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    Caterina Pisani
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    The document discusses using narratives and emotional storytelling to influence consumer preferences and decisions. It references research showing that the brain areas related to preference decisions are also activated by narratives. The document proposes testing narratives embedded in commercials using EEG and other neuroscience tools to analyze brain activity and determine if narratively structured commercials are more effective at unconsciously linking products to emotions and memories compared to non-narrative commercials. The goal is to develop commercials that evoke specific emotions to create a stronger connection between consumers' self-concept and the branded product.

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    The document discusses using narratives and emotional storytelling to influence consumer preferences and decisions. It references research showing that the brain areas related to preference decisions are also activated by narratives. The document proposes testing narratives embedded in commercials using EEG and other neuroscience tools to analyze brain activity and determine if narratively structured commercials are more effective at unconsciously linking products to emotions and memories compared to non-narrative commercials. The goal is to develop commercials that evoke specific emotions to create a stronger connection between consumers' self-concept and the branded product.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Flag for inappropriate content
    22 views15 pages

    Presentazione - Neuroscience

    Uploaded by

    Caterina Pisani
    The document discusses using narratives and emotional storytelling to influence consumer preferences and decisions. It references research showing that the brain areas related to preference decisions are also activated by narratives. The document proposes testing narratives embedded in commercials using EEG and other neuroscience tools to analyze brain activity and determine if narratively structured commercials are more effective at unconsciously linking products to emotions and memories compared to non-narrative commercials. The goal is to develop commercials that evoke specific emotions to create a stronger connection between consumers' self-concept and the branded product.

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    © All Rights Reserved
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    of 15

    Spain

    Requena
    Valencia

    New colorfoul sparkling wine interpretation


    Shake!
    Idea of a revolutionary wine experience

    Visual stimuli May work for someone...

    Shift the focus from composition

    Sell the total experience

    ... But when it comes to Italy Emotional and social motivators

    WHY this specific wine


    Evoke emotions Create
    and memories sympathy

    People naturally construct stories to make sense of


    what is going on in the world around them.

    +
    Create a link between self-concept and the branding product
    Region Scalp Map Equivalent dipoles of ICs
    Left Frontal

    Left Occipital

    Right Occipital

    Limbic System

    All these brain areas are related to preference decisions


    EEG Facial Action Coding System

    Two options
    Re-perform EEG test to compare FACS: assess different types
    brain areas activation when we have: of human facial movements Supervised
    on the basis of the algorithms Cheaper
    Narratively Structured Commercial appearance of the face. vs
    Subjective
    Non-Narratively Structured
    Commercial Unsupervised
    algorithms More
    expensive
    vs
    Objective
    When the listeners hear a The use of auditory
    sound they are able to signals unconsciously to
    image the product, so there derive also information
    is a very strong link between of physical properties of
    them. a product, like size.

    Purpose: better stimulation in


    temporal lobe.
    Implicit Association Test EEG
    Association between Analyse brain activity and
    sounds and two in which area they occur
    different categories: during rapide changing
    "Pleasant" and stimuli
    "Unpleasant"
    1st group: 15 people
    between 18-34
    Machinery costs
    2nd group: 15 people
    between 35-51

    Specialists € 50.000
    combined with

    Optimal
    arousal

    Stress
    zone
    https://avivawines.it/
    H. Schifferstein, Paul Hekkert. “Product experience”. 2007.
    Moran Cerf, Manuel Garcia-Garcia. “Consumer Neuroscience”. 2017.
    Katja Saupe, Erich Schröger, Søren K. Andersen and Matthias M. Müller. “Neural mechanisms of intermodal
    sustained selective attention with concurrently presented auditory and visual stimuli.”. 2009.
    https://www.sentientdecisionscience.com/implicit-vs-explicit-techniques-in-consumer-insights-research
    https://www.amsterbrand.com/en/knowledge-center/75-implicit-association-testing-in-marketing-research
    https://www.cell.com/trends/neurosciences/fulltext/S0166-2236(20)30049-
    7#:~:text=Neuroscientists%20tell%20stories%20about%20the,evolving%20world%20we%20live%20in.
    https://www.researchgate.net/publication/336087543_Neuroscience_Narrative_and_Narratology
    https://www.edutopia.org/article/neuroscience-narrative-and-memory
    https://www.researchgate.net/publication/312490474_Why_Narrative_Ads_Work_An_Integrated_Process_Ex
    planation
    http://lisapeyton.com/the-power-of-narrative-in-advertising-brands-that-tell-stories-and-win-customers/
    https://onlinelibrary.wiley.com/doi/epdf/10.1207/s15327663jcp1401%262_19?saml_referrer
    https://www.nature.com/articles/srep36487

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