D

[résia laforesterie @RLaforesterie]

Eye tracking:#tools to record/study movements of the eyes in following a moving object+other visual stimulus used in many sectorsIn#marketing webcam track how consumers absorbe content and advertising #NMKTRCH #MKTINGNeuro @lets_NEUROmkt @LoriMeresse @KlbDorine @juliette_barlot

[D @KlbDorine]

#Faceanalysis consist in identifying and examining the human face (the facial characteristics). It is complex as interpretating facial expressions involves lots areas in the brain
@RLaforesterie @LoriMeresse @juliette_barlot
#NMKTRCH #MKTINGNEURO @LETS_NEUROMKT

[D @KlbDorine]

A commodity is a basic good where the only difference might be in the quality
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Having a good #concept is a big advantage on the competitors. It gives to your customers a better experience of the product --> the feel good so more positive emotions
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

#conceptualconsumption is when you buy a product because you believe in its philospohy / you like the vision of the brand -> the concept of the product is at the center of your purchasing decison
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

#price plays a huge role in the mind of the consumer. If the product is more expensive, they assume the quality is better and it will be perceive as better >> activation of the brain reward system

#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Power of the #brand when people do blind tests they feel small difference between the products. But when the brand is visible they will choose the most famous brand over other products
#NMKTRCH #MKTINGNEURO @LETS_NEUROMKT

[Annah @AnnahBecht]

One example of #conceptualconsumption is #Nespresso, a store that not only sells coffee but also sells a #different #dynamic #prestigious #calm #mature #GeorgeClooney
O= low to high
C= low
A= high
E= high
N= low
#NMKTRCH @lets_NEUROmkt #MKTINGNEURO

[Yasser @YasserSantiago1]

One ex of #conceptualconsumption is #urbanoutfitters, a store that not only sells clothes but also sells a #different #young #dynamic and #artisitc behavior.
O= mid to high
C= low to high
A= mid to low
E= midhigh to high
N= mid to low
#NMKTRCH @lets_NEUROmkt #MKTINGNEURO

[D @KlbDorine]

Another name for #BIG5 is OCEAN
which stands for
• openness
• conscientiousness
• agreeableness
• extraversion
• neuroticism

#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

One way to use #psychographics is through the #BIG5 which is a scientific model of personality.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Ex of #conceptualconsumption Flax&Kale whose concept is to provide healthy, gourmet and organic food in a fancy place
-openness: mid to high
-conscientiousness: high
-agreeableness: high
-extraversion: high to low
-neuroticism: mid to low
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Another way of doing #marketsegmentation is through the classic socio demographic variable = age, gender, location, income, etc

#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

With #Psychologicalvariable you take into account the lifestyle, philosophy and values of your target >> englobes a greater and more accurate segment
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

#Psychologicalvariable is the new trend for market segmentation. It is based on human behaviour variants.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Advantages of having a well-known brand? The security, comfort and relax it brings. Indeed as consumers we don't want to feel anxious when we buy products. So buying brands gives us a certain tranquillity as it is a guarantee of quality
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Another technique to develop positive associations is to collaborate with #celebrities and use their #associations and link them with the brand.
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

What can a company do in case of bad associations >> re-branding which is changing the old associations with new ones
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

"A brand is like a reputation for a person" Jeff Bezos
That's why it's important for a company to be perceived positively in the mind of the consumer
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt

[D @KlbDorine]

Whats a brand exactly 🤔 It's the associations and emotional links related to a company --> it's a clear image/perception that comes in mind when u talk about a particular company. So all brands have products but not all products have a brand
#NMKTRCH #MKTINGNEURO @lets_NEUROmkt