the three minds of neuro marketing
TRANSCRIPT
the three minds ofneuromarketing
This book is a special version, and the final international version of the book shall undergo changes in content, and corrections in translation.
Thank you for your understanding.
1st Edition
Curitiba
the three minds of neuromarketing
Marcelo Peruzzo
2013
ipdois neurobusiness
Copyright © 2013 Marcelo Peruzzo
Original text revised according to the New Portuguese Language Orthographic Agreement.1st Edition 2013
All rights reserved.
No part of this publication may be reproduced or used in any way or by any means, electronic or mechanical, including photocopying, recording or database storage system, in written permission, except in cases of brief extracts cited in critical reviews or magazines articles.
Personal counseling: This book is a consultation and information work. The information contained here in should not be used for activities and personal experiences without prior consultation with a qualified health or neuroscience professional.
Trademark: All terms and video frames used, mentioned and recognized as trademark and/or registered trademark are responsibility of their owners. The author and the publisher inform that they are not associated with any product and/or vendor presented in the book.
Electronic content: IP2 Marketing de Resultado is not responsible for any alterations on the conventional or electronic addresses cited in this book.
Liability: Neither the Publisher nor the author assume any responsibility for any damages or losses to people or properties, arising from the use of this publication.
Cover photo: nitr/123RF Stock Photo <http://www.123rf.com/photo_12449790_hamburger-on-a-white-background.html'>
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. However, there may be typos, printing problems or conceptual doubts. In any of these cases, we ask you to communicate it to our customer service through the email: [email protected]
IP2 Marketing de Resultado • R.Prof. Alberto Krause, 1077/40 Almirante Tamandaré • Paraná • Brasil • 83508-500 T +55 (41) 3089-3085 • +55 (41) 9677-6945 [email protected] • www.ipdois.com • www.marceloperuzzo.com twitter: @profperuzzo • twitter: @neurobusiness youtube.com/neurobusiness • youtube.com/profperuzzofacebook.com/professormarceloperuzzo
Dados Internacionais de Catalogação na Publicação (CIP)(Câmara Brasileira do Livro, SP, Brasil)
Peruzzo, Marcelo As três mentes do neuromarketing / Marcelo Peruzzo. -- 1. ed. -- Curitiba : IP2 Marketing de resultado, 2013.
Bibliografia
1. Consumidores - Comportamento 2. Consumidores - Psicologia 3. Marketing - Aspectos psicológicos 4. Neurociências 5. Neuromarketing I. Título.
13-01986 CDD-658.8342
Índices para catálogo sistemático:
1. Neuromarketing : Administração 658.8342
ISBN 978-85-62129-02-5
244 p.
The three minds of neuromarketing / MarceloPeruzzo. -- 1. ed. -- Curitiba : IP2 Marketingde resultado, 2013.
Peruzzo, Marcelo
Bibliography
1. Customers - Behavior 2. Customers -
psychology 3. Marketing - Psychological aspects
4. Neurosciences 3. Neuromarketing I. Title.
To my beloved daughters Giulia e Pietra,genetic motivation and memetics to be alive, as never before, on this planet Earth.
To my wife Márcia, my fight companion in this jungle,
where only love can overcome the big challenges of life.
To my mother Lourdes, for simply being responsible for everything I am.
And to the memory of my father Alberto, a fighting man,
who must be undertaking with the “invisible Lord”.
Dedication
Covalidated by:
Vanessa Remualdo Tiago Ramos dos Santos Alessandro Ferreira Lins Luis Fernando Ogliari Hopperdizel
Geneticista molecular Engenheiro Aeronáutico Gerente de Projetos Engenheiro Mecânico
Blumenau/SC São José dos Campos/SP Goiânia/GO Porto Alegre/RS
Evelin Huttenlocher Mariano Reinheimer Schopf Samuel Lopes Sources Cristina Maria de Aguiar Pastore
Psicóloga Engenheiro Eletricista Bacharel em Gestão de Cooperativas Gerente de Marketing
São Paulo/SP Porto Alegre/RS Vitória/ES Curitiba/PR
Andréia Cristiane Corrêa Eguez Edi Arcas Aquino Isadora Campos Maiquel Paula da Rosa
Psicóloga Administradora Empresária Gerente Comercial
Porto Velho/RO Jacarezinho/PR Vitória/ES Novo Hamburgo/RS
Lorena de Castro Maia Marise Bonin Krug Elisa Costa Ferreira Rosa Aloysio Nandi Tiscoski
Empresária Especialista em Marketing Relações Públicas Gerente de Trade Marketing
Vila Velha/ES Campinas/SP Goiânia/GO Criciúma/SC
Wanderlei Preisler Mariah Dufloth Annelies Olaerts Hall José Ademar de Souza Júnior
Inteligência de Mercado Publicitária Gerente de Marketing Publicitário
Rio Negrinho/SC Itajaí/SC Denver, Colorado/EUA São José do Rio Preto/SP
Jackson Neves de Andrade Rogério Laranja dos Santos Ivania Pacassa Roberto Masotti Severo
Diretor Executivo Gerente de Compras Contadora Psicólogo
Belo Horizonte/MG Guarulhos/SP Chapecó/SC Novo Hamburgo/RS
Luana Martelli Fernando Di Chiara Larissa Madruga Colvara de Souza Isabella Barella Migliorini
Relações Públicas Executivo de Vendas Gerente Comercial Administradora
Campinas/SP Curitiba/PR Pelotas/RS Chapecó/SC
Francielle dos Reis Vitorino Thiago Correia da Silva Mariah Rodrigues Etges Maria Eugênia Faccio
Psicóloga Empresário Controller Ger. Adm. Financeiro
Curitiba/PR São Paulo/SP Francisco Beltrão/PR Florianópolis/SC
Cecília Fanucci Almeida Cibele Fracari Cecchin Denardin Edval Furieri Ricardo Prates
Economista Bancária e Administradora Especialista de RH Gerente de TI
Bragança Paulista/SP Santa Maria/RS Aracruz/ES São Paulo/SP
Laércio Emerson Schneider Cortes Fabiano Fernandes Soares Fábio Francisco Costa Alexandre Euclides Barbosa Castilho
Administrador Especialista em Telecomunicações Engenheiro de Materiais Tecnólogo Aeroespacial
Novo Hamburgo/RS Santo André/SP Mogi Guaçu/SP São José dos Campos/SP
Alexsandro Ribeiro de Freitas Rafaela Klein da Rosa Gustavo de Pinho Oliveira Eduardo Lourenço Silva
Representante de Vendas Personal Trainer Engenheiro Colunista no Ideia de Marketing
Porto Alegre/RS Novo Hamburgo/RS Chapecó/SC São Paulo/SP
Eduardo Caetano Lemos Janaina Camelo de Carvalho Kamilla Morais Severino André Potier Pocrifka
Advogado Analista de T&D Nutricionista Administrador
São Borja/RS Sobral/CE Goiânia/GO Curitiba/PR
Marcos Aurélio Corrêa dos Santos Marcelo Aparecido da Silva Marcela Ribeiro Calazans Boldt Janaina Patricia Perez Vieira
Professor Universitário Empresário Psicóloga Professora Universitária
Aparecida/SP Guarulhos/SP Vitória/ES São José/SC
Fernanda Alves Rocha Guimarães Fausto Lulio Alex Martins Pereira Patrícia Marilac Melo da Silva
Professora e Consultora de Marketing Consultor de Empresas Consultor Comercial Psicóloga
Belo Horizonte/MG São Paulo/SP Goiânia/GO Vitória/ES
Ivna Moraes Santiago Bárbara Glufke Gilmara Zanella Emerson Bastos Mello
Coord. de Planejamento Estratégico Turismóloga Inteligência de Mercado Executivo de Marketing
Brasilia/DF Lajeado/RS Joinville/SC São Bernardo do Campo/SP
Horacio E.S.P. de Lima Cilce Fernandes Perini Luciano Borges Lopes Maria Leonor Galante Delmas
Engenheiro Eletricista Administradora Gerente de TIC Psicóloga
Florianópolis/SC Caxias do Sul/RS Montenegro/RS Rio de janeiro/RJ
Marcelo Fernando Guerra Boaratti Felype Amaral Peruzzo Luciano Guedes Thyago Amaral Peruzzo
Gerente de Negócios Tradutor Diretor Geral ISBE/FGV Executivo de Neuromarketing
São Paulo/SP Curitiba/PR Uberlândia/MG Curitiba/PR
Elizangela Buzon Geanny Carlos de Almeida Pinheiro Miguel Rivas Renato Sneider
Chefe de Pessoal Técnica em Gestão de Capacitação Senior Manager Sales and Marketing Specialist
Vila Velha/ES Palmas/TO Xangai/China Curitiba/PR
Summary! !Prefaces 10
Presentation 12
Introduction 16
Einstein, Princess and Monkey
1 - The three-brain rationale 24
2 - The Monkey’s universe 35
3 - The Princess’ universe 39
4 - The Einstein’s universe 42
The customer is not the boss, not to mention the
conscious one!
5 - The client is not in charge! 48
BasicBasic neurology for marketing professionals
6 - Neocortex 62
7 - Unconscious and emotional structures 68
8 - Hormones e neurotransmitters 72
9 - Genetics 76
10 - Memetics 81
11 - How our memory works 86
12 - Which is the dominant hemisphere? 90
IntermediateTechnologies applied to neuromarketing research
13 - Electrodermal activity (EDA) 98
14 - Functional magnetic resonance imaging (fMRI) 101
15 - Face reading 105
16 - Salivary profiles 108
17 - Eye tracking 111
18 - Electroencephalogram applied to neuromarketing 121
Essays and reflections about neuromarketing’s world
19 - Bread with hamburger 130
20 - Trolley dilemma 133
21 - The end of the world in december 2012 136
22 - Do you believe in zombies? 143
23 - How to create a Frankenstein in neuromarketing 147
AdvancedNeuromarketing researches in action
24 - The success of gangnam style disclosed 158
25 - The green power 169
26 - Questionable complexity 177
27 - The power of attraction of the subtitles 183
28 - Buy 2, get 1.5 189
29 - The unconscious habit of buying ice cream 194
Methodologies for the neuromarketing
30 - Quantitative research through eye movement 210
31 - PC/Neuro matrix 214
Conclusion 228
References 232
Thanks
Author e coordination
The three human life energies permeate and surround the "self" structure e by the "self" they can be controlled. The thinking energy: dematerialization of external things into internal images. The thrilling energy: it makes the connection between the thinking energy and the action one. The acting energy: materialization of internal image.
The spiritual impulses trigger the three energies and they conduct the "self" to the ideal things and the instinct impulses to the greed. The evolved human being acts through spiritual impulses and the non evolved one through animal instinct. Hence the explanation for so much violence in the world.
The dissonance among the three energies – thinking, thrilling and acting – is noticed in the human behavior. Some act with a priority in the thinking or thrilling and others on the acting or vice-versa. This human behavior has left the education world to enter also in the business one.
Who can discern this? The neuromarketing study, more specifically this book, will enlighten the reader’s mind. 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, of which we still have little information. These two facts stand as a warning for many marketers: better not mess with it.
Peruzzo solemnly ignores these warning and offers a model ready to be used in the average marketer’s everyday life.
He presents a new model based on three virtual agents, which Interact with each other, the Monkey, the Princess and the Einstein, which make understandable and applicable, in practice, the neuroscience findings.
I, however, warn you: do not read this book if you do not want to observe the client’s decision making process differently.
Peruzzo presents us with a counterintuitive world, in which rationality plays a less important role than the one we attribute to it, and consumer has less control than we might imagine. The world will not be the same after the Monkey, the Princess and the Einstein.
10
Prefaces
Bonifácio Watanabe José Finocchio Junior
Every choice, a waiver! This is a saying that fits the reader of this work perfectly. Peruzzo is an example of this type of behavior and, being an element outside the standard deviation, 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.
Neuromarketing, like any emerging knowledge area, still has many pseudo researchers who venture to theorize about it.
Obeying Peruzzo style, this work is strongly supported by a wide and consistent research, coherently balanced with people’s and the business world’s daily lives.
To the reader, two important warnings:
- 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.
- Define who made this decision: Monkey, Princess or Einstein?
We have opened the last Pandora’s Box: the human brain.
A mix of wonder and challenge, fear and curiosity.
We understand that it is a more complex machine than we previously thought. Reason, emotion and instinct are ordered in the reverse sequence inside of us. We are more impulse and affection than reasoning, more heart and soul than mind.
Our society, full of information and consume appeals, always demand the why of things and that is what we do all the time: we rationally justify ourselves.
But the reason's dictatorship is coming to an end.
After all, we got tired of pretending to be what we are not. And we find ourselves more human than never, because what makes a man is both its complexity and ability to combine three potentially conflictive dimensions in the same harmonious being. Contradictory, yes. But also incredibly beautiful in its many dimensions.
After reading this text, your three "selves" will no longer be the same and you will not see the world as before.
11
Luciano Salamacha Robson Gonçalves
n a beautiful sunny afternoon in the winter of 2009, in
Orlando, Florida, I was unconcerned at Barnes and
Nobles – a bookshop from the USA –, strolling quietly
by its various sections looking for something new when a
beautiful voice called my name. When I looked back I saw my
beautiful daughter Giulia, who was seven years old back then,
with a book in her hand, very happy, saying: “Dad, I found a
book that you will enjoy. It is a novelty and about
neuromarketing.”
I looked at her and said: “Where did you find this?”, and she
answered: “It was there, father! At the marketing section,
didn’t you see it? I found it for you!”
The book, “Neuromarketing - Understanding the ‘Buy
Buttons’ in Your Customer´s Brain”, which I received as a
present from Giulia, changed my life.
The masterpiece, written by Christophe Morin and Patrick
Ranvoisé, is one of those that should be mandatory for all
undergraduate courses.
These two geniuses were the first to create a neuromarketing
book with an unscientific and easily accessible language to
anyone. I have no doubt that I was literally contaminated by
this new knowledge, which definitely has awakened me to the
neuromarketing world. This beautiful story was the trigger,
because the gunpowder was already there.
THE THREE MINDS OF NEUROMARKETING
12
A touch of magic
Presentation
Since 2004 I had been deeply studying the client expectation
managements and the relation of this process in the
costumer’s behavior. In 2007, a student of mine, José
Chavaglia Neto, sent me dozens of emails and made several
phone calls, in order to warn me about my theories and that
they derived a new line of thought called neuromarketing.
Chavaglia insisted every day, 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.
Well, today I thank Chavaglia for being my gunpowder, I
thank Giulia for being my trigger and I also thank Christophe
Morin and Patrick Ranvoisé for helping me hit the target.
Since then, four years of studies, dozens of meetings, trips and
international conferences, more than R$ 1 million invested in
structure, staff and neuromarketing equipment to perform the
field research and to the development of methodologies.
Everything paid from my own pocket, without the help of any
formal institution. Anyway, after a long journey we have
reached the conclusion of this book and it wasn’t easy. After
writing other six books, I admit that this, in particular, was the
hardest of all
Due to the complexity of issues and as for a matter of
organization, the book was divided into three major segments:
basic, intermediate and advanced.
The basic level, which is indicated for beginners of the
neuromarketing world, describes the major concepts of
neurosciences and the technologies used in the research,
among other key issues for the ones willing to enter the
wonderful world of neuromarketing.
The intermediate level has as objective providing the reader
with texts that contextualize the application of
neuromarketing in several segments, using real data and real-
world situations. It also presents the rupture points between
traditional marketing and the new neur0-marketing
approaches novas, especially in relation to research
methodology.
Finally, the advanced level present the new methodologies for
immediate application and practice in neuromarketing, as well
APRESENTAÇÃO
13
as researches conducted by the Ipdois Neurobusiness, bringing
for the first time to Brazil a book with local research, an
unprecedented feat , once most publications just spin around
the theory or cases from other countries.
Several chapters of the book have video and image
complements. To check availability, just look at the end of the
chapter the QrCode code.
Use the software of your preference, through your cell phone,
to read the code and immediately access this additional
feature.
To facilitate the understanding of the issues, we rely on the
participation of three special characters, The Einstein, The
Princess and the Monkey, which make the book much more
interactive and, without doubt, show that a lot of the
questions and interactions with the characters will reflect on
your doubts. Much more than archetypes, they represent,
together, the protagonists of you existence as a human being,
i.e., they symbolize your brain.
The term neuromarketing was stemmed from two areas,
hitherto separated and very complex, neuroscience and
marketing. Do not wait to find in this book a world of
scientific terms and technical quotations. It is intended to be
the layman’s guide to neuroscience.
Let’s say that we respect the 50/50 rule, in relation to the
content. If you are a neuroscientist, I guarantee you will learn
a lot about marketing. If you are a marketer, this book will
literally change your concepts.
To finish with a touch o magic, in Februrary,2012, in the first
Neuromarketing World Forum, held in Amsterdam, Holland,
when I was presenting my research in neuromarketing, about
the unconscious consume habit of ice cream, on the first row,
watching my presentation, was Christophe Morin and Patrick
Ranvoisé, the neuromarketing gurus.
Whether this entire story was just a coincidence or not, your
free will shall decide. I prefer to leave it in the hands of
"invisible Lord".
THE THREE MINDS OF NEUROMARKETING
14
One thing I guarantee, all you ever thought that you knew
about marketing and management will suffer disruptions.
Definitely open your heart, because breaking paradigms
would be an inadequate term to describe what you will read
from now on.
APRESENTAÇÃO
15
hat a brilliant moment we are living.
We never saw so many ecosystems meeting each
other, promoting great mergers, creating new
concepts, systems, models and, why not, new ways of living
and socializing.
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.
I definitely prefer the contemporary, challenging and
innovative world, where after each tweet from a prestigious
university, an independent researcher or a outstanding
student, patterns from tens and hundreds of years are
deconstructed. I am grateful to be alive, now, in this
environment on a great and accelerating pace.
And in the pace of encounters and mergers, two great
ecosystems have merged, the worlds of neuroscience and
marketing.
On one hand the scientific environment, which studies the
human nervous system, and on the other, the one which tries
to be scientific, but only in poetry and rhetoric, but the truth is
entirely subjective and intuitive, since it depends also of the
THE THREE MINDS OF NEUROMARKETING
16
The definitive union of two wonderful ecosystems
Introduction
understanding of the complex and unpredictable conscious
brain of the consumer. It depended of it!
Neuroscience fills a gaping lacuna that exists in marketing, its
inability to understand the unconscious state from consumers,
which represent 95% of their decisions.
Hundreds of methodologies are created, dozens of
technologies are available and an infinity of published
researches serve as benchmarking, and have already
transformed neuromarketing into a real tool available to any
professional of the market. All they have to do is break the
traditional mental model.
But what is neuromarketing? To Peruzzo and Chavaglia,
neuromarketing is the union of ecosystems, neuroscience and
marketing, with the objective of measuring the conscious and
unconscious mental states of the consumer, transforming this
knowledge into consuming goods that heal, provisionally, the
client’s dissatisfaction, generating a circumstantial loyalty state.
Client’s dissatisfaction? Heal? Circumstantial loyalty?
You must be wondering that the authors of this concept
passed by a coffee shop before writing this book. Definitely
not. We were very aware when we created it.
First, the client only buys a product when unsatisfied. You are
the one who offers the cure through a product or a service.
Loyalty is circumstantial, since it depends on your capacity of
making them once again unsatisfied, offering them once again
the cure and managing this cycle with wit. It is obvious that
one day the cycle ends.
Anyway, a customer is never eternal, at least for most
companies.
Creating a neuromarketing concept like Coca-Cola would be
ridiculous.
In the last chapter of this book, you will learn about the PC/
Neuro Matrix, where this definition will be explained step by
step.
INTRODUCTION
17
Another important point in this introduction is about the
professional profile that will practice neuromarketing.
Actually, we have may several professionals involved in the
neuromarketing process like psychologists, marketing
managers – I hate the term marketer -, physicians,
neuroscientists, advertisers, communicators, pharmacists,
chemists, among others.
And now?
On one hand, the biological sciences team, who undertakes
scientific researches approved by ethics committees, because
they involve human beings.
On the other hand, the marketing and communication team,
who undertakes researches without being approved or
authorized by any health agency, because they perform
researches with human beings.
Oops! Both of them undertake researches with humans?
That’s right folks!
We will certainly have many edges to adjust soon. I will defend
the marketing and communication team, which is my team.
Okay, we have exaggerated in some researches, which should
have been approved, but a research to analyze an add, using
an eye tracking, in which the client not even has physical client
with any technology, borders on the extreme.
And after living, in the last years, with the biological science
team, I have also found out that what is written isn’t always
respected.
Ultimately, everything is in the beginning and it will be
required lots of patience from both teams, because I
guarantee that with an excellent knowledge, we are about to
take another big step towards the understanding of how the
consumers really think, feel and decide. There are also other
teams interested in the subject, like psychology, engineering,
law, etc.
THE THREE MINDS OF NEUROMARKETING
18
But one more warning to the marketing team.
The neuroscience team is very well and with excellent
prospects.
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.
Figure 1: Term “marketing” on Google Trends - Global
Source: Google Trends
Now, on the next figure, observe when the research is target in
Brazil.
Figure 2: Term “marketing”, Google Trends- Brazil
Source: Google Trends
Just remember, this target research on the word “marketing” is
not undertook with 2,500 people, 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, and the
confidence interval is 100%. Wake up my friend, marketing is
declining in a worldwide rate, especially in Brazil.
INTRODUCTION
19
Not convinced? Take a look at figure 3, the interest for the
search of the term “neuromarketing” in the world.
Figure 3: Term “neuromarketing”, Google Trends - Global
Source: Google Trends
If you have bought this book, congratulations. You have given
the first step to be updated with the changes that came to stay.
And the transition between old and new will be made without
difficulties.
But if you are just reading the introduction and didn’t buy the
book, you have no alternative, buy it or borrow it from a
friend, but please be sure to read this and stay on top of what’s
happening in this spectacular segment called neuromarketing.
THE THREE MINDS OF NEUROMARKETING
20
INTRODUCTION
21
Einstein, Princess and Monkey
“He who can no longer pause to wonder and stand rapt in awe, is as good as dead; his eyes are closed.”
Albert Einstein
orgetting the essentials of marketing and psychology
in a neuromarketing book would be a serious mistake,
because there is a knowledge basis used with certain
efficiency until nowadays and that contributes a lot to
understanding the consumer’s behavior. It is clear that the new
research techniques the neuromarketing offers add too much
to the traditional methodologies, making possible for an
understanding not only of the consciousness, but also the
unconsciousness of the consumer.
This book is aimed at exploiting the traditional and
consecrated authors of neuroscience, psychology and
neuromarketing, for the purpose of finding common issues
and bringing a relief to the traditional marketing professionals,
yet afraid of so many news. Despite the great technological
evolutions existing in the neuromarketing world, the principles
of the consumer’s behavior, presented on this book, are
relatively known for a long time now. That’s what we aim to
show on this chapter.
One knows that our brain has a wonderful plasticity and that
every brain functions take place simultaneously. It would be
absolutely wrong to assert that, at some point in time, only one
brain area would be active. If this actually happened, we
would be dying. But, it’s obvious that, despite critics and
skeptics on this subject still exist, it is true that a certain area
has more activity than the other, thus commanding our
THE THREE MINDS OF NEUROMARKETING
24
Think, feel and decide: a gift that belongs to the human being
The Three-Brain Rationale1
decisions whether for a rational, emotional or impulsive
process. Therefore, it is more than right to know and evolve in
each theory which collaborates to the three-brain rationale.
The first master to be referred to on this book, and with
honors, is Sigmund Freud, creator of the personality structural
pattern, in 1923, undoubtedly a landmark in modern
psychology.
Freud built his theory based on the unconscious needs, or
biological impulses, mainly the sexual ones, which are the
main causes, according to him, of human motivation and
personality.
We should remember that Freud did not have at his disposal
the high technology currently found to monitor, diagnose and
interpret the brain. His entire study was based on experience
and recollections of his patients’ childhood, on analysis of the
dreams and the specific nature of the mental and physical
adjustment problems. Freud stated that human personality is
composed of three interconnected systems: the id, the
superego and the ego.
According to Freud’s structural theory of mind, the id, the ego
and superego work in different levels of consciousness. There
is a constant movement of recollections and impulses from
one level to the other.
The id is the unconscious reservoir of our impulses, which are
always active and attentive. Focused on the principle of
pleasure, the id requires immediate satisfaction of these
impulses, without regarding the possibility of undesirable
consequences. The state for survival is complete. The id was
described as the place of our primitive impulses, like our most
basic psychological needs such as hunger, thirst and sex.
Another major factor of the id is the capacity of searching for
immediate satisfaction, without effectively considering the
means to obtain it.
We may say that the id system is our inner animal. In such
state, we simply don’t think or feel, we only execute, or, as you
prefer, we decide irrationally.
EINSTEIN, PRINCESS AND MONKEY
25
The superego has a partial consciousness and is aimed at
guiding the ego in the social relations, such as family, friends
or any other emotional relationship. It is also the source of
guilt and fear of punishment and has as its principle the moral
and the codes of conduct, which the citizen obtains in his
ecosystems, mainly based on his beliefs, living groups and
culture. We may construe that the superego is a personality
moderator, so that we may live in a socially acceptable fashion.
The superego is the id’s protector, preventing the id from
taking decisions by impulse, irrational decisions, placing risk to
the individual’s personality as a whole. However, the superego
does not avoid an emotionally mistaken decision.
The ego works mainly at the conscious and pre-conscious
levels, although it may also contain unconscious elements,
because it evolved from the id. Guided by the reality and
rationale principle of understanding things, the ego takes care
of the id impulses, as soon as it finds the appropriate
circumstance. Inadequate desires are restrained, as if the ego
had a filter avoiding the worst. With the ego we may control
the superego, preventing it from becoming an excessive
controller by the emotional side, and consciously, use the id, in
a healthy and safe manner.
By evolving in the concepts, let’s to the triune brain theory,
which was published in details in 1990 by the neuroscientist
Paul MacLean, in his book The Triune Brain in evolution:
Role in paleocerebral functions, which became a unique
contribution to the neuroscience. MacLean proposes that the
brain could be divided into three different brains: the
reptilian, the limbic complex and the neocortex.
The reptile brain, which regulates the basic elements of
survival, is compulsive and its impulses are activated in the
alert, fear, threat and danger states. The reptilian brain, also
called basal brain, or as called by MacLean, the R-complex.
This first level of brain arrangement is only capable of
promoting simple reflexes, which occurs in reptiles, that’s why
the name reptilian. Remember the id from Freud’s theory and
try to put into context with the reptile brain. So many
similarities, isn’t it?
THE THREE MINDS OF NEUROMARKETING
26
The limbic complex allows for the basic survival processes of
the reptile brain to interact with the elements of the external
world, which leads to expression of the general emotion. The
instinct of reproduction, with the presence of an attractive
member of the opposed gender, generates feelings of sexual
desire, this is a classic example. Physiology of the brain
involves the thalamus, hypothalamus, amygdala,
hippocampus, etc. Such limbic complex corresponds to the
brain of most mammals. The brain proposed by MacLean has
a strong sensorial and emotional bond with the superego of
Freud’s pattern.
The neocortex brain regulates the emotions of the limbic
system and is capable of understanding the formal and
symbolic language, calculations and the creativity itself. This
system is divided into lobes: front lobe, parietal lobe, temporal
lobe and occipital lobe. The rational brain is what
differentiates the man/primate from the remaining animals.
Thanks to the neocortex the man can develop the abstract
thought and is able to generate inventions. Once again, by
contextualizing with Freud’s pattern, the ego promotes many
characteristics in common with the neocortex brain.
Many critics do not agree to separation of the intellect and
emotion, because the brain is extremely plastic, and they
suggest that such theories would be an act of romanticism by
MacLean. Maybe the neuroscientists should be a little more
romanticists, because by definitely burying MacLean’s theory,
they carry with it the whole basis of psychiatry, derived from
Freud’s theory. We fully agree to plasticity of the brain, but we
cannot leave without mentioning the major contributions of
Freud and MacLean to science and neuromarketing.
After noticing the similarity between Freud’s and MacLean’s
theory, it’s quite flickering the fact that both theories,
technically separated, including in the time line, are so close
and complementary. However, the similarities do not end up
and now we shall contextualize with another major behavioral
theory.
The Maslow’s need hierarchy is a hierarchical division
proposed by Abraham Maslow, in which the needs of a lower
level should be satisfied previously to the needs of a higher
level. Everyone has to “scale” a hierarchy of needs to reach
their self-accomplishment.
EINSTEIN, PRINCESS AND MONKEY
27
The needs described by Maslow represent a set of five in the
pyramid: self-accomplishment, esteem, social, safety and
physiological needs.
Initially, let’s check the first two needs of the pyramid:
physiological and safety needs. The physiological needs – any
animal has it – represent hunger, thirst, sleepiness, sex,
excretion and shelter.
The safety needs, which range from the simple need to feel
safe inside a house to the most elaborate forms of safety, such
as a stable job, a healthcare plan or life insurance.
Yet in ancient times, the primitive man searched for safety in
the caves to be protected from animals that threatened him.
View once again the compatibility of behaviors with the id
(Freud) and the reptilian system (MacLean). Such
physiological and safety needs are found in animals.
Additionally, in animals, the feat, threat and danger factors are
those which cause them to search for safety systems, such as
the chameleon, which changes color to hide from a predator.
The social needs or needs of love, affection, devotion and
feelings such as that of belonging to a group, having and
keeping a family, having a relationship, such as a date,
engagement or marriage, being part of a club, in addition to
having the needs of esteem, which range from two areas,
acknowledgment of our personal capacities and
acknowledgment of the others in view of our capacity to
adapt to the functions we develop. In both of them, emotional
exchange is required, positive or negative, between individuals.
The human being himself cannot have such interaction. View
now the compatibility of behaviors with the superego (Freud)
and limbic system (MacLean). Finally, the self-accomplishment
needs, in which the individuals tries to become that which he
may be consciously capable.
The individual needs to have full access to conscious
knowledge for the accomplishment of such desires. Such
functions are clearly perceived in the ego (Freud) and
neocortex (MacLean). Of course, nowadays the stuck
rationale of sequentially scaling up or down is no longer
supported. However, what Maslow created is fantastic. Today,
THE THREE MINDS OF NEUROMARKETING
28
he would be realizing that people freely traffic through their
needs, without the rigid hierarchical control. According to the
statistics of an individual who wins the lottery and is poor, by
receiving the money, says good bye to the needs and the
hierarchy itself, and goes straight to the higher scale, which is
that of self-accomplishment. There are no fixed rules or
standards in our brain.
Finally, Patrick Renvoisé and Christophe Morin, authors of
the book Neuromarketing - Understanding the “Buy Buttons”
in Your Customer´s Brain, show for the first time to the
market the neuromarketing in a simple, didactic and practical
way, using as basis for their studies the same principles of
Freud’s, MacLean’s and Maslow’s theories.
Renvoisé and Morim describe that the consumer has three
brains, to wit:
- The “new brain”, responsible for the rational and logic
information.
- The “middle brain”, responsible for processing our emotions
and feelings.
The “old brain”, responsible for decision.
Much more than just development and evolution of the three-
brain rationale, Renvoisé and Morin created a sound sales
methodology with the “old brain”, the decision-maker brain.
The company SalesBrain, managed by Renvoisé and Morin,
has become world reference in consultancy, training and
neuromarketing research.
After presenting all such theories, we may get to some major
conclusions, mainly to continue reading this book and for its
perfect understanding.
Let’s review the concepts then. We have an alleged brain
which thinks, is responsible for our consciousness, analysis,
logic and rationale, a brain which feels, responsible for our
emotions and feelings, and a brain which decides, responsible
for our decisions, instincts and unconscious impulses.
However, sorry to tell you only now, because we know that’s
not exactly how our brain works. There are times in which our
brain potential is more rational, emotional or instinctive, and
that the change from one state to the other occurs in
EINSTEIN, PRINCESS AND MONKEY
29
millionths of seconds. Well then, we shall not work on this
book with the three-brain theory, despite its importance in
building our concept, which shall be presented as follows.
It’s undeniable that the target audience of this book is
comprised of marketing, communication and sales
professionals.
I imagine that neuroscientists may purchase to gain knowledge
of our research methodologies, question them and why not
evolve them.
I suppose that repeating brain areas in the book all the time
would demand excessive scientific appeal. And, sorry to the
neuroscientists, this would have a boring language for a non-
expert audience who is eager for news.
Our brain loves the playful and the use of previous knowledge
elements helps our memory in the learning process. I had no
doubt that using archetypes on this book would be the best
strategy to make understanding of subjects which derive from
the basic to the complex easier, in the loving world of
neuromarketing.
The task to create the names of the archetypes, I must confess,
was not difficult, because representation of the brain
behaviors fitted like a glove on the names Einstein, Princess
and Monkey. Einstein represents rationality, geniality,
creativity and, why not, craziness. The Princess, a constant
emotional state, always longing for the good, a positive
emotional state, or believing the frog may turn into a prince,
but also an unstable emotional state. And the Monkey, an
animal which despite of being a well-evolved mammal, has
animal behaviors, which are not rational, such as the bonobo
monkey, which has sex also with the cubs.
We cannot call it a human emotional state, that is not true.
The time has come to present the great protagonists of this
book: Einstein, Princess and Monkey.
Welcome!
THE THREE MINDS OF NEUROMARKETING
30
Figure 4: Einstein
Source: Ipdois Neurobusiness ©
EINSTEIN, PRINCESS AND MONKEY
31
Peruzzo, thank you for the introduction. Now, let me introduce
myself to the reader. Hello, I am Einstein. A mental potential
which commands your rationality, intelligence, creativity, among
other conscious processes, which really differentiate us from
other animals. Remember I’m not Freud’s ego or only the
neocortex of MacLean, I’m simultaneously guided by the
emotional processes, by animal instinct and genetic guidance.
Figure 5: Princess
Source: Ipdois Neurobusiness ©
THE THREE MINDS OF NEUROMARKETING
32
Wow! I’m so thrilled to be here! I’m the Princess. An
emotional mental potential, which is usually in negative
emotion state, but I have my times of happiness, joy and
pleasure as well. Remember I’m not Freud’s superego or
only the limbic system of MacLean, I’m simultaneously
guided by the rational processes, animal instinct and
genetic guidance.
Figure 6: Monkey
Source: Ipdois Neurobusiness ©
EINSTEIN, PRINCESS AND MONKEY
33
I’m the Monkey. A mental potential which
commands your instinct, basis of your genetics.
I’m behaved when Einstein and the Princess guide
me. Alone, I’m capable of doing animal,
dangerous and promiscuous things. Remember
I’m not Freud’s id or only the reptilian brain of
MacLean, I’m an animal impulsive potential, but
simultaneously guided by the emotional and
rational processes.
In the next chapters, we’ll meet the universe of each character,
their major behaviors, because, during the book, their
interactivity in the concepts, methodologies and researches are
essential for understanding the contents.
Don’t be surprised if, many times, the approaches to the
characters represent exactly your thought, because, believe
me, they were born and will die with you, and if I may say so
myself, due to easiness of the archetypes created, they hardly
abandon your consciousness.
Thus, use of the characters, on the daily routine, will be
inevitable.
As the father of the characters, I’ll be very proud with the
success of Einstein, the Princess and the Monkey.
! ! !
THE THREE MINDS OF NEUROMARKETING
34
he character Monkey, which will follow you in all
chapters of this book is very special, because it is
somewhat directly related to you for a long time, even
previously to your birth, because we are talking about our
instincts, our genetics, and our roots. It is clear that, little by
little, you’ll get to know the Monkey in a more neuroscientific
view, but, for now, it’s important to know its basic behavior, in
order to understand its interaction in the contents offered on
this book.
Then let’s go! The Monkey, by its nature, exercises exactly
what its species represents, an animal behavior, no rational at
all. It loves to live in groups and when someone threatens it, it
doesn’t fight only, because it is even capable of killing, with no
regrets. It does everything to protect its species and, mainly,
itself.
Its behavior is selfish, it essentially struggles for itself, and is
concerned about its survival. It is quite naughty, sex ends up
being the primary source of its vital energy. Basically it lives to
reproduce, because such order comes from its genetics.
Talking about genetics, it’s important to understand that our
neural circuits were recorded and adapted for thousands of
years, through natural selection. Since our ancestors, because
by facing their problems and solving them, such experience
was passed from generation to generation, thanks to the genes.
There are thousands of genetic markers the monkey brings
UNIVERSE OF THE MONKEY
35
The animal mind
The Monkey’s universe2
with it since birth, for example, the brain of a newborn comes
prepared to recognize faces, even with less than 10 minutes of
age, trying to identify its protector, the mother. Check the
important of the genetics in the Monkey’s behavior.
Among the Monkeys there is no social class, everyone has the
same needs. The rich or the poor, they all need to reproduce,
go to the bathroom… well, satisfy their basic needs.
When there is a dangerous situation, the Monkey impulsively
decides to escape or attack to keep alive. Despite the fact that
it is not intelligent, its decision by impulse saves lives every
second, including its life.
I’m sure you’ve been through tachycardia, or suddenly blushed
of shame in an embarrassing situation. These are all things of
a Monkey. Everything that physiologically runs out of our
conscious control is absolutely under its control.
The Monkey’s activity state may vary, calmer or more excited,
depends on how the day is for it. However, if it receives a sign
of fear, anger, threat, pain, danger or realizes an urgency
situation, it is prepared to fight with all its strengths, if it
understands it may face the problem, goes to the battle, or
escapes, if it notices it can’t bear.
The Monkey’s major sense is vision. Remember that 1/3 of
our brain is dedicated to vision. Efficient neuromarketing
strategies to reach it should be careful in the visual process,
mainly using a simple language, with shapes and images
already known to it, mainly those learned in childhood and
adolescence.
However, not everything is inconsequent in the Monkey. Life
generates learning and, consequently, experience.
The more the Monkey learns, through rights and wrongs,
rewards and punishments, such accumulated experience
transforms itself into a huge advantage for its existence and, if
correctly channeled, tasks that would require too much
energy in the past, shall be accomplished automatically and
with no further effort.
Let’s call such magical state the Old Monkey.
THE THREE MINDS OF NEUROMARKETING
36
Then, welcome to the Monkey’s universe.
That is true!
We have to introduce to the reader the other three Monkeys,
extremely important to neuromarketing, to wit: Mummy
Monkey, Zombie Monkey and Young Monkey.
The Mummy Monkey represents all people who spent from 5
to 15 thousand hours of their lives doing absolutely the same
thing, with no interactivity, innovation and motivation. These
are people strongly connected to the past and fearing changes.
When news come, they are the first ones to be against it.
Hi Peruzzo! Thanks for the introduction. But, I’d
like to make clear that I, the Old Monkey, will
make the considerations on the book, that is to say,
the voice of experience. Ok, ok... I don’t think,
I’m irrational, but everything I’ve lived, I don’t
forget. Did you know there are other three types of
Monkey?
The Zombie Monkey is characterized by full lack of
intelligence, rationality and logic in its decisions. Einstein, in
such case, sleeps in the decision-making process. This type of
Monkey represents the compulsive buyers and drug, excess
medicine or narcotic users. This is an easy bite for
neuromarketing. 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.
The Young Monkey is represented by the people who did not
reach the 10 thousand hours of experience, or physiologically
did not conclude total formation of the neocortex until 24
years of age, area under Einstein’s responsibility, which
regulates reason. It’s important to remember that even people
aged 40 or more, with the neocortex fully formed, but without
the 10 thousand hours of experience, may also be deemed as
Young Monkeys, due to lack of professional and personal
experience.
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.
UNIVERSE OF THE MONKEY
37
As to the fast decision, it is major for routine decisions of the
day by day. Imagine how difficult it would be if you had to
think to walk, get a glass of water or even drive. As a result of
optimization of the decision-making process, we have a great
brain energy efficiency, providing less work load to the
neocortex, thus preventing the brain from using additional
and unnecessary energy to solve the problems.
You, by knowing the Monkey better, will certainly understand
its importance, whether to the neuromarketing,
neuroleadership, neurosales or for any other area of the
corporate management, but mainly in the relationships, the
personal and professional decisions, i.e., in everything we do
since we are born.
Always remember, our brain works mainly in the automatic
pilot, and this is function and responsibility of the Monkey.
THE THREE MINDS OF NEUROMARKETING
38
hat would be of the world without emotions and
feelings? Surely, there would be no fun. The social
connections, derived from emotional processes,
actually cause the pulse and the true sense of our professional
and personal lives.
Professionally speaking, we get involved with the coworkers in
the tasks, goals and gossip, and in personal life, we have
relationships with family, children, friends, i.e., every person
who we love, but also those we don’t like. Welcome to the
complex and wonderful world of the Princess.
Another major issue is that the Princess is not fussy, whether
she likes or not, she has no moderation.
If you ask to the Princess what her level of happiness is, she
will laugh at your face. Whether she likes or not, she has no
moderation.
Hello! That’s right! Thank you for the
introduction. I’m really too sensible, between
liking something or not, just give me any stimulus,
and I’ll change behavior in seconds. When the
subject is emotion and feeling, count on me.
UNIVERSE OF THE PRINCESS
39
The emotional mind
The Princess’ Universe3
But, there are some characteristics of the Princess, that many
people fail to know, such as, for example, her standard
dissatisfaction state.
But, how can a Princess be dissatisfied? Yes, all of us have a
Princess who is always dissatisfied, and exactly because of that,
she is looking for movement, motivation and satisfaction.
Such dissatisfaction movement to satisfaction was what
actually caused the human being to evolve and get to the place
he arrived.
So much so that if we take a look at the facial expressions of
the Princess, they might show sadness, anger, fear and disgust,
which are negative feelings, against a positive feeling which is
happiness, or surprise, that shows something unexpected, new
and surprising. Imagine if we had positive expressions and we
were always satisfied, we would be in the Stone Age, happy,
eating anything, and living anywhere.
So much so that when we act without thinking, by pure
emotion, that’s under the Princess’ responsibility. Another
major factor is that she is the Monkey’s commander. That’s
right! Imagine a general and soldier. The princess is the
general and the monkey is the soldier.
A balanced Princess makes all the difference in the people’s
lives. However, it’s not always possible, due to the hormonal
problems and the dynamics of the neurotransmitters.
Believe it: her world is quite complex.
I imagine you are scratching your head, asking yourself:
Where are my rationale, logic and intelligence? Well then,
with approximately 5% of your decisions.
The general Princess and the soldier Monkey represent 95%
of what you do and decide.
I’m always at the Princess’ disposal. She says so, I
obey.
THE THREE MINDS OF NEUROMARKETING
40
They command your life, and you don’t notice it. That’s
amazing.
Calm down, Princess! That was a Strong emotional opinion. I
know the Monkey is your best friend, because it does what you
want, with no brake, but that can’t be so.
We also need logic, rationality and intelligence to balance such
messy pair, Princess and Monkey.
We need to know someone as fast as we can, someone called
Einstein, who tries – I said tries – to out order on the Princess’
house.
May I confess something? Oh! I’m telling anyway.
I love the Monkey, it is my best friend, mainly in
the worst times, it always supports me.
UNIVERSE OF THE PRINCESS
41
et’s meet someone very special, because if we consider
that only the human beings have the rationality, logic
and intelligence characteristics, we should feel
privileged of having him with us.
Differently from the Monkey, which represents the decision-
making behavior by impulse and based on animal instinct
animal, and the Princess, which historically reflects the
emotional histories, what would be the ideal name to represent
our supreme intelligence in planet Earth?
I have no doubt. I’d like to introduce you to Einstein!
Nice! Our Einstein understands causes and effects, rationally
and logically.
A very important situation of Einstein is that he thinks coldly
on his answers, setting emotions aside.
Hi, Peruzzo! Thank you for the introduction. I
hope to contribute in a classic, theoretical and
systemic way for this book, showing to the readers
the scientific side of human knowledge, but
without putting creativity aside.
THE THREE MINDS OF NEUROMARKETING
42
The rational mind
The Einstein’s Universe 4
When the subject is imaginary structures such as creativity,
capacity of reasoning, analysis, intuition, verbal language and
capacity to choose, remember Einstein is responsible for all of
them.
However, we should be clear with the greatest objective of
Einstein, which is ordering the house and putting control over
two little friends that control 95% of our daily decisions, the
Monkey and the Princess.
That’s right! The consciousness under Einstein’s responsibility
should control the automatic systems and spread a control
over them.
We may say that Einstein acts as a brake, a filtering device,
preventing decisions from being taken by impulse, only by
emotion and animal instinct.
May I take part in this conversation?
Sure, be my guest!
Alright, Einstein. It is also important to talk about the effects
of drugs and alcohol in you, since people end up by being
more aggressive, buying much more than they should, being in
debt and totally complicating their lives, due to merely
irrational attitudes. The Zombie Monkey is unleashed!
And there’s more. Just a few glasses of beer, and the front lobe
under Einstein’s responsibility is committed, then the party
gets started, because the people get fully extroverted, and then
If I don’t control the Monkey and the Princess, in
a mere traffic discussion, people may physically
fight, even one of them might get dead. 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, I remain without action;
then, no one can stop the Princess and the
Monkey.
THE UNIVERSE OF EINSTEIN
43
no one can stop them, no one knows what’s going to happen
with the Monkey and the Princess, both unleashed.
Einstein loves to make justifications, mainly through the left
hemisphere of the brain, always trying to give order and
reason to the things, even when there is none. Therefore, with
the alleged rational intelligence, Einstein, even thinking he’s
right, systematically continues to make mistakes.
An important detail in relation to the name Einstein should be
disclosed. When I decided to put such name, that was homage
to the intelligence of the human being. It’s a vow of credibility
to all people, because there’s a lot of people who, in spite of
having a special place in their minds reserved to logic,
rationality and intelligence, due to lack of use and study,
should not be called Einstein, but maybe Mister Ignorance.
But we also have the other side of the coin. Many times we
don’t have the knowledge required for some task, which could
demand too much time of learning. Would you like to have a
tip? When your Einstein is tired or limited, understand that
borrowing someone else’s Einstein may be a good choice.
Despite Einstein’s rationality, it’s very important for you to
know that he, many times, takes credit unfairly, because most
of the times the ideas and solutions were processed by the
Monkey and the Princess in a silent manner in the
unconsciousness, during days, months or years, and freely
delivered, at some point in time, to Einstein.
Then, when you have an incredible idea, don’t forget to thank
your Monkey and the Princess, for the hard work made during
a long time in the backstage.
THE THREE MINDS OF NEUROMARKETING
44
THE UNIVERSE OF EINSTEIN
45
! ! !
The client is not in charge, let alone the conscious one
47
“People don’t know what they want until you show them.”
Steve Jobs
ho does never heard that famous and known
sentence, which turned into a famous quote for
students, professionals and admirers of marketing:
the customer always comes first. A sentence so much spoken
and repeated that makes us believe that really the customer
has an essential and special strength in the market. But is it
true? We also hear: the customer is the boss.
And once again we have the impression that the consumer is
the almighty and that he can change the course of the world,
define new products and guide companies with his wonderful
opinions.
That’s it, Old Monkey, the neuroscience clearly shows that
95% of our decisions are unconscious. Those are decisions
made by you, Monkey, in partnership with the Princess.
If the traditional researches have the limitation to access
basically the consumer’s consciousness, which is under
Einstein’s responsibility, it seems logic that 5% is not a highly
relevant percentage to understand what the customers actually
need and desire.
But, during our lives we are taught that the
customer is the boss in the market and that
without his opinion nothing works!
THE THREE MINDS OF NEUROMARKETING
48
The customer first! Is it true?
The client is not in charge!5
Therefore, if the consumers don’t have conscious access to all
sources concerning their decisions and behaviors, it’s clear that
the customers cannot tell us clearly why they do it and how
they do it. Certainly, this is one of the reasons for 80% of the
products launched nowadays to fail.
Such percentage is quite severe and we don’t understand how
the traditional marketing professionals may accept, quietly,
such mortality rate.
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. At least, 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.
What happens is that, by having contact with the real world,
with no masks, feathers and spangles, which the traditional
marketing loves to show, a reality quite different from the one
we used to believe appears, a reality of an illusion world where
we thought customer were actually the protagonists.
Believe it! The successful companies win not because
consumers ordered products or services they long so much,
but because they are competent in offering something the
customers never thought they could ask.
The customer is part to the product development process, but
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 the truth is: the customer is not the boss!
Peruzzo, you are despising me. 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. I’ve
been more valued!
THE CLIENT IS NOT IN CHARGE!
49
Einstein, don’t get me wrong. But let’s exercise our brain a
little. According to the brand value research carried out by
Brandz, the most valuable brands in the market are: Apple
(USD 182 billion), IBM (USD 155 billion), Google (USD 107
billion), McDonalds (USD 95 billion), Microsoft (USD 76
billion) and Coca-Cola (USD 74 billion).
Now, research a little and try to discover how they were
created. Surprise! Virtually all companies were created thanks
to intelligence, intuition and geniality of their entrepreneurs,
without essential help of market researches, in which the
customers allegedly should request such companies or
products to exist. Let’s see the classic case of Coca-Cola.
Was it you who asked Coca-Cola to be invented? Obviously
not. The pharmacist John Pemberton, in the city of Atlanta,
United States, in 1886, was not enclosed for months in his
house cellar, trying to create syrup with carbonated water in
vain. He wisely sent samples of his syrup to Jacob’s Pharmacy
to test the customers’ opinion. The customer did not invent
Coca-Cola, but naturally helped testing the final product. The
customer’s opinion is summarized in liking or not, an
emotional and dichotomic opinion. Finally, on May 08th,
1886, the beverage which is nowadays the meaning of
absolute success in the beverage market was sold for the first
time. The sole and exclusive creation of Coca-Cola is due to
its entrepreneur John Pemberton. The customer only helped,
at most, adjusting the creation.
Princess, I understand your point.
We are talking about the original idea, the design, and it
wasn’t born from the customer.
After we have the idea of a product or service, it’s obvious that
we should validate it, whether with traditional or
neuromarketing researches.
I don’t get it. If the customer tested the product, it
means the research helped. Wouldn’t it be
developing a product with customer’s assistance?
THE THREE MINDS OF NEUROMARKETING
50
We agree that this story that the customer is not the focus of
the attentions bothers a little. But Coca-Cola itself offers us a
lesson on how it has total sense.
In 1985, Coca-Cola decided to make a market research to
learn preferences of its consumers, because Pepsi started to
have a market share that was of concern, mainly in the
supermarkets. Something should be done to stop growth of its
major competitor.
The decision was changing the taste of Coca-Cola.
Coca-Cola made the largest market research ever done in the
company’s history, which took two years and cost USD 4
million before the new formula could be defined. An
extraordinary volume of 200 thousand tests to determine the
taste of the soft drink, and further 30 thousand tests with the
final formula of the taste chosen by the customers. The
customer was key: in the blind test, without knowing what he
was drinking, 60% of consumers preferred the new taste,
instead of the original formula. In order to validate the
research, 52% considered it better than Pepsi. Therefore, the
research was perfect. Time had come to kill the original
formula and release the New Coke, with a sweeter and softer
taste. Even using a millionaire communication strategy, in the
beginning, the New Coke had good sales, but three months
after the release, Coca-Cola, now Classic, came back to the
shelves of the supermarkets.
The figure of the Classic’s sales, in 1985, surpassed those of
the New Coke in the supermarkets, by two to one. In 1987,
the Coke Classic was once again the major brand and leader
in the US-soft drink sector. In 1989, the Coke Classic sold 10
times more than the New Coke. In 1990, the company
changed the package of the New Coke and re-launched it
with another name, Coke II. That was the end of the amazing
release based on consumer’s opinion.
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, package, cultural
inheritance and image.
But we here raise a question under the point of view of
neuromarketing: did someone inside Coca-Cola question that
THE CLIENT IS NOT IN CHARGE!
51
the huge amount of salt Coca Cola used at that time, and still
uses, approximately 50 mg of sodium in each 350-ml can,
against 39 g of sugar, which encourages the brain reward
system offering pleasure in each gulp, prevents you from
getting sick of the product? That’s the point! The failure of
New Coke was taking sodium out of the product. Being
sweeter, the customer unconsciously thought it better, more
pleasure, but on the daily routine, he did not consume as
before. No reward, no sales volume.
If Coca-Cola can commit a great mistake in its market
researches, imagine a mid- and small-sized company. Every
men for himself !
But there are other successful cases where the customer did
not take part of the marketing research. That’s the case of
Red Bull. By the way, how much did the Austrian Dietrich
Mateschitz spend in market research to have the idea of such
energy drink? Not a penny. During a business trip to
Thailand, while Mateschitz wandered during his trip, he
discovered, on occasion, a liquid containing, among other
stimulant substances, caffeine and taurine.
Another history even better: how was the credit card Diners
Club Card created? In the 1950’s, 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. By
that time, he had the idea to create a card in which the
owner’s name would be recorded, so that after a while, the
card’s owner could pay the bill.
That’s why, Old Monkey, we want to show how important it is
to read this book, mainly for the reader to have a clear and
why not, critical view , of the strategies occurring on a daily
basis and which are not, necessarily, in nature, good to the
market. The neuromarketing is in the whole market process,
Take it easy! If the customer cannot actively take
part of a product research, it means he can be
manipulated and deceived as well? For example,
deceiving Einstein and leaving the Monkey to take
the decision? I’m an animal, I only move for
pleasure and immediate reward. That’s a danger!
THE THREE MINDS OF NEUROMARKETING
52
but the use of the tools and methodologies by the professionals
who master such techniques, whether to offer the best product
or to deceive the consumer, is freely chosen. Doubts? Be ready.
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, but from a brain impulse derived
from fear of being ugly and not being accepted by the beauty
standard established by the society.
How naïve, Princess! Try to make an ad of cosmetics with
women out of the beauty standard set by the market itself,
then see the failure of sales. This is called mirror neuron, and
we’ll learn in the next chapters how its changes the people’s
behaviors.
It’s not quite that. I buy products to be beautiful
and I don’t care about the beauty of the other
women. It has no sense. Imagine! I buy because I
see a beautiful woman in the advertisement.
In summary, that’s the rule: I copy what I like. I run from what
I don’t like. By seeing an ugly woman, what do you do?
In the technology area is not different. It was very curious the
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. What
happened? Everyone was wrong.
What was the logic and criterion to have such absolutely
mistaken forecast, even being experts of the highest, academic
and market quality? I think they need to understand a little
more of Neuromarketing.
We separated some absurd forecasts, selected by the website
Business Insider, said in the release of the Ipad. Check them
out:
- Randall Kennedy (InfoWorld) | “Believing Apple may be
successful where everyone failed is ignoring essentials of IT.”
THE CLIENT IS NOT IN CHARGE!
53
- Paul Boutin (VentureBeat) | “Tablets will fail in becoming
the next thrill.”
- Donovan Colbert (TechRepublic) | “I think iPad will be
recognized as the Apple TV – a product Jobs should have left
in the paper.”
- Charlie Sorrel (Wired) | “But what Steve Jobs showed us
yesterday was actually a little more than a giant iPhone.”
- Jason Cross (PCWorld) | “If Apple wants to change the
world with the iPad and popularize a new category, it will
need to do better.”
- Jeremy Keplan (FoxNews.com)| “Call it iPad or iPlod, the
message is clear: Apple lost its magic.”
- Dan Frommer (SAI) | “Apple fans waiting for the next
revolution – or might get disappointed.”
Against everything and everyone, the current figures of the
iPad are quite different from the negative forecasts by the
experts. In the first semester of 2011, Steve Jobs showed the
result of the first year of iPad, accounting for 15 million iPads
sold only in the first version, 90% of market share in the tablet
industry and availability of 65 thousand applications. An
unique success in the electronic segment. Today, such
information is obsolete and the iPad, in its new versions,
including iPad mini, are an undeniable success.
Do you know why the experts were wrong?
They believe too much in their intelligence and do not
consider management of expectations, mainly of a special
place in the brain called nucleus accumbens, responsible for
our brain reward system. Apple is expert in managing our
minds, always offering in the right time the stimulus for
production of the dopamine, pleasure neurotransmitter,
making us loyal customers to the apple brand. In summary,
why offering everything the customer wants, if I can offer little
by little, in each version of the product, causing the product
lifecycle to be bigger. Offer everything at once and kill your
successful product in the first version. Isn’t it, Nokia N95?
THE THREE MINDS OF NEUROMARKETING
54
Why do 80% of the people who invest in the stock exchange
always lose, and end up offering to the remaining 20%,
sensational profits? Clear lack of market knowledge, believing
everything they see, hear or read. Once again, the mirror
neuron and the emotional decision.
When the president of a publicly-held company grants an
optimistic interview sounding as a winner, double your
attention, because there’s something going on and may not be
positive. No one does public relations out of a sudden with no
implicit strategy, whether to show an opportunity, or who
knows, to hide a big problem.
The big fever now is with the websites that promise discounts
through collective purchases. They are a real mania in Brazil
and the world.
What about discovering that most of the offers are actually for
those who sell, and the real discount the customer receives is
many times insipient, mainly, when encouraged to purchase
something he did not need, placing the acute urgency sense in
your decision-maker and irrational brain.
Einstein, you are right. Of course that the less knowledge and
access to information they have, the more people are
susceptible to the mass manipulation strategies. However, even
a PhD in anything, through a well prepared neuromarketing
strategy, becomes a Zombie Monkey quite fast.
Another teasing. Remember the product you bought by
telephone, after the TV commercial that was almost a brain
wash offering that product that would save your life? So, most
of these products get to the consumer’s house and are not
used. Do you know why? Because the product pleasure and its
consequent distribution of dopamine did not occur in its use,
but at the time of the purchase through the telephone. They
Peruzzo, it seems no one has consciousness and
intelligence. Everyone is victim of the Monkey
and makes decisions by impulse. Or are there
strategies to set me aside in the decision-making
process?
THE CLIENT IS NOT IN CHARGE!
55
put so much urgency, that you were afraid of not having the
product, and that you would become the worst of all if you
did not buy it. When you bought, dopamine was released.
To make things worse, sad people or even depressive people,
with low serotonin level, well-being neurotransmitter, tend
much more to buy by impulse, trying to deceive the brain,
offering a little bit of dopamine, in order to reduce the
depressive state, even if for some minutes. The problem is that
the debt sticks for days.
The high technologies involved in the neuromarketing
strategies are more and more sophisticated, and now without
the illusion that the customer is the boss, it’s time to
understand that the customer’s opinion is a part of the
decision-making process, undoubtedly important, but not the
essence. The offer has powerful mechanisms to guide the
customer’s decision. It’s like it were a big information system
that could manage our preferences and, somehow, guide our
daily choices, from a simple pie in the corner, up to the
purchase of an automobile or a real estate.
As if the high technology to monitor our preferences was not
enough, every day we are faced with new discovers, most of
them based on the study of our brain, on how we buy and
make our decisions. The more offer our mind knows, the
greater is its control in our decisions.
Many individuals think this is all an absurd? It depends. What
people will do with all pieces of information of this book,
whether to sell or buy better, should be under their
responsibility. One tip: why not using for both reasons,
because the person who buys better has control over his
money, and naturally has a balanced financial life.
The one who sells better, has more profit and, naturally, will
have control over his business, mainly in a time where
competition is fierce. But, as possible, don’t forget the ethical
limits involving these techniques.
If you recognize some of the terms that, on purpose, were
used in this chapter, such as dopamine, serotonin, brain
reward system, mirror neurons, among others, it’s extremely
important that you read the next chapters.
THE THREE MINDS OF NEUROMARKETING
56
These are basic and essential issues to understand the
neuromarketing strategies, designed by companies which are
revolutionizing the way to carry out products and services to
the market.
THE CLIENT IS NOT IN CHARGE!
57
bas
ic
Basic neurology for marketing professionals
“Brain: an apparatus with which we think we think.”
Ambrose Bierce
he neocortex is undoubtedly the most important
area of the human brain, exactly because the
neocortex differentiates it from the brain of the other
animals. In fact, in the brain evolution process, it
became the most evolved region of all mammals, so much so
that a large neocortex distinguishes from all other animals,
such as reptiles and birds.
However, the human neocortex is so big that it fully covers the
entire rest of the brain – except for a bit of the cerebellum,
which is in the part behind the brain –, and makes possible for
mentally complex activities, which we associate only with the
human being.
An interesting characteristic of the neocortex is its wrinkles
and its furrows, because such folds serve exactly to increase the
neocortex area.
Of course. Just because there is a pressure against the brain,
during the brain growth, such folds appear. If the human
neocortex were flat, it would be huge. Then, it’s obvious that
Boy, on occasion, has the skull any interference in
the folds? It’s too ugly to see.
THE THREE MINDS OF NEUROMARKETING
62
The great manager of our Einstein
Neocortex 6
such a mass would not fit inside a skull without folds. If you
think it ugly with such skull protection, imagine it without it.
Better not think about it. Only the mice and small mammals
have a flat neocortex. In humans, it represents approximately
76 % of the brain volume, in addition to having that quite
characteristic reddish color.
The most important is understanding that the neocortex is the
controller, the great brain manager. It allows for an advanced
behavior level, especially the social behavior, in addition to the
capacity of analysis, language and high consciousness level.
The neocortex is divided into four major lobes: frontal lobe,
parietal lobe, temporal lobe and occipital lobe (Figure 7).
The frontal lobe is located in the front part of the skull.
The anterior part of the frontal lobe is called pre-frontal
cortex, which takes most part of the human being’s lobe.
It tends to be larger in primates than in other mammals and
naturally bigger in human beings.
Figure 7: Brain lobes, cerebellum and spinal marrow.
Source: http://www.123rf.com/photo_13524635_illustration-of-parts-of-the-brain.html • iimages
•123RF Stock Photo
It is related to the amount of planning and increased
consciousness the human beings have. Even so, most of the
mammals follow their instinct and do not live in differentiated
social groups in a complex way. The primates in turn have
complex hierarchies between the male and female genders.
NEOCORTEX
63
The human beings may change their environment, in search
for their own goals and have relationships with hundreds of
other people, in a conscious and complex control of the social
life.
The parietal lobe is behind the central cortex fissure and has
neurons that receive sensorial information from the skin and
the tongue, in addition to processing sensorial information of
the eyes and ears.
The major sensorial production factors from the skin (tact,
temperature, and the pain receptors) are retransmitted
through the thalamus to the parietal lobe.
These sensorial functions are very important, mainly in the
skin, because for a simple task such as tying the shoelaces with
a notch, you need high sensitivity to the touch and guide the
motor control to carry out the activity efficiently.
The occipital lobe is in the back of the brain. This area
processes the visual information which is sent to the brain
through the retinas. The occipital lobe has many areas such as
those described as V1, V2, V3, V4, etc., all of them nearly
entirely dedicated to the vision processing, such as detection of
colors, movement and perception of depth.
The fact is that if the visual system has a lobe dedicated to
such activity, it shows the importance of the visual process in
the lives of the human beings.
The temporal lobe combines hearing and visual information.
The upper and upper mid-central face of the temporal lobe
receives hearing input from the thalamus, which transmits
information from the ears.
The lower part of the temporal lobes executes the visual
processing for objects and standard recognition. The mid and
anterior parts of the temporal lobe are also involved in the
recognition of the faces.There are some major terminologies
of how the neocortex is divided.
In order to understand better such division, let’s learn the
following positions of the neocortex: dorsal, ventral, anterior,
posterior.
THE THREE MINDS OF NEUROMARKETING
64
It’s not difficult, just the names are a little scary. Dorsal is the
upper part of the neocortex, ventral is the lower part, much
deeper, near other brain areas, with the limbic system.
Anterior relates to the front part of the neocortex, imagine
your forehead and posterior is the back part of the neocortex.
Some studies still use the terms, rostral for anterior and caudal
for posterior..
I need to know it. It seems too complicated.
Please, explain in an easier manner.
Congratulations, Peruzzo. This is only a basis, but
our reader, who wants to specialize in
neuromarketing, at least is no longer ashamed of
taking part, for example, of a neuro-scientific
forum. It seems easy, but it’s not.
We also cannot forget the neocortex hemispheres.
The brain is comprised of the left and right hemispheres.
The left hemisphere is that which controls the right of the
body.
This hemisphere is also specialized in the language and
reasoning based on rules and analytical abilities.
The right hemisphere controls the left side of the body and is
best in recognizing the visual and perception standards.
Thus, the left hemisphere processes the specific data and the
right one perceives the world as a big frame.
Both hemispheres are connected by the corpus callosum,
which contains over 200 million fibers.
We know that we use both hemispheres for virtually all tasks,
and that even with the left hemisphere being used for guided
NEOCORTEX
65
tasks, such as thinking in a new strategy to win a videogame, it
also involves creativity.
However, many neuroscientists and psychology professionals
use some specificities of each brain hemisphere to develop
training and development programs, since indication that the
people exercise one hemisphere more than the other is strong,
without mentioning, of course, the genetic guidance.
Finally, the studies related to dominance of the hemispheres
suggest such characteristics (Figure 8):
- Left hemisphere: realistic, logic, dissociated, cognitive,
analytical, reproductive, conscious, arithmetic, concrete and
practical. Related to analysis in parts, recollection and
association with past and present.
- Right hemisphere: fantastic, analogic, associative, intuitive,
synthetic, creative, unconscious, geometric, magical. Related
to analysis of the whole, to planning and association with the
future.
Figure 8: Characteristics of the right and left hemispheres.
Source: http://www.123rf.com/photo_13322375_human-brain-left-and-right-functions.html • medusa81 123RF Stock Photo
Einstein, would you like to say something in this special time
of introduction of the neocortex?
THE THREE MINDS OF NEUROMARKETING
66
Perfect, Einstein, but the thalamus deserves a very special
attention. Soon, we shall be talking of the importance of such
communication central of the brain and all unconscious and
emotional functions.
Sure. In spite of my mental state composing inside
the brain plasticity all areas and functions, my
activity becomes much more present in the
neocortex. However, one needs to introduce a very
special area, which makes connection of all
sensorial routes of the brain, the thalamus.
NEOCORTEX
67
ou have seen the importance of neocortex to the
brain, mainly because it literally interacts with the
entire central and peripheral nervous system.
But the time has come in which we must meet the structures
that show the importance of our characters, Princess and
Monkey, for the neuromarketing study.
There are dozens of important structures to be exploited, but
let’s focus on the main ones, which effectively a
neuromarketing manager has the obligation to understand,
mainly at the time of hiring specialized consultancies,
applying existing technologies and naturally developing a
minimum neuroscientific language to understand such
fascinating and wonderful new neuromarketing world.
The first and major structure in which we shall go deeper is
the diencephalon, a part of the brain located under the
neocortex which is comprised of the thalamus and
hypothalamus.
The thalamus has a core task for our survival, because it is the
communication central of our brain. It receives all sensorial
and emotional stimuli, then it spreads them to the whole
brain, mainly to the neocortex. Not by chance that the word
thalamus comes from the Greek tholos, which means entrance
door. The most sensational of the thalamus is that in addition
THE THREE MINDS OF NEUROMARKETING
68
The central point of neuromarketing
Unconscious and Emotional Structures
7
to receiving external stimuli, it is used by many areas of the
neocortex for communication.
All right, Princess... I agree that the thalamus is under your
responsibility, but Einstein and the Monkey vitally depend on
the ideal operation of such structure. Please, take good care of
it, Princess! For you to have an idea, if the thalamus has any
deficiency, people totally lose consciousness.
We cannot forget that the hypothalamus controls the body
temperature, the production of hormones, and also the heart
don’t forget the function of the thalamus is
something under my responsibility. 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.
beats, in addition to making the connection between the
nervous system and the endocrine system, acting in the
activation of several glands. When the subject is regulating the
appetite, the sleep and the sexual behavior, the hypothalamus
goes to action.
That’s right! The Monkey controls the peripheral nervous
system, and through skin conductance, we may understand
the emotional changes related to the hypothalamus activity.
But, there is a very important area in the communication
process between the Princess and the Monkey, which is the
amygdala. Please, it’s redundant, but there’s nothing to do
with the amygdala located in the path between the mouth,
nose and throat. The brain amygdala, which is directly
involved to the emotional processing and especially interacts
Nice, now it’s my turn. When I receive this
information from the hypothalamus, I put the
Monkey to work.
UNCONSCIOUS AND EMOTIONAL STRUCTURES
69
with the pre-frontal cortex to generate and process the
emotions. Feelings such as anger, happiness, discontent,
sadness and, mainly, fear, are directly related to its activity. It’s
curious, but if people suffer damages to the amygdalae, one
for each hemisphere, they will have reduction of their
capacities to react or avoid fear situations.
We also have near such system the hippocampus, responsible
for storage of the long-term memories. The hippocampus
receives information of nearly the entire neocortex.
Now we know the importance of the thalamus and the
hypothalamus, as well as the functions of amygdala and the
hippocampus.
These areas are part to a system known as limbic system,
basically existing in all mammals, and that probably existed
even in the dinosaurs.
The limbic system evolved in humans incorporating the
memory to control the global behavior through the
hippocampus and the amygdala.
By adding inside the limbic system a past memory and past
experiences, we shall make decisions by pure instinct.
Then, respect the Princess, because she is controlling this
whole bunch. But I will not let you out, Monkey... Let’s meet
some very important areas which are under your
responsibility, such as the sub-cortical brain structures, which
are essential in planning, arrangement and execution of
movement, known as base ganglions. These structures are
highly associated with the thalamus to control the behavior
and functions such as the motor control, cognition, emotions
and learning.
The base ganglions have several nuclei, but let’s highlight the
black substance, which is responsible for production of
dopamine in the brain, a neurotransmitter that causes
Gee! Now I know where the commands come
from so that I may execute. This limbic system is
powerful!
THE THREE MINDS OF NEUROMARKETING
70
pleasure in human being and, consequently, is important in
the reward and addiction process. Promoting the dopamine
production becomes one of the major goals of the
neuromarketing strategies. For example, a meal rich in
glucose, fat and sodium becomes a trigger so that this area
may produce dopamine. The black substance is also part to a
major brain complex: the mesencephalon.
Yeah, Old Monkey, but in this book we’ll not go deep in those
areas. Here’s the tip for the reader to look for further
information on this system.
Another structure related to the Monkey’s behavior is the
cerebellum – term that comes from the Latin and means
small-sized brain. It is responsible for the motor coordination,
Boy, I heard them say that this system is under my
responsibility, the mesencephalon, and that it has
several functions and subsystems. Is it true?
balance and voluntary movements, as well as is comprised of
two hemispheres, known as cerebellar hemispheres.
We depend and much on this system to ride a bike, play soccer
or volleyball, run and jump. As a conclusion, who’d have
thought, the human cerebellum is involved in widely complex
cognitive functions, such as the musical processing.
Old Monkey, don’t be like that, remember your origin. Over
10 thousand hours of experience. These areas are essential in
the formation of your existence. Without them, no Old
Monkey.
That’s good! It means I’m not that dumb. I have
some value!
UNCONSCIOUS AND EMOTIONAL STRUCTURES
71
here is something invisible to our eyes, which guides us
to buy more or less, to eat like desperate people, to be
sadder or happier, calmer or at peace, so that we may
regulate our humor states or our emotions and so that we may
direct our lives, whether for the stagnation, success or failure,
everything unconsciously.
I’m not exaggerating, we are talking about the hormones and
neurotransmitters, complex systems which are very important
to our nervous system.
No, Old Monkey. They seem to be, but they are not. The
neurotransmitters are chemical substances which the neurons
produce, so that there may be communication between the
cells. The synapses are the junction point of the neuron with
other cells, where the neurotransmitters act.
The hormones, in turn, are chemical substances under the
responsibility of the endocrine system. They are produced in a
Answer me something, because I’m a little dumb,
are the hormone and neurotransmitter the same
thing? Is it true?
THE THREE MINDS OF NEUROMARKETING
72
The consumer’s chemical behavior
Hormones and Neurotransmitters
8
specific organ, released and transported directly by the blood
or by other body fluids. Their function is exercising a
regulation action, for induction or inhibition in other organs
or body regions.
A neurotransmitter acts in the neuron communication.
Hormones regulate our organs. Just a detail, Old Monkey: the
neurotransmitters and hormones cause different behavioral
and emotional states in people. Understand? Therefore, they
are very important to the neuromarketing.
There are many of them, but in this book, which demands a
basic understanding of the neurology study for the
neuromarketing professionals, we’ll focus on serotonin and
dopamine. The dopamine has several functions, but for the
neuromarketing the pleasure and addiction behaviors in the
Now you’re talking. That’s interesting. What are
the main neurotransmitters that can influence my
animal behavior?
brain are very important. The nucleus accumbens, directly
responsible for the rewards and motivations, is where the
largest stocks of dopamine in the whole brain may be found,
together with the black substance. The neuromarketing
understands that, by waking this area up, the customer will
feel pleasure.
However, the pleasure period provided by dopamine is
relatively short, after perception of the enthusiasm, pleasure
and euphoria, the organism produces a brake in the dopamine
production. It prevents these sensations continuously. And the
human being was not made to feel pleasure continuously, the
organism itself produces substances/brakes, the antagonists,
which are aimed at inhibiting such feeling.
Remember, Peruzzo, which is not only buying a
product that there is release of dopamine, but also
when the individual has the expectation to buy,
have or use a product.
HORMONES AND NEUROTRANSMITTERS
73
That’s right. We may have pleasure, even without receiving
the product. Just the fact of promising a future reward, a prize,
you may have release of dopamine, be motivated and
encouraged to an action, such as for example, eating and
spending more money.
In relation to serotonin, this is quite an important
neurotransmitter, because it effectively regulates our humor
state. Depressive people were attested to have a low level of
serotonin.
Many people, in order to compensate for the depressive state,
end up by having compulsive attitudes, such as excess food
and even becoming compulsive consumers, which provides a
dopamine release and, in the short term, offers a provisory
satisfaction state – a relief to the depression state.
But that doesn’t work... Soon, everything returns to the
previous state and, sometimes, even worse.
That’s right, Princess! One of the functions of the
hypothalamus is production of hormones. The major ones for
the neuromarketing and which are referred to in this book are:
oxytocin, cortisol, melatonin, adrenaline, estrogen and
testosterone.
The oxytocin is a very special hormone, mentioned as the love
and relationship hormone – during the orgasm, the
production of oxytocin increases. It is also produced by
women while they are breast-feeding their children.
The cortisol is a response to the individual’s stress level. High
cortisol levels demand an attention state by the nervous
system, many times, related to the fight or escaping state.
That’s the easier hormone to measure and handle in the
neuromarketing. Upon collection of the saliva, it is possible to
Now, it’s my turn. What about the hormones?
After all, the hypothalamus is under my
responsibility.
THE THREE MINDS OF NEUROMARKETING
74
measure the cortisol level of the volunteer in relation to the
advertising, the product or even perfumes, aromas or food.
The melatonin is produced by the pineal gland and is very
important in the sleeping process. People who don’t sleep
enough do not produce enough melatonin, which directly
affects the serotonin neurotransmitter – and that’s when the
depressive state acts again. Why do you think the retail stores’
sales are always in the dawn? Obviously, without sleeping, with
Einstein still under no full conditions of consciousness of the
environment and little serotonin, the consumer becomes an
easy bite.
The estrogen, hormone which promotes development and
sexual growth, keeps appropriate operation of the female
reproduction system, and the testosterone, which has the same
function, but in the male reproduction system, are responsible
for emotional behaviors of interest to the neuromarketing
when the subject is the gender war.
We hope this basic summary on neurotransmitters and
hormones encourages you to know a little more on your
biology. Remember that many of the problems you may have
are not only psychological, but may also have a biological
origin. By the way, when was the last time you made a
complete hormonal examination?
HORMONES AND NEUROTRANSMITTERS
75
ause to be born! It’s the meaning of the Greek word
“genno”. By causing to be born, we have biological
and behavioral traces, derived from a very strong
force, which is genetics.
Willian Batesson, in April 1908, was the first to use this term
to describe the variation and heredity study.
The genetics study allows us for understanding the essence of
our behavior as a biological being.
Princess, God is important to everyone and it’s not by chance
that you’re the one who manages such belief in people’s
brains, also in mine.
But we are talking about something scientific, something
extremely serious, and thanks to the genetic information, we
can save lives and provide better life quality to people.
What is the influence of genetics in the
neuromarketing? Don’t you think you’re dealing
with something too superior, like, playing God?
THE THREE MINDS OF NEUROMARKETING
76
By the power of the past, I have the power. Or not!
Genetics9
Knowing our essence and the evolution itself is fascinating.
And the study of the deoxyribonucleic acid, or as known as
DNA, allows for a fantastic trip to this unlimited world.
Thanks to the DNA mapping, it is possible to make a
regressive investigation of up to 150 thousand years, because
previously to that, the ancestral genetic lines disappear..
Sure! For example, for me, Marcelo Peruzzo, my genetic
mapping examination made by the company 23andme,
indicated that my ancestral composition is 99.7% European,
in addition to showing the probabilities I have in relation to
hundreds of diseases. This is revolution.
Then, it means I can know the origin of my most
remote relatives. Where do the monkeys come
from?
Peruzzo, could you provide us with a brief
explanation on what’s genetics?
My pleasure. Everything starts with the cell, which is the most
basic structure of the body. Our body has approximately 50
trillion cells, and they have different functions. The genes are
located in the nucleus of the cells, and each of them has in
average 20 thousand genes and the genes have small-sized
parts, which we may call DNA, or deoxyribonucleic acid.
I’ll go further, if you could put the data gathered from your
DNA one after the other, we would have 6-meter length data,
and see the nature’s magic, it fits only one cell.
The DNA basis, comprised of sugar and phosphate, is called
nucleotide. The nucleotides have a differentiated shape,
arranged by two long wires, in spiral format, called double
helix. Imagine a bent and twisted ladder (Figure 9).
Gee! Then, it must be impossible to see the DNA.
If a cell is already microscopic, what to say of the
DNA.
GENETICS
77
The steps of the ladder are comprised of the base pairs and
the sides of the ladder are comprised of sugar and phosphate
molecules.
Figure 9: Double helix.
Source: http://www.123rf.com/photo_12477612_dna-helices--isolated-on-a-white-background.html • kornilov14 • 123RF Stock Photo
They are the famous letters you see in genetic sequence. The
DNA contains four chemical bases: Adenine (A), Guanine (G),
Cytosine (C) and Thymine (T).
The DNA, in human beings, contains about 3 billion pairs of
chemical bases, which describe the specific language of our
genetic code. When you make a human genetic analysis, the
letters A, G, C and T are always present.
Human being? Old Monkey, nearly everything has DNA. Me,
you or an apple.
: What are the DNA base pairs?
What privilege does the human have in having
this type of code?
THE THREE MINDS OF NEUROMARKETING
78
But that’s not only it. Each gene is comprised of
chromosomes, i.e., a pair of chromosomes. Human beings
have 23 of such pairs, the chimpanzees have 24 pairs, the
monkeys have 21 pairs, the cows, 30 pairs, the chickens, 39
pairs, and the bananas, 11 pairs of chromosomes.
And the most intriguing: between humans, we share
approximately 99.5% of the genes. However, we are obviously
not equal.
Congratulations, Einstein. Did you know that there are over
10 million SNPS. Thus, we may understand what is the
marker (SNP) you really are, whether in relation to you
physical appearance, or, also, to your behavior. Look how
interesting, the chromosome 8, specifically the SNP rs4950,
with the genotype AA (Adenine and Adenine), according to
I understand it. The difference between humans
is the polymorphism of single nucleotide, known
in the scientific world as the SNPS.
the research carried out by the University College London
(UCL), would have a trend to exercise leadership.
That’s life, Old Monkey.
Did you understand the importance of genetics in the
neuromarketing?
In a near future, upon availability of the DNA examinations,
we’ll certainly have genetic segmentations in the structure of a
marketing campaign.
If this will cause an impact in relation to ethics, I have no
doubt.
You must be kidding. Do you mean someone may
be born to be a leader and other people don’t?
GENETICS
79
In the next chapter, you’ll understand better this biological
determination.
But nothing in life is deterministic, because you’ll learn with
memetics that even an individual who does not have a
leadership SNP, through the power of the environment and
his interaction, may be not only a leader, but even the
President of the Republic.
The great privilege of human beings is the fact that we are the
only ones in the planet to have an Einstein, and fight for or
against our genetics.
I don’t understand.
THE THREE MINDS OF NEUROMARKETING
80
elieve me now, you have the power, depending, of
course, on your Einstein. In this topic, we will
discuss the memes. While a gene is something you
don’t choose, because it is marked by the destiny of your
biology, the memetics is dynamic and unpredictable. The
meme is an extension of the evolution concepts of Darwin
(1809-1882) on natural selection in the evolution process, and
the study will show how important it is in your life, mainly in
the neuromarketing, for your management. The first time the
concept of meme was mentioned, in 1976, by Richard
Dawkins, on his book “The selfish gene”.
No, Old Monkey. There’s nothing to do with the Facebook
memes. For us, it’s a culture unit, a behavior or an idea that
may be passed from individual to individual and from
generation to generation, by imitation.
These complex sets of memes may be represented by the
political ideologies, religious beliefs, paradigms and scientific
theories, corporate culture, family and mainly by the media.
But what’s a meme? I know plenty of these on
Facebook. They’re quite strange!
MEMETICS
81
I copy, you copy and he copies
Memetics 10
The concept is quite simple, just understand that everything
you’ve learned by imitation is a meme. We may include
absolutely everything, from the time you were born, and your
daily habits, your vocabulary and abilities. Basically, your
entire behavior, inherited by the environment in which you
live, was influenced by the memes.
Not always the best meme is the one which wins and the one
which multiplies by minds of the whole world. By the way, the
most powerful memes are those which damage the human
being, because they were created for the purpose of favoring a
third party and not you.
It also happens in the market, because not always the most
sold or most famous product is literally the best. Getting things
a little worse, sometimes the winner meme is that which causes
harm to your health, your carrier and mainly your pocket.
Many examples may be mentioned to provide concept of a
meme, bit for simplification purposes, we separated the most
common ones: the fashion in clothes and in food; ceremonies
and habits; arts, architecture, engineering and technology;
melodies and music; ideas; slogans; alphabet; religion; etc. Is
the idea of hell is actually a self-perpetrating meme? Good
reflection.
Always remember: the brain loves to abandon its own ideas in
detriment to the others’ ideas. After all, the news is always
welcome to the brain. I understand it, you’ll realize the effect
the meme has in the formation of the consumption habits.
Your brain is always willing to change an old meme for a new
one, preferably better. Remembering that better does not
mean good, it may be also bad for the individual.
Then, if the gene is important for formation of the perception
of a person, the meme is also important, and in equal
importance. There is a factor that the neuromarketing is
learning to recognize its potential: every meme created, and
that has potentially compatibility to a genetic behavior,
becomes powerful.
If we fear by nature of the unknown or of an animal by
genetic determination, using memes that give rise to these
instincts reinforces replication.
THE THREE MINDS OF NEUROMARKETING
82
The mirror neuron activates a reciprocal imitation act
between two or more animals. Initially, these neurons were
observed in primates. In humans, it may be observed both in
the pre-motor cortex and in the lower parietal lobe. It is, in
summary, a biological virtue of the human being. The meme
in turn is a creation of the human being, which
indiscriminately and many times by manipulation, invades the
minds of third parties, in search of a behavioral change.
In a simplified manner, the mirror neuron is the meme’s
trigger! The meme settles, and waits for the mirror neuron to
act, so that it may influence your decisions.
In essence, the meme is a behavioral standard and may adapt
better in some people than in others.
I’ve heard about mirror neuron. Is it the same as
meme?
However, the right is to say that the memes replicate
themselves, not the people. Understand better: the people
infect the others with their memes and some of them are more
contagious than the others, but also some individuals are more
susceptible than others, mainly those dominated by the
Monkey, who don’t have a powerful Einstein. It’s hard to say
it, but ignorant people in the knowledge areas essential for the
business management, such as economy and administration,
among other areas that manage the companies’ business
models, are the fatal victims of the manipulating memes.
Obviously, you might have noticed that the environment
where the memes are developed is the human mind, but
there’s a limit for their reproduction. For the professor of Tufts
University, Daniel Dannett, the stock of memes in the mind is
limited. Therefore, there is a strong survival competition
between the memes.
This competition is the major selective force in the
neuromarketing atmosphere.
MEMETICS
83
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.
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.
Alright! But what’s the use of the memes in the
neuromarketing strategies?
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
THE THREE MINDS OF NEUROMARKETING
84
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
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.
MEMETICS
85
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.
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 THREE MINDS OF NEUROMARKETING
86
The strategy is to become unforgettable
How our Memory Works11
said, will be solely yours, and, therefore, will comprise your life
experience.
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
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?
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).
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 pre-
frontal 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
HOW OUR MEMORY WORKS
87
information originated from the hippocampus. When we
make simples calculations, we use this memory.
- Long-term memory, by which the actually important
information is recorded and consolidated in a longer period,
such as minutes, months, years or even your death. The long-
term memory depends in the hippocampus, which are two
structures located deeply in the brain temporal lobes.
They work together, there are no strict rules.
However, for a memory to become long-term, it will have to
go through a period in the sensorial memory and a short-term
one. And your brain is the one which determines whether the
information should be stored for longer.
Interesting! But do these memories work
individually or jointly?
Take it easy, Monkey... You’ll see new research technologies in
neuromarketing that try and help to discover it.
For example, through the EEG it is possible to know the level
of activity of the pre-frontal cortex to have clues of the short-
term memory, and by the eye tracking, through the ocular
movement and pupil dilation, you may see what are the areas
of a visual stimulus with greater involvement by a consumer. It
all helps a lot at the time of designing a neuromarketing
campaign.
How will I know whether the information I’m
sending in a marketing campaign is causing an
effect to the consumer’s brain. How will I know
what’s the type of memory?
THE THREE MINDS OF NEUROMARKETING
88
I know that and it’s not by chance that most of the
neuromarketing strategies are just focused on emotional
aspects.
But never forget that the place where the long-
term memories are stored is the hippocampus,
under my responsibility.
HOW OUR MEMORY WORKS
89
he importance of the right and left hemispheres in
the brain neocortex surpasses the physiological and
biological issues, literally invading our behavior.
Through a small test, that you can make to know your
dominant hemisphere, it’s possible to understand whether you
tend more to rationality or creativity and, who knows, you
may know whether you are a privileged that has balance
between reason and imagination. Another use of such test is
related to its application to the consumer audience.
Understanding the dominant hemisphere of your customer
allows for direct marketing campaigns much more efficient,
through a specific content to each profile. Who’d have thought
that one day we would be segmenting through the brain
hemispheres? That’s evolution!
Let’s practice.
As a professor, I understand that my students are customers,
and expect a quality service. I notice that, in the
neuromarketing, marketing, leadership, and sales classes, it is
possible to manage with greater easiness the differences of the
students in relation to reason and imagination. However,
when the subject is math and calculation, the thing gets a little
more complicated.
THE THREE MINDS OF NEUROMARKETING
90
Rational, creative or balanced?
Which is the Dominant Hemisphere?
12
The academic sector should understand better the profile of
its student, or customer (the academy hates to use the term
customer), and urgently apply this type of test. After all, in a
financial math class, people with the left hemisphere as the
dominant, tend to learn the calculations more easily.
It does not mean the individual with the right hemisphere as
the dominant cannot learn financial math, but he needs a
greater time and a different approach.
As in the classrooms the students turn into a fruit salad in
relation to the personal profile. This type of problem always
occurs – some people rapidly solve the problems, others in less
time and some people are not even able to begin the resolution
process.
But, nothing is perfect in this world. One day the educational
process will get there.
Then, let’s not waste time and let’s apply the research in you.
Remember, the same research may and should be applied to
your customers, employees, friends and relatives.
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.
b) Reading the habitat and behavior report of your favorite
animal.
What are the classes you like the most?
a) Arts and music.
b) Science and math.
If you have just bought a computer. Do you, before anything,
read the manual?
a) No way.
b) Of course I will.
To you, does this sentence make sense? “Nowadays, there is an
infinite universe of opportunities to make money”.
a) True. Of course there is!
b) False. Infinite world of opportunities?
WHICH IS THE DOMINANT HEMISPHERE?
91
When you read a magazine...
a) You turn the pages for what interests you.
b) Starts reading from the beginning.
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.
b) Using a book of phrases or a dictionary.
How do you prefer to express yourself ?
a) Through a drawing or recording a video.
b) Writing.
Your room is usually:
a) A big mess.
b) Clean and organized.
Do you easily lose the notion of time?
a) Yes.
b) No.
Einstein, for those who answered more times the letter A than
B, what was the result?
Nice! What about those who answered more letter B than A?
What about those who had the result too close, i.e., the
number of A’s and B’s was quite similar?
The person has dominance of the right
hemisphere, and proves to be a more creative
person, uses imagination a lot, thinks of the future
and is quite intuitive.
The person has dominance of the left
hemisphere. This person is more realistic,
organized, rational and logic.
THE THREE MINDS OF NEUROMARKETING
92
I hope you learned the importance of mapping the
dominance of the neocortex hemispheres, as well as its
marketing application.
Don’t continue without doing the test!
This type of balance brings many advantages, for
walking easily between reason and imagination, it
brings professionals and personal benefits.
WHICH IS THE DOMINANT HEMISPHERE?
93
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
lectrodermal activity, known in the scientific world
(EDA), refers to measurement of electrical changes
in the skin surface when it receives signals from the
brain.
For most people, for example, when experiencing an
emotional arousal, an increase in cognitive workload or an
exertion, the brain sends signals to the skin and increases the
level of perspiration. Any change of sweat on the skin surface
and increased electrical conductance are enough to accurately
measure the excitation, using specific equipment.
Our autonomic nervous system is responsible for the
activation of these reactions in our skin.
It is divided in sympathetic, responsible for fight or flight
activity, and the parasympathetic, which awakens rest and
calm.
To physiologists skin is the body that best measure of the
sympathetic nervous system, it is even better than heart rate.
Anyway, that’s what matters to neuromarketing, efficiently
measure the excitement.
THE THREE MINDS OF NEUROMARKETING
98
Measuring the excitement process by skin conductance
Electrodermal Activity (EDA)13
Look, princess, the excitement alone reveals nothing. Other
technologies involved are needed to discover the valence of
emotion, whether it is positive or negative.
For instance, the recognition of facial microexpressions is a
great alternative. So here’s a nice tip, the use of other
methodologies combined, qualify and validate the data
measured by skin conductance.
That’s a tough question. Yes, it is possible and even
recommended. Of course, for this end, it is needed two
synchronized devices.
Hey! Is it possible to know if the excitement is
whether good or bad?
I have a question. 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?
Typically the hand measured is the nondominant one, i.e., the
left hand to a right-handed person. Regarding the application
of skin conductance in the hand, the most preferred places of
neuromarketing researchers are the fingers or palm.
However, recent studies show that the left and right
hemispheres may be differentially activated under certain
conditions, such as depression and anxiety.
In this manner we can expect that the conductance of the
skin, in some specific cases, can be differentially activated.
Oh! The units of measurement are microsiemens (μS).
Now it’s my turn! But how do you know when
I’m excited or not? What is my balance point, my
base?
ELECTRODERMAL ACTIVITY (EDA)
99
Old Monkey, everyone has a basal, which is the baseline.
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.
The standard procedure in lab is to leave the volunteer at rest
up to 15 minutes before measurements or specific tasks. When
the signal normalizes, we generally found the average to
provide a baseline of the volunteer.
It is also very important that the equipment used allows the
researcher to observe, in real time, the excitement of the
volunteer in the resting state, because large changes can
demonstrate some kind of early excitement, for example,
anxiety for being in a strange place, not knowing exactly what
one is doing, among other reasons. In such cases, more time is
needed for the volunteer to get into the baseline.
Finally, when we observe a level of skin conductance, which is
higher than the normal level of an individual or the baseline,
we found levels of excitation that reflects an inducer of stress,
of interest or any activity requiring an increase in the level of
cognition, emotion, or brain activity. Below the basal, can
mean relaxation and a lack of activation, whether good or
bad, like peace, calm, disinterest or boredom.
The use of technology in neuromarketing is quite broad, as,
for example, to measure the intensity of the excitement in an
advertisement, or any visual stimulus.
Furthermore, it can be applied in sensory studies that do not
require exclusively analysis of the visual aspects, such as
fragrances, aromas and flavors.
THE THREE MINDS OF NEUROMARKETING
100
he use of Functional Magnetic Resonance Imaging
(fMRI) is undoubtedly the most advanced technology
for neuromarketing studies and experiments, due to the
ability to monitor and capture high resolution images of brain
activities, not just in a superficial way as the EEG, but in
deeper areas of the brain.
The principle of the basic operation of Functional Magnetic
Resonance is to analyze the behavior of the blood which
carries oxygen from the lungs, different from the blood that
has already released oxygen to the cells.
We can say that we have an oxygen rich blood and other
oxygen poor, and both when stimulated by Functional
Magnetic Resonance, demonstrate different behaviors.
Thus, it is possible to know the flow and volume of blood, in
addition to locate the sites with higher activity of blood, which
is described as BOLD signal (Blood Oxygen Level
Dependent). This description also applies to the use of
oxygen.
Wow, that’s sophisticated. So this equipment can
access me and find out everything I’m feeling?
FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI)
101
The unconscious revealedin detail
Functional Magnetic Resonance Imaging (fMRI)
14
There are several factors in your questioning. First, that access
to this methodology is restricted. An MRI can cost between
US$ 500,000 and US$ 2 million, not counting the software
update that contains specific algorithms of neuromarketing.
Another major problem is the lack of qualified professionals to
analyze the images generated.
In Brazil, this whole process is embryonic and the effective
attempts to understand the behavioral processes of consumers
using this technology are, effectively, more like guesses than for
clear interpretations and practices.
That’s where you are wrong, my dear Einstein See this
example. The researcher Marco Iacoboni of the University of
California, Los Angeles, UCLA, did an experiment using the
technology of Functional Magnetic Resonance Imaging.
But can a neuroscientist clearly describe what is
the area of greatest activity and blood flow, and
thus determine what happened?
The words “Democrat”, “Republican” and “Independent”
were shown to voters without candidate preference in an
election,
The areas activated in the brains of volunteers was the
amygdala and areas related to reward and desire. These brain
areas can be stimulated by hundreds of factors. And now,
what is the correct interpretation? Just see an activity in the
resonance imaging and come to a conclusion?
Only in your world, Einstein. I’m gonna be honest with you.
If you hire a neuroscientist, who have never had experience
with marketing, market and consumer dynamics, the analysis
will be technical and cold, and without proper marketing
context, therefore, the result is useless. On the other hand, if
you ask a marketing professional to interpret a resonance
image, he certainly will not understand anything. This is a
Do the data analyzes and voila! It’s simple. Two
plus two is four.
THE THREE MINDS OF NEUROMARKETING
102
multidisciplinary work that needs various professionals
involved in the process.
The main advantage in using the fMRI is that it does not
make use of radiation, commonly used in X-ray equipment
and CT. It is not invasive and, yes, is completely safe to the
volunteer.
The generated images are high resolution, allowing detailed
analyzes of the brain.
There are some disadvantages that need to be clarified. As I
said before, the high cost of the equipment, software and
professionals really qualified can derail neuromarketing
projects requiring this technology.
Another critical point is that the volunteer must stay perfectly
still at the time of image capture and procedures require a
good operating time, very important variable for market
research. Claustrophobic people, for example, can have
problems at the time of examination.
Unfortunately, being a PhD in neuroscience and marketing
does not, at all, the effectiveness of a research in fMRI.
Believe me, the process is complex.
Second, put in your research schedule additional time for
analysis and interpretation of data, and the very own
adaptation with the entire system.
Third, and most important, do not create expectations in
finding in the analysis of fMRI a report with the solution for
all your research problems. You will get frustrated. There are
companies in Europe and in the United States, with
algorithms and methodologies that determine preformatted
variables as attention level, disgust, sadness, reward among
other indicators, which may help in understanding the data
collected and their marketing decision.
What tip would you give to a neuromarketing
professional when hiring a research with fMRI?
FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI)
103
No princess, MRI creates images from any plan.
CT actually generates only one plane, the axial.
To have an idea of this plan, imagine that you are cutting a
loaf of bread to make toast.
MRI generates images in the coronal and sagittal plane.
The sagittal plane is as if you were slicing the bread in its
entire length, and coronal, can be compared to the various
layers of a birthday cake.
Is it too difficult to see a magnetic resonance
imaging? Is it like CT, which has a single plan?
Of course, you like everything that is visual. But I say again,
just like any monkey that likes visual, if you give a result of
fMRI for a new monkey to perform the analysis it is
guaranteed that you will have some headache.
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.
Peruzzo, you are using a visual language to teach
the axial, sagittal and coronal planes? I liked it!
THE THREE MINDS OF NEUROMARKETING
104
ur face can reveal emotions and through this non-
verbal language, we demonstrate to the world our
intentions, feelings and desires. The good news is that
there is high technology to measure facial microexpressions.
The bad news is that, every second, you expose your feelings
to others, unconsciously and impulsively, which in most cases,
completely escapes from your conscious control.
And that kind of emotional exposure is not always for your
benefit.
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.
Besides, Ekman was the responsible technician by, Lie to Me
TV Series. Whenever there was a nonverbal analysis in the
episodes, Ekman’s studies were behind the story line.
The analysis of facial microexpressions is based on the
following emotions: joy, surprise, sadness, rage, disgust and
fear. It should be also considered in the analysis the period of
neutrality, since that kind of state reveals absence of a
potentially emotional process, due to the stimulus.
FACE READING
105
Emotions revealed in the consumer’s face
Face Reading 15
The analysis of facial microexpressions can be carried out by
an expert , who can analyze the volunteer on the spot or even
in a recording.
I do not recommend that kind of personal analysis, since the
human interaction between observer and observed can
generate rumors and prejudices in the analysis.
Doubtless, the use of specific softwares is the best way to
analyze facial microexpressions in neuromarketing research.
No, Einstein. I am just saying that, since they are
microexpressions, small details can be neglected by the
observer.
And there is another important factor: the synchronization
between the emotions revealed by the volunteer in view of
Do you dare doubt the ability of an expert who
can analyze someone else’s microexpressions?
publicity, for example, that is very quick, and that kind of
analysis, by the manual process, is very difficult. It is not
prejudice. It is about technology with the best resources.
That’s all.
Sure. We already used face reading in the analysis of tangible
products, such as sale catalogues, clothes, electronic products,
electrical appliances and footwear.
And we go further...
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, which decides to
accept or reject such product.
Is there any applications beyond publicity
analysis?
THE THREE MINDS OF NEUROMARKETING
106
Good question, Princess. It seems natural that we have more
negative emotions than positive ones. Remember that we are
dissatisfied by nature.
The joy would be the reward of an expectation created
previously. Do not expect, Princess, that the indicator of joy
becomes very present in a face reading analysis.
In the Ipdois Neurobusiness, we use the face reading
essentially to measure the valence, negative and positive
emotional state or neutrality of the volunteer in view of a
stimulus, jointly with eye tracking, electroencephalogram and
skin conductance. The use of the most advanced software is
essential, since it stands security for both clients and research
team.
I am confused. There are several negative
emotions in our face and there is only a positive
one, which is joy. Is this prejudice against
happiness?
Old Monkey, you really do not conceal your feelings. This is
your biological function.
Regarding the use of face reading in the segments of sales and
people management, there is an immense range of
opportunities and solutions.
It affords subject for another book.
Great, Peruzzo! Happiness is something
impossible. Even though Einstein and Princess are
going to disguise, my physiological reactions are
not going to conceal my intentions. But, tell me…
Face reading can be used in the analysis of buyers,
members of staff or even in recruitment and
selection.
FACE READING
107
n the chapter about hormones and neurotransmitters,
you have clearly understood the importance of those
mechanisms in our behavior and how much they affect
the purchase process.
Speaking of neurotransmitters, it is obvious that a blood
collection for measurement of the levels of serotonin or
dopamine is available in the Market.
However, for marketing ends, there is absolutely no doubt that
the faint line between ethical and unethical comes to the
surface.
The blood collection procedure is highly invasive and exposes
the volunteer to extremely uncomfortable conditions.
Personally, I go against the use of invasive procedures in
neuromarketing researches, so we are going to preclude the
measurements of that important pair, serotonin and
dopamine, of the researches in neuromarketing, mainly when
a wellspring of information is derived of blood collection.
A non invasive and dependable way to understand the
hormones is through the salivary profiles.
The saliva becomes the best way to evaluate the levels of
hormones, including a complete genetic analysis.
THE THREE MINDS OF NEUROMARKETING
108
The hormones in marketing action
Salivary Profiles16
There are many companies specialized in chemical process in
Brazil.
The main advantages of the use of saliva in neuromarketing
researches are:
1) It does not disturb the volunteer.
2) The results are reliable.
3) It is an exam approved and accepted by the Scientific
Community.
4) The collection can be held outside the laboratory.
The hormones that can be measured through an exam of
saliva are diverse, being mainly DHEA, testosterone, cortisol,
estrone, estradiol, progesterone and melatonin.
The analysis of cortisol is the most common analysis in
neuromarketing, responsible by the level of stress of people.
Cortisol’s output is straightly linked to the state of fight or
escape, where the fear, the disgust or the rage are activated.
Basically, we can understand the level of excitement and
aversion regarding a product, mainly the sensory, such as
fragrances and flavors. As the verbalization of the level of
acceptance of a perfume through a traditional research is
excessively subjective, the level of cortisol shows clearly the
proportionate hormonal variations by determined stimulus.
That’s true, Einstein. Cortisol is a very important hormone for
our survival, therefore, it leaves us aware to the daily tasks,
I know my responsibility is the output of
hormones by the endocrine system through
hypothalamus. However, what can we do about
the measurement of cortisol in a neuromarketing
strategy?
Sometimes I get confused about understanding
which cortisol level makes the positive experience
or the negative one.
SALIVARY PROFILES
109
mainly to the dangers. You can be sure that a very significant
alteration in the level of cortisol is related to the a product’s
aversion.
Your internal monkey is advising you about a situation of
danger. On the other hand, the most minimum alterations of
cortisol can signify an excitement, including good or positive.
In that case, in order to understand if the state is positive or
negative, you can use the face reading technology.
Sometimes you are quite coarse and impolite. There is a
procedure for saliva collection. Firstly, the companies that do
that kind of service offer a special container for saliva
collection.
Another important thing: verify if the volunteer of the
research has smoked or drank coffee before the test.
Therefore, that could affect the result.
How cortisol is collected? Just spit and get it done?
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.
That’s true. The analysis of the cortisol is held through two or
more samples. Normally, the first sample of saliva is called
T0.
The other samples will be called T1, T2, and so on, until the
final T. The variation between a sample and another one will
indicate the alteration in the hormonal levels, in order to
finally understand if the sensorial stimulus has altered or not,
in a significant way, the emotional state of the volunteer.
Aren’t you going to tell us about the metric to
understand if the cortisol had or not alteration?
THE THREE MINDS OF NEUROMARKETING
110
ye tracking is a tool of eye monitoring used in
neuromarketing researches, also used in assembly
with other technologies as electroencephalogram,
skin conductance, face reading and functional magnetic
resonance.
Unlike the physiological measurement, the eye tracking is not
an invasive research methodology.
Basically, there are two models of this tool: table mounted eye
tracking, which permits a more perfected measurement, in
which there is contact with the volunteer, since it stays exactly
between the stimulus to be researched and the volunteer.
Normally, they use monitors or projectors in order to view the
stimuli.
The second model, the eye tracking of eyeglasses, is generally
used for researches in movement, for example, in gondolas of
supermarkets or to validate the panel of a car, while the
conductor is driving.
Is important to know the frequency in Hertz, in which the eye
tracking works in order to know how much fixations by second
the equipment can capture.
Normally, the variation is of 30 Hz to 300 Hz
EYE TRACKING
111
Consumer’s truth is in his eyes
Eye Tracking17
Einstein, Princess and Old Monkey, do you accept a
challenge?
In order to explain eye tracking’s analyses, we are going to use
a real research, carried out fairly to know which of you is the
most powerful personage in the visual aspect.
The first task is up to choose a stimulus for this analysis.
I do. I love challenges.
So do I. Since competition gives me a great
pleasure.
The rules should be fair.
It can be any visual thing, including real objects, as a cellular
or a supermarket’s gondola. In the figure 10, I created a
stimulus, where six copies of each personage in the visual
stimulus, homogeneously distributed, that is, everybody is
represented in the upper, lower, left, right and in the center of
the stimulus, totaling up 18 figures.
Figure 10: Personages in the visual stimulus
Source: Ipdois Neurobusiness ©
After the research application, we can see the following
graphic results, which help in the interpretation of the
researchers as: heat map, cluster, gaze plot and opacity.
THE THREE MINDS OF NEUROMARKETING
112
In the figure 11, the heat map is the hot map of the stimulus
and shows the areas of bigger viewing.
In the figure 12, the opacity is the same analysis of the heat
map, however is in negative.
The great advantage of that graphic is the facility to verify the
points of bigger interest.
In the analysis of the gauze plot, is possible to see all of the
eye movements, from the first pull up to the last.
In the figure 13, you can see the movements from one of the
participants, since it is possible to observe, simultaneously, of
all of the participants, but the understanding is zero.
In the figure 14, the cluster is a specific area with a big
number of viewing, where eye tracking software creates the
area of the visual of the cluster, shows the percentage of
people that set (PPF) in that cluster.
Figure 11: - Stimulus’ heat map
Source: Ipdois Neurobusiness ©
Figure 12: Stimulus’ Opacity
Source: Ipdois Neurobusiness ©
EYE TRACKING
113
Figure 13: Stimulus’ Gaze plot
Source: Ipdois Neurobusiness ©
Figure 14: Stimulus’ Cluster
Source: Ipdois Neurobusiness ©
Be careful!
In the internet and in basic researches, carried out by
inexperienced professionals for the use of the eye tracking,
show barely the heat map of the stimuli, what visually
doubtless, comes to mind.
However, depending on the time of the stimulus and of the
objectives of the research, the graphic result is more for a big
charm, than actually for practical and significant results.
Let’s see the creation of AOIs, which are Areas of Interest of
the stimulus.
In the research, each personage, Einstein, Princess and
Monkey in their different positions become an AOI, which
individually should be renamed, so that can be held the
statistical analyses in the software of eye tracking.
See the AOIs created and its respective names in the following
figure:
THE THREE MINDS OF NEUROMARKETING
114
Figure 15: Creation of AOIs
Source: Ipdois Neurobusiness ©
Those are names of the AOIs that will serve as base for our
statistical analysis.In this research, we used fixed AOIs.
However is interesting the use of dynamic AOIs in film, where
the images are in movement.
The Ipdois Neurobusiness did a differentiated analysis of a
commercial of insurances using dynamic AOIs.
In the sequence of the chapter, you will see the complete
research accessing the corresponding QrCode.
Ok.
From AOIs’ definition, we have important indicators which
the eye tracking measures so that researchers can do their
analyses, mainly:
- TPF, that means the time for the first fixation.
- PPF, that is the percentage of people that set.
- DF, the duration of the fixation.
- QF, that shows the quantity of times the volunteer set
determined AOI.
There are other indicators, but we must focus in those that are
the most important.
Let’s begin with the chief indicator, the PPF.
C’mon, Peruzzo, tell who is the best personage.
Speak up!
EYE TRACKING
115
It is useless if an AOI has a great quantity of fixations if just
two people have fixed the object.
We will do an analysis of the indicator that had at least 65%
of PPF, below 65%, and we will consider that the AOI was not
attractive, since the percentage of people that set was very
short.
The ranking of the four AOIs regarding the PPF was:
Table 1: PPF of the Personages
PERSONAGE PPF
Einstein 2 86%
Einstein 4 76%
Monkey 2 71%
Monkey 3 71%
Source: Ipdois Neurobusiness ©
And the Oscar of Best PPF Indicator goes to: Einstein!
Congratulations, Einstein!
You reached the greatest number of people visualizing your
personage.
And the most incredible thing: you stayed in first and second
place!
Snobbish you!
Now we are going to know who was the champion of the TPF,
time for first fixation.
Always remembering that a TPF smaller than 2.5 seconds
signifies that there is a visual appeal by impulse.
More than 2.5 seconds, the visual analysis becomes more
conscious.
Thank you. It must be my charm. I’m irresistible.
THE THREE MINDS OF NEUROMARKETING
116
The ranking of the four AOIs regarding the TPF was:
Table 2: TPF of the Personages
PERSONAGE TPF
Monkey 3 1,0s
Monkey 2 1,9s
Princess 3 2,0s
Einstein 2 2,2s
Source: Ipdois Neurobusiness ©
Congratulations, Old Monkey, the Oscar of TPF is yours.
From the four first nominated in this requirement, the
Personage Monkey 3 is the first and Monkey 2 is the second.
Old Monkey, visually you are a personage that calls more the
attention of the people, in a vision by impulse, what is,
naturally, an attitude of Monkey.
It is time to analyze the QF that, as we mentioned before, it
represents the quantities of fixations, by person. Naturally, a
high indicator of QF signifies that the people come back
several times for the AOI and that is called attractiveness. The
ranking of the four AOIs regarding the QF was:
Table 3: QF of the Personage
PERSONAGE QF
Einstein 2 2,1 fixations
Monkey 2 2,0 fixations
Monkey 3 1,8 fixations
Princess 3 1,8 fixations
Source: Ipdois Neurobusiness ©
What a show, Einstein! You were also the champion in the
quantities of fixations.
Well... I knew it!
EYE TRACKING
117
We just reached the last indicator, the DF, which refers to
duration of the fixation. How much longer is fixation in the
AOI, more commitment of the volunteers. A smaller DF
means that the people have quickly discarded the AOI after
the visual contact.
The ranking of the four AOIs regarding the DF was:
Table 4: DF of the Personages
PERSONAGE DF
Monkey 3 0,3s
Princess 3 0,3s
Princess 4 0,3s
Einstein 4 0,3s
Source: Ipdois Neurobusiness ©
Princess, finally you had a good result. However, the
difference among the personages were minimum.
Remembering that a bigger time of fixation is able to provide
pupil dilation, what shows an emotional state.
Maybe. As the objective of the neuromarketing is going to find
out people’s unconscious state, we can apply the Index of the
Unconscious Potential (IPI), an algorithm created by the
Ipdois Neurobusiness, by which we are able to unite all the
indicators cited previously and, therefore, form a ranking of
the personages. Let’s see:
Table 5: Index of the Unconscious Potential (IPI)
PERSONAGE IPI
Monkey 3 0,94
Einstein 2 0,89
Princess 3 0,44
Monkey 2 0,37
Source: Ipdois Neurobusiness ©
As they were four different indicators, is there a
way to appoint a champion personage, uniting all
of them?
THE THREE MINDS OF NEUROMARKETING
118
But, this is not the final result. Therefore, these values indicate
the better position of each personage.
As we want to know the character which has the best
unconscious potential in the entire stimulus (18 AOIs), we are
going to group the 4 AOIs of each personage and have the IPI
medium of Einstein, Princess and Monkey.
And we have the following result:
Table 6: IPI of the three personages:
PERSONAGE IPI
Monkey 0,75
Einstein 0,70
Princess 0,40
Source: Ipdois Neurobusiness ©
Congratulations, Old Monkey! You are the champion
regarding the unconscious potential, but be careful: Einstein is
quite behind you.
We should remember that the most important thing is the
research purpose.
Therefore, this determines if an AOI reached or not its
objective.
In a campaign where the objective is not to generate viewing
of the AOI as, for example, the message of the interest rates in
a publicity by car, keep down DF and TF indicators would be
the ideal, if the announcer should desired to avoid the viewing
of that information, therefore, would bring rejection to the
announcement.
Finally, the eye tracking can be used for analyze Web sites,
marks, packagings, audiovisual or printed publicities or any
visual stimulus. Its use is unlimited.
What is the ideal time for the analysis of a
stimulus?
EYE TRACKING
119
Normally, we indicate at most 10 seconds, a sufficient time,
including the safety margin. To tell the truth, until 2,5
seconds, we pay close attention to what Old Monkey is seeing.
That’s your problem. By the first time, it is possible to use a
technology to understand as our unconscious behaves itself
visually. But there is no problem, Old Monkey, because
Einstein, after the 2.5 seconds, takes charges of the thing and
begins to analyze the conscious, more and more rational.
Damn! You break my legs. Finding my truth.
That’s invasion of privacy.
I thought that I would stay out of that discussion.
In fact, I should justify many times what Old
Monkey looks first without my permission and
judgment. Sometimes, he is indecent!
Well, that’s your business, the unconscious and the conscious.
The most important thing is to know that a sensational tool
called eye tracking exists and permits the measurement.
THE THREE MINDS OF NEUROMARKETING
120
he use of electroencephalogram in neuromarketing
researches is very recent when compared with its
application in the diagnosis for cerebral illnesses.
Everything began in 1848, 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.
However, only in 1929, German neuro-psychiatrist Doktor
Hans Berger showed that the human brain also generated
such currents and the same could be recorded. Today, Berger
is known as the father of the electroencephalogram.
Technically, the exam of electroencephalography (EEG) is the
result of an interaction between the human being and the
machine, which permits to record the cerebral electric activity,
as well psychological states, such as alert states or drowsiness.
It is possible to observe through the amplitude of cerebral
waves, different mental states, such as:
- The vigil – beta waves, associated to the attention,
concentration and cognition. The brain is quite awakened
and alert, besides, the visual process has a significant
improvement. The beta wave band is between 13 and 30 Hz.
ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING
121
Finding out mental states of the consumer
Electroencephalogram applied to Neuromarketing
18
- The relaxation – alpha waves, associated to the relaxation
and to the internal conscience. The creative energy tends to
flow and the anxiety disappears. The alpha wave band is
between 7 e12 Hz.
- The calm – theta waves, associated to the meditation,
intuition, creativity and unconscious memory. The streak of
the theta waves is between 4 and 7 Hz.
- The deep and light sleep – delta waves have the slowest
frequency of cerebral waves and, normally, are associated to
the deep sleep. Delta is the cerebral wave of access to the
unconscious. Delta wave band is between 0.1 and 4 Hz.
The results of those waves measured by the EEG and
combined through complex algorithms can reveal mental
states of the volunteer, what generates big interest on the part
of the researchers of neuromarketing.
One of the big advantages of the modern EEGs is about its
portability, permitting that experiences outside the
environment of laboratory be a reality, as a walk to the mall or
to the supermarket.
A very important standard procedure is the international
system 10-20, used in the mapping of the positions where are
set the electrodes to record the signs of the
electroencephalogram.
This system uses 21 points that are marked dividing the skull
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.
The points nomenclature is given according to the region or
wolf, in that are located, being the following: frontal polar (Fp),
frontal (F), temporal (T), central (C), parietal (P) and occipital
(O).
The points located about the medium line are indexed by the
letter "z", of "zero", the points at left of the medium line, by
unequal indices and to the right, by equal indices.
THE THREE MINDS OF NEUROMARKETING
122
Therefore, according to figure 16, we are able to complete the
nomenclature of all those points of the traditional
electroencephalogram:
- Fp1 (frontopolar left), Fp2 (frontopolar right).
- F3 (frontal left), F4 (frontal right).
- C3 (central left), C4 (central right).
- P3 (parietal left), P4 (parietal right).
- O1 (occipital left), O2 (occipital right).
- F7 (left previous storm), F8 (right previous storm).
- T3 (left medium storm), T4 (right medium storm).
- T5 (left subsequent storm), T6 (right subsequent storm).
- Fz (frontal of the medium line)
- Cz (central of the medium line),
- Pz (parietal of the medium line).
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, so that the researchers can evaluate and
measure the results in a marketing way. There are several
suppliers and solutions, since each of them has its algorithm,
properly recorded and guarded in a black box because, after
ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING
123
all, the secret of the success of the EEG in the
neuromarketing is not in the equipment, but in the
methodology and in the indicators available for the decision-
making.
Every day, thousands of researches that use the EEG for the
neuromarketing are published, showing new formulae and
discoveries. Some information are of public domain as, for
example, a research carried out by the Laboratory for the
Affective Neuroscience of the University of Wisconsin, led by
Richard Davidson, in which shows that the human being,
under agitation of distressing emotions, has levels of activity
relatively high in the right pre-frontal bark, but when feels
well, enthusiastic, energized, the area of bigger activity is the
left pre-frontal. With this example, you should imagine the
potential of that tool for the use of the neuromarketing.
Another research of the same University of Wisconsin,
published in 2012, declared that the Buddhist monk Matthieu
Ricard is the happiest man of the world. The French ex-
researcher that lives today in the convent of Katmandu, in
Nepal, is today one of the confidants of Dalai Lama. The
group of scientists established that his brain produces a level of
gamma waves never before related in the field of the
neuroscience. The results showed an activity more elevated of
the left segment of the pre-frontal bark of the brain, if
compared to the right.
When Matthieu Ricard meditated in compassion, his brain
produced levels of gamma waves connected to the conscience,
attention, training and memory, that never had been related in
the literature of the neuroscience.
The exploitation of Ricard’s brain revealed that, due to the
meditation, he has an incredibly abnormal capacity to feel
happiness and a limited propensity for the negativity.
Peruzzo, The EEG Equipment is really
interesting. It looks like a helmet, full of sensors.
Does that bother the volunteer? Does that give a
shock?
THE THREE MINDS OF NEUROMARKETING
124
A little bit of discomfort at the right moment of putting the
EEG is normal, but after the volunteer is involved with the
research, he forgets that he is using that equipment.
Of course it is. Depending on the equipment and of the
objective, is possible to carry out a research of EEG as an
equal cost, or to even lower to the traditional researches.
Princess, you are so ingenuous.
A research using EGG must be very expensive. Is
it already viable in Brazil?
I saw a video in which is possible to measure the
frustration of a client using the EEG. What are
the points that activate in the EEG in order to
know the frustration?
At that time you bought the Word, Excel or Power Point, did
Microsoft inform the source code of the programs? Of course
not. That’s the secret of the business. An algorithm validated
with the client, with scientific publication, can be worth
millions. You never inform the strategy for free, Princess. But,
if you paid attention to the text, you will see that I already
gave you some tips here about the place in the neocortex,
where we find the positive and the negative emotional state.
In addition to that, I must say that is possible to measure the
frustration, the commitment, the meditation, the attention and
others behaviors through the EEG.
Look that!
When we talk about the peripheral nervous system,
autonomous system and parasympathetic, we are able to find
How many impulsive attitudes does EGG reveal?
ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING
125
out a little bit about you by the EEG. By the way, you always
bother but never help.
If you stir yourself during the experiment or create a lot of
noise, you can confuse the interpretation of the facts.
Of course! By the way, this is practically an obligation. The
unique use of the EEG limits too much the results. The use of
the skin conductance, eye tracking, face reading and other
measurements permit an analysis more concise of volunteer’s
unconscious perception.
The use of the EEG by the volunteer is painless and does not
offer risk to his health, however, some procedures of
recruitment are necessary, therefore, some behaviors or uses of
inadequate substances can interfere in the result of the exam.
Peruzzo, is it possible to use the EEG combined to
other technologies of neuromarketing?
It is important that the volunteer have a good night of sleep,
the hair and the scalp should be washed with neutral soap or
with shampoos that not contain moisturizing oils or silicone.
It is not recommended the use of conditioners or gels. The
consumption of stimulating beverages as coffee and energy
drinks must be avoided. And the most important thing, if the
volunteer shows evident emotional alteration, as anxiety or
nervousness, is advisable to exempt him from the experiment.
Another important point, and that we should not forget, is that
each volunteer should sign a term of free consent and be
advised about objectives, risks, techniques and details of the
research. It is about the security for the volunteer and, mainly,
for who is hiring research. A tip: as the EEG is the nearest
technique to a medical procedure, it would be better if the
research project was sent for approval of an Ethics
Committee.
THE THREE MINDS OF NEUROMARKETING
126
ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING
127
Essays and reflections about neuromarketing’s world
“All the human knowledge began with intuitions, then passed to concepts and
finished with ideas.”
Immanuel Kant
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:
- 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.
THE THREE MINDS OF NEUROMARKETING
130
The customer is not the boss!
Bread with Hamburger19
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.
BREAD WITH HAMBURGER
131
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.
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.
THE THREE MINDS OF NEUROMARKETING
132
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.
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?
TROLLEY DILEMMA
133
A quarrel between reason and emotion
Trolley Dilemma20
I surely would haul the lever, since a dead person
is much better that five. Besides, I would be a
hero by saving workers’ life. It is logical!
Wow Einstein. Imagine the family of the worker
who died. That sorrow! But, I understand your
decision. I believe that I would leave the Monkey
pull the lever.
When the situation is an emergency and the
decision must be taken within 2.5 seconds, I
assume the role. And by the visual aspect of the
situation, I also would pull the lever.
Good interpretation, Folks. Congrats!
But we’re going to the complicated part now, the setting two.
You are in a bridge 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 and in your
front, there is a very obese person. There is not time to do
nothing, the only solution is: you push obese person in the
tracks, therefore the trolley, with the friction and the noise, is
going to diminish the speed, and will save the five workers.
What would you do? Push or not push?
Hey, fellas... Einstein, Princess, Monkey, what to do now?
I don’t know what I would do. Killing a person!
After all, I pushed and I participated straightly of
the process. My God! It is very difficult. I am
confused.
THE THREE MINDS OF NEUROMARKETING
134
Are you seeing this, Princess? You stayed digressing a long
time, full of emotions, locked… The trolley already passed
and you killed the five workers.
Einstein, sometimes, things in our lives are illogical. You find
so easy to push an individual for death, even saving other
people? What about you, Monkey?
Peruzzo, the logic it is the same. Mathematically,
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. So much drama of the Princess. Push
at once!
Man, I would run. And if the trolley catches
me… Worse for me. Firstly, I am going to save
my life. And then I take the remainder.
This Monkey… Always selfish. Because workers do not
belong to your group, you did not even into account to push
the obese one in the tracks.
In the research driven by the anthropologist, in the first
setting, 85% of people affirmed that would pull the lever. In
the second setting, only 12% would push obese person about
the tracks.
The most important thing in the dilemma is that in all of the
moments of their lives, those three personages believed an
incessant battle in their mind and, naturally, those that possess
an emotional rational, biological and mental equilibrium,
possess personal and professional competitive advantage than
others.
What about you? Do you push it or not?
TROLLEY DILEMMA
135
he end of the year of 2012 was marked by social
movements that stirred up the interest of all scientific
community, particularly from neuromarketing one.
Soon, you never saw so much people involved by the fear, with
the possibility of the world finishing in the legendary date of
December 21th, 2012, as predicted by the Mayan calendar.
You can find exaggerated when we deepen in this matter, but
when 12% of the Americans, that is, approximately 35
millions of people – according to research carried out by the
French institute Ipsos – believed faithfully that the world
would finish, you should understand like those people, or
better, their brain, was involved by the story line, what is, at
least, lamentable.
I dare to say that was the most despotic strategy of
neuromarketing in the last decade, abducting people’s tonsils.
The ground disappeared for many people. Extremely afraid by
the need to seek some help, it became so emergent, that
hundreds of people decided to build special houses in order to
protect themselves from apocalypse, or participated of
collective retreats, as what happened in Alto do Paraíso, in the
State of Goiás, in Brazil.
In terms of neuromarketing, the end of the world yielded
billions of dollars for those who had used the collective fear for
THE THREE MINDS OF NEUROMARKETING
136
The biggest immoral “shot” of neuromarketing of the decade
The End of the World in December 2012
21
making money and a lot visibility. They were hundreds of
books on this matter, several movies, and some of them with
marvelous visual effects.
There was that travel agency, with the call "An exuberating
End of World - Enjoy 12/21/2012", where the adventurer
would be able to give a small entrance, and the balance in to
nine rates of US$ 223.00.
Ridiculous! Therefore, the world ends, but the installment
stands...
For visibility, I can’t afford naming apocalypse movement
leaders, so that I would give more highlight for those
criminals.
Malicious individuals that know how to use less informed and
unprepared people in order to create groups, squads and
communities, where became chance leaders, by some period
and, unfortunately, due to the absence legislation, today live as
if nothing had happened.
It is not exaggeration.
Just see what happened with fanatic Jim Jones, a paranoiac
citizen, drunk and drug addicted who had the complete
control about his followers. But, is that possible?
In an isolated place in Guyana, on November 18th, 1978, 900
followers committed collective suicide. Their last words,
recorded in audio in the tragic day, were: "Die, die with some
dignity. Just do it. We’ll put an end into agony".
Depressing...
Recently, Harold Camping, a TV Show Host of the United
States, famous by his personal interpretations of the Bible and
Christian doctrines, with his differentiated voice, did the
prophecy saying world would finish exactly On May 21st,
2011.
His calculations based in the Bible just failed.
THE END OF THE WORLD IN DECEMBER 2012
137
He justified the error and promised a new end of the world on
October 21th, 2011, and nothing happened once again.
My question is: Is that all?
He abducts people’s tonsils and nothing happens.
This man collected millions of dollars of his followers for
divulge the end of world all over the planet.
Ashamed for his ridiculous apocalyptic forecasts, Harold
Camping retired and today does not lead your evangelist radio
anymore, called Family Radio.
My wistful father, Alberto Peruzzo, who honored his passage
on Earth with a lot work and education to his children,
without abduct the tonsil of nobody, gave me a book called
"Are we entering now in the final 40 years of Earth?".
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.
I present some great forecasts of these Gentleman, as of 1980,
since the book is dated from final 70’s:
In the year of 1980, we would have 8 billion of people in
Earth. Old Monkey. That’s right?
In 1980, the elected president of the United States will be
murdered or will die in his position. That’s cyclical and always
occurs each 20 years. Einstein, your turn?
The scientific forecast is: we will arrive to that
number only in 2025. Almost there? No! He
failed.
What a ridiculous forecast! Ronald Reagan was
elected in 1980, assumed in 1981 and left the
presidency only in 1989. Unfortunately, this big
president died in 2004. Failed!
THE THREE MINDS OF NEUROMARKETING
138
In 1982, due to rare conjunction of nine planets, phenomenon
that occurs each 179 years, should the duration of the day be
modified?
Princess, what do you say?
The year of 1984 would be the fright year.
The probable date of the third world war, Old Monkey, it is
up to you.
Peruzzo, I saw nothing of different in the last
years. Failed!
You’re kidding! If that had happened, we
wouldn’t be here wasting our time with that
punter. Failed!
An asteroid is going to fall in one of the oceans in 1985…
Would be the beginning of the tribulation? Einstein, do you
know many things about astronomy and physics?
Between 1987 e 1988, the Soviet Union will invade Israel and
will occupy all the oil-producing notions of the Middle East.
Princess, where are you?
In 1999, several cities of the United States and Europe will
disappear of the map, since the Soviet Union will throw many
atom bombs.
I am irritated with so much lie. No one believes in
that lie. Failed!
Peruzzo, leave me alone. Such silliness. Failed!
THE END OF THE WORLD IN DECEMBER 2012
139
What do you think, Old Monkey?
In 2000, China will be the owner of the world, since the
United States and the Soviet Union will be devastated by the
nuclear war, and then will not have forces for counter-attack.
Einstein, what do you think?
I’m so sorry, Einstein, You’re right!
I passed my vacation in Disney and everything’s
right. Failed!
I feel sorry for our reader. It just sucks. Go
ahead. It is already noticed this book is a manual
for abduct the tonsil, the author tries to scare
people and gather followers. Go ahead, because I
don’t want to lose my time.
As you can see… This little group, and many others, knew
how to abduct the tonsil, but what does occur in people’s
brain? I am going to explain this immoral secret to you.
Everything begins with the fear stimulus. The actions of
auditive and visual order stimulate our thalamus, that is the
center of sensory communication, under the responsibility of
the Princess.
The standard is the thalamus regarding the order of the
processes and send the information to the neocortex, under
the responsibility of Einstein, which should do a rational
analysis of the emotional stimulus and, finally, send the
information – screened – to tonsil, that will stimulate an action
in the Monkey, that will both in the output of hormones and/
or in the runaway or fighting process, in view of danger. This
process is called primary way.
The problem is: there is a secondary way where, by fear,
despair, anguish or some pathology – we speak of that
afterwards – the thalamus, under pressure, does not send the
information to the bark and sends straightly to the tonsil, that
THE THREE MINDS OF NEUROMARKETING
140
is a despaired Monkey, that believes in anything, seeking an
existential solution, trying to survive, and ends anchored in
that judgment, by impulse and in a unconscious form, like the
solution of his problem.
You should be curious: what that history has to do with
neuromarketing? I answer: Everything!
Simply, the majority of the neuromarketing strategies focuses
on this model of fear, and makes you buy, buy and buy,
without think, analyze or argue.
By example, why they do a liquidation where the shops open
early morning? And you are already in the row longtime ago,
without sleep, for fear of losing the liquidation…
With your Einstein already tired, you enter in the shop with
the fear of losing that product that, by the way, never thought
of buying, that is the moment in which your thalamus enters
in action, doing a straight partnership and sets with tonsil, and
you forget the Einstein and active the abduct of the marketing
tonsil.
In that moment, you become an unruly animal, seeking the
consumption. Your Monkey thanks for the experience. After
some time, with the Einstein recuperated of the drinking
session –, by the way, is he who pays the bill because he is the
generator of prescription in the majority of cases –, with
certainty, he will look bothered upon being conscious of the
unnecessary purchases, carried out by impulse in the
liquidation.
I mentioned previously that the secondary way can be
stimulated by pathology. Charles Whitman, 25 years old, killed
13 people and injured 33, in 1966, in the city of Austin, Texas.
The massacre just finished because three cops were succeeded
in killing Whitman.
Why did that happen?
When child, Charles Whitman marked 138 points in the IQ
test, confirming your powerful Einstein. We might think that
Whitman really was a merciless murderer. But is not that easy.
Whitman’s autopsies found a tumor of the size of a coin, near
the thalamus, invading the hypothalamus. Therefore, the
THE END OF THE WORLD IN DECEMBER 2012
141
rational, primary way of the bark was obstructed when
Whitman lost total control about his emotional behavior.
Not by own will, but because he had cancer.
Somewhat unbearable. And now?
The subject is complex, however, we should not yield to the
collective fear, even if the stimuli guide us to that.
Remember that you have an Einstein, what makes you a
human being, different from animals. Sparing your Einstein is
such an injustice.
No strategy of neuromarketing, based on the extreme fear,
deserves my respect or even yours.
Finally, don´t forget that Nostradamus also already foresaw the
end of the world when Easter will fall on April 25th . And
that already occurred in 1666, 1734, 1886, 1943. Did you
know that to next time will be in 2038?
I can guarantee, five years before the damned date, all this
history is going to be back, even surrounded by hi-tech and
information. We will be frightened animals, using our instinct
of survival, and always will have crooks, trying to take
advantage of the situation.
THE THREE MINDS OF NEUROMARKETING
142
o Zombies exist? Something that can control our
minds and, suddenly, leaves us to the mercy of the
unconscious and animal instinct?
Take it easy, Princess.
Don’t doubt before having knowledge about things. We’re
speaking about a protozoan called Toxoplasma gondii, that
Wow! I’m afraid! That’s a lie!
possessed an incredible ability in maintaining his cycle of
extremely active life to any cost.
By the way, human beings can be infected by that protozoan,
normally in contact with excrements of animals or in the
consumption of raw meat.
Thanks you, Einstein!
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%.
DO YOU BELIEVE IN ZOMBIES?
143
Slave minds of nature’s mission
Do you Believe in Zombies?22
Another victim of that protozoan is the mouse.
But, all our history begins in the habitat of the cat.
The Toxoplasma gondii needs a huge effort, being a micro-
organism, to live in hosts, definite or intermediate ones.
His battle for life begins when is infiltrated in the organism of
the cat, its definite host.
In determined cycle of life, it initiates his output process and
elimination of oocysts through the excrements of cats, for its
perpetuation.
Mature sporozoites exit the oocysts in five days and enter the
Toxoplasma gondii, which enters a mouse by an infected
plant.
In humid conditions, the oocysts can resist over five years.
Once in the vital system of the mouse, intermediate host, the
Tomoxoplasma gondii takes command of the nervous system,
controlling the brain of the mouse, mainly by establishing a
new standard of pleasure in the cerebral reward system,
driving it to the meeting of the cats, since the mouse will feel a
huge pleasure upon having contact with the smell of urine of
the cats.
In the search for pleasure, the mouse will find its predator and
its death.
In normal conditions, by the genetic standard of the mouse,
without any alteration, the smell of fresh urine of the cat is a
notice of danger.
Imagine how a microscopic being can change the standard of
behavior of a complex being as the mouse.
When mouse and cat meet, the mouse stays paralyzed,
expecting calmly to be devoured.
Therefore, Toxoplasma gondii enters the definitive host,
initiating once again its cycle of life.
THE THREE MINDS OF NEUROMARKETING
144
I agree with you, Princess.
Then, you saw what a microscopic protozoan is capable to do
in order to manage the cerebral reward system of a mouse, if
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, therefore, if infected during the
pregnancy (0.5% of the pregnant women possess
the infection), possess 33% of chance of suffering
a miscarriage or will have children with grave
neurological problems and blindness.
How could this happen? Women should be
careful, especially in the pregnancy.
delivered to the cat, for that your objective of entering the
definite host for its reproduction and perpetuation.
A protozoan! Now imagine your brain… Complex and
marvelous, which can be managed by millions of strategies of
marketing, through vehicles of communication that stimulate
your hormones in order to buy and buy.
Besides, don’t think that a mouse brain in the unconscious
level – Monkey – is different from yours.
As matter of fact, zombies exist and control victim’s brain.
When we enter a mall, we do not resist to an offering, we
remove the credit card, 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
knowingly.
A Zombie loves pleasure, mainly dopamine, especially in
people with low levels of serotonin. This victims are
destructive.
DO YOU BELIEVE IN ZOMBIES?
145
Confirming those results, Einstein, perhaps the science can
help many people with grave problems of health in
understanding his unruly and unconscious behaviors, avoiding
attitudes that entirely flee from the human consciousness.
I am going to pass a last information about a
scientific paper published in the Journal of
Clinical Psychiatry, in 2012, that associated the
Toxaplasma gondii to cases of suicides in humans.
This history of Zombie is already nearby the men.
THE THREE MINDS OF NEUROMARKETING
146
o you believe in monsters? What about
Frankenstein’s History? Do you know? It is a
horror movie recorded in 1910, based on the book of
Mary Shelley, where a young student, interested by the
mysteries of life and death, and entirely involved by the
ambition of creating a human being, in a night, puts into
practice his desire and creates Frankenstein.
Before continuing, we stand for a curiosity: the first version of
the film shows the only time the student really created the
monster. In other versions, the monster was created with part
of corpses.
Well, here comes the point: the construction of a monster
made by parts, not of corpses, but of alive people, through
market researches and neuroscientists. Then, it is better to
believe that monsters exist. Now, if a monster created in
laboratory is really useful, sincerely, I have my doubts.
Approximately 80% of the new products fail. For example, in
the segment of perfumes, 60% of the new fragrances fail, but
you do not perceive such situation, since the classical perfumes
conceal the failures of the great international marks.
So many reasons for the huge number of failures, but mainly,
in my opinion, is the scientific stubbornness in playing God
and create new Frankensteins every day. Please excuse my
HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING
147
The sweet illusion where the parts are in the sum of the whole!
How to create a Frankenstein in neuromarketing
23
tough words, neuroscientists, marketers and researchers that,
once based in algorithms, statistics and software, can validate
any result through mathematics, creating possible little
monsters, since information generated from individual biology
facts has statistical meaning.
When the final product goes to market, the thing becomes
quite different. Then the witch hunt begins. Who is guilty?
Research and development? Marketing? Sell? As matter of
fact, a quick fusion is necessary, between the science, the
market and, above all, the good census.
But, we should not forget the main ingredient, that very few
understand its importance, that is, the intuition, derivative of
Old Monkey’s experience and of Princess’ insights.
Everybody knows that we do not live in a slow trail world
anymore, where things happen calmly, without stress and
without exercise hard cerebral activity in its consumers.
We live in a quick trail world, in the depression age, of the
access to the instant and quick information, and that,
unfortunately, some models of also physiological and
marketing evaluation still are in the epoch of the slow trail.
Here is the motive for so many failures.
Let’s understand in a practical way that some lies that are
calmly counted to the market, and the people simply accept
such arguments, with that face: Oh! That’s nice!
Let’s see a classical example of neuromarketing: telling that
millions of facts exist, that EEG captures, and that thousands
of crossings are available for analysis, as well as a world of
possibilities in fantastic interpretations is a big, huge and
sensational lie.
The algorithms created currently in the market in order to
interpret such cerebral waves are extremely limited, mostly, to
set of companies, with all rights reserved, and obviously been
liberated to the market, would cost a fortune by having access
to the source code, if someone is willing to offer that.
We are able to count few neuroscientists in the world that use
EEG rough facts, interpreting such facts as marketing and
THE THREE MINDS OF NEUROMARKETING
148
behavioral information, and not merely a neurological case. In
Brazil, forget it. We should use outside technology, software
that do the whole process.
The exaggeration of millions and millions of facts is purely
marketing of neuromarketing companies. Doubts? Ask your
neuromarketing supplier, that says that it can cross millions of
alpha, beta, delta, theta waves and even gamma one, doing
the interpretation of the facts in front of you.
Without the history and I use of a final report refined and a
pyrotechnic presentation, you will expect the explanation for a
long time.
Excluding the eye tracking analyses, that are more explicit,
therefore are visual, and the use of medium, medians and
fashion require a smaller kind of stress, the methodologies as
electroencephalogram, skin conductance and cardiac
frequency are the most practiced in neuromarketing
researches.
And they make heavy errors, delivering for the clients,
ignoring the matter, a result statistically perfect, with high
statistical meaning, obtained through software and algorithms
that researchers, many times, since they do not have the
slightest idea about the function of the procedures of internal
calculus.
In fact, note that, when delivered to client, in a
neuromarketing research, a profile of consumer that does not
exist, a monster, a Frankenstein, mixture of biology, medium
and medians, treating human being as a research of
quantitative opinion, or like a structural calculation for a
building. Our body is dynamic.
Our brain has an incredible plasticity. Imagine the structures
of a building with 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.
HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING
149
For avoidance of doubts, see the following setting:
You could imagine a group of five volunteers for a
neuromarketing research.
João is a stressed executive, with a high level of cortisol, even
in the period of the morning, he is very anxious and
hyperactive
Maria is a housewife, mother of two, and has genetic tendency
for diabetes type 2, which is being manifested.
Raul is a sportsman, too much religious and has an
irreproachable health.
Lia has a genetic problem inherited from parents, two pair of
the 5HTT gene, with short allelomorph. Biologically, by
difficulties in serotonin’s transport, is a person who tends to
the depression.
Lucas is vegetarian, 25 years old years and practices sport and
Buddhism. His nickname is Poliana, since he always sees the
benefits of things.
We are going to do the analysis with the five personages,
regarding the use of the technologies of researches EEG and
skin conductance.
Einstein, what could you say about João?
Let’s see, Peruzzo! João has a high level of cortisol
by the morning. Since he is stressed and
hyperactive, he presents high levels of beta waves,
with high levels of skin conductance, due to his
excitement. His sensorial stimuli are very strong
and alter the result as volunteer, compared with
the biology of other people less stressed. We
should not mix the two biology types.
THE THREE MINDS OF NEUROMARKETING
150
About Maria… She has Diabetes type 2 and her
organism works differently from the first
volunteer. She has symptoms such as hunger,
thirsty and cloudy vision that commits, for
example, the visual analyses that use the eye
tracking.
Raul is religious and we know faith produces
serotonin, probably as a person emotionally
balanced, he tends to validate positively the
stimuli in research is big, even if the product is not
so good as showed.
Lia has a problem, the incapacity in the effective
transport of serotonin that brings depression, and
she tends to evaluate the stimuli negatively.
Lucas is stable in serotonin and does not depend
on the liberation of dopamine to be happy. For
him, everything is always marvelous.
What does that mean, Einstein? Show me your summary, so
that I can understand the situation.
But the neuromarketing companies do that?
Peruzzo, it means they are different people and
we should understand their biology in view of
determined product and the compatibility of the
stimulus. With many compatible profiles, the more
diversified, the bigger is the chance to obtain
success in the product launching.
No, Peruzzo, They consider the individual result
of each volunteer in levels of attention,
commitment, memory, excitement or emotion,
they gather everything, I repeat, they gather the
variables and create averages and medium, in
order to seek statistical meaning.
HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING
151
Slowly! I want to understand better! Did Maria present a level
of memory 0.7 and Lucas 0.5, and they create a Frankenstein
with a 0.6? That is an absurd.
Should you make a summary to simplify the idea?
Yes, Peruzzo. The value 0.6 is a Frankenstein, a
monster. He does not exist. It is a big error. Then
marketing spends millions selling for that little
monster 0.6. As it is nearby 0.7 and 0.5,
sometimes, it sets right and earns prize, but is
luck. At present, it shows more errors than
cleverness. People are indivisible and genetically
or mimetically different. We should understand
as to Maria entered the experiment and like she
left, and perceive her physiological results, without
mixing up with other volunteers. As we said
previously, we should seek the greatest number of
compatible biology.
Thank you, Einstein. Your explanation was very concise.
My function, as a marketing and neuromarketing professional,
is to give light to society’s doubts, mainly companies and
agencies that still do not dominate such techniques, so that, for
lack of knowledge, can invest his budget of research and
development in ineffective neuromarketing projects.
Of course! A product is not validated from
people’s biology average. Firstly, the product
should be validated with the biggest quantity of
compatible biology. For example, if 60% of the
volunteers in research of neuromarketing show
positive results, regarding the product, the
responsibility it is up the companies’ marketing,
they decide whether throw or not a product. This
is a question of strategy. A sentence for each
head!
THE THREE MINDS OF NEUROMARKETING
152
Am I exaggerating? Probably yes, or even contaminated by the
neuromarketing "memes", but I repeat, when I see that 80%
of the products thrown in the market fail, I realize there is a
little angel telling me that something is not correct in the
methodology, application, validation and analysis of the
traditional researches.
It is worth your consideration.
HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING
153
adva
nced
Neuromarketing researches in action
“In order to search for the truth one requires to doubt, as much as possible,
all things, at least once in life.”
René Descartes
nbelievable! It’s the least a marketing professional
might imagine when seeing the success of the video
clip “Gangnam Style”, from the Korean singer Psy,
with total 1.250.947.065 views. That’s right, you are not
confused with numbers, over one billion views.
Ipdois Neurobusines carried out a neuromarketing research,
with no relationship or business interest, for the purpose of
understanding the neurological effects this fascinating video
clip provides to its viewers. 40 volunteers, from both genders,
took part in this research. The survey was carried out in
Curitiba, between January 22 and 23, 2013. The following
technologies were used in the research: eye tracking, face
reading and skin conductance.
Then, be ready... because the information is surprising.
Let’s begin with the real time spent by people to watch the
video clip “Gangnam Style”. The official duration is 4 minutes
I’m curious to know the results, because
consciously, I’m not able to understand how a
video clip from a Korean, of which no word can
be understood, made so much success in the world
and in Brazil.
THE THREE MINDS OF NEUROMARKETING
158
683 billion reasons to understand Psy’s neuromarketing
The Success of Gangnam Style Disclosed
24
and 13 seconds, but through the ocular monitoring system, by
adding up the total of fixations and the respective time of
each fixation, the average time used by each spectator was 3
minutes and 38 seconds.
Einstein, Ipdois Neurobusiness is the first company in Latin
America, specialized in validating the degree of attention of
musical video clips through neuromarketing.
There is no doubt that such a successful video clip becomes a
successful benchmark. There are other video clips, with which
we made an analysis, in which the viewer does not spend 50%
of the real time watching.
Some unbelievable pieces of information were measured
through our research. In average, each viewer had 546
fixations during the Gangnan style video clip, which, if
Alright. But what’s this type of information for?
multiplied by the number of views of the Korean Psy,
provided approximately 683 billon ocular fixations of human
beings. This is an unprecedented number in the whole media
history.
Old Monkey, you’re completely right.
The video clip provides great moments of interest to the
viewers and there are some obvious reasons for such many
views, such as the need which is most inherent to every human
being, mainly to you, Monkey, sex.
See the image sequences in the next page (Figures 17 e 18)
and note what the main area of interest to the people is,
through the heat map resource:
These numbers leave Einstein impressed, but I
want to know about the visual aspects of the video
clip, since the information presented so far was
measured by the eye tracking technology.
THE SUCCESS OF GANGNAM STYLE DISCLOSED
159
Figure 17: Scenes from the video clip “Gangnam style” with heat map
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
THE THREE MINDS OF NEUROMARKETING
160
Figure 18: Scenes from the video clip “Gangnam style” with heat map
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
THE SUCCESS OF GANGNAM STYLE DISCLOSED
161
Old Monkey, you did pay attention, but unconsciously. Paying
attention consciously is a thing for Einstein. By the way, to tell
you the truth, he sees only a little.
Don’t tell him, ok?
The most incredible is the amount of scenes involved in the
video clip. We call scene every moving image, even a change
to another setting. The video clip has a total of 109 scenes. In
our research, we neuscientifically analyzed scene by scene and
the results were amazing. The three ones with greater level of
attention, which is the sum of fixation time and the amount of
fixations, were the scenes 107 with twenty seconds of average
fixations by person (Figure 19), 57 with eight seconds of
fixations (Figure 20) and 3 with six seconds of fixations (Figure
21).
I’ve just found out why I love this video clip. It
stimulates my most powerful instincts. Oh! I
thought the video clip is too fast and I couldn’t
pay attention to all details.
Figure 19: Scene 107
Figure 20: Scene 57
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
THE THREE MINDS OF NEUROMARKETING
162
Figure 21: Scene 3
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
I want to make part of the analysis as well. As you
know, the hypothalamus controls the body
temperature. Thus, I want to know what scenes
had thrill through skin conductance.
Your wish is an order.
In relation to the thrill peaks, through skin conductance, the
results are usually quite individual, 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, undoubtedly, it shows the strong emotional appeal
promoted by the experience in watching the video clip.
We selected the five scenes which provided a highly significant
excitement peak equal to or greater than 25% of the
volunteers.
To wit: scene 107, with 56% of volunteers, scene 2, 6, 20 and
70, with 25% each.
On the next page (Figures 22 to 26), you may see the scenes
with greatest excitement level.
THE SUCCESS OF GANGNAM STYLE DISCLOSED
163
Figure 22: Scene 107
Figure 23: Scene 2
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
Figure 24: Scene 20
Figure 25: Scene 6
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
THE THREE MINDS OF NEUROMARKETING
164
Figure 26: Scene 70
Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0
Perfect, Princess. The modern neuromarketing methodologies
monitor all your emotions. By the way, we also analyzed the
micro facial expressions of the volunteers, by monitoring the
Impressive! In the emotional issue, I take
advantage over Einstein. If he wants to omit an
emotion in a research, he can, but I don’t. How
can I prevent a temperature change on my skin?
emotions: happiness, sadness, fear, disgust, anger and surprise.
The variability of the emotions in the video clip “Gangnan
style” was incredible, because it stimulates a unique emotional
experience, causing the volunteers who were happy (positive
valence), by changing a scene, to change their humor state
immediately, mainly for sadness and surprise, or vice-versa.
The emotions anger, fear and disgust were not significant,
showing that the video clip does not have an aversion
characteristic to the volunteer.
It was extremely difficult to notice a standard between the
volunteers, which represents well the idea of trying to create a
Frankenstein in the neuromarketing research.
We may notice that, in 28% of the volunteers, the happiness
feeling was very intense in the first 90 seconds of the video
clip.
But did you get to a statistic conclusion?
THE SUCCESS OF GANGNAM STYLE DISCLOSED
165
For you to have an idea of the heterogeneous emotional
matter between the happiness, surprise and sadness feelings,
look on the table below the percentage of each of them:
Table 7: Face Reading Indicators
EMOTION QUANTITY PERCENTAGE
Sadness 197 43%
Surprise 123 27%
Happiness 77 17%
Fear 29 6%
Anger 26 6%
Disgust 11 2%Source: Ipdois Neurobusiness ©
I don’t want to be boring, but... how is the report
of the micro expression emotions? Does someone
stare the volunteers’ faces? I like things with
scientific details.
In respect to privacy, we omitted the name of the volunteer at
stake, see below a report (figure 27) obtained through the face
reading software, by Noldus Technology, on the micro
expressions measured in the 4 minutes and 13 seconds of the
video clip. This is actually very intense, look:
Figure 27: Face Reading report
Source: Ipdois Neurobusiness ©
THE THREE MINDS OF NEUROMARKETING
166
Well, Old Monkey... to tell you the truth, Gangnan style is an
excellent reference for those who want to produce a successful
musical video clip.
We may certainly mention the following characteristics that
made this video to become the most seen in the whole history
of the modern media.
Let’s analyze some major points:
- Using elements that refer to our most primitive instinct, such
as sex, even if this is made subtly.
- Having a frenetic, constant pace with total harmony between
the music’s rhythm and the characters, especially the
protagonists, the singer Psy and the singer Hyuna, who have
an impressive synchronization.
After this research, is it possible to describe what
the secret to have a successful musical video clip
is?
- The fact that the singer Psy doesn’t have the standard
stereotype of the singers who are at the top of the success
causes our brain to pay attention for being something
different, a real standard deviation.
- There were over 109 scenes in only 4 minutes and 13
seconds. A frenetic pace like this is like a magnet to our visual
system. Since we are not able to watch everything that’s on the
screen, every time you watch the video, you end up seeing
something different.
- The video was recorded, produced and edited by widely
experienced professionals. By analyzing the video clip frame
by frame, it is noticeable the concern with each detail, and one
may check that this is no amateur.
- It is very relevant to understand that Psy and Hyuna are not
unknown and amateur artists, on the opposite, we may say
they are “old monkeys”, and that the world success would
come sooner or later.
The creation of extremely powerful verbal memes, such as the
chorus “sexy baby”, and non-verbal ones, such as the horse
dance, was indispensable for the video success.
THE SUCCESS OF GANGNAM STYLE DISCLOSED
167
No, Einstein. Each audiovisual work has its own characteristic
and its unique memetic environment. The best thing is
certainly validate a new video through neuromarketing
research, 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.
Very good, Old Monkey!
Is it possible to assert that, by using the same
video clip elements in a new video, the successful
formula could be repeated?
I’ve got news. The reader may view this entire
study through the link <http://www.ipdois.com/
gangnamstyle> or through the QR CODE, on
this page. It’s a visual action for you to understand
the heat maps, opacity and the scenes with
greatest interest and excitement.
It’s worth remembering that the analysis of a video clip uses
the same research pattern to analyze advertisements and TV
commercials.
It’s impressive the amount of information the neuromarketing
may offer to the marketing managers and, thus, reduce a lot
the risk of an unsuccessful campaign.
In the neuromarketing, first you make the research and the
adjustments so that you may then successfully broadcast.
Unfortunately, the traditional marketing many times
broadcasts a commercial in order to, after the investment
made, understand if it went right or wrong.
We may understand, after this neuromarketing research, that
fairly the singer Psy deserves all honors of the tremendous
success of his video clip “Gangnam style”.
THE THREE MINDS OF NEUROMARKETING
168
n all marketing and communication courses, 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,
merchandising materials and product packaging.
However, are red and yellow really the colors which stimulate
the consumer to pay more attention and to purchase fast food
products?
I suppose you would not take the risk to set up a fast food
diner without the famous hot colors.
I certainly wouldn’t risk releasing the entire
communication material using cold colors. My
graduation in communication always told me that
hot colors, such as red, indicate heat, are very
stimulating and call more attention. And the
yellow is also stimulating, it may be seen from far
away and also, as stated by some studies,
stimulates hunger when people have nothing on
the stomach.
THE GREEN POWER
169
The ideal color for the success of fast food
The green power25
Who am I to question the color psychology, but may I carry
out a neuromarketing research to maybe validate these
theories?
Einstein, your mania to always believe the theory and apply it
blindly in everything, as if the magical formula would always
work, is dangerous.
Let’s go!
Ipdois Neurobusiness made a neuromarketing research with
60 volunteers in January 2012. Out of these, 30 were men and
30 were women, for the purpose of understanding the
dynamics of the hot colors, represented by the red and yellow
colors, and the cold colors, green and blue.
The eye tracking methodology was used to monitor the eye
movement of the volunteers and then understand the
Of course you can, but it’s not theory, it’s reality.
dynamics of the colors in relation to the objects respectively
hot (sandwich and French fries) and cold (hammer and nail).
That’s right, Einstein!
It seems obvious that red and yellow are so powerful for fast
food, the sandwich and French fries elements will beat the
hammer and nail elements.
Let’s see the results.
We placed the hammer/nail elements (figure 28) and
sandwich/French fries (figure 29), contrasting with the hot
colors, yellow and red.
I see. You contrasted the cold and hot colors with
cold and hot objects to understand which of them
calls more attention, right?
THE THREE MINDS OF NEUROMARKETING
170
Figure 28: Hammer/nail stimulus with heat map
Figure 29: Sandwich/French fries stimulus with heat map
Source: Ipdois Neurobusiness ©
Let’s see the results:
Table 8: Eye Tracking Indicators
ELEMENT TPF DF QF
Hammer 0,3s 0,3s 5,5
Nail 0,5s 0,4s 5,8
French Fries 0,4s 0,3s 5,6
Sandwich 0,5s 0,3s 5,5
Source: Ipdois Neurobusiness ©
* TPF: Time for first fixation ** DF: Duration of fixation *** QF: Quantity of fixations
Peruzzo, I don’t get it. When we analyze the time
for the first fixation, the goal is understanding the
element that the volunteer observed most rapidly,
right?
THE GREEN POWER
171
* ** ***
Yeah, Monkey. In relation to the time of the first fixation,
which essentially represents an unconscious decision-making
process, the lower the result, the better. And who’d have
thought, the winner was the hammer. In relation to duration
of the fixation, which shows interest in the object, the results
were quite similar, but the nail won, once again the cold
element. In relation to the amount of fixations in the
elements, once again the results were quite similar, with a
slight advantage to the nail.
This is not my fault, Einstein. My duty, as a researcher, is to
understand the dynamics of the colors.
In order to make a very important contrast to the study, let’s
analyze the elements hammer/nail (figure 30), sandwich/
French fries (figure 31), associating them with the cold colors
green and blue.
Shouldn’t the sandwich and the French fries, as
hot elements, present a better result?
Figure 30: Hammer/Nail stimulus with heat map
Figure 31: Sandwich/French Fries Stimulus with heat map
Source: Ipdois Neurobusiness ©
THE THREE MINDS OF NEUROMARKETING
172
Let’s see the results:
Table 9: Eye Tracking Indicators
ELEMENT TPF DF QF
Hammer 0,7s 0,3s 4,8
Nail 0,4s 0,4s 6,5
French Fries 0,8s 0,3s 4,3
Sandwich 0,4s 0,3s 6,4
Source: Ipdois Neurobusiness ©
It seems it did.
In relation to the time of the first fixation, the sandwich and
the nail won.
In the fixation duration, in turn, the results were balanced.
Is it me or the sandwich went a whole lot better
with the cold colors, green and blue?
But, in amount of fixations, the pair nail and sandwich were
better than the others.
Stop it, Princess!
The thing here is serious.
But we can create a competition between the nail and the
sandwich.
In the figures 32, 33, 34 and 35, for the stimuli with the heat
map view, we placed as research objects the elements nail and
sandwich, interacting with each color separately.
Will someone ever do a commercial with nail and
sandwich?
THE GREEN POWER
173
Figure 32: Sandwich/nail stimulus with blue
Figure 33: Sandwich/nail stimulus with green
Source: Ipdois Neurobusiness ©
Figure 34: Sandwich/nail stimulus with red
Figure 35: Sandwich/nail stimulus with yellow
Source: Ipdois Neurobusiness ©
THE THREE MINDS OF NEUROMARKETING
174
Let’s see the results:
Table 10: Eye Tracking Indicators
COLOR ELEMENT TPF DF QF
Yellow Nail 0,4s 0,4s 6,6
Yellow Sandwich 0,7s 0,4s 4,9
Red Nail 0,8s 0,3s 5,6
Red Sandwich 0,3s 0,4s 6,2
Green Nail 0,6s 0,4s 4,8
Green Sandwich 0,3s 0,4s 6,8
Blue Nail 0,4s 0,4s 7
Blue Sandwich 0,6s 0,4s 4,6
Source: Ipdois Neurobusiness ©
The most meaningful result in relation to the TFF was that of
the sandwich in the red and yellow colors, with a very fast
view.
The DF was balanced. But the QF was meaningful, 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.
The nail had an excellent performance in the blue and yellow
colors.
I don’t know if you know, but the most used color by the
network Subway – which recently became the largest world
fast food network, in number of stores – is the green color.
Currently, Subway has over 36 thousand units, in 99 countries.
In Brazil, it is also leader, with over 900 units, in 27 Brazilian
States.
I understand I cannot question the eye movement
of the volunteers. Therefore, I have to assume that
green is the ideal color for fast food.
THE GREEN POWER
175
When you think of creating a communication campaign for
fast foods, use intuition and also the color psychology, but
don’t forget to validate your campaign through a
neuromarketing research.
THE THREE MINDS OF NEUROMARKETING
176
here are researches that, despite the whole scientific
rigor which is assessed by our Einsteins, despite some
results, bother our intuition.
That’s what happened to me when I read in the book “How to influence the consumer’s mind”, by the brilliant Roger Dooley,
a research from the Princeton University, in which the author
states that use of complex fonts, such as Monotype Corsiva
and Haettenschweiller, cause the people to have a more accurate
memory on messages with the use of such fonts, than, for example, with the Arial font, which is simpler.
In order to settle my doubt in relation to the use of complex
fonts to increase memory of the people, 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, ocular monitoring, I carried out
the following methodology:
Each volunteer randomly viewed three different phone
numbers (9688-5836, 9655-4721 and 9677-6945) and in the
respective sources (Monotype Corsiva, Haettenschweiller and
Arial). Each phone number remained, for ten seconds,
available for the volunteer to read.
QUESTIONABLE COMPLEXITY
177
Does the type of font increase the chance to remember a phone number?
Questionable complexity26
Right after the reading time, the volunteer was asked: What is
the phone number you’ve just seen?
If it were for your justification, the world would be lost. Don’t
think the people’s Einstein is so powerful. Contradicting you,
Einstein, the number memory result was a disaster.
In relation to the phone 9688-5836, with the Monotype
Corsiva font, 96% of the volunteers did not remember or got
the number wrong. In turn, the phone number 9655-4721,
with the Haettenschweiller font, 88% of the volunteers also
did not remember or got it wrong. The phone 9677-6945, the
only one applied with the simple font, Arial, 83% were also
not successful.
I assure you most of the people got it right
regardless of the font. An eight-digit phone
number, during 10 seconds, anyone can
remember!
I don’t see by that point of view.
All fonts presented a mistake level above 80%, which suggests
that the major problem is not the font, but an individual
capacity of each person, whether with verbal or non-verbal,
genetic or memetic inclination to decorate numbers.
And, in fact, Old Monkey, if you need to use a font in a
telephone number, it’s better to use Arial, the best out of the
three.
Finally, my intuition (Monkey and Princess working in my
unconsciousness) was right. Therefore, the research from the
Princeton University needs to be urgently revised by its
authors.
Was the research result contrary to the
expectations? Does the simple font generate more
memory in people?
THE THREE MINDS OF NEUROMARKETING
178
But the research by Ipdois Neurobusiness didn’t stop in this
observation analysis; probably, very similar to that which was
carried out by the Princeton University.
Let’s analyze now the dynamics of the volunteers’ reading, in
relation to the eye tracking technology stimulus.
Table 11: – Stimulus: Telephone Number 9677-6945 with Arial font
AOI PPF TPF DF
9 11% 3,35s 1,50
6 84% 0,92s 2,94
7 95% 1,13s 3,17
7 53% 1,93s 1,30
6 68% 1,69s 2,62
9 89% 1,82s 3,00
4 79% 2,71s 2,07
5 5% 3,20s 1,00
Source: Ipdois Neurobusiness ©
Just remembering the eye tracking indicators used in this
research:
- AOI: Area of interest
- PPF: Percentage of people who fixated
- TFF: Time for first fixation - DF: Duration of fixation
The most viewed number was the third digit, number 7, with
95% of PPF.
The third digit also had the greatest number of fixations, with
3.17 fixations in average by volunteer.
The digit firstly viewed was the second, represented by the
number 6, with only 0.92 of TFF.
The least viewed digit was the eighth, represented by the
number 5, with only 5% of PPF.
QUESTIONABLE COMPLEXITY
179
Table 12: Stimulus: Telephone Number 9688-5836 with the Monotype Corsiva font
AOI PPF TPF DF
9 26% 2,56s 1,20
6 95% 0,84s 2,94
8 95% 1,13s 2,94
8 63% 2,20s 1,33
5 84% 2,03s 1,63
8 95% 2,01s 2,56
3 79% 2,57s 2,00
6 16% 2,77s 1,67
Source: Ipdois Neurobusiness ©
The most viewed numbers in this stimulus were the second
and third digits, respectively the numbers 6 and 8, with 95%
of PPF.
Both had the greatest number of fixations, with 2.94, in
average, by volunteer.
The digit firstly viewed was the second, the number 6, with
only 0.84 of TFF.
The digit eight was the least viewed, represented by the
number 6, with only 16% of PPF.
Take it easy, Einstein... there’s one phone number missing. It’s
too soon to get to a conclusion.
But will the Haettenschweiller font be the great differential of
the research?
This is the only hope for the fonts.
Sorry to interrupt, but the two stimuli analyzed
presented so far the same result in visual interest
level, regardless of the font used. That’s amazing!
THE THREE MINDS OF NEUROMARKETING
180
Table 13: Stimulus: Telephone Number 9655-4721 with Haettenschweiller font
AOI PPF TPF DF
9 5% 2,10s 1,00
6 89% 1,15s 2,06
5 100% 1,03s 3,05
5 53% 1,70s 1,60
4 63% 2,54s 2,17
7 79% 1,87s 2,80
2 84% 2,79s 1,50
1 5% 3,40s 1,00
Source: Ipdois Neurobusiness ©
The most viewed number in this stimulus was the third digit,
number 5, with 100% of PPF. It was also the one which
obtained the greatest number of fixations, with 3.05, in
average, by volunteer. And, look how amazing, the third digit
was also the one viewed in first place, with only 1.03 of TFF.
The least viewed digits were one and eight, represented by the
numbers 9 and 1, both with only 5% of PPF.
Einstein, you’re right. That’s really incredible.
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.
The third digit of a phone number is the most rapidly seen by
the absolute majority of people, with a PPF above 95%.
That’s the magical digit, because it also has the greatest
number of fixations.
On the other hand, the first and the last digits were the worst
in viewing. Having a 26%-PPF is too low.
Peruzzo, what did I tell you? Confirmed once
again!
QUESTIONABLE COMPLEXITY
181
The answer is simple, Princess. Because they didn’t read all
digits of the telephone number. Then, if the person does not
read the number, how can the thalamus under your
responsibility, distribute a piece of information that does not
exist? Your hippocampus will be empty, my dear, and the
neocortex will have no information!
We learned from this research that questioning surveys already
existing is a duty of any researcher, and not an affront. By the
way, do it also with my researches, because knowledge
evolution, of the methodologies and research technologies is
something natural and necessary. Not always the expected
goal of the research becomes the aimed result. We wanted to
know one thing and discovered another. That’s why I’m in
Too much stalling! Is it possible to understand why
people don’t memorize the phone number in my
hippocampus, using a long-term memory?
love with the wonderful world of neuromarketing. Always
providing us with beautiful surprises...
Not at all, Einstein! You’re the one who’s too boring. You say
it, you take it.
If I were only rational and accepted any research as absolutely
true, I would not have made this research. I would use
complex fonts in my communications, mainly in the phone
numbers, and that would be a general disaster.
Less Einstein, less!
What a Princess-like answer, Peruzzo. Are you
touched?
THE THREE MINDS OF NEUROMARKETING
182
hile many individuals complain, and with reason,
that dubbed movies lose their quality due to the
change of the original audio, the subtitled movie, in
spite of having such hearing advantage, may have other weak
points, which demand a special attention, whether in the
educational process or in audiovisual communication actions
in neuromarketing.
Ipdois Neurobusines carried out, at União Educacional de
Cascavel (Univel), in Paraná, a research with 60 students,
aimed at understanding the impact the subtitled movies offer
to the spectator’s level of attention.
The result was impressive, because there is a great difference
of the attention level and focus between subtitled and dubbed
movies.
Yes, it was, Einstein. First of all, because the popular opinion
is that the subtitled movies are better to watch, because they
This type of conclusion seems obvious. Is a
neuromarketing research required to prove the
rationale?
THE POWER OF ATTRACTION OF THE SUBTITLES
183
Subtitled movies steal 25% of the spectator’s attention
The power of attraction of the subtitles
27
keep the movie’s original environment and also help learning
languages, which in fact is quite questionable.
And, the more it seems obvious that the subtitles steal the
attention, the point is: how much of attention does it steal?
Maybe 5%, 10% or 15%, or maybe it is not relevant.
But, what if I tell you it’s much more, Einstein?
By means of the eye tracking technique, a neuromarketing
tool that allows for accurately measuring the eye movement of
the spectators, it was possible to check what was the time spent
by the volunteers in reading the subtitles and in viewing the
movie.
The result was surprising, the volunteers spent 25% of the
time reading the subtitles.
Alright, you convinced me.
That’s right, Old Monkey!
You have to claim your rights. Of course that the subtitled
movies significantly hinder the way the message gets to the
viewer. 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). Therefore, he ends up being
confused. It means that, by reading the subtitles, he loses the
non-verbal movement of the characters, who mainly transmit
emotions and feelings, which are essential for the complete
understanding of the movie.
But this result complicates my life! If I learn
through visual, or non-verbal process, I have to
keep watching the letters, and I’m losing the
setting, the protagonists, objects and details of the
movie, which get lost during the subtitle viewing,
but which are extremely important to understand
the plot in a production.
THE THREE MINDS OF NEUROMARKETING
184
Even unconsciously, people, by choosing a subtitled movie,
don’t have the chance of the complete experience and,
consequently, have a mistaken interpretation of the plot.
By means of the research technique, we may see that stress is
greater by watching a subtitled movie than by watching a
dubbed movie. 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, in understanding what is read and what is seen,
at the same time.
I would like to make a complaint. You are being
unfair with the hearing-impaired people, who
depend on subtitles to watch movies. Don’t you
think the research may discourage use of the
subtitles in the video market?
Princess, I never thought of causing any harm to anyone, on
the contrary.
It would be a huge child behavior if someone stopped placing
subtitles in movies because we lose 25% of the visual process’
attention.
It’s obvious that I’m suggesting that in the neuromarketing
strategies, one should avoid using subtitles when the setting is
important for the context of the message.
Similarly, if the context is not important, abuse the subtitles
and texts.
Another factor which concerns me is the excess use of
subtitled movies in schools and universities.
The student, by watching a video, almost have the same
learning experience as reading a book, because he loses much
of the visual aspect.
THE POWER OF ATTRACTION OF THE SUBTITLES
185
Please, Princess, no prejudices with a neuromarketing
research.
Sure, Monkey... you have the whole right to make this type of
request.
In the figures 36 and 37, we have two different times of the
movie Batman – The dark knight rises, which was used as
stimulus of the neuromarketing research, where we may
clearly note the hot attention points.
Alright. I don’t doubt the research, but can you
show such difference between a subtitled and a
dubbed movie visually?
Figure 36: Scene contrast with and without subtitles
Figure 37: Scene contrast with and without subtitles
Source: WarnerBrosPictures - https://www.youtube.com/watch?v=7gFwvozMHR4
THE THREE MINDS OF NEUROMARKETING
186
Of course not, Einstein. Since I know you’re boring and want
all things with figures, references, statistics and variables, let’s
to the variables found in the dubbed and subtitled movie.
In the dubbed movie, duration of each fixation was 0.5s.
In the subtitled movie, in turn, duration of the fixation was
0.3s.
It proves less quality and time in the viewer’s attention, in each
view of the subtitled movie.
In relation to the 25% of the time of the viewer reading the
subtitles, the analysis was simple.
I don’t want to be boring, 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?
An area of interest was created (AOI), figure 38, which was
then compared to the total time the spectator spent viewing
the AOI of the subtitle area, against the remaining area of the
visual stimulus.
Figure 38: Scene contrast with and without subtitles
Source: WarnerBrosPictures - https://www.youtube.com/watch?v=7gFwvozMHR4
I undoubtedly have nothing further to ask. You
know, an entire life using traditional research and
now, with these new technologies, it takes me a
little to get used to.
THE POWER OF ATTRACTION OF THE SUBTITLES
187
Don’t worry, Einstein... I understand completely.
Then, let’s to the tip: be careful with excess sentences in your
neuromarketing campaigns, because they may steal attention,
leaving your products in the second place.
THE THREE MINDS OF NEUROMARKETING
188
t’s amazing how the visual merchandising stimulates
our eyes in a retail store. When we enter the designer
stores, we feel like we are possessed by the desire of
buying the best. Everything to make us feel better
people. It’s the unconscious fight to let our Princess happy and
our Monkey powerful.
However, since the customer is the hostage of such sensorial
experience, many times he becomes much more like a victim
of sales than its beneficiary.
That’s right, Old Monkey.
I’m a teacher and look, I teach neuromarketing and even
consider that I have a reasonably good Einstein. Now, being
deceived is really not comfortable.
My Einstein failed.
Something tells me you’re upset with some
company that made something bad!
BUY 2, GET 1.5
189
Manipulation of the visual merchandising in the unprepared Monkeys
Buy 2, get 1.528
Princess, opening up my heart won’t solve the problem. It’s
done. The companies need to be careful with the
manipulating actions of neuromarketing, because in spite of
having been deceived, now my Einstein realized the mistake I
made and charged me a rational and fair attitude.
First of all, Einstein, let me tell you how the story happened.
I was in a designer store in Orlando, Florida, when I read a
quite visible sale in a plate (Figure 39), above a counter with
several shirts.
Peruzzo, then sit on the couch and open up your
heart.
That’s right. I suggested that Peruzzo did a
neuromarketing research, simulating the
promotional ads.
Figure 39: Regular plate and with heat map
Source: Ipdois Neurobusiness ©
THE THREE MINDS OF NEUROMARKETING
190
I entered the store and immediately saw the message being
sent to my Monkey: 40% discount. I had no doubt, an
international brand shirt which usually cost USD 60.00, with
40% discount, amounting to only USD 36.00. I immediately
bought six pieces by impulse.
Alright, I confess, I made a research before, through a price
comparison application, in my iPhone, to know how much the
same shirt cost in Brazil. Just three times the value. I was doing
the best business of my life. When I entered the cashier queue,
my Einstein calculated six shirts, for USD 36.00 each,
amounting to USD 216.00. My Monkey yelled: excellent
business! Einstein is going to be proud. By passing the items
through the cashier for payment, the surprise: the total
purchase was USD 270.00. I questioned the attendant, whose
name was Paul, and the answer was the following: didn’t you
see the wrong sales? No! It’s there: 40% discount. Paul, very
nicely, took me to shirt counter and showed me the following
sales, but this time, the other side of the plate (Figure 40): buy
a shirt and get 50% discount in the purchase of another shirt.
Figure 40: Regular plate and with heat map
Source: Ipdois Neurobusiness ©
BUY 2, GET 1.5
191
But this was not the plate I saw. I asked Paul to see the other
side of the counter the reverse side of the plate, where giant
letters stated the 40% discount. Once again, very nicely, Paul
asked me to read the sales and pay attention to the product,
indicated in the lower part of the plate.
And I read and the product of those sales was the sweater!
The shirts were not in 40% discount, but the sweaters were. At
that time, I felt I was the greatest moron on Earth. It’s obvious
that I didn’t give up my purchases, because even so it was
advantageous. But, my question is the following: why putting a
plate indicating 40% discount beside the shirts, with the
sweaters being in the bottom part of the counter? Our
Monkey associates the discount with the product which is
beside.
Well, I bought the shirts, but I didn’t forget to take high
quality pictures, exactly of the visible promotional plate at the
entrance of the store, for which I was deceived in the sales, as
well as of the reserve side of the same plate, visible for those
who were inside the store, mainly for those who were in the
cashier’s queue.
From my story, is it fair and ethical to indicate the sales of a
product, through which we are visually encouraged to
purchase another one, deceiving our Monkey?
When we used the eye tracking technology, in a sample with
21 women, we made a simple analysis of both stimuli: picture
A, with 40% discount of the sweaters, and picture B, with
50% discount in an additional item, in order to understand if
actually the people can realize the detail of the sales, or only
fixate the promotional figures.
Let’s to the results:
In plate A, 83% of the volunteers looked to the message 40%
OFF, and only 39% looked to the word sweater. It means 61%
of the people who enter the store, through a Monkey’s
interpretation, did not associate the 40% with the sweaters,
but with the shirts above the counter. In plate B in turn 78%
of the volunteers saw the product description, shirts, and 74%
saw the 50% discount in an additional item. A rational plate,
with no Strong promotional appeal.
THE THREE MINDS OF NEUROMARKETING
192
I didn’t complain, because the plate B of the sales was there.
The plate A is aimed at bait goods, inviting the customer to
enter the store and, consequently, as in my case, committing
an interpretation mistake.
That’s why people end up being in debt and acquiring serious
financial problems with this emotional mentality. Imagine
USD 54.00 only from one customer. Now multiply it by
Did you complain, Peruzzo? This is a visual
guidance technique, not for the thing you should
see, but, to where the company wants you to see.
Wow, Peruzzo! Too much mess for a difference of
USD 54.00. This subject did not deserve so much
space in the book. It seems to be a thing of
tightfisted person.
hundreds of customers. Think of the profit gained by the
companies by visual manipulation.
The problem, Old Monkey, is that the stores should be careful
with the consumers, with those who have access to the
information and with those who have the Einstein more and
more connected. It’s natural that the complaints will
considerably increase. Of course that, receiving a customer
like me, owner of a neuromarketing lab, is an exception and
such a bad luck, but it may serve as a lesson. After all, to what
extent may we deceive the customers using manipulating
neuromarketing strategies? There is a limit and respecting the
consumer is necessary.
I hate when they deceive me. Then, Einstein is
always regulating me and putting brakes in my
decisions.
BUY 2, GET 1.5
193
n a traditional research to understand the preference
for ice cream brands, you should have no doubt that the
memetic environment, through luxurious points of
sale, differentiated packaging and an impeccable global
communication, is definitely of worth to elect the best ice
cream of the market. But the conscious opinion would be only
another piece of a larger puzzle. And by the unconscious
opinion, that over which we have no rational control, only
sensorial and emotional, derived from olfactory and gustatory
stimuli, which have no verbal coding in its action in the limbic
system, measuring the behaviors is even more complex.
For the purpose of understanding the unconscious habit of
the ice cream consumption, Ipdois Neurobusiness made a
neuromarketing research, in the city of Curitiba, with 90
volunteers, at Hipermercado Condor, between December 26
and 29, 2011. The complete result of the research was made
available to all companies which products were analyzed.
The methodology applied on the research was the “blind test”,
which analyzed three ice cream brands (Kibon, Bapka and
Häagen-Dazs) and has the participation of a sample of 90
volunteers, aged between 19 and 49 years, being 55% men
and 45% women, all of them right-handed and consumers of
strawberry-flavored ice cream. There were 20 volunteers by
ice cream brand and 30 volunteers for the control group.
THE THREE MINDS OF NEUROMARKETING
194
Olfactory and gustatory system in evidence
The unconscious habit of buying ice cream
29
No, Old Monkey. The control group is essential, because
without it, we would have an analysis of the results only
between the ice creams and since we use too many visual
resources on the research, 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.
Thus, we have a standard behavioral indicator for this control
group. The goal is observing the significant variance between
the results of the group that tried the ice creams, in relation to
the control group. The variations, for more or less, may show
an emotional change derived from tasting of the ice cream.
In relation to the right-handed volunteers, a methodology of
sensorial clues through eye movement is a result.
Approximately 50% of the left-handed have an inversion in
Why this thing of control group? Right-handed?
Blind test? It’s not enough to make the research
with whom consumes ice creams?
the ocular movement, which would make accomplishment of
the research difficult. In relation to the “blind test”, the people
tried the ice creams without knowing the brand or the ice
cream flavor.
Princess, you have no idea how proud I was at that special
moment.
Being the only Brazilian representative to provide a speech on
such an important event was a landmark in my life.
After that time, Princess, filled with emotions relived, and
Monkey, by talking about myself, let’s to the research.
Don’t forget to comment that the research served
as basis for the first lecture of a Brazilian at the 1st
Neuromarketing World Forum, in Amsterdam, the
Netherlands, which took place in February, 2012.
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
195
Only strawberry-flavored ice creams were analyzed on the
research, of the following brands:
- Global ice cream, Häagen-Dazs Strawberry, with 473 ml and
approximate price in Brazil of USD 7.60.
- National ice cream, Kibon Morango, with 2 liters and
approximate price in Brazil of USD 7.43.
- Local ice cream, Bapka Morango, with 2 liters and
approximate price in Brazil of USD 5.00.
In spite of the focus of the research being on the unconscious
behaviors, the participants were asked to consciously verbalize
themselves in relation to quality of aroma and the flavor of
the ice creams, in a scale from 1 to 5.
In relation to the aroma, the ice cream Häagen-Dazs obtained
grade 4.35, Kibon 4.24 and Bapka 3.95. This is not a
surprising result, because the investment in ice cream aromas
demands million dollars, and it would be natural that a global
company would have the best results.
In relation to the flavor, the ice cream Häagen-Dazs obtained
grade 4.5, Kibon 4.25 and Bapka 4.15. The result followed
the same rationale of the aroma. But is the unconscious
perception the same?
Einstein, I’m going to ask for your help now. Since several
technologies and stimuli were used, you’ll make the
presentation of the research.
Just a detail, Einstein.
The EEG measurement was made twice, in which the
volunteer only smelled the aroma, stimulating the olfactory
system, and at some other time, trying the ice cream through
the gustatory system.
My pleasure. The first technology used was that
of an electroencephalogram, for the purpose of
measuring the momentary excitement, frustration,
engagement and meditation.
THE THREE MINDS OF NEUROMARKETING
196
Let’s see the results of the olfactory system:
In relation to the momentary excitement, the ice cream Bapka
obtained a PPVN of 85.71%, i.e., no significant changes, and
14.29% with negative variations, as compared to T0 and TF.
I forgot this book is aimed towards beginners in
neuromarketing. The terminology T0, or T zero, is the state in
which the person starts the research, without contact with the
stimulus. The TF, or T final, in turn, is the state of the person
after trying a sensorial stimulus, such as for example, an
aroma, fragrance or flavor. 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.
This type of methodology may be used for
electroencephalogram, skin conductance, heart rate or any
other physiological measurement. In relation to the PPVN,
Stop it. PPVN? Negative variation between T0
and TF? What’s that?
PPV+ and PPV-, 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+), NEGATIVE VARIATION
(PPV-), and non-significant VARIATION or NEUTRAL
(PPVN) easier. Thus, we do not look for averages, medians
and trends, trying to create a Frankenstein, but how many
biologies are compatible to certain stimulus.
Since you understand now the terminologies, let’s show a table
with the momentary excitement results:
Table 14: Olfactory system – Momentary Excitement
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 11,11% 77,78% 11,11%
Bapka - 85,71% 14,29%
Kibon 5,26% 63,16% 26,32%
Source: Ipdois Neurobusiness ©
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
197
Häagen-Dazs and Bapka did not suffer any great changes, but
Kibon obtained a significant negative variation, because
26.32% of the volunteers reduced the momentary excitement
after scent the ice cream.
Table 15: Olfactory system - Frustration
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs - 94,44% 5,56%
Bapka 4,76% 95,24% -
Kibon 5,26% 94,74% -
Source: Ipdois Neurobusiness ©
Frustration was not significant in any of the brands analyzed.
The momentary excitement is directly related to
the emotional status of the volunteer.
Table 16: – Olfactory system – Engagement
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 10% 80% 10%
Bapka - 94,12% 5,88%
Kibon - 92,86% 7,14%
Source: Ipdois Neurobusiness ©
No brand significantly stimulated the engagement and
attention status of the volunteers.
Table 17: Olfactory system - Meditation
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs - 100% -
Bapka 5,88% 94,12%
Kibon - 92,86% 7,14%
Source: Ipdois Neurobusiness ©
In summary, we may assert that in the electroencephalogram
technology the only actually important result was the
THE THREE MINDS OF NEUROMARKETING
198
potentially negative momentary excitement of the ice cream
Kibon.
Very good to remember, Einstein. I will be repetitive, but our
goal is describing step by step a neuromarketing research and
not only the simplified results, leaving the reader only with the
macro results.
Much greater than exposing the research result is causing the
reader to build a methodology that may be applied on his
daily routine.
It would be important to say why some pieces of
information don’t have statistical significance. In
such EEG measurements, the variations may be
minimum, for more or less, and our own nature
allows for variations every second, even with no
specific stimulus.
Probably, the most experienced on the subject, professors,
statisticians and neuroscientists are tired of such excess steps,
but we apologize, the focus here is our new neuromarketing
consumer, and this book is aimed to him.
Let’s see the results of the Gustatory system:
Table 18: Gustatory system – Momentary Excitement.
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs - 83,33% 16,67%
Bapka 23,81% 61,09% 14,29%
Kibon - 89,47% 10,53%
Source: Ipdois Neurobusiness ©
The most significant result, in relation to momentary
excitement, was from the ice cream Bapka, because it
obtained a significantly positive variation result, which fact is
not present in the other ice creams.
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
199
Table 19: Gustatory system – Frustration
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 5,56% 94,44%
Bapka 14,26% 80,95% 4,76%
Kibon 5,56% 94,44% -
Source: Ipdois Neurobusiness ©
Once again, while the ice creams Kibon and Häagen-Dazs
don’t have a significant result, the ice cream Bapka shows an
interesting contrast in the positive variation, i.e., its flavor is
more frustrating than the others.
Table 20: Gustatory system – Engagement
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 10% 90% -
Bapka 6,25% 87,5% 6,25%
Kibon - 100% -
Source: Ipdois Neurobusiness ©
In relation to the level of attention and the cognitive process of
the volunteers, no ice cream showed significant change.
Table 21: Gustatory system – Meditation
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs - 100% -
Bapka 12,5% 87,5%
Kibon 8,33% 83,34% 8,33%
Source: Ipdois Neurobusiness ©
None of the ice creams showed any significant change in
relation to meditation.
The most important result, in addition to those already
explained previously, is that based on the idea that the ice
What is the summary we may have from these
results?
THE THREE MINDS OF NEUROMARKETING
200
cream Häagen-Dazs is a premium product, the ice cream
Bapka showed a very close behavior, with no great distortions.
This is already an indication that, in terms of central nervous
system, specifically the neocortex, both have close
characteristics.
The ice cream Kibon does not enter the comparison by the
negative result in relation to the momentary excitement of the
system.
Let’s get there, Old Monkey.
For analysis of the heart rate, we use the same EEG
methodology, i.e., we checked the T0 and the TF of each
olfactory and gustatory try.
But this is not enough to have a conclusion of the
ice creams, is it? Where’s the heart rate analysis?
Let’s see the results of the Olfactory system:
Table 22: Olfactory system – Heart Rate
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 6% 94% -
Bapka 24% 62% 14%
Kibon 20% 60% 20%
Control Group 18% 61% 21%
Source: Ipdois Neurobusiness ©
The ice cream Häagen-Dazs showed an incredible balance in
relation to the heart rate, not significantly stimulating the
SNA, sympathetic or parasympathetic, and did not show a
behavior near the control group.
The ice creams Bapka and Kibon presented results close to
those of the control group, which shows a behavior neat the
normality.
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
201
LLet’s see the results of the Gustatory System:
Table 23: Gustatory System - Heart Rate
BRANDS (PPV+) (PPVN) (PPV-)
Häagen-Dazs 10% 80% 10%
Bapka 20% 65% 15%
Kibon 39% 56% 6%
Control Group 18% 61% 21%
Source: Ipdois Neurobusiness ©
Once again the ice cream Häagen-Dazs was the one which
least changed the heart rate of the volunteers. Bapka kept a
result very close to that of the control group. The ice cream
Kibon in turn had a significant change in relation to the
positive variation.
Since the heart rate is a system I control, what do
you say about the results?
In summary, the ice creams Kibon and Bapka did not
significantly change the volunteers, because their results are
very close to the control group. Now, the ice cream Häagen-
Dazs is impressive. In the olfactory and gustatory system tries,
it obtained an uncommon balance.
It’s as if the people were in an unchanged status, which is not
normal. If this is bad or good, it depends on the company’s
goal in relation to the product. If the company wants an
intense product which may cause great emotions, the result is
not good. But if it wants the customer to be unchanged,
whether in alert status or excess calmness, the result is great.
The marketing should guide what one wishes with the
product.
The neuromarketing measures these physiological reactions.
But I thought a neuroscientist, by reading these
results, would point out the best marketing
strategy?
THE THREE MINDS OF NEUROMARKETING
202
Are you kidding me? A place for everything and everything in
its place. A neuroscientist, even due to his graduation, works
with a world controlled by science, protocols, algorithms and
patterns. Einstein, definitely the market doesn’t work like that.
If it did, creating a marketing plan, with all variables required
and executing would be sufficient: guaranteed success! On the
contrary, over 90% of the extremely successful companies
created did not start with planning, foreseeability, protocols
and predefined algorithms.
After all, guiding a marketing manager to rake decisions only
on the physiological measurements may be a big disaster. I
must repeat, neuromarketing is a joint effort, where marketing
and neuroscience, joining these two ecosystems, including as
regards the human material, should join forces, to get to a
plausible conclusion.
Now, let’s see an innovative methodology. Use of the color
spectrum to understand which color, aroma or fragrance
leaves more interest, mainly as regards the unconscious and
decision impulses, which occur up to 2.5s after the people view
a product.
Einstein seems to be a clairvoyant. This was the question they
made me in the end of my lecture during the 1st
Neuromarketing World Forum.
It’s obvious that neuromarketing is also a business, and like
any other business, its activities should be kept in secrecy,
which means maintenance of its success. Open up your mouth
on your secret and your differential ends up becoming a
standard.
Everything that’s standard is worth too little. I apologize, 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. The past is important, but creating something which
is not related to anybody’s reference, or any scientific text, is
normal. This is something the neuroscientists must learn.
Going back to the design of the top 100 world companies,
On what scientific reading were you based to
make the research?
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
203
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. Other
market-leading neuromarketing companies did not disclose
their algorithms as well.
Let’s see the results of the color spectrum. The volunteers
were encouraged to try, through Gustatory System, the ice
cream and then, through eye tracking system, they were
visually encouraged with the following colors: red, green,
yellow, blue, orange and purple.
The table below shows the PPF (Percentage of people who
fixated) of the colors within up to 2.5s, time deemed as
essential for decisions by impulse and, naturally, an essential
factor in the creation of the ice cream packaging and color.
We should remember that the control group viewed the color
spectrum with no try.
Table 24: Color Spectrum - Gustatory System
COLORS GC Kibon Häagen-Dazs Bapka
Red 63% 55% 75% 76%
Green 53% 55% 75% 81%
Yellow 37% 35% 55% 57%
Blue 63% 58% 45% 67%
Orange 53% 45% 30% 62%
Purple 50% 45% 50% 67%
Source: Ipdois Neurobusiness ©
The ice cream Kibon was the one which got closest to the
control group, suggesting that its flavor did not significantly
stimulate the colors, mainly the red and the green, which also
got below the control group.
*GC: Control group
THE THREE MINDS OF NEUROMARKETING
204
*
These colors, red and green, are essential for the test, because
they represent the strawberry colors in the ice cream
packaging.
The ice cream Häagen-Dazs was technically the one which
had the best result, as compared to the red and green colors,
which were significantly greater than the control group and
the cold colors. The ice cream Bapka obtained a very
significant result in relation to the red and green colors, but it
also increased the fixations in the remaining colors.
Princess, usually through qualitative researches and group
discussion. Now there’s a new alternative.
Wow! Use this research to help determining the
colors of the ice cream is amazing. How do
current ice cream companies do?
With this research we may get to some major conclusions, not
to say which ice cream is better, because it depends on the
marketing goals of the companies, but in relation to the
neuromarketing methodology:
a) The use of different tools, such as ocular monitoring
through the eye tracking, EEG, heart rates and skin
conductance, to measure the unconsciousness becomes
important for a rich and consistent interpretation, adding to
the traditional researches.
b) Both the olfactory and the gustatory system had different
results, which validate the contrast between both, by using the
neuromarketing.
c) The colors and the images have different unconscious
perceptions when the volunteers have gustatory and olfactory
stimuli.
d) For the visual aspects, carrying out a research without
control group is having a serious risk in obtaining unrealistic
results for the consumer’s purchase environment.
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
205
In relation to the marketing applications, with this
neuromarketing research, we may highlight:
- The purchase decisions of the ice cream brands in the point
of sale are not stimulated by aromas and fragrances, only by
merchandising stimulus. However, the new purchase of ice
cream is determined by positive or negative experiences
associated with flavor and aroma. The neuromarketing
research collaborates in both situations.
- An additional care is required with the flavor, aroma and
fragrance approval.
- the fragrance houses are widely important in the flavor,
aroma and fragrance choosing processes, because they allow
for such unconscious measurements through neuromarketing
researches.
My large goal in exposing this research to you, reader, is
showing the steps of a neuromarketing methodology and its
possibilities.
Each stimulus may use already validated methodologies in
other researches and, why not, innovate in new methodologies.
Literally, the sky is the limit for the sensational world of the
neuromarketing researches.
THE THREE MINDS OF NEUROMARKETING
206
THE UNCONSCIOUS HABIT OF BUYING ICE CREAM
207
Methodologies for the neuromarketing
“If, at first, the idea is not absurd, then there is no hope for it.”
Albert Einstein
he quantitative research is widely used in all areas of
the human knowledge, hundreds of years ago, always
with the same goal, understanding people’s opinions
and transforming them into statistic data. Thus, we may make
decisions supported by figures, which may reduce the margins
of error and increase reliability of the data.
Well then, what was the last big news in the method? Many
times what we actually see is a net of new rules, based on past,
with exaggeration of limitations, which in my opinion
generates, many times, stagnation of the innovation process.
I created a quantitative assessment pattern, by which I remove
the presence of the interviewer and also with a verbal opinion
of the volunteer. The quantitative research is carried out
without the volunteer opening the mouth.
The methodology consists in the monitoring of the eye
movements of the volunteers, added to a specific algorithm,
named Unconscious Potential Rate (IPI).
For the purpose of showing feasibility of such methodology,
we developed, exclusively for this book, a research with 60
students from the college “Faculdade Univel”, in the city of
Cascavel, by which we’ll be able to note, in sequence, the
results that make possible for expansion of this methodology
in the most varied fields of the human knowledge.
THE THREE MINDS OF NEUROMARKETING
210
The quantitative of new clothes
Quantitative researchthrough eye movement
30
Let’s work. 60 students took part in the research, divided into
two groups of 30 students each.
The participants of a group had access to some questions
through a monitor and were instructed to verbalize their
opinions on the questions, while were monitored by the eye
tracking equipment (ocular monitoring), which was totally
managed by a software based on the IPI algorithm. Let’s call
this sample control group.
The remaining 30 students had access to the same questions,
but were instructed not to answer absolutely anything.
Let’s to They just had to look to the questions and the
answers, while they were monitored by the eye tracking
equipment and the IPI software.
Well, they didn’t say anything. Let’s call this sample silence
group.
No, Old Monkey.
I needed a control group to see whether there was a significant
difference in the result of the IPI algorithm use, in relation to
the silence group result, because both were monitored by the
same eye tracking equipment.
Let’s not waste time, Old Monkey… Let’s see the first and
major result.
The final IPI results, both of the control group and the silence
group, were virtually equal, even with a very small sample, of
30 volunteers/each.
Remember that in a traditional quantitative process, a sample
with 30 volunteers would be totally irrelevant, because the
error margin would be too high.
Peruzzo, why this group division? Why not doing
everything at once? This way is only confusion.
QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT
211
The first question was regarding the opinion of each volunteer
in relation to the work of the president Dilma Rousseff during
her government, if this was great, good, regular, bad or awful.
The results related to the control group were: 3% great; 44%
good; 41% regular; 12% bad and 0% awful.
The silence group in turn obtained the following results: 8%
great; 41% good; 44% regular; 7% bad and 0% awful.
Very nice! But we’ll not stop here.
Let’s see the second question.
The question made to the participants was in relation to their
opinion on division of shares by race in the universities.
Peruzzo, that’s amazing! The greatest difference
in percentage between the researches was only five
points.
The answers from the control group were: 17% for, 83%
against and 0% no opinion. In turn, in the silence group
research: 20% for, 74% against and 6% no opinion. Once
again, the greatest difference was nine percentage points. For
you to have an idea, in a traditional research 80 to 100
samples are required to get to 10 percentage points of error
margin.
Now Let’s see the most complex question. In relation the
participants’ opinion on marriage of people from the same
gender, the results from the control group were: 42% for, 45%
against and 12% no opinion. The silence group results were:
58% for, 35% against and 6% no opinion.
I understand you completely, Einstein. In the control group
research, it is obvious that great part of the volunteers lied or
consciously justified, said to be against gay marriage, even
Peruzzo, explain to the people this result, because
there are meaningful percentage differences.
THE THREE MINDS OF NEUROMARKETING
212
being for, because by verbalizing – in such case to the monitor
– your consciousness, Einstein could be saying: “Hey, if you
say you’re for, they will think you’re gay!”. It’s natural that we
rationally try to justify an answer to preserve ourselves.
However, in the silence group, where we monitored the
unconscious pulses – the Princess’ and Monkey’s reactions –,
even if a person tries to justify he is against, we actually
discovered he is for. There are seconds of unconscious
impulses, that the volunteer may not notice, but are noticeable
for the eye tracking and for the IPI.
Finally, I can assure you that the true answers, which
correspond to the volunteers’ behaviors, are not those the
volunteers verbalized in the control group, but those measured
by the IPI methodology, through the silence group.
This is only the beginning. The utilities of the IPI
methodology are infinite, not only for the politics, but for any
situation in which knowing the people’s opinions is required
and not only the conscious justification, which we have just
realized is leading companies to take sequentially mistaken
decisions.
You noticed a long time ago that the problem is not on the
research, but on people’s minds, which justify themselves all
the time, to adapt to the situations in which they are inserted,
even if for that they have to lie.
That’s unfair. In a political campaign I cannot lie
I vote for a politician to please him anymore,
because now you can discover who I am really
voting for.
QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT
213
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.
It’s called Peruzzo and Chavaglia Neuromarketing Model.
What’s the name of the model?
It’s an honor I pay to my student José Chavaglia Neto, who
was the real supporter so that I could enter this wonderful
world of neuromarketing.
I feel very happy with it, Princess.
But, let’s the Peruzzo and Chavaglia Neuromarketing Model,
which I shall call from now on PC/Neuro Matrix.
I understand Peruzzo, but Chavaglia?
Imagine if every professor were like this with the
students.
THE THREE MINDS OF NEUROMARKETING
214
The Peruzzo & Chavaglia Neuromarketing Model
PC/Neuro Matrix31
The entire process begins with the Princess’ mental emotional
statuses, and the Monkey’s excitement status.
We learned that our emotional process controlled by the
Princess is dichotomic, i.e., whether we like it or not.
In order to represent such characteristic, in a simple way, in
the matrix, we shall use the positive (joy, happiness, love) and
negative (disgust, anger, fear, sadness) emotional statuses. In
the neuroscience, we call this status valence.
Similarly, excitement may vary in a state of great excitement
to complete calmness.
Thus, we may create the first matrix structure, according to
the figure 41.
Figure 41: - PC/Neuro Matrix – Basis
Source: Ipdois Neurobusiness ©
Nice, Peruzzo. In spite of the PC/Neuro matrix
not including me, I thought of using some tools
such as electroencephalogram, skin conductance
and face reading, among other technologies to
insert data to this matrix.
PC/NEURO MATRIX
215
See, Einstein, that’s what we do nowadays at Ipdois
Neurobusiness. We use all these tools to accurately show the
companies the dynamics of the consumer’s behavior in
relation to the PC/Neuro matrix. But we cannot enter the
level of detail in the theoretical model, because the goal is
offering a matrix that may be used by any professional,
without necessarily using the neuromarketing research
technologies, which require certain investment, because not
everyone has the available resources, mainly the small and
medium-sized companies.
Now, with the matrix and the primary variables defined, we
need to know the four quadrants of the matrix which are
based on the axioms of the PC/Neuro matrix, which were
formed with the following customers’ behaviors, described
below, and represented in the figure 42:
- Satisfaction, generated by calmness and positive emotion.
- Frustration, generated by calmness and negative emotion.
- Dissatisfaction, generated by excitement and negative
emotion.
- Expectation, generated by excitement and positive emotion.
Figure 42: PC/Neuro Matrix - Axioms
Source: Ipdois Neurobusiness ©
No, Old Monkey. The matrix is not complex. You’re the one
which likes to always act through previous experience or
Explain better each quadrant, because the matrix
is starting to get complex.
THE THREE MINDS OF NEUROMARKETING
216
animal impulse. After you repeat use of this matrix, for several
times, you’ll see it’s easy.
But let’s explain each quadrant.
Dissatisfaction is the high excitement and the negative
emotional status. The customer, in such status, feels the
biological need to get out, as fast as possible, of this situation,
and the best way for it to happen is having the expectation of
the solution that may remove dissatisfaction. There are several
emotions that put the customer in such quadrant such as fear,
anger, insecurity, sadness, danger, alert, among others.
The expectation is the high excitement joined to the
customer’s positive emotion. In such quadrant, 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. The expectation of a future setting,
created in the consumer’s mind, through one or several
powerful memes, where he sees the product use, solving all his
problems, is many times enough to get out of the
dissatisfaction status.
The satisfaction is based on calmness and positive emotion,
because it suggests that the customer, by using the product or
service, recognized that it met his expectations, and that he no
longer needs to be alert and concerned. His expectations were
met. Therefore, he is happy and calm.
The frustration is derived from calmness and negative
emotion. Be careful with the interpretations of the calmness
word. The customer, when purchasing a product or service,
recognizes he was not met in his expectations and gets in a
negative emotion status, such as sadness or anger, and not
thrilled anymore.
Thus, his calmness reflects his status of not making a new
purchase.
Now I understand the meaning of each quadrant.
Sorry to be impertinent, but how will I use it in
practice?
PC/NEURO MATRIX
217
Before we put the PC/Neuro matrix into action, let’s meet
three zones of the matrix (figure 43) which are quite
important, to wit:
- Non-elastic zone.
- Elastic zone.
- Neutral zone.
Figure 43: PC/Neuro Matrix
Source: Ipdois Neurobusiness ©
The neutral zone is the field where our neuromarketing
strategy was inefficient and weak, causing the customer to
have no attitude in relation to our product. See the behaviors
of the axioms to the neutral zone:
Dissatisfaction: the customer’s neutrality is reflected by
communication actions, which did not stimulate the alert,
danger and dissatisfaction status of the customer.
Expectation: neutrality occurs for not leaving clear to the
customer the future reward, that the customer would have by
purchasing a certain product.
Satisfaction: neutrality occurs when the customer, by using the
product, realizes it is no longer essential to his needs, or, in
case of the services, he already has the technology, or learned
on his own to do the task, releasing the service provider.
Frustration: neutrality represents total demotivation by the
customer in realizing that the products acquired did not solve
his problems, and that the financial disbursement is not too
significant.
THE THREE MINDS OF NEUROMARKETING
218
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.
PC/NEURO MATRIX
219
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
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 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.
It’s crazy this thing about elasticity and non-
elasticity!
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, non-
elastic and neutral.
THE THREE MINDS OF NEUROMARKETING
220
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.
Four strategies, but which require a great amount of work.
Let’s begin the first strategy: insert the dissatisfaction meme.
But, sorry about my ignorance, how do I put it all
together to work at the same time?
Is it all so simple? Just four strategies and that’s it?
A customer buys a product only when he needs to solve an
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
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.
There are hundreds of thousand tools for you to insert a
dissatisfaction meme into your customer, but essentially
through the use of communication.
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
PC/NEURO MATRIX
221
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.
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.
It’s depressing. What a shame doing it with the
customer. Leaving him in absolute sadness, almost
depressive.
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.
How many do you want, Princess?
Why do, in every event by Apple, when a new iPhone is
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
Examples, please! Too much theory.
THE THREE MINDS OF NEUROMARKETING
222
Apple Store before the first batch of the new iPhone ends –,
suddenly, you are absolutely convinced that you need to
change cell phone? Understand, Princess? Is it unethical? Of
course not, this is amazing.
Pay attention, Princess. Why do you decide attending an
MBA? I bet you would say that’s because you’re searching for
knowledge.
But this is an Einstein’s answer. Or then, you were
contaminated by a meme of the fear of losing market space
for being ignorant. It’s bad to hear that. I know it. But, that’s
what happens internally in your unconsciousness.
However, the great strategy is how to create the dissatisfaction
meme. Not every person has creativity and experience for
that.
The ideal is hiring an advertising agency, or a digital
marketing agency, which is experienced in helping creation of
such memes.
Now, we can go to the second strategy, which is
communicating the expectation meme.
The dissatisfied customer needs to find a solution for his
problem.
This should be done also through a communication process.
Attention, many times this communication takes place at the
same time you insert the dissatisfaction meme. The strategies
may be made momentarily.
In case of the iPhone release, you are dissatisfied with your
phone, 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, but you continue excited,
because you still need to go through the product’s purchase
action, and as soon as possible.
In case of the MBA, 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, only by the
possibility of the thousands of email opportunities and the
PC/NEURO MATRIX
223
salary increase the MBA will bring to you. But you keep
excited, even so you need to sign the contract, and soon attend
the classes. Remember that having Harvard in your diploma
opens the doors, but keeping you in the company is only up to
you.
Apple offers the channel with the antidote, always informing
the countries where and the days when the new products will
be made available.
In the MBA courses, the dates of the modules and the
respective teachers are delivered.
What about the strategy of the channel with the
antidote?
But there’s a strategy missing: that of managing
time and customer satisfaction.
Sure. In case of Apple, it manages its customers and also the
competition movement.
By seeing a small threat, it creates a new dissatisfaction process
by releasing a product with some new features, but not losing
its essence, in order to begin the cycle of the PC/Neuro
matrix again. In the MBA, assessments are made during the
courses, naturally to manage the modules and the teachers, so
as to avoid discrepancies and keep students’ satisfaction.
In summary, 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, and of course, a product or service which
may give rise to and actually solve the customer’s
dissatisfaction.
The PC/Neuro matrix demands a time for practice, but soon
you’ll be using it on your daily routine, whether in an
advanced marketing and communication strategy, or even in a
sale visit.
THE THREE MINDS OF NEUROMARKETING
224
Don’t believe the story ends here, because if this is the base for
sales, then neurosales soon will deserve a very special
treatment of the PC/Neuro matrix.
But everything in its own time.
PC/NEURO MATRIX
225
Conclusion
“When one thinks, one does it for the purpose of judging or getting to
a conclusion; when one feels, one does so in order to assign a personal
value to anything one does.”
Carl Jung
oncluding a book is one of the most difficult tasks.
There is always the feeling that there is something
missing, another detail. But I need to be conscious
that, in case of neuromarketing, trying to be close to the ideal
in only one book is impossible.
Such marriage of neuroscience to marketing made thousands
of professionals see the market differently, not so romantically
and predictably, but in a logic way, based on illogic of the
consumer.
This confusion, by itself, is fascinating. New technologies and
methodologies. Breaking paradigms so far centenary and
unquestionable, mainly in the mathematical and statistical
environment. A real revolution that came to stay. However,
this speech is specific and does not necessarily reflect the
opinion of the other professionals of other areas, mainly in the
marketing, communication, advertising and publicity areas,
and their respective educational extensions, such as graduation
teachers, specialization, MBA, Master’s degree and Doctor’s
degree. All of them shall suffer a strong impact, in the coming
years, of these technologies and methodologies. Wait and see.
I decided not waiting and went to action.
January 15, 2013, I was at the Hotel Renaissance, in São
Paulo – date in which I would receive for the seventh time the
award of best marketing and sales professor of Brazil, by FGV
Management – when the professor Carlos Alberto Decotelli
calmly questioned me:
THE THREE MINDS OF NEUROMARKETING
228
Open your heart, enhance your intelligence and take more risks
“Professor Peruzzo, very nice the videos I receive of Einstein,
Princess and Monkey. Have you contextualized this whole
story of the characters with Plato’s Myth of the Cave?”
I sincerely said no. I read six books a month, but in fact I
should read more about philosophy. Well, after the master’s
tip, I read and understood it. For those who don’t know the
work, here’s a brief summary:
The myth of the cave was written by Plato, being part of the
book VI of “The Republic” and inspired by the tragic death
of Socrates, assassinated by the citizens of Athens, for
defending a truth that could break all standards of that time.
The basic idea of the myth has as setting a cave where
prisoners were born and lived their whole lives. A closed and
dark environment, where they are in chains and only could see
the bottom of the cave. During the night, a fire, kept always lit
by men from the external world, reflected on the cave shadows
of statues, which the prisoners judged and to which they
assigned names.
One day, one of these prisoners managed to escape of the
chains and ran from the cave, discovering that the shadows
they saw were actually statues, inanimate beings. Imagine the
impact he had by recognizing he spent his whole life judging
only shadows and illusions, not knowing the truth, being
totally away from reality.
Imagine now this former prisoner, pity of the other colleagues,
who keep in a process of intellectual, spiritual and cultural
closing. Then, he goes to them to talk about a new world, with
several settings, objects, protagonists and supporting actors, a
world with no boundaries. Unfortunately, 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.
Professor Carlos, I understand perfectly your rationale. We
have a world we think is totally managed by Einstein, who
provides us with logic, intelligence and rationality. We are
men, not animals. Out of a sudden, a crazy man appears,
saying that Einstein actually takes credit for what he didn’t
make, because the great ideas were processed by the Monkey
CONCLUSION
229
and the Princess during days, months and years, to be freely
delivered to Einstein, and he may ignorantly say he had the
idea. Incredible!
However, the myth of the cave becomes a special reference
not only within the context of the contents of this book.
Personally, when I decided to study and invest, sorry the relief,
a lot of time and money… doing everything on my own, with
no help from any educational institution, which could sponsor
equipment or software… only private companies with
admirable professionals, who are humble to ask for anonymity,
believed in a neuromarketing project, which today comes
trues.
When you have the support of third parties, especially from
the educational sector, the financial return may be in the long
term or does not need to exist, because the institutional appeal
is a justification of result. In my case, whether it worked or it
worked. A high investment needed a shot in the target.
Well, there were many researches made, a lot of knowledge
acquired and now the reader has on this book the whole
consequence.
I undoubtedly lived too long in a cave, believing the traditional
marketing concepts.
However, 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.
They tried to say I’m crazy. But the light is entering the cave
and little by little, one by one, they will be seeing a new era.
It’s a unique pleasure to make part of this story which has just
begun.
Open your heart, with the Princess, understand the strength of
the emotions in the customers’ decision-making process.
Enhance your intelligence, with new contents of psychology,
neuroscience, biology, chemistry, physics and other areas that
help understand the extraordinary human being.
THE THREE MINDS OF NEUROMARKETING
230
Take more risks with your Young Monkey, because this is the
only way that one day it might be an Old Monkey, become a
reference and actually have the privilege of receiving as a gift,
from the Monkey and the Princess, the ideas that will change
your life.
But, of course, Einstein will keep saying he was the owner of
the magical solution.
Thank you and see you soon. If so desires the invisible Lord.
Oh boy!
I almost forgot. That’s the fourth character of this wonderful
story, but he is not part of the brain minds. That’s why he isn’t
in the book title.
Invisible Lord? Who is this character, Peruzzo?
No problem.
Scenes from the coming chapter soon.
Thank you.
I don’t get it.
CONCLUSION
231
AKERLOF, G. A.; SHILLER, R. J. O espírito animal. Rio de Janeiro: Campus, 2010.ALVARENGA, G. Noradrenalina, dopamina e serotonina. Disponível em:<http://www.galenoalvarenga.com.br/tag/
neurotransmissores>. Acesso em: 22/12/2012.AMTHOR, F. Neuroscience for dummies. Mississauga: John Wiley & Sons Canadá, 2012.
ANDREA, R.; CÔNSOLI, M.; GUISSONI, L. Shopper Marketing. São Paulo: Atlas, 2011.APPIGNASESI, R.; ZARATE, O. Entendendo Freud: um guia
ilustrado. São Paulo: Leya, 2012.ARIELY, D.; BERNS, G. Neuromarketing: the hope and hyde of neuroimaging in business, Nature Reviews Neuroscience, vol.11, p. 284-292, 2010.
BERNS, G. The Iconoclast. Boston: Harvard Business Press, 2010.BLACKESLEE, S. If you have a 'buy button' in your brain, what pushes it? The New York Times, New York, 2004.
BORN, A. Neuromarketing: o genoma do marketing, o genoma das vendas, o genoma do pensamento. São Carlos: Suprema, 2007.BOWMAN, N. A.; BASTEDO, M. N. Anchoring effects in world university rankings: exploring biases in reputation scores, Higher
Education, vol. 61, p. 431- 444, 2010.BRESSAN,R.A.; BIGLIANI, V.; PILOWSKY, L.S. Neuroimagem de receptores D2 de dopamina na esquizofrenia, Revista Brasileira
de Psiquiatria, vol. 23, p. 01-06, 2001.BRIZENDINE, L. The male brain. New York: Three Rivers Press, 2010.
——————. The female brain. New York: Three Rivers Press, 2006.BRODIE, R. O vírus da mente. São Paulo: Cultrix, 2009. CÁCERES, F. História do Brasil. São Paulo: Moderna, 1996.
CARPENTER, J. P.; MATTHEWS, P.H. Beliefs, intentions and emotions: old versus new psychological game theory. Middlebury: Departament of Economics Middlebury College, 2003.
AS TRÊS MENTES DO NEUROMARKETING
232
References
CARSON, S. O cérebro criativo. Rio de Janeiro: Best Seller, 2012.Cayuela, O. M. et al. Neuromarketing: para recobrar a confiança com os clientes. Rio de Janeiro: Qualitymark, 2011.CHAPMAN, G. B.; JOHNSON, E. J. Anchoring, activation, and the
construction of values, Organizational Behavior and Human Decision Processes, vol. 79, p. 115-153, 1999.CHAPMAN, G. B.; BORNSTEIN, B. H. The more you ask for, the
more you get: anchoring in personal injury verdicts, Applied Cognitive Psychology, vol.10, p. 519-540, 1996. CHAVAGLIA, J.N.; FILIPE, J.A.; RAMALHEIRO, B.
Neuromarketing: consumers and the anchoring effect, International Journal of Latest Trends in Finance & Economic Sciences, vol. 1, n. 4, 2011.CHAVAGLIA, J.N.; FILIPE, J.A. A view of common property
through neuroeconomics in the context of decision - making processes, International Journal of Academic Research, vol. 3, n. 3, part I, may, 2011.
COHEN, D. A linguagem do corpo. São Paulo:Vozes, 2011.CORTELA, M. S. Não espere pelo epitáfio:provocações filosóficas. Rio de Janeiro: Vozes, 2011.
CUSICK, W. J. Todos os clientes são irracionais. Rio de Janeiro: Campus, 2010.DAMÁSIO, A. R. O livro da consciência: a construção do cérebro consciente. Lisboa, Temas e debates: Circulo de leitores, 2010.
DANNETT, D. The intentional Stance. Cambridge, Massachusetts: MIT Press, 1987.DAUM, K. et al. Video marketing for dummies. New Jersey: John Wiley & Sons, 2012.
DAWKINS, R. The greatest show on Earth. New York: Free Press, 2009.DAWKINS, R. O gene egoísta. São Paulo: Companhia das Letras,
2007.DEMSKI, L.S.; NORTHCUTT, R.G. The terminal nerve: a new chemosensory system in vertebrates?, Science, vol. 220, n. 4595, p.
435-437, 1983.DOOLEY, R. Como influenciar a mente do consumidor. Rio de Janeiro: Campus, 2012.EAGLEMAN, D. Incógnito: as vidas secretas do cérebro. Rio de
Janeiro: Rocco, 2011.EDUARDO, J. C. Neuroeconomia. Lisboa: Sílabo, 2009. EHRBECK, T.; WALDMANN, R. Why are professional forecasters
biased? Agency versus Behavioral Explanations, Quarterly Journal of Economics, vol. 111, n. 1, p. 21-40, 1996. EKMAN, P. Uma conversa entre Dalai Lama e Paul Ekman:
consciência emocional. São Paulo: Prumo, 2008.EKMAN, P. A linguagem das emoções. São Paulo: Lua de Papel, 2003.
REFERENCES
233
ELBANNA, S.; ALI, A. J.; DAYAN, M. Conflict in strategic decision making: do the setting and environment matter?, International Journal of Conflict Management, vol. 22, n. 3, p. 278-299, 2011.FILIPE, J. A.; COELHO M.; FERREIRA, M. A. M. The
importance of the enlargement of economic exclusive zones for the fisheries, International Journal of Academic Research, vol. 1, n. 2, p.158-161, 2009.
FUGATE, D. L. Marketing services more effectively with neuromarketing research: a look into the future, Journal of Services Marketing, vol. 22, p. 170-173, 2008.
GAKHAL, B.; SENIOR, C. Examining the influence of fame in the presence of beauty: an electrodermal neuromarketing study, Journal of Consumer Behaviour, vol. 7, p. 331-341, 2008.GARCIA, J.R.; SAAD, G. Evolutionary neuromarketing:
Darwinizing the neuroimaging paradigm for consumer behaviour, Journal of Consumer Behaviour, vol. 7, p. 397-414, 2008.Gattass, R. et al. Fundamentos de ressonância magnética funcional.
Rio de Janeiro: UFRJ, 2011.GIGERENZER, G. O poder da intuição: o inconsciente dita as melhores decisões. Rio de Janeiro: Best Seller, 2009.
GINGER, S. Gestalt: a arte do contato. Petrópolis: Vozes, 2007. GINO, F.; PISANO, G. Toward a theory of behavioral operations, Harvard Business School, Boston, 2007.GLADWELL, M. O ponto da virada. Rio de Janeiro: Sextante,
2009.
GLADWELL, M. Blink: a decisão num piscar de olhos. São Paulo: Roxo, 2005.GOLDBERG, S. Neuroanatomia Clínica: ridiculamente fácil. Porto Alegre: Artmed, 2010.
GREGERMAN, A. S. Gênios: como despertar a genialidade na sua empresa, na sua equipe e em você. São Paulo: Gente, 2008.GUÉGUEN, N. Psicologia do consumidor. São Paulo: Senac, 2010.
GUNELIUS, S. Marketing nas mídias sociais em 30 minutos. São Paulo: Cultrix, 2012.HARDIN, G. The Tragedy of the Commons, Science, 162, p.
1243-1248, 1968.HART, C. Segredos da serotonina. São Paulo: Cutrix, 2010. HERCULANO-HOUZEL, S. Pílulas de neurociência: para uma vida melhor. Rio de Janeiro: Sextante, 2009.
HOWARD, P. The owner’s manual for the brain. Austin: Bard Press, 2006.JACOBS, C. A nova lógica (incoerente) da administração. Rio de
Janeiro: Campus, 2010.JACOWITZ, K. E.; KAHNEMAN, D. Measures of anchoring in estimation tasks. Personality and Social Psychology Bulletin, vol. 21,
p. 1161-1166, 1995.KAHNEMAN, D. Rápido e devagar: duas formas de pensar. Rio de Janeiro: Objetiva, 2011.KAHNEMAN, D.; TVERSKY, A. Época negócio. Rio de Janeiro:
Globo, 2009.
AS TRÊS MENTES DO NEUROMARKETING
234
KAHANEMAN, D.; KITSCH, J.L.; THALER, R. Experimental tests of the endowment effect and the Coase theorem, Journal of Political Economy, vol. 98, p. 1325-1348, 1990.KAWASAKI, Guy. Encantamento: a arte de modificar corações,
mentes e ações. Rio de Janeiro: Alta Books, 2011.KLONTZ, B.; KLONTZ, T. A mente acima do dinheiro. Osasco: Novo Século, 2011.
KOCH, R. O estilo 80/20. Rio de Janeiro, Sextante, 2009. KOTLER, P. Administração de marketing. São Paulo: Prentice Hall, 2000.
KOTLER, P.; ARMSTRONG, G. Princípios de marketing. São Paulo: Prentice Hall, 1998.KROGERUS, M.; TSCHAPPELER, R. The decision book. London: Profile Books, 2008.
LEHRER, J. O momento decisivo: o funcionamento da mente humana no instante de escolha, Best Business, 2009.LEVITT, S.D.; DUBNER, S.J. Freakonomics. New York: Harper,
2009.LEVY, N. Neuromarketing: Ethical and Political Challenges, Ethics & Politics, vol. XI. Melbourne, 2009.
LIMA, M.; SAPIRO, A.; VILHENA, J. B.; GANGANA, M. Gestão de Marketing. Rio de Janeiro: FGV, 2005.LINDSTROM, M. Brandsense: segredos sensoriais por trás das coisas que compramos. Porto Alegre: Bookman, 2012.
LINDSTROM, M. Brandwashed. New York: Crown, 2011.
LINDSTROM, M. Buyology: how everything we believe about why we buy is wrong. Londres: Random House Business Books, 2008.LOPES, J. C.; ROSSETI, J. P. Economia monetária. São Paulo: Atlas, 1993.
LUQUE, C. A.; SCHOR, S. M. Manual de macroeconomia. São Paulo: Atlas, 2000.MADRUGA, R. Guia de Implementação de Marketing de
Relacionamento e CRM: o que e como todas as empresas brasileiras devem fazer para conquistar, reter e encantar seus clientes. São Paulo: Atlas, 2004.
MARTIN, N. Hábitos de consumo. Rio de Janeiro: Campus, 2009.MARX, K. Para a crítica da economia política: salário, preço e lucro; o rendimento e suas Sources: a economia vulgar. São Paulo: Abril Cultural, 1982.
MEDINA, J. Ninguém presta atenção em coisa chata. Scientific American (mente & cérebro). São Paulo: Duetto, 2010. MEDINA, J. Brain rules. Seattle: Pear Press, 2008.
MATESCO, V. R. Economia aplicada. Rio de Janeiro: FGV, 2007.MLODINOW, L. Subliminal. New York: Pantheon, 2012. MONASTERIO, A. Las Implicaciones Morales de la
neuroeconomia. San Sebastian: Fronésis, 2005.MURPHY, B. R.; ILLES, J.; REINER, P.B. Neuroethics of neuromarketing. Journal of Consumer Behaviour, vol. 7, p. 293-302, 2008.
REFERENCES
235
MUSSWEILER, T. The durability of anchoring effects, European Journal of Social Psychology, vol. 31, p. 431- 442, 2001. MUSSWEILER, T.; STRACK, F. Hypotesis-consistent testing and semantic judgments under uncertainty: the role of knowledge in
anchoring, Journal of Experimental Social Psychology, vol. 36, p. 495-518, 2000.MUSSWEILER, T.; STRACK, F. Hypothesis-consistent testing and
semantic priming in the anchoring paradigm: a selective accessibility model, Journal of Experimental Social Psychology, vol. 35, p. 136-164, 1999.
NASCIMENTO, L. Gestores de pessoas. Rio de Janeiro: Qualitymark, 2006.NOGAMI, O.; PASSOS, C. R. M. Princípios de economia. São Paulo: Pioneira, 1999.
OVADIA, D. O prazer de doar, Scientif American, n. 215, São Paulo, Duetto, 2010.PETERS, T. O círculo da inovação. São Paulo: Harbra, 1998.
PINDYCK, R. Microeconomia. São Paulo: Pearson, 2002. PINK, D. H. A whole new mind. New York: Riverhead Books, 2006.PLOUS, S. Thinking the unthinkable: the effects of anchoring on
likelihood estimates of nuclear war, Journal of Applied Social Psychology, vol. 19, p. 67-91, 1989.PRADEEP, A. K. O cérebro consumista. São Paulo: Cultrix, 2010.PRADEEP, A. K. The buying brain. New Jersey: John Wiley & Sons,
2010.
PREAT, D. Unconscious branding. New York: Palgrave MaCmillan, 2012.PREDEBON, J. Criatividade hoje: como se pratica, aprende e ensina. São Paulo: Atlas, 2003.
RENVOISÉ, P.; MORIN, C. Neuromarketing: o centro nevrálgico da venda. Lisboa: Smartbook, 2009.ROBERT, J. M. O cérebro. Lisboa: Instituto Piaget, 1994.
RODRIGUES, F. Influência do Neuromarketing nos processos de tomada de decisão. Viseu: Psicosoma, 2011. RUSHKOFF, Douglas. As 10 questões essenciais da era digital. São
Paulo: Saraiva, 2012.SANDRONI, P. Novíssimo dicionário de economia. São Paulo: Best Seller, 2007.SCHUMPETER, J. A. Teoria do desenvolvimento econômico. São
Paulo: Abril Cultural, 1982.SEMENICK, R. J.; BAMESSY, G. T. Princípios de Marketing: uma perspectiva global. São Paulo: Makron Books, 1995.
SIMONSOHN, U.; KARLSSON, N.; LOEWENSTEIN, G.; ARIELY, D. The tree of experience in the forest of information: overweighing experienced relative to observed information, Games
and Behavioral Economics, pp. 62, 263-286, Elsevier, 2008. STRACK, F.; MUSSWEILER, T. Explaining the enigmatic anchoring effect: mechanisms of selective acessibility, Journal of Personality & Social Psichology, vol. 73, p. 437-446, 1997.
AS TRÊS MENTES DO NEUROMARKETING
236
TAYLOR, W. C.; LABARRE, P. Inovadores em ação. Rio de Janeiro: Sextante, 2008.THALER, R. H.; SUNSTEIN, C.R. Nudge. Lisboa: Academia do Livro, 2008.
TOLEDO, G. L. Memética: a invasão das mentes. Filosofia. São Paulo: Escala, 2010.TVERSKY, A.; KAHNEMAN, D. , Judgments of and by
representativeness, Cambridge Universit Press, pp. 84-98, 1982. TVERSKY, A.; KAHNEMAN, D. The framing of decisions and the psychology of choice, Science, News Series, vol. 211, n. 4481, pp.
453-458, 1981.TVERSKY, A.; KAHNEMAN, D. , Judgment under uncertily: heuristics and bieses, Science, 1974.UNDERHILL, P. Vamos às compras: a ciência do consumo. Rio de
Janeiro: Campus, 1999.VARIAN, H. Microeconomia: princípios básicos. Rio de Janeiro: Campus, 2006.
Vecchiato, G. et al. The issue of multiple univariate comparisons in the context of neuroelectric brain mapping: an application in a neuromarketing experiment. Journal of Neuroscience Method, vol.
191, p. 283-289, 2010.VERGARA, S. C. Projetos e relatórios de pesquisa em administração. São Paulo: Atlas, 2004.
WILSON, T. D.; HOUSTON, C. E; ETLING, K. M.; BREKKE, N. A new look at anchoring effects: basic anchoring and its antecedents, Journal of Experimental Psychology: General, vol. 125, p. 387-402, 1996.
WHITMAN, D. Cashvertising: 100 secrets of ad-agency psychology, Carrer Press, 2009.ZATZ, M. Genética: escolhas que nossos avós faziam. Rio de
Janeiro: Globo, 2011.
REFERENCES
237
his book only became reality thanks to the generous
contribution of professionals we believe to be
completely out of the standard.
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.
The professional relationship over the last years significantly
contributed for construction of this book.
We cannot forget the whole commercial, research and
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.
Acknowledgments
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.
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.
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.
Thanks to the friends Fabricio Pamplona, Bonifácio
Watanabe, Luciano Salamacha, Robson Gonçalves, Claudio
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
Visiting Professor at FGV Management. CBO(Chief Brain Officer) at Ipdois Neurobusiness. Brazilian Ambassador at NMSBA –
Neuromarketing Science & Business Association. Master in Business Management from the Universidade Federal de Santa Catarina (Santa Catarina Feral University), with emphasis
on leadership and marketing staff. Post-graduate degree in Marketing, from FAE
Business School. Graduated in Systems Analysis by the Escola Superior de Ensino Empresariais em Informática (School of Education in Business Informatics).
Seven consecutive times awarded as the Best Marketing and Sales teacher of the MBA courses at FGV Management, throughout Brazil (2006, 2007,
2008, 2009, 2010, 2011 and 2012). Three times awarded with the
“Quadro de Honra” prize (2011, 2012 and 2013), the maximum award from FGV Management, granted only to teacher awarded in five
consecutive years. Author of the books: O líder pensador - Quem pensa, manda!( the thinking leader – Who thinks is the boss), Quem processa,
obedece!(Who processes, obey), Os dez mandamentos de Deus e os pecados
organizacionais (The ten commandments of God and the organizational sins), Jesus de gravata (Jesus is wearing a tie), O caminho do perdão (The way
of forgiveness), As 100 dicas do líder pensador (100 tips of the thinking leader), and other academic publications. He delivered more than 300 MBA classes, the
equivalent of more than 8,000 hours-classes. Has 24 years of market experience, a
unique curriculum and consulting experience in many management areas such as: education, technologies, real state, finance, retail, insurance, neuroscience, psychology and others. Has conducted
over 200 lectures throughout the country and abroad. Managed over the past 15 years trainings for more than 20,000 professionals.
Author
Marcelo Ivanir Peruzzo
Master in Business Management by the Instituto Universitário de Lisboa (Lisbon University Institute) (ISCTE/IUL). MBA in Business Management by FGV. Specialist in Accounting and Finance by FCETM-MG. Graduated in Economics by the
Universidade da Amazônia (Amazonas University). Regional Manager at Ipdois Neurobusiness – São Paulo and countryside.
Teacher from the FGV Management/CADEMP program. Lecturer in the Innovation, Neuroeconomics, Neuromarketing,
Economics and Sustainability areas. Author of the books: Neuromarketing: o efeito de ancoragem, de contexto e o papel dos neurotransmissores (Neuromarketing: the anchoring effect of context and the role of neurotransmittes), 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).
He is also the author of several articles abroad about: Neuroeconomics, Neuromarketing and Innovation.
Coordination and participation
José Chavaglia Neto
GoalTraining managers and innovators so they can understand, hire and manage marketing strategies, based on the neuroscientific knowledge in order to create competitive advantages and market differentiation, opposite to the new and inevitable scenario of the impact of business management, through the wide and unrestricted knowledge about the conscious and unconscious operation of the human brain.
Methodology - Workshop format and lectures.- Individual dynamics-Hands-on Lab using real neuroscience equipment such as: eye tracking, skin conductance, heart rate, EEG e face reading.- Application of business games concepts, real and not simulated ones, using campaigns through online demand, dynamic and organic, campaigns created on Facebook and Google. - Application of In Company and Worldwide training.
Syllabus- Basic neuroscience principles.- Neuroscientific research Methodologies and Techniques, applied to business management. - The three brain logic: Einstein, Princess and Monkey.- Concepts, Cases and Methodologies: Neuromarketing, Neurosales, Neuroleadership, Neurostrategies, Neuroinnovation, Neurotechnology and Neurocommunication.- Neuroscience Lab: theoretical and practical.
Certificated by Ipdois Neurobusiness.
CoordinationMarcelo Ivanir Peruzzo
More informationIpdois Neurobusiness - ipdois.com - [email protected] +55 (41) 3089-3085 • +55 (41) 9677-6945 [email protected] • www.ipdois.com • www.marceloperuzzo.com
Workshop - Initiation and Training in
CBOChief Brain Officer