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Virtual Customer Journey evokes brain’s buying circuits

Virtual Customer Journey evokes brain’s buying circuits. Palokangas 1 , L, Numminen 2 , J., Heinonen 1 , J & Suomala 1 , J 1 Laurea University of Applied Sciences, Finland 2 Hospital District of Helsinki and Uusimaa , Finland Contact information: jyrki.suomala@laurea.fi.

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Virtual Customer Journey evokes brain’s buying circuits

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  1. Virtual Customer Journey evokes brain’s buying circuits Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J 1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, FinlandContact information: jyrki.suomala@laurea.fi

  2. Match products and services with consumers(Ariely & Berns 2010)

  3. Tyranny of freedom(Schwartz 2000)

  4. Cooperative motivational orientation and sales performance(Chakrabarty 2010)

  5. Experienced utilityPleasure and displeasure are attributes of each moment of experience, --(Kahneman, Wakker & Sarin 1997)

  6. 1. Create a connection to the customer 5. Establish a sustainable consumer relationship 2. Understand customer needs 4. Close the sale 3. Address customer needs

  7. How brain activation differs in different phases of consultative selling process?

  8. + Introductory video for the phase of the selling process 1.8-5.4s baseline 3.6s representation 3.6s valuation 3.6s Action selection Degree ofWillingness to purchase Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Pienempi Pienempi Pienempi ? 4 ? Suurempi Suurempi Suurempi 1 = lower 6 = higher engl. What is your willingness to purchase in scale 1-6?

  9. Methods • General Electric Signa ™ EXCITE™ 3 T MR scanner • Visual stimuli back-projected onto a screen through a mirror • Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus

  10. Preprocessing & analysis • SPM8 • GLM with 6 vectors of stimulus onsets • T-test on individual and group level • FWE correction, p<0.05, extent threshold 10 voxels

  11. Results - overview 1. Visual 2. Memory 3. Valuation 4. Pre-motor

  12. Resultsvisual area

  13. Resultsmemory

  14. Resultsvaluation

  15. Resultspremotor area

  16. Discussion * * * * Figure not depicting temporal sequence of activation

  17. Gates & Yoon 2005. Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage24, 473-486

  18. Christopoulos et al 2009. Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk. The Journal of Neuroscience 29(40), 12574-12583

  19. Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Pienempi Pienempi ? ? Suurempi Suurempi Rangel, Camerer & Montague 2008. A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi:10.1038/nrn2357

  20. Virtual Customer Journey evokes brain’s buying circuits Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J 1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, FinlandContact information: jyrki.suomala@laurea.fi

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