Lezione master mumm sapienza 8.06.2021 (1)

Copyright © 2021
Patrizia Cherubino, PhD www.brainsigns.com
Neuromarketing
Marketing Meets Neuroscience:
Cognitive Neuroscience for the evaluation of
commercial advertising and
the user experience in retail
Rome, June 8th, 2021

Copyright © 2021
I am graduated in Economics and Business Administration and I got a PhD
in Economics Management and Communication for Creativity.
After degree, I attended a master on “Marketing Intelligence and Market
Techniques for Public Administration” (2010).
Since 2010 I’m also working with BrainSigns srl, a spin-off of University of
Rome “Sapienza”, in the generation and validation of biometric tests using
EEG, HR, GSR to assess the efficacy of commercial TV advertisings and
marketing stimuli in general, for several companies.
I am Head of Neuromarketing Research in BS.
About me

Copyright © 2021
Who is BrainSigns?

Copyright © 2021
We help companies understand the cognitive
and emotional response of their clients to their
marketing stimuli.
Mission
Who is BrainSigns?
1
Since 2010 we have worked with some of the
biggest companies to improve their products
and services using innovative methods based
on neuroscience.
Experience
2
Our research and development area is strongly
linked to university R&D to reinforce our
business applications.
Competence
3
The continuous research for optimisation and
the development of brilliant ideas are at the
foundation of our innovative process.
Vision
4
Bioengineers, psychologists and marketing
experts collaborate in every project to solve
customer problems.
Multidisciplinary
5
Scientific credibility
Innovation
Determination
Orientation to the future
Keywords
4

Copyright © 2021
Team
BrainSigns team is
multidisciplinary and qualified.
Besides, 2/3 of the team has a
PhD in biophysics, biomedical
engineering, neurobiology or
neuromarketing.

Copyright © 2021
https://www.youtube.com/watch?v=Ew0Thf1J4tY&feature=emb_logo

Copyright © 2021
• Marketing is about identifying and meeting humand and social needs.
• Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and
exchanging offering that have value for customers, clients, partners, and society at large (American
Marketing Association).

Copyright © 2021
• Maslow (1943) wanted to understand what motivates people. He believed that people possess a set of
motivations systems unrealted to rewards or unconscious desires. Maslow stated that people are
motivated to achieve certain needs. When one need is fulfilled a person seeks to fulfill the next one,
and so on.
• A need is a consumer’s desire for a product’s or service’s specific benefit, whether that be functional or
emotional. The emotional benefit tends to be a stronger driver for consumer.
What drives consumers to make the choices they make?
What makes them choose one brand or product over another?
What do shoppers really think?
How are decisions made?

Copyright © 2021
Marketing Research

Copyright © 2021
DECIDE ASCOLTA PENSA

Copyright © 2021
• Each second we are exposed to an estimated billion of bits of information (adv, pd, brand) that reach us through all our senses,
yet humans are capable of processing only around 10-100 bits of that information, letting most of the input go by
unnoticed
• Among the hundreds of messages and stimuli is crucial to understand what are the features that lead us to memorize/choose
some and forgetting/eglecting others
• Our brain has about 100 billion neurons.
• The total amount of the «internal memory» of our brain is about 10 Gigabyte.
• The attention and emotion processes are very important to select the main important stimuli
External
world
Knowledge
Information
delivery
External
world
Sensory
collection

Copyright © 2020
Attention – Monkey Illusion https://goo.gl/B4a88B

Copyright © 2020
https://www.youtube.com/watch?v=ubNF9QNEQLA

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The neuroscience’s contribution to the world of management highlighted that the
rational component of decisions counts little (on a scale from 1 to 100 is 5%-10%)
Up to 80% of new product launches fail within a year

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Nel 2017 è stato
riconosciuto il premio Nobel
per l’economia allo
statunitense Richard H.
Thaler per aver inserito
ipotesi psicologicamente
realistiche nelle analisi del
processo decisionale
economico. Esplorando le
conseguenze di una
razionalità limitata, di
preferenze sociali e di
mancanza di autocontrollo,
l’economista ha evidenziato
come questi tratti umani
influenzino
sistematicamente le
decisioni individuali e gli
esiti del mercato.

Copyright © 2021
…with
neuromarketing
tools, we can record
not only cognitive
reactions…
but emotional
reactions too!

Copyright © 2021
0
500
1000
1500
2000
2500
3000
3500
2002 2004 2006 2008 2010 2012 2014 2016 2018 2020
Number
of
articles
per
year
Publication year
N°of published articles

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Ethical issues in NeuroMarketing

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How we can measure these cognitive and emotional reactions to several marketing
stimuli?
How we can measure neural activity, physiological reaction, eye movement and
other proxies for these activities?
Is it possibile to collect these data outside the laboratory?

Copyright © 2021
Person Technologies Signal Analysis Neurometrics Report
EEG
EYE TRACKER
HR & GSR
Interest
Workload
Visual Attention
Fixations
Gaze
Heat Map
Emotion
Standard Methods
Interview Questionnaire
> > >
>
Graphs & images
Video
Insights & Suggestions

Copyright © 2021
Postsynaptic
potentials
Electroencephalography
Electroencephalogram
Excellent
temporal resolution
Volts
Noise and
artifacts
E.g. ICA
EEG

Copyright © 2021
GALVANIC SKIN
RESPONSE
GSR device
Vigouroux (France, 1879)
Emotional Arousal Low
High
higher arousal, higher skin conductance
not under our
conscious control
GSR device
micro-Siemens (μS)
✓ Tonic component
✓ Phasic component
Middle finger
Index finger

Copyright © 2021
Heart Rate (BPM)
ECG/EKG
Valence
Positive
Negative
Electrocardiography
Autonomic nervous system (ANS).
60–100 bpm
Tachycardia, Bradycardia, Arrhythmia

Copyright © 2021
Eye Tracker Devices

Copyright © 2021
Implicit Reaction Time Tests (IRTs) measure deep-seated feelings.
These tools are based on solid psychological science and consumer behaviour
research and they are developed to bypass self-report and increase reliability.
The fundamental psychological principle behind IRT is that the brain holds an intricate
network of neural associations that are based on our personal perceptions and
experiences. The closer associations are, such as Apple and the attribute “innovative”,
the faster we respond to acknowledge them using IRT.

Copyright © 2021
Biometric indicators
Interest
Emotion
Fixations
Measurement of the approach or withdrawal of a given stimulus
Measurement of the level of emotional involvement (positive,
negative, high, low) towards a given stimulus
Percentage of fixations generated within each individual area of
interest (AOI)
EEG
ECG & GSR
Eye Tracker
Workload Measurement of the cognitive effort to make a task.
EEG
39

Copyright © 2021
Approach – Withdrawal: two systems competing in the brain for behavior
Two broad systems underlie learning and affect:
Behavioral Approach System (BAS) – Gray (1994)
Behavioral Inhibition System (BIS) – Carver and White (1994)
Frontal Asymmetry Paradigm
BAS – guiding behavior in response to incentives;
an approach tendency towards the desired stimulus
BIS – guiding behavior in response to threats;
a withdrawal tendency from undesirable stimulus.
Marketing Stimulus

Copyright © 2021
It measures the degree of cerebral effort used to decode information or to perform some specific
tasks measured as the increment of theta band in the frontal lobe.
Characteristic changes in the EEG spectra reflecting levels of mental workload have been identified
in different works (Berka et al., 2007; So et al., 2017; Aricò et al., 2018).
Workload – Mental Effort

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Emotion
Valenza et al., 2014 Scientific Reports

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Eye Tracking Metrics
FC
Fixation Count
TFD & AFD Total Fixation Duration
Eyeball Count (N)
Ratio or Percentage Fixated (%)
TTFF
Time To First Fixation
FFD
First Fixation Duration
EC
TVD & AVD Total Visit Duration
R
Revisits
Average Fixation Duration
Avarage Visit Duration

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https://www.youtube.com/watch?v=Bg29fHSyRI8

Copyright © 2021
Evaluation of the efficacy of an
advertising in terms of
attention, emotion,
memorization and cognitive
engagement, both for the
whole communication, and for
product, claim, brand

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Time
The values above the red line (0) indicate that the TV
Commercial is better than a baseline
The values under the red line (0) indicate that the TV
Commercial is worst than a baseline

Copyright © 2021
A TV ads is usually divided in several logical phases named frame segments, related to different
conceptual parts in the adv creativity.
Each temporal segment depends upon the TV Commercial; frequently the segments are like:
Introduction, when the TV ad begins; Testimonial, where the testimonial appears; Product, devoted to
presentation of the product or the service; Brand, with the appearance of the Company’s logo; Tail, which
is a segment sometimes closing the ad with a flash recall of the narrative theme.
Time of the TV Commercial Time of the TV Commercial
Introduction
Speaker
Testimonial
Product
Brand
Tutto

Copyright © 2021
Evaluation of different impact of
the emotion and cognition in
the perception of TV comercial
for serveral sub-groups: User
and No-User, Men and Women,
Young and Adults,
Geographical Areas (North,
South, East, West)

Copyright © 2021
Emotion Segment Analysis

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Segment Analysis
Interest
-2
-1
0
1
2
3
4
5
Intro Segugio.it Offer Brand All
Segugio.it A Segugio.it B
Version A Version B
Logo
Emotion
-0,2
-0,15
-0,1
-0,05
0
0,05
0,1
0,15
0,2
0,25
Intro Segugio.it Offer Brand All
Segugio A Segugio B
User No User
Logo

Copyright © 2021
Getting information about the
time lenght reduction (from 30’’
second to 20’’ or 15’’) identifying
the most performing
elements/part or the elements
that generate confusion or that
are waste perceived

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Getting information about the
eye-gaze distribution on the
video or image and the different
weight of key areas of
communication

Copyright © 2021
Heat map: Press advertising, billboard, brochure

Copyright © 2021
www.brainsigns.com
Alfa Romeo Giulietta
Neuromarketing
Analysis of a TV Commercial with the neurometric indexes:
a case study on a Automotive company
Advertising

Copyright © 2021
Alfa Romeo Automobiles S.p.A. is an Italian car manufacturer.
Alfa Romeo Giulietta is car produced by Alfa Romeo.
Giulietta is a current top Alfa sales with about 32,000 cars per years (2017).
Giulietta in 2011 won the award like the safest car in its segment and it is a car for a women
and for men.

Copyright © 2021
Rome
Alfa Romeo Giulietta - 30’’
(On Air)
Research Objectives
Research
Problem
Understand how it performe in different sub-
groups and how it is possible to create a short
reduction
Evaluation of the TV commercial
Provide suggestions in order to reduce and
customize the advertising
2
1

Copyright © 2021
Sample and Methodology
24 people
Sample Methodology
N
12 men
Age between 25 and 54 years
TASK – «Watch a video composed of a documentary and a break of commercials»
(EEG)
Electrocardiography
(ECG)
Galvanic Skin Response
(GSR)
Short Qualitative
Interview

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Low High
EMOTION

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Man Woman

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www.brainsigns.com
UNHCR
Neuromarketing
"Measure the effectiveness of UNHCR Adv communication during the vision
of an advertisement that aimed to promote testamentary legacy."
Advertising

Copyright © 2021
• Le nostre decisioni sono prese non dalla parte razionale del cervello, ma da quella parte del cervello
che gestisce le emozioni.
• Decidiamo basandoci sull’istinto, su quello che sentiamo a «pelle» e solo successivamente la parte
razionale del cervello formalizza la nostra decisione in parole e concetti.
• Ora sappiamo davvero che le emozioni – la cui origine etimologica latina e-muovere vuol dire «muoversi
verso qualcosa o qualcuno» – sono quelle che decidono se premeremo il tasto «dona» o quello «mi
piace» su Fb, se manderemo un messaggio solidale, se comporremo un numero di telefono per
adottare a distanza un bambino.
• Tra i pionieri che hanno applicato o contribuito ad applicare le scoperte delle neuroscienze alla
generosità e ai meccanismi che presiedono alla decisione di donare, possiamo citare almeno 3
studiosi o gruppi di scienziati:
NEURONI SPECCHIO OSSITOCINA SISTEMA MESOLIMBICO
Perchè le emozioni governano il nostro agire e la nostra empatia verso gli altri?

Copyright © 2021
Lo schema classico di una campagna di comunicazione sociale (raccolta fondi) dovrebbe contenere e chiaramente
mostrare:
- il bisogno o problema (e questo dovrebbe contenere molti aspetti emozionali, come la tristezza, la rabbia, la paura, la
sorpresa)
- la risposta o la soluzione (questa parte dovrebbe invece trasmettere emozioni positive connesse con la felicità, il
sentirsi bene, tramite l’illustrazione della cura o della risposta possibile)
- la richiesta di una donazione per sostenere la soluzione presentata e alleviare/salvare/curare/migliorare/risolvere
il problema.
• Sono le storie e il loro contenuto emozionale che attivano la predisposizione alla donazione, non i messaggi creativi
o il logo ➔ Mentre raccontiamo una storia, chi ci ascolta è letteralmente nella nostra mente
• Una storia dovrebbe avere un inizio che esemplifica la drammaticità della situazione/problema, una parte centrale
che racconta delle difficoltà a risolvere il problema e una soluzione finale con una call to action, che invita gli
ascoltatori a donare e sostenere la nostra causa.

Copyright © 2021
• Immagini troppo forti? Strappalacrime? Solo immagini positive?
• Trovare il giusto livello emozionale è fondamentale!
• Un’immagine vale più di mille parole, attiva maggiormente alcune aree del cervello e in
particolare quelle connesse con le emozioni e con la voglia di aiutare e donare ad altri.

Copyright © 2021
• Nel mondo della pubblicità e dell’advertising no profit è stato provato che l’uso di emozioni
negative genera maggiore attenzione e coinvolgimento negli ascoltatori rispetto a quelle
positive.
• Non esiste una formula che garantisca quali messaggi o quali immagini utilizzare per scatenare le
giuste emozioni e non è neanche possibile dire quali emozioni funzionano meglio di altre per la
raccolta fondi. In generale, il nostro cervello è programmato evolutivamente per rispondere
maggiormente a stimoli ed emozioni negative (tristezza, paura, rabbia) rispetto a quelle positive.
• Sicuramente un giusto uso di immagini e storie che hanno la capacità di attivare emozioni
negative garantiscono un elevato livello di attenzione e partecipazione degli ascoltatori.
• Inoltre, donare è un’opportunità di felicità e la possibilità di donare e contribuire a una causa e
ad un’organizzazione può attivare emozioni positive che contribuiscono a far sentire il
donatore felice e soddisfatto.
Il giusto equilibrio tra cuore e mente

Copyright © 2021
Secondo Derek Humpries, uno dei maggiori esperti di comunicazione televisiva nel mondo del non profit…
Occorre programmare e attuare campagne e strategie che illuminano le menti, scaldino i cuori e portino
ad una azione concreta («aprono i portafogli»).
«Come fundraising abbiamo il dovere di raccontare la verità in modo che
le persone abbiano la possibilità di aiutare le nostre cause. Se si
oscurano i problemi o i bisogni, si nega alla gente la possibilità di
aiutare»
Le emozioni convincono a donare e donando si attivano meccanismi di ricompensa,
che ci fanno sentire meglio.
O riusciamo ad emozionare qualcuno – facendo arrabbiare, piangere o sorridere per
le nostre cause – o difficilmente riusciremo a stimolare un loro atto come firmare una
petizione, cliccare su una pagina fb o donare.
Il giusto equilibrio tra cuore e mente

Copyright © 2021
UNHCR, the UN Refugee Agency, is a global organization dedicated to saving lives,
protecting rights and building a better future for refugees, forcibly displaced communities
and stateless people.
It works in 127 countries around the world and deals with over 60 million people.

Copyright © 2021
18 e 19 October 2017
Rome and Milan
ADv UNHCR 60’’
Research Objectives
Provide a general assessment of the instinctive
perception of the ADv
dentify the strengths and weaknesses of the ADv
Suggest interventions in order to improve the
instinctive perception of the ADv
Research
1
2
3
Problem
The client requested the testing of
the “ADv UNHCR 60" because the
ADv, after being aired, did not
generate the expected number of
requests for information about
testamentary legacy.

Copyright © 2021
Link alla case-history sul sito di BrainSigns
https://www.brainsigns.com/it/company/c2/blog/from-the-heart-to-the-
wallet-a-neuromarketing-case-study-with-unhcr

Copyright © 2021
Testamentary legacy
Objectives of the advertising campaign
Raise awareness on the issue of bequests in
favor of UNHCR.
Induce people to request information for
UNHCR's bequests
ADv 60’’
1
2
‘’I Grandi dell’Umanità’’
✓ In the ADv is told the story of Mrs. Lucia Bassi
who has provided a legacy for UNHCR in his
will, an extraordinary act despite its
simplicity.
✓ I Grandi dell’Umanità, simple but at the
same time extraordinary people who have
changed history are Gandhi, Martin Luther
King, Nelson Mandela
Adv Storytelling
✓ However, for the child, another key figure of
the commercial, "the greatest of all was her
grandmother Lucia" who fed and provided a
roof for many people, forced to flee because
of the war.

Copyright © 2021
Sample and Methodology
36 people
Sample Methodology
N
18 man, 18 woman
TASK – «Watch a film composed of a documentary and a break of commercials»
(EEG)
Electrocardiography
(ECG)
Galvanic Skin Response
(GSR)
Eye-tracker
Short Qualitative
Interview

Copyright © 2021
Biometric indicators
Interest
Emotion
Fixations
Measurement of the approach or withdrawal of a given
stimulus
Measurement of the level of emotional involvement
(positive, negative, high, low) towards a given stimulus.
Percentage of fixations generated within each individual
area of interest (AOI)
EEG
ECG & GSR
Eye Tracker

Copyright © 2021
The Adv always generates positive emotions,
with the exception of very few isolated
moments, in which slightly negative emotions
have been identified. It is a Charity AD.
The attention given by users to the Call to
Action "For information call the toll-free
number 800.831.800" is extremely low.
Emotion is almost always positive
Main Results
The "Call to Action" is not noted
1 2

Copyright © 2021
Emotion is almost always positive
1
-0,2
-0,1
0
0,1
0,2
0,3
0,4
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59
EMOTION

Copyright © 2021
✓ The attention generated by the Call to Action represents only the 6.6% of the total
attention recorded during the entire duration of the Adv.
It elicites only
the 6.6% of the
Attention
detected
throughout the
AD!
0%
20%
40%
60%
80%
100%
Call to Action
- Attention
The "Call to Action" is not noted
2
✓ The Call to Action is hardly ever noticed except for the first two scenes shown at the
side.
✓ During the Voiceover "To learn more, call 800.831.800", the attention of the participants is
not directed on the Call to Action, but remains on the figure of the Grandmother.

Copyright © 2021
Inclusion of more dramatic scenes related to
the representation of refugees in order to
generate more negative emotions in the final
audience.
Utilizzare soluzioni creative diverse per la
call to action.
• Animazione sincronizzata con il voiceover
• Dimensione della CTA
Induction of negative emotion
Suggestion
Higher salience for the «Call to Action»
1 2

Copyright © 2021
Discover if the change of product position affects consumer interest
Understand which packages elicit positive emotions
Discover if new products draw higher attention of the previous ones
Discover which product elements generate confusion or are negatively perceived
Discover which In-store ads draws higher visual attention

Copyright © 2021
Understand how to improve store layout and design to increase sales
Find out how to attract, engage, and motivate the customer towards making a purchase
Understand how specific atmospheric elements affect consumer experience (lighting, music,
scent, color)

Copyright © 2021
www.brainsigns.com
Agroter
Neuromarketing
An innovative research that aimed to explore the brain activity and the
visual attention during the daily shopping within a store.
Customer Experience

Copyright © 2021
Research Aims
Problems
Agroter aimed to achieve a deeper
undertanding about the efficacy of:
• Products’ packages
• Category management
• Promotion of products outside the store
Rome
Conad supermarket
Research
Explore the effect of the visual attention elicited by products’
packages on consumer behaviour
Understand how different strategies of category
management on the shelves can affect the consumer
behaviour
2
1
3 Study the brain response associated to products that were
promoted outside the store

Copyright © 2021
Sample e Methodology
TASK – «Shop basing upon your shopping list»
20 people
Sample Methodology
N
(EEG)
10 men, 10 women Eye-tracking
Short Qualitative
Interview
Responsible for family purchases

Copyright © 2021
Havana
1
Faces & Landscapes
2
White background
3
60%
choice
20%
choice
20%
choice
Unaware purchase
Same purchase proportion in all day sales!
3 Apple Packaging in randomized positions
Objective 1– «Explore the effect of the visual attention, elicited by products’ packages, on consumer behaviour»

Copyright © 2021
Objective 1– «Explore the effect of the visual attention, elicited by products’ packages, on consumer behaviour»
Eye-tracking
60%
20% 20%
20% 60% 20%
Purchasing
behavior
3 Apple Packaging in randomized positions

Copyright © 2021
Original
arrangement
for promo and
daily operation
1
Verticalized
Layout category
for families
2
Salad and
ready meal
Objective 2
«Understand how different strategies of category management can affect
the consumer behaviour»

Copyright © 2021
Original arrangement
for promo and daily
operation
1
Verticalized Layout
category for families
2
Eye-tracking
Gaze dispersion
Higher workload
Clear focus
Lower workload
Harder Customer Experience
Easier Customer Experience
40%
18%

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10,7
8,9
9,6
10,9
Memorizzazione
Attenzione
Interesse
Workload
Memorization
Attention
Interest
Workload
Neurometrics during the
purchase behavior
Without previous
farmer interaction
With previous
farmer interaction
Tomato
Study the brain response associated to products
that were promoted outside the store.
Objective 3

Copyright © 2021
✓ Neuroscience offers to the marketing sciences a qualified
contribution to the understanding of the brain process
during the observation of advertising and marketing stimuli
in general
✓ Such contribution has to be employed together other
information gathered from traditional marketing research
✓ Neuromarketing could represent a significant aid in the
effort to improve the quality of the advertising and products
✓ The creator of the first US mall John Wanamaker said “Half
the money I spend on advertising is wasted; the trouble is I
don't know which half”
✓ The use of neuroimaging tools for the evaluation of the
commercial ads could help to reduce the half part of the
money that were wasted in advertisement industry, by
preserving the correct one

Lezione master mumm sapienza 8.06.2021 (1)

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