly of the process. Einstein. There is not time to do Wow Einstein. Princess. therefore the trolley. Imagine the family of the worker who died.

full of emotions. 85% of people affirmed that would pull the lever. locked… The trolley already passed and you killed the five workers. the logic it is the same. In the research driven by the anthropologist. Mathematically. You find so easy to push an individual for death. So much drama of the Princess. even saving other people? What about you.TROLLEY DILEMMA Are you seeing this. sometimes. Firstly. naturally. And then I take the remainder. in the first Peruzzo. those three personages believed an incessant battle in their mind and. Princess? You stayed digressing a long time. I would run. The most important thing in the dilemma is that in all of the moments of their lives. many things in the setting 1 as much as in the 2 and the result is the following: a person dies and 5 are saved. Because workers do not belong to your group. things in our lives are illogical. I am going to save my life. Monkey? Man. This Monkey… Always selfish. biological and mental equilibrium. And if the trolley catches me… Worse for me. What about you? Do you push it or not? Einstein. only 12% would push obese person about the tracks. possess personal and professional competitive advantage than others. 135 . you did not even into account to push the obese one in the tracks. Push at once! setting. those that possess an emotional rational. In the second setting.

their brain. that is. in Brazil. you never saw so much people involved by the fear. with the possibility of the world finishing in the legendary date of December 21th. abducting people’s tonsils. but when 12% of the Americans. or .21 THE THREE MINDS OF NEUROMARKETING The End of the World in December 2012 better. at least. what is. in the State of Goiás. or participated of collective retreats. The ground disappeared for many people. as predicted by the Mayan calendar. I dare to say that was the most despotic strategy of neuromarketing in the last decade. particularly from neuromarketing one. that hundreds of people decided to build special houses in order to protect themselves from apocalypse. lamentable. 2012. Soon. approximately 35 millions of people – according to research carried out by the French institute Ipsos – believed faithfully that the world would finish. You can find exaggerated when we deepen in this matter. In terms of neuromarketing. Extremely afraid by the need to seek some help. the end of the world yielded billions of dollars for those who had used the collective fear for 136 The biggest immoral “shot” of neuromarketing of the decade he end of the year of 2012 was marked by social movements that stirred up the interest of all scientific community. you should understand like those people. as what happened in Alto do Paraíso. it became so emergent. was involved by the story line.

For visibility. a paranoiac citizen. squads and communities. due to the absence legislation. but the installment stands. Depressing. the world ends. It is not exaggeration. a TV Show Host of the United States.. with the call "An exuberating End of World .Enjoy 12/21/2012". on November 18th. where became chance leaders. They were hundreds of books on this matter. Just do it. where the adventurer would be able to give a small entrance. 2011. Their last words. Harold Camping. did the prophecy saying world would finish exactly On May 21st. by some period and.. Just see what happened with fanatic Jim Jones. were: "Die.00. We’ll put an end into agony". today live as if nothing had happened. and some of them with marvelous visual effects. Recently. die with some dignity. I can’t afford naming apocalypse movement leaders. recorded in audio in the tragic day. Ridiculous! Therefore. famous by his personal interpretations of the Bible and Christian doctrines. There was that travel agency. with his differentiated voice. so that I would give more highlight for those criminals. But. Malicious individuals that know how to use less informed and unprepared people in order to create groups..THE END OF THE WORLD IN DECEMBER 2012 making money and a lot visibility.. drunk and drug addicted who had the complete control about his followers. unfortunately. 900 followers committed collective suicide. is that possible? In an isolated place in Guyana. several movies. 137 . and the balance in to nine rates of US$ 223. His calculations based in the Bible just failed. 1978.

this big president died in 2004. assumed in 1981 and left the presidency only in 1989. 2011. Old Monkey. Einstein. Harold Camping retired and today does not lead your evangelist radio anymore. as of 1980. That’s cyclical and always occurs each 20 years. we would have 8 billion of people in He abducts people’s tonsils and nothing happens. My wistful father. Alberto Peruzzo. Failed! 138 . your turn? What a ridiculous forecast! Ronald Reagan was elected in 1980. the elected president of the United States will be murdered or will die in his position. In 1980. called Family Radio. without abduct the tonsil of nobody. who honored his passage on Earth with a lot work and education to his children. This man collected millions of dollars of his followers for divulge the end of world all over the planet. gave me a book called "Are we entering now in the final 40 years of Earth?". Almost there? No! He failed. I can imagine the sorrow in the end of 70’s of an individual who had to read a book by Russel Norman Champlin without access to the information we have today. Unfortunately.THE THREE MINDS OF NEUROMARKETING He justified the error and promised a new end of the world on October 21th. and nothing happened once again. Earth. since the book is dated from final 70’s: In the year of 1980. That’s right? The scientific forecast is: we will arrive to that number only in 2025. My question is: Is that all? I present some great forecasts of these Gentleman. Ashamed for his ridiculous apocalyptic forecasts.

139 . Failed! In 1999. Peruzzo. I saw nothing of different in the last years. it is up to you. Old Monkey. Princess. should the duration of the day be modified? Princess.THE END OF THE WORLD IN DECEMBER 2012 In 1982. do you know many things about astronomy and physics? I am irritated with so much lie. since the Soviet Union will throw many atom bombs. where are you? The probable date of the third world war. phenomenon that occurs each 179 years. what do you say? An asteroid is going to fall in one of the oceans in 1985… Would be the beginning of the tribulation? Einstein. we wouldn’t be here wasting our time with that punter. Such silliness. the Soviet Union will invade Israel and will occupy all the oil-producing notions of the Middle East. several cities of the United States and Europe will disappear of the map. due to rare conjunction of nine planets. No one believes in that lie. leave me alone. The year of 1984 would be the fright year. Failed! Between 1987 e 1988. Failed! Peruzzo. Failed! You’re kidding! If that had happened.

I’m so sorry. anguish or some pathology – we speak of that afterwards – the thalamus. Go ahead. It is already noticed this book is a manual for abduct the tonsil. Failed! In 2000. knew how to abduct the tonsil. but what does occur in people’s brain? I am going to explain this immoral secret to you. The standard is the thalamus regarding the order of the processes and send the information to the neocortex. by fear. despair. Old Monkey? As you can see… This little group. what do you think? I feel sorry for our reader. Einstein.THE THREE MINDS OF NEUROMARKETING What do you think. which should do a rational analysis of the emotional stimulus and. It just sucks. that 140 I passed my vacation in Disney and everything’s right. You’re right! . and many others. under pressure. does not send the information to the bark and sends straightly to the tonsil. that will both in the output of hormones and/ or in the runaway or fighting process. Go ahead. in view of danger. under the responsibility of the Princess. the author tries to scare people and gather followers. The actions of auditive and visual order stimulate our thalamus. Everything begins with the fear stimulus. and then will not have forces for counter-attack. Einstein. The problem is: there is a secondary way where. send the information – screened – to tonsil. finally. that is the center of sensory communication. under the responsibility of Einstein. China will be the owner of the world. This process is called primary way. because I don’t want to lose my time. that will stimulate an action in the Monkey. since the United States and the Soviet Union will be devastated by the nuclear war.

in the city of Austin. that is the moment in which your thalamus enters in action. by impulse and in a unconscious form. confirming your powerful Einstein. Therefore. Charles Whitman marked 138 points in the IQ test. is he who pays the bill because he is the generator of prescription in the majority of cases –. analyze or argue. By example. like the solution of his problem. You should be curious: what that history has to do with neuromarketing? I answer: Everything! Simply.THE END OF THE WORLD IN DECEMBER 2012 is a despaired Monkey. After some time. trying to survive. and you forget the Einstein and active the abduct of the marketing tonsil. invading the hypothalamus. and makes you buy. We might think that Whitman really was a merciless murderer. killed 13 people and injured 33. near the thalamus. seeking the consumption. Whitman’s autopsies found a tumor of the size of a coin. Charles Whitman. why they do a liquidation where the shops open early morning? And you are already in the row longtime ago. he will look bothered upon being conscious of the unnecessary purchases. doing a straight partnership and sets with tonsil. without think. 141 When child. seeking an existential solution. that believes in anything. the . Texas. for fear of losing the liquidation… In that moment. with the Einstein recuperated of the drinking session –. But is not that easy. Your Monkey thanks for the experience. you become an unruly animal. by the way. buy and buy. the majority of the neuromarketing strategies focuses on this model of fear. The massacre just finished because three cops were succeeded in killing Whitman. in 1966. Why did that happen? With your Einstein already tired. carried out by impulse in the liquidation. and ends anchored in that judgment. you enter in the shop with the fear of losing that product that. by the way. without sleep. 25 years old. never thought of buying. I mentioned previously that the secondary way can be stimulated by pathology. with certainty.

142 . don´t forget that Nostradamus also already foresaw the end of the world when Easter will fall on April 25th . Not by own will. based on the extreme fear. Did you know that to next time will be in 2038? I can guarantee. deserves my respect or even yours. even surrounded by hi-tech and information. however. what makes you a human being. No strategy of neuromarketing. different from animals. we should not yield to the collective fear. 1886. 1943. Sparing your Einstein is such an injustice. Somewhat unbearable. but because he had cancer. trying to take advantage of the situation. using our instinct of survival. all this history is going to be back. and always will have crooks.THE THREE MINDS OF NEUROMARKETING rational. Finally. five years before the damned date. 1734. And that already occurred in 1666. And now? The subject is complex. primary way of the bark was obstructed when Whitman lost total control about his emotional behavior. We will be frightened animals. Remember that you have an Einstein. even if the stimuli guide us to that.

leaves us to the mercy of the unconscious and animal instinct? Wow! I’m afraid! That’s a lie! Researches indicate that the presence of the cat in domestic environment represents almost 45% of the infections and the raw or bad consumption of meats represents 14%. Princess. Einstein! 143 . human beings can be infected by that protozoan. Slave minds of nature’s mission o Zombies exist? Something that can control our minds and. By the way. Don’t doubt before having knowledge about things. that Thanks you. Take it easy.22 DO YOU BELIEVE IN ZOMBIES? Do you Believe in Zombies? possessed an incredible ability in maintaining his cycle of extremely active life to any cost. normally in contact with excrements of animals or in the consumption of raw meat. We’re speaking about a protozoan called Toxoplasma gondii. suddenly.

THE THREE MINDS OF NEUROMARKETING Another victim of that protozoan is the mouse. Imagine how a microscopic being can change the standard of Mature sporozoites exit the oocysts in five days and enter the Toxoplasma gondii. Once in the vital system of the mouse. Therefore. mainly by establishing a new standard of pleasure in the cerebral reward system. behavior of a complex being as the mouse. its death. the mouse will find its predator and His battle for life begins when is infiltrated in the organism of the cat. intermediate host. since the mouse will feel a huge pleasure upon having contact with the smell of urine of the cats. being a microorganism. the Tomoxoplasma gondii takes command of the nervous system. driving it to the meeting of the cats. In humid conditions. definite or intermediate ones. the mouse stays paralyzed. its definite host. which enters a mouse by an infected plant. for its perpetuation. In determined cycle of life. all our history begins in the habitat of the cat. In the search for pleasure. When mouse and cat meet. the smell of fresh urine of the cat is a notice of danger. expecting calmly to be devoured. to live in hosts. it initiates his output process and elimination of oocysts through the excrements of cats. The Toxoplasma gondii needs a huge effort. . without any alteration. Toxoplasma gondii enters the definitive host. controlling the brain of the mouse. But. 144 initiating once again its cycle of life. In normal conditions. by the genetic standard of the mouse. the oocysts can resist over five years.

through vehicles of communication that stimulate your hormones in order to buy and buy. we buy and then we regret about the purchase. we are sure that something inside us – a Zombie – prompted ourselves to do something that we never would do I agree with you. This victims are destructive. possess 33% of chance of suffering a miscarriage or will have children with grave neurological problems and blindness. Besides. definite host for its reproduction and perpetuation. 145 A protozoan! Now imagine your brain… Complex and marvelous. How could this happen? Women should be careful. therefore. for that your objective of entering the Look that! Did you know that 50% of people of this planet already were or are contaminated by the Tomoxoplasma gondii? The big problem is with the women. especially in people with low levels of serotonin. if infected during the pregnancy (0. don’t think that a mouse brain in the unconscious level – Monkey – is different from yours. especially in the pregnancy. you saw what a microscopic protozoan is capable to do in order to manage the cerebral reward system of a mouse. Then. which can be managed by millions of strategies of marketing. if knowingly. Princess. . mainly dopamine. When we enter a mall. A Zombie loves pleasure. zombies exist and control victim’s brain.DO YOU BELIEVE IN ZOMBIES? delivered to the cat. As matter of fact. we do not resist to an offering.5% of the pregnant women possess the infection). we remove the credit card.

avoiding attitudes that entirely flee from the human consciousness. This history of Zombie is already nearby the men. perhaps the science can help many people with grave problems of health in understanding his unruly and unconscious behaviors. 146 . Confirming those results. that associated the Toxaplasma gondii to cases of suicides in humans. Einstein. in 2012.THE THREE MINDS OF NEUROMARKETING I am going to pass a last information about a scientific paper published in the Journal of Clinical Psychiatry.

but mainly. in a night. puts into practice his desire and creates Frankenstein. but you do not perceive such situation. Before continuing. I have my doubts. 60% of the new fragrances fail. HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING The sweet illusion where the parts are in the sum of the whole! o you believe in monsters? What about Frankenstein’s History? Do you know? It is a horror movie recorded in 1910. it is better to believe that monsters exist. based on the book of Mary Shelley. For example. since the classical perfumes conceal the failures of the great international marks. In other versions. the monster was created with part of corpses. 147 So many reasons for the huge number of failures. if a monster created in laboratory is really useful. sincerely. Approximately 80% of the new products fail. where a young student.23 How to create a Frankenstein in neuromarketing Well. in the segment of perfumes. here comes the point: the construction of a monster made by parts. is the scientific stubbornness in playing God and create new Frankensteins every day. we stand for a curiosity: the first version of the film shows the only time the student really created the monster. through market researches and neuroscientists. and entirely involved by the ambition of creating a human being. interested by the mysteries of life and death. Please excuse my . Now. but of alive people. not of corpses. Then. in my opinion.

The algorithms created currently in the market in order to interpret such cerebral waves are extremely limited. and that. the market and. where things happen calmly. huge and sensational lie. with all rights reserved. When the final product goes to market. above all. the intuition. once based in algorithms. neuroscientists. since information generated from individual biology facts has statistical meaning. can validate any result through mathematics. mostly. creating possible little monsters. the thing becomes quite different. of the access to the instant and quick information. the good census. We live in a quick trail world. statistics and software. would cost a fortune by having access to the source code. Then the witch hunt begins. we should not forget the main ingredient. But. interpreting such facts as marketing and . and obviously been liberated to the market. Everybody knows that we do not live in a slow trail world anymore. a quick fusion is necessary. that is. to set of companies. Let’s understand in a practical way that some lies that are calmly counted to the market. Who is guilty? Research and development? Marketing? Sell? As matter of fact. that very few understand its importance. marketers and researchers that. 148 unfortunately. if someone is willing to offer that. derivative of Old Monkey’s experience and of Princess’ insights. Here is the motive for so many failures. that EEG captures. and the people simply accept such arguments. in the depression age. with that face: Oh! That’s nice! Let’s see a classical example of neuromarketing: telling that millions of facts exist. some models of also physiological and marketing evaluation still are in the epoch of the slow trail. as well as a world of possibilities in fantastic interpretations is a big. and that thousands of crossings are available for analysis.THE THREE MINDS OF NEUROMARKETING tough words. between the science. We are able to count few neuroscientists in the world that use EEG rough facts. without stress and without exercise hard cerebral activity in its consumers.

delivering for the clients. In fact. Our body is dynamic. mixture of biology. doing the interpretation of the facts in front of you. note that. medium and medians. a profile of consumer that does not exist. medians and fashion require a smaller kind of stress. a Frankenstein. with high statistical meaning. that says that it can cross millions of alpha. obtained through software and algorithms that researchers. therefore are visual. or like a structural calculation for a building. Without the history and I use of a final report refined and a pyrotechnic presentation. skin conductance and cardiac frequency are the most practiced in neuromarketing researches. a result statistically perfect. the methodologies as electroencephalogram. Doubts? Ask your neuromarketing supplier. delta. The exaggeration of millions and millions of facts is purely marketing of neuromarketing companies. ignoring the matter. theta waves and even gamma one. And they make heavy errors. in a neuromarketing research. forget it. since they do not have the slightest idea about the function of the procedures of internal calculus. many times.HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING behavioral information. beta. and the use of medium. In Brazil. 149 . when delivered to client. you will expect the explanation for a long time. Excluding the eye tracking analyses. software that do the whole process. that are more explicit. Our brain has an incredible plasticity. The building would fall! Are you upset about this information? I know… Discuss the standard taught over ten of years will bring a huge discomfort for a lot of people. a monster. and not merely a neurological case. Imagine the structures of a building with plasticity. We should use outside technology. treating human being as a research of quantitative opinion.

what could you say about João? Maria is a housewife. 25 years old years and practices sport and Buddhism. with a high level of cortisol. with short allelomorph. even in the period of the morning. see the following setting: You could imagine a group of five volunteers for a neuromarketing research. due to his excitement. Lucas is vegetarian. We should not mix the two biology types. and has genetic tendency for diabetes type 2. since he always sees the benefits of things. João is a stressed executive. 150 . too much religious and has an irreproachable health. His sensorial stimuli are very strong and alter the result as volunteer. mother of two. he is very anxious and hyperactive regarding the use of the technologies of researches EEG and skin conductance. Peruzzo! João has a high level of cortisol Raul is a sportsman. Since he is stressed and hyperactive. His nickname is Poliana. by the morning. Let’s see. with high levels of skin conductance. he presents high levels of beta waves. two pair of the 5HTT gene. by difficulties in serotonin’s transport.THE THREE MINDS OF NEUROMARKETING For avoidance of doubts. Einstein. Biologically. is a person who tends to the depression. We are going to do the analysis with the five personages. Lia has a genetic problem inherited from parents. compared with the biology of other people less stressed. which is being manifested.

he tends to validate positively the stimuli in research is big. for example. She has symptoms such as hunger. I repeat. commitment. so About Maria… She has Diabetes type 2 and her organism works differently from the first volunteer. the bigger is the chance to obtain success in the product launching. excitement or emotion. the incapacity in the effective transport of serotonin that brings depression. it means they are different people and we should understand their biology in view of determined product and the compatibility of the stimulus. they gather everything. Einstein? Show me your summary. even if the product is not so good as showed. they gather the variables and create averages and medium. memory. Lia has a problem. Raul is religious and we know faith produces serotonin. But the neuromarketing companies do that? Peruzzo.HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING What does that mean. Lucas is stable in serotonin and does not depend on the liberation of dopamine to be happy. 151 . everything is always marvelous. For him. the visual analyses that use the eye tracking. No. With many compatible profiles. that I can understand the situation. and she tends to evaluate the stimuli negatively. in order to seek statistical meaning. the more diversified. They consider the individual result of each volunteer in levels of attention. probably as a person emotionally balanced. thirsty and cloudy vision that commits. Peruzzo.

can invest his budget of research and development in ineffective neuromarketing projects.THE THREE MINDS OF NEUROMARKETING Slowly! I want to understand better! Did Maria present a level of memory 0. As we said previously. At present. Peruzzo. compatible biology.6.6 is a Frankenstein. Einstein. for lack of knowledge.6? That is an absurd.5. Firstly. For example. Should you make a summary to simplify the idea? Thank you. it shows more errors than cleverness. My function. the product should be validated with the biggest quantity of Yes. and they create a Frankenstein with a 0. the responsibility it is up the companies’ marketing. As it is nearby 0. mainly companies and agencies that still do not dominate such techniques. we should seek the greatest number of compatible biology. and perceive her physiological results.7 and 0. without mixing up with other volunteers. regarding the product. is to give light to society’s doubts. as a marketing and neuromarketing professional. it sets right and earns prize. they decide whether throw or not a product.5. A sentence for each head! 152 . a monster. if 60% of the volunteers in research of neuromarketing show positive results. sometimes.7 and Lucas 0. He does not exist. so that. It is a big error. This is a question of strategy. Your explanation was very concise. We should understand as to Maria entered the experiment and like she left. Of course! A product is not validated from people’s biology average. Then marketing spends millions selling for that little monster 0. The value 0. People are indivisible and genetically or mimetically different. but is luck.

I realize there is a little angel telling me that something is not correct in the methodology. but I repeat. when I see that 80% of the products thrown in the market fail. It is worth your consideration. or even contaminated by the neuromarketing "memes". validation and analysis of the traditional researches. application.HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING Am I exaggerating? Probably yes. 153 .

adva .

nced .

Neuromarketing researches in action .

all things. at least once in life. as much as possible.“In order to search for the truth one requires to doubt.” René Descartes .

took part in this research. because the information is surprising. for the purpose of understanding the neurological effects this fascinating video clip provides to its viewers. you are not confused with numbers. with total 1. 2013.065 views. between January 22 and 23...24 THE THREE MINDS OF NEUROMARKETING The Success of Gangnam Style Disclosed technologies were used in the research: eye tracking. face reading and skin conductance. The official duration is 4 minutes . 683 billion reasons to understand Psy’s neuromarketing nbelievable! It’s the least a marketing professional might imagine when seeing the success of the video clip “Gangnam Style”. Then. Let’s begin with the real time spent by people to watch the video clip “Gangnam Style”. from the Korean singer Psy. I’m not able to understand how a video clip from a Korean. of which no word can be understood.947. The following 158 I’m curious to know the results. 40 volunteers. because consciously. be ready. That’s right. made so much success in the world and in Brazil. over one billion views.250. with no relationship or business interest. from both genders. Ipdois Neurobusines carried out a neuromarketing research. The survey was carried out in Curitiba.

but I want to know about the visual aspects of the video clip.THE SUCCESS OF GANGNAM STYLE DISCLOSED and 13 seconds. This is an unprecedented number in the whole media history. See the image sequences in the next page (Figures 17 e 18) and note what the main area of interest to the people is. Einstein. each viewer had 546 fixations during the Gangnan style video clip. if Old Monkey. Some unbelievable pieces of information were measured through our research. you’re completely right. through the heat map resource: 159 . There is no doubt that such a successful video clip becomes a successful benchmark. Alright. But what’s this type of information for? These numbers leave Einstein impressed. The video clip provides great moments of interest to the viewers and there are some obvious reasons for such many views. mainly to you. the average time used by each spectator was 3 minutes and 38 seconds. Ipdois Neurobusiness is the first company in Latin America. In average. There are other video clips. since the information presented so far was measured by the eye tracking technology. but through the ocular monitoring system. in which the viewer does not spend 50% of the real time watching. by adding up the total of fixations and the respective time of each fixation. specialized in validating the degree of attention of musical video clips through neuromarketing. sex. multiplied by the number of views of the Korean Psy. provided approximately 683 billon ocular fixations of human beings. Monkey. with which we made an analysis. such as the need which is most inherent to every human being. which.

youtube.https://www.com/watch?v=9bZkp7q19f0 160 .THE THREE MINDS OF NEUROMARKETING Figure 17: Scenes from the video clip “Gangnam style” with heat map Source: YGEntertainment .

youtube.com/watch?v=9bZkp7q19f0 161 .https://www.THE SUCCESS OF GANGNAM STYLE DISCLOSED Figure 18: Scenes from the video clip “Gangnam style” with heat map Source: YGEntertainment .

57 with eight seconds of fixations (Figure 20) and 3 with six seconds of fixations (Figure 21). By the way. but unconsciously. you did pay attention. Oh! I thought the video clip is too fast and I couldn’t pay attention to all details. We call scene every moving image.youtube. The video clip has a total of 109 scenes.https://www. Don’t tell him. In our research. It stimulates my most powerful instincts.com/watch?v=9bZkp7q19f0 162 . Paying attention consciously is a thing for Einstein. were the scenes 107 with twenty seconds of average fixations by person (Figure 19). we neuscientifically analyzed scene by scene and the results were amazing. Source: YGEntertainment . to tell you the truth. ok? Figure 20: Scene 57 The most incredible is the amount of scenes involved in the video clip. even a change to another setting. Old Monkey. which is the sum of fixation time and the amount of fixations.THE THREE MINDS OF NEUROMARKETING Figure 19: Scene 107 I’ve just found out why I love this video clip. The three ones with greater level of attention. he sees only a little.

undoubtedly. I want to know what scenes had thrill through skin conductance. scene 2. it shows the strong emotional appeal promoted by the experience in watching the video clip. 20 and 70. To wit: scene 107. with 56% of volunteers. 6.com/watch?v=9bZkp7q19f0 We selected the five scenes which provided a highly significant excitement peak equal to or greater than 25% of the volunteers. the hypothalamus controls the body temperature.THE SUCCESS OF GANGNAM STYLE DISCLOSED Figure 21: Scene 3 Your wish is an order. I want to make part of the analysis as well. Thus. In relation to the thrill peaks. On the next page (Figures 22 to 26). you may see the scenes with greatest excitement level. because each person has a different emotional history. The most fantastic about this video clip is that there are scenes that provided emotional excitement peaks in several volunteers and. through skin conductance. Source: YGEntertainment . 163 . with 25% each. the results are usually quite individual.https://www. As you know.youtube.

com/watch?v=9bZkp7q19f0 164 .https://www.youtube.https://www.THE THREE MINDS OF NEUROMARKETING Figure 22: Scene 107 Figure 24: Scene 20 Figure 23: Scene 2 Figure 25: Scene 6 Source: YGEntertainment .com/watch?v=9bZkp7q19f0 Source: YGEntertainment .youtube.

youtube.https://www. fear and disgust were not significant. we also analyzed the micro facial expressions of the volunteers. I take advantage over Einstein. sadness. but I don’t. because it stimulates a unique emotional experience.com/watch?v=9bZkp7q19f0 But did you get to a statistic conclusion? Impressive! In the emotional issue. which represents well the idea of trying to create a Frankenstein in the neuromarketing research. The emotions anger. We may notice that. to change their humor state immediately. by changing a scene. the happiness feeling was very intense in the first 90 seconds of the video Perfect. 165 . Source: YGEntertainment . If he wants to omit an emotion in a research. By the way. The variability of the emotions in the video clip “Gangnan style” was incredible. or vice-versa. anger and surprise. Princess. disgust. fear. mainly for sadness and surprise. in 28% of the volunteers.THE SUCCESS OF GANGNAM STYLE DISCLOSED Figure 26: Scene 70 emotions: happiness. showing that the video clip does not have an aversion characteristic to the volunteer. The modern neuromarketing methodologies monitor all your emotions. by monitoring the clip. causing the volunteers who were happy (positive valence). he can. How can I prevent a temperature change on my skin? It was extremely difficult to notice a standard between the volunteers.

look: EMOTION Sadness Surprise Happiness Fear Anger Disgust Source: Ipdois Neurobusiness © QUANTITY PERCENTAGE 43% 27% 17% 6% 6% 2% Figure 27: Face Reading report 197 123 77 29 26 11 I don’t want to be boring.THE THREE MINDS OF NEUROMARKETING For you to have an idea of the heterogeneous emotional matter between the happiness. we omitted the name of the volunteer at stake. Source: Ipdois Neurobusiness © 166 . how is the report of the micro expression emotions? Does someone stare the volunteers’ faces? I like things with scientific details. see below a report (figure 27) obtained through the face reading software. surprise and sadness feelings... by Noldus Technology. look on the table below the percentage of each of them: Table 7: Face Reading Indicators In respect to privacy. but. on the micro expressions measured in the 4 minutes and 13 seconds of the video clip. This is actually very intense.

. Gangnan style is an excellent reference for those who want to produce a successful musical video clip. on the opposite.THE SUCCESS OF GANGNAM STYLE DISCLOSED . who have an impressive synchronization.There were over 109 scenes in only 4 minutes and 13 Well. we may say they are “old monkeys”. you end up seeing something different. and one may check that this is no amateur. constant pace with total harmony between the music’s rhythm and the characters. A frenetic pace like this is like a magnet to our visual system. seconds.Having a frenetic.The fact that the singer Psy doesn’t have the standard After this research. . such as the chorus “sexy baby”.It is very relevant to understand that Psy and Hyuna are not unknown and amateur artists. the singer Psy and the singer Hyuna. Since we are not able to watch everything that’s on the screen.The video was recorded. a real standard deviation. to tell you the truth. especially the protagonists. is it possible to describe what the secret to have a successful musical video clip is? stereotype of the singers who are at the top of the success causes our brain to pay attention for being something different. 167 . produced and edited by widely experienced professionals. . even if this is made subtly.. and non-verbal ones. every time you watch the video. Old Monkey.. The creation of extremely powerful verbal memes. such as the horse dance. it is noticeable the concern with each detail.Using elements that refer to our most primitive instinct. such as sex. was indispensable for the video success. and that the world success would come sooner or later. Let’s analyze some major points: . By analyzing the video clip frame by frame. We may certainly mention the following characteristics that made this video to become the most seen in the whole history of the modern media. .

first you make the research and the adjustments so that you may then successfully broadcast. Einstein. Each audiovisual work has its own characteristic and its unique memetic environment. by using the same video clip elements in a new video.com/ gangnamstyle> or through the QR CODE. thus. after the investment made. I’ve got news. the traditional marketing many times broadcasts a commercial in order to. In the neuromarketing. on this page. Old Monkey! 168 . Unfortunately. in order to mitigate errors and make required adjustments and then offer to the society more high-quality videos such as the one we analyzed. after this neuromarketing research. that fairly the singer Psy deserves all honors of the tremendous success of his video clip “Gangnam style”. Very good. The best thing is certainly validate a new video through neuromarketing research. The reader may view this entire study through the link <http://www. may offer to the marketing managers and. opacity and the scenes with greatest interest and excitement. understand if it went right or wrong. the successful formula could be repeated? It’s impressive the amount of information the neuromarketing No.ipdois.THE THREE MINDS OF NEUROMARKETING It’s worth remembering that the analysis of a video clip uses Is it possible to assert that. the same research pattern to analyze advertisements and TV commercials. It’s a visual action for you to understand the heat maps. reduce a lot the risk of an unsuccessful campaign. We may understand.

are very stimulating and call more attention. However. are red and yellow really the colors which stimulate the consumer to pay more attention and to purchase fast food products? I certainly wouldn’t risk releasing the entire communication material using cold colors. merchandising materials and product packaging.25 The ideal color for the success of fast food THE GREEN POWER The green power I suppose you would not take the risk to set up a fast food diner without the famous hot colors. My graduation in communication always told me that hot colors. at least some minutes of explanation are guaranteed by the professor and instructors to talk about the red and yellow application in fast food-derived promotional. 169 . as stated by some studies. And the yellow is also stimulating. such as red. stimulates hunger when people have nothing on the stomach. n all marketing and communication courses. indicate heat. it may be seen from far away and also.

Of course you can. for the purpose of understanding the dynamics of the hot colors. but may I carry out a neuromarketing research to maybe validate these theories? dynamics of the colors in relation to the objects respectively hot (sandwich and French fries) and cold (hammer and nail). 30 were men and 30 were women. your mania to always believe the theory and apply it blindly in everything. right? Einstein. and the cold colors. You contrasted the cold and hot colors with cold and hot objects to understand which of them calls more attention. yellow and red. contrasting with the hot colors. Einstein! 170 . represented by the red and yellow colors. the sandwich and French fries elements will beat the hammer and nail elements. It seems obvious that red and yellow are so powerful for fast Let’s go! Ipdois Neurobusiness made a neuromarketing research with 60 volunteers in January 2012. but it’s not theory. food. That’s right. I see. green and blue.THE THREE MINDS OF NEUROMARKETING Who am I to question the color psychology. is dangerous. it’s reality. The eye tracking methodology was used to monitor the eye movement of the volunteers and then understand the Let’s see the results. as if the magical formula would always work. Out of these. We placed the hammer/nail elements (figure 28) and sandwich/French fries (figure 29).

THE GREEN POWER Figure 28: Hammer/nail stimulus with heat map Let’s see the results: Table 8: Eye Tracking Indicators ELEMENT TPF * DF 0. I don’t get it.4s 0. When we analyze the time for the first fixation.5 *** Hammer Nail French Fries Sandwich Source: Ipdois Neurobusiness © 0.4s 0.3s 0.8 5. right? * TPF: Time for first fixation ** DF: Duration of fixation *** QF: Quantity of fixations Source: Ipdois Neurobusiness © 171 . the goal is understanding the element that the volunteer observed most rapidly.5s Figure 29: Sandwich/French fries stimulus with heat map Peruzzo.3s 0.3s 0.6 5.3s ** QF 5.5s 0.5 5.

as a researcher. And who’d have thought. the better. the winner was the hammer. In relation to the amount of fixations in the elements. sandwich/ French fries (figure 31). Figure 30: Hammer/Nail stimulus with heat map Shouldn’t the sandwich and the French fries. which essentially represents an unconscious decision-making process. once again the results were quite similar. Source: Ipdois Neurobusiness © 172 . In relation to duration of the fixation. Einstein. with a slight advantage to the nail. once again the cold element. the lower the result. as hot elements. let’s analyze the elements hammer/nail (figure 30). In relation to the time of the first fixation. which shows interest in the object.THE THREE MINDS OF NEUROMARKETING Yeah. associating them with the cold colors green and blue. present a better result? Figure 31: Sandwich/French Fries Stimulus with heat map This is not my fault. Monkey. but the nail won. My duty. In order to make a very important contrast to the study. is to understand the dynamics of the colors. the results were quite similar.

we placed as research objects the elements nail and sandwich.4 Will someone ever do a commercial with nail and sandwich? Hammer Nail French Fries Sandwich Source: Ipdois Neurobusiness © 0. 34 and 35. sandwich. Princess! The thing here is serious. But we can create a competition between the nail and the Is it me or the sandwich went a whole lot better with the cold colors. for the stimuli with the heat map view. In the figures 32. ELEMENT TPF DF 0. interacting with each color separately. the results were balanced. In relation to the time of the first fixation.8s 0. 173 .3s 0.5 4.3 6. green and blue? It seems it did.THE GREEN POWER Let’s see the results: Table 9: Eye Tracking Indicators But.3s 0. the pair nail and sandwich were better than the others. in turn.4s 0. the sandwich and the nail won.8 6. 33.4s Stop it. in amount of fixations. In the fixation duration.4s 0.7s 0.3s QF 4.

THE THREE MINDS OF NEUROMARKETING Figure 32: Sandwich/nail stimulus with blue Figure 34: Sandwich/nail stimulus with red Figure 33: Sandwich/nail stimulus with green Figure 35: Sandwich/nail stimulus with yellow Source: Ipdois Neurobusiness © Source: Ipdois Neurobusiness © 174 .

6s 0. but the most used color by the network Subway – which recently became the largest world fast food network.4s 0.4s 0.4s 0. Currently. The nail had an excellent performance in the blue and yellow colors.4s 0.3s 0.8s 0. it is also leader.4s 0.6 6. in 27 Brazilian States. Therefore. with the sandwich winning from the nail only in the green color in a significant manner and with a small difference in the red color.6s Source: Ipdois Neurobusiness © The most meaningful result in relation to the TFF was that of the sandwich in the red and yellow colors.4s 0. Subway has over 36 thousand units.9 5.8 6.3s 0. I understand I cannot question the eye movement of the volunteers.4s QF 6.2 4. I have to assume that green is the ideal color for fast food.4s 0.7s 0. But the QF was meaningful.4s 0.THE GREEN POWER Let’s see the results: Table 10: Eye Tracking Indicators The DF was balanced. 175 . with a very fast view. in number of stores – is the green color. TPF COLOR Yellow Yellow Red Red Green Green Blue Blue ELEMENT Nail Sandwich Nail Sandwich Nail Sandwich Nail Sandwich DF 0.6 4. with over 900 units. 0.8 7 4.3s 0.6 I don’t know if you know. In Brazil. in 99 countries.

176 . but don’t forget to validate your campaign through a neuromarketing research. use intuition and also the color psychology.THE THREE MINDS OF NEUROMARKETING When you think of creating a communication campaign for fast foods.

Haettenschweiller and Arial). with the Arial font. I carried out the following methodology: Does the type of font increase the chance to remember a phone number? here are researches that. cause the people to have a more accurate memory on messages with the use of such fonts. despite some results. available for the volunteer to read. 177 . for ten seconds. for example. I decided to replicate the research. but using more modern neuromarketing techniques and not only the observation methodology. With a group of 40 volunteers – 20 men and 20 women – and using the eye tracking system. than. despite the whole scientific rigor which is assessed by our Einsteins. which is simpler. such as Monotype Corsiva and Haettenschweiller. a research from the Princeton University. 9655-4721 and 9677-6945) and in the respective sources (Monotype Corsiva. in which the author states that use of complex fonts. Each phone number remained. by the brilliant Roger Dooley. bother our intuition.26 QUESTIONABLE COMPLEXITY Questionable complexity In order to settle my doubt in relation to the use of complex fonts to increase memory of the people. That’s what happened to me when I read in the book “How to influence the consumer’s mind”. Each volunteer randomly viewed three different phone numbers (9688-5836. ocular monitoring.

Therefore. Einstein. the volunteer was asked: What is the phone number you’ve just seen? Was the research result contrary to the expectations? Does the simple font generate more memory in people? I assure you most of the people got it right regardless of the font. my intuition (Monkey and Princess working in my unconsciousness) was right. the world would be lost.THE THREE MINDS OF NEUROMARKETING Right after the reading time. capacity of each person. genetic or memetic inclination to decorate numbers. In relation to the phone 9688-5836. anyone can remember! All fonts presented a mistake level above 80%. 83% were also not successful. the number memory result was a disaster. Contradicting you. 96% of the volunteers did not remember or got the number wrong. the phone number 9655-4721. An eight-digit phone number. the best out of the three. the only one applied with the simple font. it’s better to use Arial. 178 . the research from the Princeton University needs to be urgently revised by its authors. in fact. whether with verbal or non-verbal. In turn. Arial. Don’t think the people’s Einstein is so powerful. 88% of the volunteers also did not remember or got it wrong. I don’t see by that point of view. with the Haettenschweiller font. And. Old Monkey. which suggests that the major problem is not the font. but an individual If it were for your justification. during 10 seconds. Finally. if you need to use a font in a telephone number. with the Monotype Corsiva font. The phone 9677-6945.

30 2. The least viewed digit was the eighth.92s 1. very similar to that which was carried out by the Princeton University.82s 2. Let’s analyze now the dynamics of the volunteers’ reading. The digit firstly viewed was the second.17 fixations in average by volunteer.20s DF 1. with 95% of PPF.PPF: Percentage of people who fixated .QUESTIONABLE COMPLEXITY But the research by Ipdois Neurobusiness didn’t stop in this observation analysis.DF: Duration of fixation The most viewed number was the third digit. probably.93s 1. in relation to the eye tracking technology stimulus. with 3.35s 0.92 of TFF.00 11% 84% 95% 53% 68% 89% 79% 5% 179 . number 7. Table 11: – Stimulus: Telephone Number 9677-6945 with Arial font Just remembering the eye tracking indicators used in this research: . with only 0.50 2.07 1. represented by the number 6.00 2.62 3. AOI 9 6 7 7 6 9 4 5 Source: Ipdois Neurobusiness © PPF TPF 3.AOI: Area of interest .69s 1.71s 3. The third digit also had the greatest number of fixations. represented by the number 5.94 3. with only 5% of PPF.TFF: Time for first fixation .17 1.13s 1.

94 2.57s 2. Both had the greatest number of fixations.20 2.84s 1. respectively the numbers 6 and 8.67 Take it easy..33 1. there’s one phone number missing.56s 0. by volunteer.01s 2.56 2. with 2. regardless of the font used. with only 0.20s 2.03s 2.THE THREE MINDS OF NEUROMARKETING Table 12: Stimulus: Telephone Number 9688-5836 with the Monotype Corsiva font The digit firstly viewed was the second.84 of TFF. with 95% of PPF. with only 16% of PPF. 180 ..00 1. but the two stimuli analyzed presented so far the same result in visual interest level.77s DF 1. But will the Haettenschweiller font be the great differential of the research? This is the only hope for the fonts.63 2.94. Sorry to interrupt. Einstein. That’s amazing! 26% 95% 95% 63% 84% 95% 79% 16% The most viewed numbers in this stimulus were the second and third digits. AOI 9 6 8 8 5 8 3 6 Source: Ipdois Neurobusiness © PPF TPF 2. The digit eight was the least viewed. It’s too soon to get to a conclusion. in average. represented by the number 6.13s 2.94 1. the number 6.

look how amazing. On the other hand. And.17 2.15s 1. with a PPF above 95%. 181 . by volunteer. because it also has the greatest number of fixations. both with only 5% of PPF. with only 1.00 Einstein.06 3. The goal of the research was to understand the power of the memorization of the fonts in people and we ended up by discovering another thing. Having a 26%-PPF is too low. the first and the last digits were the worst in viewing.10s 1. number 5. what did I tell you? Confirmed once again! 5% 89% 100% 53% 63% 79% 84% 5% 2. the third digit was also the one viewed in first place. The third digit of a phone number is the most rapidly seen by the absolute majority of people.40s The most viewed number in this stimulus was the third digit. AOI 9 6 5 5 4 7 2 1 Source: Ipdois Neurobusiness © PPF TPF DF 1.05 1.70s 2.03 of TFF. in average.80 1. That’s really incredible.87s 2. with 100% of PPF. represented by the numbers 9 and 1.79s 3. you’re right. It was also the one which obtained the greatest number of fixations.54s 1. with 3.60 2.00 2. Peruzzo.05.03s 1. That’s the magical digit.50 1.QUESTIONABLE COMPLEXITY Table 13: Stimulus: Telephone Number 9655-4721 with Haettenschweiller font The least viewed digits were one and eight.

. Not always the expected goal of the research becomes the aimed result. I would use complex fonts in my communications. using a long-term memory? What a Princess-like answer. If I were only rational and accepted any research as absolutely true. mainly in the phone numbers. Princess. and not an affront. Peruzzo.THE THREE MINDS OF NEUROMARKETING love with the wonderful world of neuromarketing. You say it. Are you touched? The answer is simple. because knowledge evolution. if the person does not read the number. Less Einstein. of the methodologies and research technologies is something natural and necessary. Not at all. By the way. Then. you take it.. distribute a piece of information that does not exist? Your hippocampus will be empty. how can the thalamus under your responsibility. do it also with my researches. I would not have made this research. We wanted to know one thing and discovered another. my dear. That’s why I’m in providing us with beautiful surprises. less! 182 . Always Too much stalling! Is it possible to understand why people don’t memorize the phone number in my hippocampus. and that would be a general disaster. Einstein! You’re the one who’s too boring. and the neocortex will have no information! We learned from this research that questioning surveys already existing is a duty of any researcher. Because they didn’t read all digits of the telephone number.

it was. because there is a great difference of the attention level and focus between subtitled and dubbed movies. that dubbed movies lose their quality due to the change of the original audio. may have other weak points. Einstein. because the popular opinion is that the subtitled movies are better to watch. because they 183 . which demand a special attention. in spite of having such hearing advantage. Ipdois Neurobusines carried out. First of all. whether in the educational process or in audiovisual communication actions in neuromarketing. a research with 60 students. in Paraná.27 The power of attraction of the subtitles to the spectator’s level of attention. at União Educacional de Cascavel (Univel). This type of conclusion seems obvious. aimed at understanding the impact the subtitled movies offer The result was impressive. and with reason. THE POWER OF ATTRACTION OF THE SUBTITLES Subtitled movies steal 25% of the spectator’s attention hile many individuals complain. the subtitled movie. Is a neuromarketing research required to prove the rationale? Yes.

the point is: how much of attention does it steal? Maybe 5%. which in fact is quite questionable.THE THREE MINDS OF NEUROMARKETING keep the movie’s original environment and also help learning languages. The person cannot see at the same time what is done in the movie (non-verbal language) and what’s written in the subtitles (verbal language). the protagonists. which get lost during the subtitle viewing. you convinced me. the more it seems obvious that the subtitles steal the attention. a neuromarketing tool that allows for accurately measuring the eye movement of the spectators. or non-verbal process. But this result complicates my life! If I learn through visual. And. Einstein? That’s right. Old Monkey! Alright. 10% or 15%. objects and details of the movie. but which are extremely important to understand the plot in a production. who mainly transmit emotions and feelings. Of course that the subtitled By means of the eye tracking technique. by reading the subtitles. The result was surprising. he ends up being confused. he loses the non-verbal movement of the characters. It means that. or maybe it is not relevant. what if I tell you it’s much more. But. You have to claim your rights. which are essential for the complete understanding of the movie. the volunteers spent 25% of the time reading the subtitles. and I’m losing the setting. 184 . it was possible to check what was the time spent by the volunteers in reading the subtitles and in viewing the movie. I have to keep watching the letters. Therefore. movies significantly hinder the way the message gets to the viewer.

people. don’t have the chance of the complete experience and. by choosing a subtitled movie. consequently. on the contrary. 185 . at the same time. abuse the subtitles and texts. Similarly. have a mistaken interpretation of the plot. We realize that the search for non-verbal and verbal information in the subtitled movies is so intense that one can check the desperation of the visual system as well as of the brain. I would like to make a complaint. I never thought of causing any harm to anyone. we may see that stress is greater by watching a subtitled movie than by watching a dubbed movie. Princess. by watching a video. The student. who depend on subtitles to watch movies. because he loses much of the visual aspect. if the context is not important. It would be a huge child behavior if someone stopped placing By means of the research technique. subtitles in movies because we lose 25% of the visual process’ attention. You are being unfair with the hearing-impaired people. Don’t you think the research may discourage use of the subtitles in the video market? Another factor which concerns me is the excess use of subtitled movies in schools and universities.THE POWER OF ATTRACTION OF THE SUBTITLES Even unconsciously. in understanding what is read and what is seen. It’s obvious that I’m suggesting that in the neuromarketing strategies. almost have the same learning experience as reading a book. one should avoid using subtitles when the setting is important for the context of the message.

. In the figures 36 and 37. but can you show such difference between a subtitled and a dubbed movie visually? Sure. you have the whole right to make this type of request. we have two different times of the movie Batman – The dark knight rises. where we may clearly note the hot attention points. Figure 36: Scene contrast with and without subtitles Alright.. Figure 37: Scene contrast with and without subtitles Source: WarnerBrosPictures .THE THREE MINDS OF NEUROMARKETING Please. Monkey. Princess.com/watch?v=7gFwvozMHR4 186 . which was used as stimulus of the neuromarketing research. I don’t doubt the research. no prejudices with a neuromarketing research.https://www.youtube.

In the subtitled movie. the analysis was simple.com/watch?v=7gFwvozMHR4 I undoubtedly have nothing further to ask. Source: WarnerBrosPictures . references. duration of the fixation was 0. It proves less quality and time in the viewer’s attention. in turn. with these new technologies. Since I know you’re boring and want all things with figures. In the dubbed movie. 187 . which was I don’t want to be boring. You know. Of course not. Einstein.https://www. but where did you take this 25% percentage of attention in the subtitles from? Only by visual analysis of the heat maps? Isn’t there any statistics on it? Figure 38: Scene contrast with and without subtitles then compared to the total time the spectator spent viewing the AOI of the subtitle area. figure 38. against the remaining area of the visual stimulus. it takes me a little to get used to. let’s to the variables found in the dubbed and subtitled movie. duration of each fixation was 0. an entire life using traditional research and now. statistics and variables.3s.5s.youtube.THE POWER OF ATTRACTION OF THE SUBTITLES An area of interest was created (AOI). In relation to the 25% of the time of the viewer reading the subtitles. in each view of the subtitled movie.

..THE THREE MINDS OF NEUROMARKETING Don’t worry. Einstein. because they may steal attention. I understand completely. Then. let’s to the tip: be careful with excess sentences in your neuromarketing campaigns. leaving your products in the second place. 188 .

When we enter the designer stores.5 Buy 2. Everything to make us feel better people. we feel like we are possessed by the desire of buying the best. being deceived is really not comfortable.28 Manipulation of the visual merchandising in the unprepared Monkeys BUY 2.5 Something tells me you’re upset with some company that made something bad! t’s amazing how the visual merchandising stimulates our eyes in a retail store. It’s the unconscious fight to let our Princess happy and our Monkey powerful. That’s right. get 1. I teach neuromarketing and even consider that I have a reasonably good Einstein. Now. However. Old Monkey. I’m a teacher and look. 189 . since the customer is the hostage of such sensorial experience. GET 1. many times he becomes much more like a victim of sales than its beneficiary. My Einstein failed.

Princess. 190 . Florida. opening up my heart won’t solve the problem. let me tell you how the story happened. The companies need to be careful with the manipulating actions of neuromarketing. It’s done. above a counter with several shirts. simulating the promotional ads. because in spite of having been deceived. now my Einstein realized the mistake I made and charged me a rational and fair attitude. That’s right. then sit on the couch and open up your heart. I was in a designer store in Orlando. I suggested that Peruzzo did a neuromarketing research. Source: Ipdois Neurobusiness © First of all.THE THREE MINDS OF NEUROMARKETING Figure 39: Regular plate and with heat map Peruzzo. when I read a quite visible sale in a plate (Figure 39). Einstein.

in my iPhone. very nicely. whose name was Paul. an international brand shirt which usually cost USD 60. My Monkey yelled: excellent business! Einstein is going to be proud.00. amounting to USD 216.5 I entered the store and immediately saw the message being sent to my Monkey: 40% discount. my Einstein calculated six shirts. I questioned the attendant.00. but this time. I was doing the best business of my life.00 each. for USD 36. with 40% discount. When I entered the cashier queue.00.BUY 2. took me to shirt counter and showed me the following sales. Paul. through a price comparison application. Just three times the value. Alright. to know how much the same shirt cost in Brazil. I had no doubt. I confess. I immediately bought six pieces by impulse. the surprise: the total purchase was USD 270. GET 1. By passing the items through the cashier for payment. the other side of the plate (Figure 40): buy a shirt and get 50% discount in the purchase of another shirt. and the answer was the following: didn’t you see the wrong sales? No! It’s there: 40% discount. Figure 40: Regular plate and with heat map Source: Ipdois Neurobusiness © 191 . amounting to only USD 36. I made a research before.00.

but with the shirts above the counter. . and only 39% looked to the word sweater. shirts. mainly for those who were in the cashier’s queue. for which I was deceived in the sales. 83% of the volunteers looked to the message 40% OFF. with the sweaters being in the bottom part of the counter? Our Monkey associates the discount with the product which is beside. in a sample with 21 women. indicated in the lower part of the plate. through a Monkey’s interpretation. with 50% discount in an additional item. At that time. Paul asked me to read the sales and pay attention to the product. deceiving our Monkey? When we used the eye tracking technology. very nicely. 192 From my story. through which we are visually encouraged to purchase another one. Once again. It’s obvious that I didn’t give up my purchases. I asked Paul to see the other side of the counter the reverse side of the plate. But. And I read and the product of those sales was the sweater! The shirts were not in 40% discount. Let’s to the results: In plate A. but the sweaters were. A rational plate. in order to understand if actually the people can realize the detail of the sales. as well as of the reserve side of the same plate. is it fair and ethical to indicate the sales of a product. did not associate the 40% with the sweaters. Well. where giant letters stated the 40% discount. It means 61% of the people who enter the store. but I didn’t forget to take high quality pictures. and 74% saw the 50% discount in an additional item. I bought the shirts. with 40% discount of the sweaters. exactly of the visible promotional plate at the entrance of the store.THE THREE MINDS OF NEUROMARKETING But this was not the plate I saw. with no Strong promotional appeal. visible for those who were inside the store. we made a simple analysis of both stimuli: picture A. or only fixate the promotional figures. my question is the following: why putting a plate indicating 40% discount beside the shirts. and picture B. In plate B in turn 78% of the volunteers saw the product description. because even so it was advantageous. I felt I was the greatest moron on Earth.

5 hundreds of customers. receiving a customer like me. The plate A is aimed at bait goods. Now multiply it by companies by visual manipulation. but it may serve as a lesson. inviting the customer to enter the store and. but. Einstein is always regulating me and putting brakes in my decisions. is that the stores should be careful with the consumers. After all. with those who have access to the information and with those who have the Einstein more and more connected.00. Peruzzo! Too much mess for a difference of USD 54. The problem. to what extent may we deceive the customers using manipulating neuromarketing strategies? There is a limit and respecting the consumer is necessary. Old Monkey. because the plate B of the sales was there. committing an interpretation mistake.BUY 2. not for the thing you should see. to where the company wants you to see. Imagine USD 54. owner of a neuromarketing lab. as in my case. Of course that.00 only from one customer. I hate when they deceive me. Then. is an exception and such a bad luck. Think of the profit gained by the Did you complain. consequently. considerably increase. I didn’t complain. That’s why people end up being in debt and acquiring serious financial problems with this emotional mentality. Peruzzo? This is a visual guidance technique. It seems to be a thing of tightfisted person. It’s natural that the complaints will Wow. This subject did not deserve so much space in the book. 193 . GET 1.

The complete result of the research was made available to all companies which products were analyzed. Olfactory and gustatory system in evidence n a traditional research to understand the preference for ice cream brands. derived from olfactory and gustatory stimuli. which have no verbal coding in its action in the limbic system. only sensorial and emotional. between December 26 and 29. There were 20 volunteers by ice cream brand and 30 volunteers for the control group. in the city of Curitiba. 2011. Ipdois Neurobusiness made a neuromarketing research. you should have no doubt that the memetic environment. measuring the behaviors is even more complex. 194 . And by the unconscious opinion. But the conscious opinion would be only another piece of a larger puzzle. at Hipermercado Condor. aged between 19 and 49 years. with 90 volunteers. all of them right-handed and consumers of strawberry-flavored ice cream. differentiated packaging and an impeccable global communication. being 55% men and 45% women. is definitely of worth to elect the best ice cream of the market. The methodology applied on the research was the “blind test”. that over which we have no rational control. Bapka and Häagen-Dazs) and has the participation of a sample of 90 volunteers.29 THE THREE MINDS OF NEUROMARKETING The unconscious habit of buying ice cream For the purpose of understanding the unconscious habit of the ice cream consumption. which analyzed three ice cream brands (Kibon. through luxurious points of sale.

let’s to the research. Thus. Approximately 50% of the left-handed have an inversion in Don’t forget to comment that the research served as basis for the first lecture of a Brazilian at the 1st Neuromarketing World Forum. a methodology of sensorial clues through eye movement is a result. In relation to the “blind test”.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM the ocular movement. which took place in February. by talking about myself. and Monkey. Princess. because without it. we need to understand the results of the people in relation to the visual stimuli with no olfactory and gustatory sensorial experience of the ice creams. The variations. in relation to the control group. which would make accomplishment of Why this thing of control group? Right-handed? Blind test? It’s not enough to make the research with whom consumes ice creams? the research difficult. may show an emotional change derived from tasting of the ice cream. In relation to the right-handed volunteers. The goal is observing the significant variance between the results of the group that tried the ice creams. we have a standard behavioral indicator for this control group. we would have an analysis of the results only between the ice creams and since we use too many visual resources on the research. Old Monkey. No. After that time. 195 . the people tried the ice creams without knowing the brand or the ice cream flavor. The control group is essential. the Netherlands. filled with emotions relived. you have no idea how proud I was at that special moment. for more or less. 2012. Princess. Being the only Brazilian representative to provide a speech on such an important event was a landmark in my life. in Amsterdam.

In relation to the flavor. because the investment in ice cream aromas demands million dollars. the ice cream Häagen-Dazs obtained grade 4. Kibon Morango. the ice cream Häagen-Dazs obtained grade 4. . with 2 liters and approximate price in Brazil of USD 5. In spite of the focus of the research being on the unconscious behaviors. But is the unconscious perception the same? Einstein. in which the volunteer only smelled the aroma. 196 .THE THREE MINDS OF NEUROMARKETING Only strawberry-flavored ice creams were analyzed on the research. Häagen-Dazs Strawberry. The EEG measurement was made twice.5. My pleasure.43. . Einstein. trying the ice cream through the gustatory system. with 2 liters and approximate price in Brazil of USD 7. stimulating the olfactory system. you’ll make the presentation of the research. Bapka Morango.35. frustration. for the purpose of measuring the momentary excitement. with 473 ml and approximate price in Brazil of USD 7.95. in a scale from 1 to 5.Global ice cream. and at some other time.00. Just a detail. of the following brands: . Since several technologies and stimuli were used.National ice cream.15. In relation to the aroma. the participants were asked to consciously verbalize themselves in relation to quality of aroma and the flavor of the ice creams.25 and Bapka 4. and it would be natural that a global company would have the best results.24 and Bapka 3. The first technology used was that of an electroencephalogram. Kibon 4. engagement and meditation.Local ice cream. Kibon 4.60. I’m going to ask for your help now. This is not a surprising result. The result followed the same rationale of the aroma.

29% 26.71%.78% 85.71% 63. or T final. The difference between the T0 and the TF shows a possible positive interference (for more) or negative (for less) of the stimulus offered to the volunteers.26% Source: Ipdois Neurobusiness © 197 . and 14. but how many biologies are compatible to certain stimulus. such as for example. i. The TF.32% 11. fragrance or flavor. let’s show a table Stop it. PPVN? Negative variation between T0 and TF? What’s that? I forgot this book is aimed towards beginners in neuromarketing. skin conductance. In relation to the PPVN. without contact with the stimulus. we do not look for averages.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM Let’s see the results of the olfactory system: In relation to the momentary excitement. or T zero..e. with the momentary excitement results: Table 14: Olfactory system – Momentary Excitement BRANDS Häagen-Dazs Bapka Kibon (PPV+) (PPVN) 77. an aroma.11% 14. is the state of the person after trying a sensorial stimulus. as compared to T0 and TF. and non-significant VARIATION or NEUTRAL (PPVN) easier. in turn.16% (PPV-) 11. Thus. This type of methodology may be used for electroencephalogram. Since you understand now the terminologies. The terminology T0. trying to create a Frankenstein. PPV+ and PPV-.29% with negative variations. NEGATIVE VARIATION (PPV-). medians and trends. heart rate or any other physiological measurement. no significant changes.11% 5. is the state in which the person starts the research. these are nomenclatures created by Ipdois Neurobusiness to make understanding of the PERCENTAGE OF PEOPLE having a POSITIVE VARIATION between significant T0 and TF (PPV+). the ice cream Bapka obtained a PPVN of 85.

86% (PPV-) 10% 5. but Kibon obtained a significant negative variation. BRANDS Häagen-Dazs Bapka (PPV+) (PPVN) 80% 94.14% 10% - Häagen-Dazs and Bapka did not suffer any great changes.88% 7. Table 15: Olfactory system .86% (PPV-) - 5.88% - Source: Ipdois Neurobusiness © 7. Source: Ipdois Neurobusiness © In summary. because 26.12% 92. we may assert that in the electroencephalogram technology the only actually important result was the 198 .76% 5.12% 92.24% 94.32% of the volunteers reduced the momentary excitement after scent the ice cream.44% 95.56% - Table 17: Olfactory system .THE THREE MINDS OF NEUROMARKETING Table 16: – Olfactory system – Engagement The momentary excitement is directly related to the emotional status of the volunteer.Frustration Kibon Source: Ipdois Neurobusiness © No brand significantly stimulated the engagement and attention status of the volunteers.74% (PPV-) 5. BRANDS Häagen-Dazs Bapka Kibon (PPV+) (PPVN) 94.Meditation 4.26% BRANDS Häagen-Dazs Bapka Kibon (PPV+) (PPVN) 100% 94.14% Frustration was not significant in any of the brands analyzed.

professors.67% 23. in relation to momentary excitement. because it obtained a significantly positive variation result. Kibon Source: Ipdois Neurobusiness © The most significant result. leaving the reader only with the macro results. but we apologize. It would be important to say why some pieces of information don’t have statistical significance. and our own nature allows for variations every second.81% - 14. statisticians and neuroscientists are tired of such excess steps. Let’s see the results of the Gustatory system: BRANDS Häagen-Dazs Bapka (PPV+) (PPVN) 83. for more or less. was from the ice cream Bapka. the most experienced on the subject. but our goal is describing step by step a neuromarketing research and not only the simplified results. even with no specific stimulus. which fact is not present in the other ice creams. Much greater than exposing the research result is causing the reader to build a methodology that may be applied on his daily routine. Probably. the variations may be minimum. In such EEG measurements. the focus here is our new neuromarketing consumer. Einstein.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM potentially negative momentary excitement of the ice cream Kibon. 199 .33% 61.53% Very good to remember.29% 10.47% (PPV-) 16. and this book is aimed to him. Table 18: Gustatory system – Momentary Excitement. I will be repetitive.09% 89.

56% 14. in addition to those already explained previously.33% - Source: Ipdois Neurobusiness © Once again.34% (PPV-) 12.33% Source: Ipdois Neurobusiness © None of the ice creams showed any significant change in relation to meditation.44% 4.26% 5.25% - 6. the ice cream Bapka shows an interesting contrast in the positive variation. BRANDS Häagen-Dazs Bapka Kibon (PPV+) (PPVN) 90% 87.THE THREE MINDS OF NEUROMARKETING Table 19: Gustatory system – Frustration In relation to the level of attention and the cognitive process of (PPVN) 94.5% 83.56% BRANDS Häagen-Dazs Bapka Kibon (PPV+) (PPVN) 100% 87. Table 21: Gustatory system – Meditation BRANDS Häagen-Dazs Bapka Kibon (PPV+) 5..e.76% (PPV-) the volunteers.25% - The most important result.5% 100% (PPV-) What is the summary we may have from these results? 10% 6.44% 80. its flavor is more frustrating than the others. is that based on the idea that the ice Source: Ipdois Neurobusiness © 200 .95% 94. i. while the ice creams Kibon and Häagen-Dazs don’t have a significant result. Table 20: Gustatory system – Engagement 8.5% 8. no ice cream showed significant change.

Let’s see the results of the Olfactory system: Table 22: Olfactory system – Heart Rate This is already an indication that. not significantly stimulating the SNA. For analysis of the heart rate. which shows a behavior neat the normality. the ice cream Bapka showed a very close behavior. we checked the T0 and the TF of each olfactory and gustatory try. The ice creams Bapka and Kibon presented results close to those of the control group. both have close characteristics. Old Monkey.e. BRANDS Häagen-Dazs Bapka Kibon Control Group Source: Ipdois Neurobusiness © (PPV+) (PPVN) 94% 62% 60% 61% (PPV-) 6% 24% 20% 18% 14% 20% 21% The ice cream Häagen-Dazs showed an incredible balance in But this is not enough to have a conclusion of the ice creams.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM cream Häagen-Dazs is a premium product. 201 . in terms of central nervous system. with no great distortions.. Let’s get there. we use the same EEG methodology. The ice cream Kibon does not enter the comparison by the negative result in relation to the momentary excitement of the system. and did not show a behavior near the control group. i. is it? Where’s the heart rate analysis? relation to the heart rate. specifically the neocortex. sympathetic or parasympathetic.

The ice cream Kibon in turn had a significant change in relation to the positive variation. If the company wants an intense product which may cause great emotions. the ice cream Häagen- BRANDS Häagen-Dazs Bapka Kibon Control Group Source: Ipdois Neurobusiness © (PPV+) (PPVN) 80% 65% 56% 61% (PPV-) Dazs is impressive. the ice creams Kibon and Bapka did not significantly change the volunteers. It’s as if the people were in an unchanged status. Now. which is not normal. it obtained an uncommon balance.THE THREE MINDS OF NEUROMARKETING LLet’s see the results of the Gustatory System: Table 23: Gustatory System . But if it wants the customer to be unchanged. Bapka kept a result very close to that of the control group. the result is great. it depends on the company’s goal in relation to the product. would point out the best marketing strategy? 202 . because their results are very close to the control group. 10% 20% 39% 18% 10% 15% 6% 21% Once again the ice cream Häagen-Dazs was the one which least changed the heart rate of the volunteers.Heart Rate In summary. whether in alert status or excess calmness. by reading these Since the heart rate is a system I control. The neuromarketing measures these physiological reactions. In the olfactory and gustatory system tries. If this is bad or good. the result is not good. what do you say about the results? results. But I thought a neuroscientist. The marketing should guide what one wishes with the product.

This was the question they made me in the end of my lecture during the 1st Neuromarketing World Forum. neuromarketing is a joint effort. A neuroscientist. joining these two ecosystems. with all variables required and executing would be sufficient: guaranteed success! On the contrary. to get to a plausible conclusion. let’s see an innovative methodology. Einstein. aroma or fragrance leaves more interest. The past is important. On what scientific reading were you based to make the research? . This is something the neuroscientists must learn. Use of the color spectrum to understand which color. should join forces. protocols and predefined algorithms. Now. Einstein seems to be a clairvoyant. its activities should be kept in secrecy. algorithms and patterns.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM Are you kidding me? A place for everything and everything in its place. After all. mainly as regards the unconscious and decision impulses. Going back to the design of the top 100 world companies. and like any other business. definitely the market doesn’t work like that. including as regards the human material. If it did. but this mania to always require the source of what is created many times refers me to the idea of creating only things based on past. Open up your mouth on your secret and your differential ends up becoming a standard. even due to his graduation. 203 Everything that’s standard is worth too little. creating a marketing plan. but creating something which is not related to anybody’s reference. which occur up to 2. I apologize.5s after the people view a product. guiding a marketing manager to rake decisions only on the physiological measurements may be a big disaster. is normal. foreseeability. or any scientific text. over 90% of the extremely successful companies created did not start with planning. works with a world controlled by science. I must repeat. protocols. which means maintenance of its success. It’s obvious that neuromarketing is also a business. where marketing and neuroscience.

through eye tracking system. orange and purple. through Gustatory System. time deemed as essential for decisions by impulse and.5s. suggesting that its flavor did not significantly stimulate the colors. The volunteers were encouraged to try. they were visually encouraged with the following colors: red.THE THREE MINDS OF NEUROMARKETING that’s the question: were they created “according to” someone? Or were they created through geniality of their entrepreneur? I would be too naive to expose my algorithm publicly. The table below shows the PPF (Percentage of people who fixated) of the colors within up to 2. We should remember that the control group viewed the color spectrum with no try. which also got below the control group. naturally. an essential factor in the creation of the ice cream packaging and color. Other market-leading neuromarketing companies did not disclose their algorithms as well. green. *GC: Control group 204 . Table 24: Color Spectrum . blue.Gustatory System COLORS Red Green Yellow Blue Orange Purple GC * Kibon Häagen-Dazs Bapka 63% 53% 37% 63% 53% 50% 55% 55% 35% 58% 45% 45% 75% 75% 76% 81% 55% 45% 30% 50% 57% 67% 62% 67% Source: Ipdois Neurobusiness © The ice cream Kibon was the one which got closest to the control group. the ice cream and then. mainly the red and the green. yellow. Let’s see the results of the color spectrum.

because they represent the strawberry colors in the ice cream packaging. such as ocular monitoring through the eye tracking. are essential for the test. adding to the traditional researches.THE UNCONSCIOUS HABIT OF BUYING ICE CREAM These colors. as compared to the red and green colors. With this research we may get to some major conclusions. The ice cream Bapka obtained a very significant result in relation to the red and green colors. EEG. b) Both the olfactory and the gustatory system had different Wow! Use this research to help determining the colors of the ice cream is amazing. d) For the visual aspects. stimuli. by using the neuromarketing. but in relation to the neuromarketing methodology: a) The use of different tools. not to say which ice cream is better. Now there’s a new alternative. red and green. carrying out a research without control group is having a serious risk in obtaining unrealistic results for the consumer’s purchase environment. How do current ice cream companies do? results. 205 . to measure the unconsciousness becomes important for a rich and consistent interpretation. because it depends on the marketing goals of the companies. The ice cream Häagen-Dazs was technically the one which had the best result. which validate the contrast between both. heart rates and skin conductance. c) The colors and the images have different unconscious perceptions when the volunteers have gustatory and olfactory Princess. but it also increased the fixations in the remaining colors. which were significantly greater than the control group and the cold colors. usually through qualitative researches and group discussion.

However. The neuromarketing research collaborates in both situations. reader.The purchase decisions of the ice cream brands in the point of sale are not stimulated by aromas and fragrances. because they allow for such unconscious measurements through neuromarketing researches.THE THREE MINDS OF NEUROMARKETING In relation to the marketing applications. is showing the steps of a neuromarketing methodology and its possibilities. . Literally. 206 Each stimulus may use already validated methodologies in other researches and. My large goal in exposing this research to you.the fragrance houses are widely important in the flavor.An additional care is required with the flavor. . with this neuromarketing research. only by merchandising stimulus. the sky is the limit for the sensational world of the neuromarketing researches. the new purchase of ice cream is determined by positive or negative experiences associated with flavor and aroma. aroma and fragrance approval. why not. . aroma and fragrance choosing processes. we may highlight: . innovate in new methodologies.

THE UNCONSCIOUS HABIT OF BUYING ICE CREAM 207 .

Methodologies for the neuromarketing .

“If. at first. then there is no hope for it. the idea is not absurd.” Albert Einstein .

with exaggeration of limitations. we may make decisions supported by figures. by which I remove the presence of the interviewer and also with a verbal opinion of the volunteer. what was the last big news in the method? Many times what we actually see is a net of new rules. For the purpose of showing feasibility of such methodology. always with the same goal. The quantitative research is carried out without the volunteer opening the mouth. in the city of Cascavel. in sequence. added to a specific algorithm. which in my opinion generates. 210 . the results that make possible for expansion of this methodology in the most varied fields of the human knowledge. Thus. which may reduce the margins of error and increase reliability of the data. stagnation of the innovation process. The methodology consists in the monitoring of the eye movements of the volunteers. understanding people’s opinions and transforming them into statistic data. Well then. hundreds of years ago.30 THE THREE MINDS OF NEUROMARKETING Quantitative research through eye movement I created a quantitative assessment pattern. a research with 60 students from the college “Faculdade Univel”. based on past. exclusively for this book. by which we’ll be able to note. we developed. many times. named Unconscious Potential Rate (IPI). The quantitative of new clothes he quantitative research is widely used in all areas of the human knowledge.

Let’s call this sample control group. Let’s not waste time. while were monitored by the eye tracking equipment (ocular monitoring). but were instructed not to answer absolutely anything.QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT Let’s work. The participants of a group had access to some questions through a monitor and were instructed to verbalize their opinions on the questions. 60 students took part in the research. Old Monkey. The final IPI results. even with a very small sample. 211 . a sample with 30 volunteers would be totally irrelevant. which was totally managed by a software based on the IPI algorithm. why this group division? Why not doing everything at once? This way is only confusion. Well. were virtually equal. No. they didn’t say anything. while they were monitored by the eye tracking equipment and the IPI software. because the error margin would be too high. I needed a control group to see whether there was a significant difference in the result of the IPI algorithm use. Remember that in a traditional quantitative process. The remaining 30 students had access to the same questions. in relation to the silence group result. because both were monitored by the same eye tracking equipment. Let’s call this sample silence group. divided into two groups of 30 students each. Peruzzo. of 30 volunteers/each. Old Monkey… Let’s see the first and major result. Let’s to They just had to look to the questions and the answers. both of the control group and the silence group.

The silence group results were: 58% for. Peruzzo. against and 12% no opinion. The silence group in turn obtained the following results: 8% great. Now Let’s see the most complex question. For you to have an idea. the greatest difference was nine percentage points. in the silence group research: 20% for. regular. 45% Peruzzo. Einstein. 35% against and 6% no opinion. 7% bad and 0% awful.THE THREE MINDS OF NEUROMARKETING The answers from the control group were: 17% for. 44% regular. 41% regular. Once again. it is obvious that great part of the volunteers lied or consciously justified. said to be against gay marriage. In turn. that’s amazing! The greatest difference in percentage between the researches was only five points. 83% The first question was regarding the opinion of each volunteer in relation to the work of the president Dilma Rousseff during her government. In the control group research. the results from the control group were: 42% for. 41% good. if this was great. 74% against and 6% no opinion. bad or awful. in a traditional research 80 to 100 samples are required to get to 10 percentage points of error margin. The question made to the participants was in relation to their opinion on division of shares by race in the universities. good. 12% bad and 0% awful. because Very nice! But we’ll not stop here. 212 . The results related to the control group were: 3% great. even there are meaningful percentage differences. Let’s see the second question. explain to the people this result. I understand you completely. 44% good. In relation the participants’ opinion on marriage of people from the same gender. against and 0% no opinion.

213 . The utilities of the IPI methodology are infinite. because now you can discover who I am really voting for. in the silence group. which correspond to the volunteers’ behaviors. are not those the volunteers verbalized in the control group. which we have just realized is leading companies to take sequentially mistaken decisions. we actually discovered he is for.QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT being for. There are seconds of unconscious impulses. It’s natural that we rationally try to justify an answer to preserve ourselves. through the silence group. because by verbalizing – in such case to the monitor – your consciousness. they will think you’re gay!”. Finally. That’s unfair. that the volunteer may not notice. You noticed a long time ago that the problem is not on the research. even if for that they have to lie. even if a person tries to justify he is against. to adapt to the situations in which they are inserted. Einstein could be saying: “Hey. if you say you’re for. which justify themselves all the time. I can assure you that the true answers. but are noticeable for the eye tracking and for the IPI. This is only the beginning. but those measured by the IPI methodology. where we monitored the unconscious pulses – the Princess’ and Monkey’s reactions –. However. but for any situation in which knowing the people’s opinions is required and not only the conscious justification. In a political campaign I cannot lie I vote for a politician to please him anymore. not only for the politics. but on people’s minds.

It’s called Peruzzo and Chavaglia Neuromarketing Model. which I shall call from now on PC/Neuro Matrix. who was the real supporter so that I could enter this wonderful world of neuromarketing. I feel very happy with it. 214 . I understand Peruzzo. What’s the name of the model? Imagine if every professor were like this with the students. let’s the Peruzzo and Chavaglia Neuromarketing Model. But. but Chavaglia? It’s an honor I pay to my student José Chavaglia Neto.31 THE THREE MINDS OF NEUROMARKETING PC/Neuro Matrix The Peruzzo & Chavaglia Neuromarketing Model I have been working for five years in a model that may help marketing professionals create efficient neuromarketing strategies without the mandatory requirement of using the neuroscience research technology. Princess.

e. skin conductance and face reading. according to the figure 41. In spite of the PC/Neuro matrix not including me. Nice. anger.PC/Neuro Matrix – Basis The entire process begins with the Princess’ mental emotional statuses. we may create the first matrix structure. In order to represent such characteristic. Thus. fear. and the Monkey’s excitement status. we shall use the positive (joy.PC/NEURO MATRIX Figure 41: . in a simple way. excitement may vary in a state of great excitement to complete calmness.. Similarly. we call this status valence. sadness) emotional statuses. Peruzzo. happiness. I thought of using some tools such as electroencephalogram. We learned that our emotional process controlled by the Princess is dichotomic. love) and negative (disgust. i. in the matrix. among other technologies to insert data to this matrix. Source: Ipdois Neurobusiness © 215 . In the neuroscience. whether we like it or not.

You’re the one which likes to always act through previous experience or .Frustration. generated by excitement and negative emotion. No.Axioms Source: Ipdois Neurobusiness © Explain better each quadrant. and represented in the figure 42: . We use all these tools to accurately show the companies the dynamics of the consumer’s behavior in relation to the PC/Neuro matrix.Expectation. 216 Figure 42: PC/Neuro Matrix . because the goal is offering a matrix that may be used by any professional.Satisfaction. without necessarily using the neuromarketing research technologies. generated by excitement and positive emotion. which require certain investment. But we cannot enter the level of detail in the theoretical model.Dissatisfaction. which were formed with the following customers’ behaviors. . . mainly the small and medium-sized companies. Now. Old Monkey. generated by calmness and positive emotion. . with the matrix and the primary variables defined. Einstein.THE THREE MINDS OF NEUROMARKETING See. because the matrix is starting to get complex. that’s what we do nowadays at Ipdois Neurobusiness. generated by calmness and negative emotion. described below. The matrix is not complex. we need to know the four quadrants of the matrix which are based on the axioms of the PC/Neuro matrix. because not everyone has the available resources.

alert. His expectations were met. and the best way for it to happen is having the expectation of the solution that may remove dissatisfaction. recognized that it met his expectations. The customer. But let’s explain each quadrant. After you repeat use of this matrix. his calmness reflects his status of not making a new purchase. of this situation. is many times enough to get out of the dissatisfaction status. created in the consumer’s mind. he is happy and calm.PC/NEURO MATRIX animal impulse. recognizes he was not met in his expectations and gets in a negative emotion status. feels the biological need to get out. The customer. for several times. Now I understand the meaning of each quadrant. Thus. anger. In such quadrant. The expectation is the high excitement joined to the customer’s positive emotion. as fast as possible. through one or several powerful memes. solving all his problems. by using the product or service. among others. where he sees the product use. and that he no longer needs to be alert and concerned. you’ll see it’s easy. Be careful with the interpretations of the calmness word. danger. the customer creates in his mind the expectation to solve the problems through the product he will buy in the future and that he will not necessarily use. because it suggests that the customer. when purchasing a product or service. Therefore. The satisfaction is based on calmness and positive emotion. Sorry to be impertinent. The frustration is derived from calmness and negative emotion. such as sadness or anger. sadness. There are several emotions that put the customer in such quadrant such as fear. and not thrilled anymore. Dissatisfaction is the high excitement and the negative emotional status. The expectation of a future setting. in such status. but how will I use it in practice? 217 . insecurity.

he already has the technology. and that the financial disbursement is not too significant. Expectation: neutrality occurs for not leaving clear to the customer the future reward. . or learned on his own to do the task. which did not stimulate the alert.Neutral zone. or. causing the customer to have no attitude in relation to our product. Frustration: neutrality represents total demotivation by the Source: Ipdois Neurobusiness © customer in realizing that the products acquired did not solve his problems. Satisfaction: neutrality occurs when the customer. realizes it is no longer essential to his needs. by using the product.THE THREE MINDS OF NEUROMARKETING Before we put the PC/Neuro matrix into action.Non-elastic zone.Elastic zone. let’s meet three zones of the matrix (figure 43) which are quite important. danger and dissatisfaction status of the customer. that the customer would have by purchasing a certain product. . in case of the services. releasing the service provider. 218 . to wit: . See the behaviors of the axioms to the neutral zone: Dissatisfaction: the customer’s neutrality is reflected by communication actions. Figure 43: PC/Neuro Matrix The neutral zone is the field where our neuromarketing strategy was inefficient and weak.

PC/NEURO MATRIX

It leaves the customer with no type of reaction, also without motivation for a formal complaint, which would be an opportunity of the offer that sold the product, try to revert the situation. In summary, the customer is frustrated and quiet. The elasticity zone represents total efficacy in the neuromarketing strategies and has the following behaviors of the axioms: Dissatisfaction: the customer recognizes the negative emotional stimulus and gets excited, waiting for a solution, as soon as possible, a solution, so he may have the opportunity to have the expectation of solving his problems. Expectation: the customer realizes the solution for his problems is near, through the possibility to purchase the product and a well-designed communication process. Such expectation is provisory, because sooner or later, by purchasing the product, he will have in his mind an experience of satisfaction or frustration.

Satisfaction: the customer is satisfied with the product use, but he is open to receive a new stimulus that may leave him under dissatisfaction again, generating a new purchase cycle, new supplier, or reward, same supplier, generating loyalty to the brand. Frustration: The customer is frustrated and upset with the product use, but he is open to receive solutions from the supplier to reduce the frustration. And, depending in the problem solution, it may go to the satisfaction quadrant again and restart the cycle. The non-elasticity zone suggests that our neuromarketing actions were not sustainable to the business. When it occurs, the customer is under total inertia, and the more we try to stimulate him to a movement, positive or negative, the result is void. This zone has the following behaviors of the axioms: Dissatisfaction: the customer received high-impact negative stimuli, such as for example, use of exaggerated fear, and he cannot see a way-out for this highly negative emotion and high excitement, bringing a complete paralysis. 219

THE THREE MINDS OF NEUROMARKETING

Expectation: it’s generating an expectation out of the knowledge limits of the customer, even out of the delivery possibility, i.e., promising something will never be able to be delivered. In desperation, many companies and sellers, not to lose a sale, promise inexistent benefits. Many customers have become non-elastic in this phase of the expectation, because they realized they are being deceived. The other customers, who felt on the same trap, will become non-elastic when they get frustrated with the purchase experience. Satisfaction: the greatest mistake the company may make is delivering to the customer a product that solves all his problems forever. Thus, why does the customer would begin the cycle again for a dissatisfaction status? He thanks you a lot and forgets about you. Why delivering a cell phone with all features at once, for the customer to thank me and forget, if I can offer the features little by little and keep him loyal to my brand? Frustration: The purchase experience was so frustrating, between what was promised and what was delivered, that the customer has three fatal attitudes for the offer: he assumes the 220

loss and does not officially complain about the offer, says bad things about the product and don’t want to purchase again or will seek his rights through legal proceedings. It’s crazy this thing about elasticity and nonelasticity! It’s normal your lack of knowledge. The term elasticity is very used in economy and marketing in the formation of price and demand analysis. It’s a kind of measure corresponding to the product demand in relation to the price fluctuation.

We have excitement and calmness, representing my Monkey attitudes. And the emotions, whether positive or negative, representing the Princess behavior. The four axioms in the order: dissatisfaction, expectation, satisfaction and frustration. And the three zones: elastic, nonelastic and neutral.

PC/NEURO MATRIX

A customer buys a product only when he needs to solve an But, sorry about my ignorance, how do I put it all together to work at the same time? unconscious dissatisfaction. In marketing, we learn that we buy to satisfy a need, but this is something conscious. In fact, it’s almost the same thing, but when it becomes conscious, too Your wish is a command. In order to manage this pattern, you’ll need to keep in mind four strategies, to wit: 1) Insert the dissatisfaction meme. 2) Communicate the expectation meme. 3) Make the channel with the antidote available. 4) Manage the time and satisfaction of the customer. much time has passed since the time when internally our unconsciousness, the Monkey and the Princess, was yelling for such solution. When it is conscious, the customer is more complex, critic and analytic. It’s better to act while the dissatisfaction is unconscious in the customer. And how is this dissatisfaction initiated? Through you who practices the neuromarketing! By inserting a dissatisfaction meme on your customer’s mind. Is it all so simple? Just four strategies and that’s it? There are hundreds of thousand tools for you to insert a dissatisfaction meme into your customer, but essentially through the use of communication. Four strategies, but which require a great amount of work. Let’s begin the first strategy: insert the dissatisfaction meme. This may be through a personal sale, a lecture, seminar, TV, radio, magazine, newspaper, book, website, e-mail commercial or any other communication vehicle. Any verbal 221

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communication action as well as non-verbal. A disappointing look leaves anyone dissatisfied. Any piece of information that may get to the consumer’s mind, specifically via thalamus, with the message of alert, attention, fear, danger, urgency, pain or threat, will unleash the whole process to reach the amygdala, where we may vulgarly call marketing amygdala hijack.

If I don’t do it, the customer will not purchase what he really needs. Think about it, Einstein. A customer will never buy a solution for being happy, joyful, satisfied, and calm. At most, he will to the beach to get a rest.

Examples, please! Too much theory. It’s depressing. What a shame doing it with the customer. Leaving him in absolute sadness, almost depressive. How many do you want, Princess? Why do, in every event by Apple, when a new iPhone is Depending on the point of view, Mister Einstein. If I have something essential to offer to the customer, which may bring actual benefits and guarantee of future satisfaction, the fact of triggering the negative valence status and high excitement is more than ethical and acceptable. released and each feature of the new cell phone is disclosed in a wonderful screen, being broadcast for million people, you look to your old iPhone, and already contaminated by hundreds of pain memes – because now you don’t feel the best human being of the world anymore with the best cell phone in the planet, because your iPhone version is obsolete – and urgency memes – because you need to run to the queue of

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or a digital marketing agency. Attention. we can go to the second strategy. but you continue excited. But. the expectation of having in your CV the name of certain educational institution also takes you out of the negative valence status taking it to the positive. Or then. which is experienced in helping creation of such memes. the great strategy is how to create the dissatisfaction meme. Not every person has creativity and experience for that. and as soon as possible. The strategies may be made momentarily. you are absolutely convinced that you need to change cell phone? Understand. Now. I know it. many times this communication takes place at the same time you insert the dissatisfaction meme. In case of the iPhone release. this is amazing. Princess? Is it unethical? Of course not. This should be done also through a communication process. you were contaminated by a meme of the fear of losing market space for being ignorant. Princess. because you still need to go through the product’s purchase action. Why do you decide attending an MBA? I bet you would say that’s because you’re searching for knowledge. The dissatisfied customer needs to find a solution for his problem. The ideal is hiring an advertising agency. It’s bad to hear that. In case of the MBA. Pay attention. you are dissatisfied with your phone. which is communicating the expectation meme. But this is an Einstein’s answer.PC/NEURO MATRIX Apple Store before the first batch of the new iPhone ends –. but the expectation generated with the several benefits you’ll have with the new telephone is so big that your negative valence status becomes positive. suddenly. However. that’s what happens internally in your unconsciousness. only by the possibility of the thousands of email opportunities and the 223 .

In summary. By seeing a small threat. Remember that having Harvard in your diploma opens the doors. so as to avoid discrepancies and keep students’ satisfaction. but soon you’ll be using it on your daily routine. a product or service which may give rise to and actually solve the customer’s dissatisfaction. but keeping you in the company is only up to you. naturally to manage the modules and the teachers. it creates a new dissatisfaction process by releasing a product with some new features. In the MBA. but not losing its essence. In case of Apple. whether in an advanced marketing and communication strategy. in order to begin the cycle of the PC/Neuro matrix again. and soon attend the classes. In the MBA courses. What about the strategy of the channel with the antidote? Apple offers the channel with the antidote. or even in a sale visit. assessments are made during the courses. the dates of the modules and the respective teachers are delivered. even so you need to sign the contract. 224 . I may state that 50% of the path was given through the PC/Neuro matrix and the remaining 50% comes from the capacity you have to create an intelligent and attractive campaign.THE THREE MINDS OF NEUROMARKETING salary increase the MBA will bring to you. it manages its customers and also the competition movement. The PC/Neuro matrix demands a time for practice. But you keep excited. Sure. But there’s a strategy missing: that of managing time and customer satisfaction. and of course. always informing the countries where and the days when the new products will be made available.

225 . But everything in its own time.PC/NEURO MATRIX Don’t believe the story ends here. then neurosales soon will deserve a very special treatment of the PC/Neuro matrix. because if this is the base for sales.

Conclusion .

one does it for the purpose of judging or getting to a conclusion.“When one thinks. when one feels.” Carl Jung . one does so in order to assign a personal value to anything one does.

is fascinating. by itself. another detail. in São Paulo – date in which I would receive for the seventh time the award of best marketing and sales professor of Brazil. 228 . There is always the feeling that there is something missing. January 15. not so romantically and predictably. 2013. New technologies and methodologies. This confusion. Breaking paradigms so far centenary and unquestionable. based on illogic of the consumer. such as graduation teachers. mainly in the mathematical and statistical environment. Master’s degree and Doctor’s degree. enhance your intelligence and take more risks oncluding a book is one of the most difficult tasks. trying to be close to the ideal in only one book is impossible. of these technologies and methodologies. but in a logic way. mainly in the marketing. in the coming years. and their respective educational extensions. I was at the Hotel Renaissance. in case of neuromarketing. A real revolution that came to stay. I decided not waiting and went to action.THE THREE MINDS OF NEUROMARKETING Open your heart. specialization. But I need to be conscious this speech is specific and does not necessarily reflect the opinion of the other professionals of other areas. All of them shall suffer a strong impact. Such marriage of neuroscience to marketing made thousands of professionals see the market differently. Wait and see. by FGV Management – when the professor Carlos Alberto Decotelli calmly questioned me: that. However. MBA. advertising and publicity areas. communication.

with several settings. here’s a brief summary: The myth of the cave was written by Plato. Imagine the impact he had by recognizing he spent his whole life judging only shadows and illusions. being totally away from reality. because the great ideas were processed by the Monkey 229 . saying that Einstein actually takes credit for what he didn’t make. protagonists and supporting actors. intelligence and rationality. which the prisoners judged and to which they assigned names. One day. pity of the other colleagues. For those who don’t know the work. Professor Carlos. a world with no boundaries. he goes to them to talk about a new world. I read six books a month. for defending a truth that could break all standards of that time. discovering that the shadows they saw were actually statues. reflected on the cave shadows of statues. assassinated by the citizens of Athens. being part of the book VI of “The Republic” and inspired by the tragic death of Socrates. one of these prisoners managed to escape of the chains and ran from the cave. Unfortunately. We are men. Well. not animals. not knowing the truth. who provides us with logic. Imagine now this former prisoner. A closed and dark environment. a fire. we know the probability they will believe the story is small and quite probably our character will suffer with mockery and be deemed as ridiculous. who keep in a process of intellectual. I understand perfectly your rationale. Princess and Monkey. kept always lit by men from the external world. Then. objects. very nice the videos I receive of Einstein. spiritual and cultural closing. inanimate beings. We have a world we think is totally managed by Einstein. a crazy man appears.CONCLUSION “Professor Peruzzo. after the master’s tip. where they are in chains and only could see the bottom of the cave. I read and understood it. but in fact I should read more about philosophy. The basic idea of the myth has as setting a cave where prisoners were born and lived their whole lives. During the night. Have you contextualized this whole story of the characters with Plato’s Myth of the Cave?” I sincerely said no. Out of a sudden.

with new contents of psychology. In my case. an extraordinary power always leveraged me to the new and freeing myself from the chains to discover a new world is a feeling of unparalleled freedom and happiness. I undoubtedly lived too long in a cave. It’s a unique pleasure to make part of this story which has just begun. physics and other areas that help understand the extraordinary human being. to be freely delivered to Einstein. However. believing the traditional marketing concepts. because the institutional appeal is a justification of result. months and years. Open your heart. biology. sorry the relief. 230 . Well. believed in a neuromarketing project.THE THREE MINDS OF NEUROMARKETING and the Princess during days. Personally. the myth of the cave becomes a special reference not only within the context of the contents of this book. a lot of knowledge acquired and now the reader has on this book the whole consequence. chemistry. they will be seeing a new era. the financial return may be in the long term or does not need to exist. When you have the support of third parties. neuroscience. who are humble to ask for anonymity. which today comes trues. when I decided to study and invest. Enhance your intelligence. They tried to say I’m crazy. understand the strength of the emotions in the customers’ decision-making process. there were many researches made. A high investment needed a shot in the target. especially from the educational sector. a lot of time and money… doing everything on my own. which could sponsor equipment or software… only private companies with admirable professionals. with the Princess. with no help from any educational institution. and he may ignorantly say he had the idea. one by one. Incredible! However. But the light is entering the cave and little by little. whether it worked or it worked.

Thank you and see you soon. Einstein will keep saying he was the owner of the magical solution.CONCLUSION Take more risks with your Young Monkey. Scenes from the coming chapter soon. because this is the only way that one day it might be an Old Monkey. of course. Invisible Lord? Who is this character. That’s why he isn’t in the book title. I don’t get it. the ideas that will change your life. 231 . Thank you. But. That’s the fourth character of this wonderful story. from the Monkey and the Princess. Peruzzo? Oh boy! I almost forgot. become a reference and actually have the privilege of receiving as a gift. No problem. but he is not part of the brain minds. If so desires the invisible Lord.

The Iconoclast. 2010. AMTHOR. Disponível em:<http://www.. São Paulo: Leya. BIGLIANI. 2006. APPIGNASESI. R. p. 2003. ——————. ARIELY..com. 2012. 2010. New York: Three Rivers Press. intentions and emotions: old versus new psychological game theory. D. R. São Paulo: Atlas.  232 . ZARATE.  CÁCERES. 01-06. M. A. PILOWSKY. M. MATTHEWS. o genoma das vendas. BRESSAN. P. L. Entendendo Freud: um guia ilustrado. BLACKESLEE.. Higher Education. 2010.A. 2009. N. BERNS. CARPENTER. S.br/tag/ neurotransmissores>. Shopper Marketing. vol. Middlebury: Departament of Economics Middlebury College. The female brain. p. If you have a 'buy button' in your brain. BERNS. G. vol.. SHILLER. 2010. G.. R. ANDREA. Acesso em: 22/12/2012. V. N. 61. Neuromarketing: the hope and hyde of neuroimaging in business.  BORN. Rio de Janeiro: Campus. O espírito animal. São Carlos: Suprema. R. o genoma do pensamento. 431.AS TRÊS MENTES DO NEUROMARKETING References AKERLOF. CÔNSOLI. F. what pushes it? The New York Times. Beliefs. O vírus da mente. BOWMAN. L.. A. Nature Reviews Neuroscience. J.galenoalvarenga. Neuroscience for dummies.R. vol.. Neuroimagem de receptores D2 de dopamina na esquizofrenia. 2007. Mississauga: John Wiley & Sons Canadá. L. 1996. F. The male brain. 284-292. Anchoring effects in world university rankings: exploring biases in reputation scores. História do Brasil. dopamina e serotonina. A. São Paulo: Moderna. J. ALVARENGA. Noradrenalina. Neuromarketing: o genoma do marketing.H. 2004. Boston: Harvard Business Press. 2001. BRODIE.. GUISSONI.S. BASTEDO. BRIZENDINE.. São Paulo: Cultrix. 23. P. O. G. New York: Three Rivers Press. p. New York.444. Revista Brasileira de Psiquiatria. 2011. 2012. 2010.11. G.

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Acknowledgments
his book only became reality thanks to the generous contribution of professionals we believe to be completely out of the standard. We cannot forget the whole commercial, research and Encouraging neuromarketing and believing this new ecosystem is already an attitude deemed as fully differentiated. Our great first debt of gratitude is with Carlos Praes and his team. One of the most ground-breaker technological research professionals of the international perfumery market.  His vision, in application of neuroscience and neuroinnovation, in the fine perfumery segment, is admirable. development team of Givaudan, especially the São Paulo, London and Paris staff. Thanks to the innovators, Claudio Roberto Fernandes Assis and Robison L. G. de Azevedo, who brought neuromarketing in such an innovative manner to the oven white-line segment. Thanks also to the restless researcher Luiz Henrique Simões, who believed neuromarketing as a competitive differential in the shoes segment. The professional relationship over the last years significantly contributed for construction of this book.

The neuromarketing is still fetal in Brazil and many professionals deserve acknowledgment. There are so many stars; therefore, sorry if we forget some special person. Without our suppliers, nothing would have been possible. A special thank you for Juan Pablo Rodriguez and Christian Fujiy from Tobii Technology, as well as for Stéphane Folley from Tea – Technologie Ergonomie Applications, who were not only partners, but showed a strength out of the common in the technology transfer process. Thanks to all professionals at Neuromarketing Science and Business Association, especially to Carla Nagel, who does a great job for the neuromarketing area and is directly responsible for the success of the association and for the annual accomplishment of the World Neuromarketing Forum. Thanks to the whole team of collaborators of Ipdois Neurobusiness, especially to the neuromarketing research professionals, Pedro Colli and Thyago Peruzzo, for the professionalism with which they dedicated to this book, including in many of the researches published on this book. Thanks to the friends Fabricio Pamplona, Bonifácio Watanabe, Luciano Salamacha, Robson Gonçalves, Claudio I thank “Mister Invisible” for the ability of joining pieces, which some people call coincidence, and believe me, the neuroscientists one day will also be able to explain these occurrences by the brain point of view. Thanks to my whole family for believing my work and especially my wife, Márcia, and my daughters, Giulia and Pietra, of whom, in the last months, due to conclusion of this book, I was away. I’m sure they know and understand this was a good reason. Thank you to Felype Peruzzo for the dedication in the rush translations. Undoubtedly thanks to the dozens of collaborations of the joint validators, mentioned one by one in the beginning of this book, where professionals from more different areas of knowledge enriched the contents of this book. 

Shimoyama, Edelcio Jacomassi and José Finocchio for giving me a brother-like friendship, a unique exchange of knowledge, in several areas. Thanks to all professors, coordinators, principals and friends of FGV Management. And thank you to my students, especially the student José Chavaglia Neto, who coordinated and managed the contents of this book. This boy has a brilliant future! Thank you all.

Marcelo Ivanir Peruzzo

Thank you to my wife, Thaís, and my son, Luigi, who are the reason of my life. Thanks to my parents, Levi and Marly, for the unconditional support and the love of a whole life. To my mother-in-law, Marlene Bonan, and my father-in-law, Italo Calliari. To my whole family. To my friends. To my friend and master, Marcelo Peruzzo, for the kindness of having invited me to take part in this project and for the patience of teaching his work methodology to me, his apprentice. To my friend and instructor in the Doctor’s Degree, José António Filipe, from “Instituto Universitário de Lisboa”.

I also thank the young Thyago Peruzzo for his entire dedication and efficiency in the research operation. To the director of NMSBA, Carla Nagel, for supporting this initiative, which is aimed at developing and expanding the number of supporters of the neuromarketing in Brazil.  And I finally thank my students, for whom I reserve all my effort in producing this work.

José Chavaglia Neto

technologies. Quem processa. throughout Brazil (2006.  granted only to teacher awarded in five consecutive years. 2008. insurance.  Post-graduate degree in Marketing. Has 24 years of market experience. the equivalent of more than 8. 2007. 2012 and 2013).  Has conducted over 200 lectures throughout the country and abroad. Managed over the past 15 years trainings for more than 20. 2010. He delivered more than 300 MBA classes. the maximum award from FGV Management. from FAE Business School. obey). Brazilian Ambassador at NMSBA – Neuromarketing Science & Business Association. Author . psychology and others. Jesus de gravata (Jesus is wearing a tie). Seven consecutive times awarded as the Best Marketing and Sales teacher of the MBA courses at FGV Management. Os dez mandamentos de Deus e os pecados organizacionais (The ten commandments of God and the organizational sins). manda!( the thinking leader – Who thinks is the boss). 2009.Marcelo Ivanir Peruzzo Visiting Professor at FGV Management. Master in Business Management from the Universidade Federal de Santa Catarina (Santa Catarina Feral University).000 hours-classes. CBO(Chief Brain Officer) at Ipdois Neurobusiness. As 100 dicas do líder pensador (100 tips of the thinking leader). O caminho do perdão (The way of forgiveness). with emphasis on leadership and marketing staff. 2011 and 2012). Three times awarded with the “Quadro de Honra” prize (2011. real state. Graduated in Systems Analysis by the Escola Superior de Ensino Empresariais em Informática (School of Education in Business Informatics). Author of the books: O líder pensador . a unique curriculum and consulting experience in many management areas such as: education. and other academic publications.Quem pensa.000 professionals. neuroscience. obedece!(Who processes. retail. finance.

Neuroeconomics. Lecturer in the Innovation. MBA in Business Management by FGV.José Chavaglia Neto Master in Business Management by the Instituto Universitário de Lisboa (Lisbon University Institute) (ISCTE/IUL). Economics and Sustainability areas. Coordination and participation . Graduated in Economics by the Universidade da Amazônia (Amazonas University). Neuromarketing and Innovation. Regional Manager at Ipdois Neurobusiness – São Paulo and countryside. Specialist in Accounting and Finance by FCETM-MG. Teacher from the FGV Management/CADEMP program. Author of the books: Neuromarketing: o efeito de ancoragem. Energia solar como vantagem competitiva em empresas industriais da Amazônia (Solar energy as a competitive advantage at our companies from Amazonas) and Sucesso professional (Professional Success). de contexto e o papel dos neurotransmissores (Neuromarketing: the anchoring effect of context and the role of neurotransmittes). Neuromarketing. He is also the author of several articles abroad about: Neuroeconomics.

skin conductance.Initiation and Training in CBO Chief Brain Officer Goal Training managers and innovators so they can understand. Neurotechnology and Neurocommunication.ipdois. Syllabus - Basic neuroscience principles. . Neuroinnovation. applied to business management. through the wide and unrestricted knowledge about the conscious and unconscious operation of the human brain. Coordination Marcelo Ivanir Peruzzo More information Ipdois Neurobusiness . Neuroleadership.com • www.Application of In Company and Worldwide training.com • www.com .Concepts. .falecom@ipdois. based on the neuroscientific knowledge in order to create competitive advantages and market differentiation.com T +55 (41) 3089-3085 • +55 (41) 9677-6945 falecom@ipdois. . EEG e face reading. heart rate.Application of business games concepts.Neuroscientific research Methodologies and Techniques. .marceloperuzzo. opposite to the new and inevitable scenario of the impact of business management. Neurosales. Neurostrategies. Cases and Methodologies: Neuromarketing.ipdois. . Certificated by Ipdois Neurobusiness. Methodology  . real and not simulated ones. campaigns created on Facebook and Google. dynamic and organic. .Workshop . .com .Workshop format and lectures.Individual dynamics -Hands-on Lab using real neuroscience equipment such as: eye tracking. using campaigns through online demand. Princess and Monkey. hire and manage marketing strategies.Neuroscience Lab: theoretical and practical.The three brain logic: Einstein.

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