How do we make decisions as consumers? What do we pay attention to, and how do our initial responses predict our final choices? To what extent are these processes unconscious and cannot be reflected in overt reports? This course will provide you with an introduction to some of the most basic methods in the emerging fields of consumer neuroscience and neuromarketing. You will learn about the methods employed and what they mean. You will learn about the basic brain mechanisms in consumer choice, and how to stay updated on these topics. The course will give an overview of the current and future uses of neuroscience in business.
从本节课中
Neuroethics and Consumer Aberrations
This module, we will focus on both the ethics of neuromarketing, as well as aberrant consumer behaviours. We see that consumer choice can sometimes become the centre focus on a person's life, be it pathological gambling, "shopaholism" or digital dependencies. This module, we will focus on some of these issues, and combine them with the ethical aspects that we face when talking neuro. This module we also end off with two interviews: one with Prof. Jan Trzaskowksi at the CBS, who is working on marketing and the law, where we discuss what the ethical and legal aspects of neuromarketing is. As you will see, Jan has a very particular take on this that I am sure you will find interesting. Our second interview is with Carl Marci, who is the Co-Founder and Chief Science Officer of Innerscope Research (http://innerscoperesearch.com/) on his background and their take on neuromarketing and consumer neuroscience.
PhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & Neuroscience Head of the Center for Decision Neuroscience, Department of Marketing at Copenhagen Business School, and Head of Danish Research Centre for Magnetic Resonance at Copenhagen University Hospital Hvidovre
Welcome back to the sixth and
final lecture in The Introduction to Consumer Neuroscience and Neuromarketing.
This time we will talk about neuroeethics and consumer aberrations.
If you think about the that we as consumers make up our minds,
we are affected by several things and we deviate from rational choices.
We are affected by brands, we are affected by contexts, by price and we take our
choices, often without really deliberating on what kinds of choices we make.
Now take an example, what if I gave you $100 right now, or
I gave you $120 in a month?
Making these kinds of choices is what we call inter-temporal choices.
And if we look at how the brain responds when you're choosing the immediate reward,
the $100 right now, or the delayed reward, $120 in a month,
we activate two different systems of the brain.
You can see here we have sketched that out.
First of all, the immediate responses is what we call the beta system response.
This is where we find stronger activation of the basal ganglia,
the deep structures of the brain and the medial and ventromedial prefrontal cortex.
As opposed to this, when we are looking at, when people are choosing delayed
rewards, the $120 in a month, we can see what we call the delta system response.
This includes the dorsolateral prefrontal cortex, the priadal cortex and
other cortical regions.
And as you can see they're two very distinct regions of the brain that make
the immediate versus the delayed reward.
Our human brains are filled with errors and as you can see on this link
there's a long list of cognitive mistakes that we can make as human beings.
Although everyone is affected by brands, context and
other people, we also differ in the amount of how much we are affected by all this.
We're all affected by brands, contexts, other people.
But some are more effective than others.
In a study by Michael Deppe and
colleagues, they studied why some people are more affected than others.
And they found that a particular part of the brain called the anterior cingulate
cortex drives the individual susceptibility to be affected by brands.
That means that the more activation they found in this part of the brain,
the more people were susceptible to the brands.
Unfortunately, some of us are more prone to making bad mistakes than others.
We see people today in the modern world suffering from Pathological gambling and
Compulsive Buying Disorder.
And if you take a break from this lecture and
look down to the link we have below this lecture.
We urge you to fill out the survey we have down there.
That's related to Compulsive Buying Disorder.
Let us take a deeper look at Compulsive Buying Disorder.
What is it?
Compulsive Buying Disorder, or CBD, is an obsession with shopping and buying
behavior that causes adverse financial, personal, and social consequences.
is found in four to eight percent of the United States population, and
approximately 80% percent of those affected are women.
In a recent study here at the Copenhagen Business School,
we studied people suffering from compulsive buying disorder,
compared them to different levels of healthy, control consumers.
What the consumers were doing was to look at a product
then provide them with a price of how much they'd be willing to pay for that product.
What we saw was that compulsive buying disorders, especially those with a fashion
interest, were much more willing to pay a lot of money for the fashion items.
There was no difference between the compulsive buying disorder participants
and the healthy participants for fast-moving consumer goods.
Will also gave all participants different tasks.
One of those tasks was a stroop task, which is a test of their impulse control,.
And when we compare the compulsive buying disorders
to the healthy controls there was no difference.
This means that compulsive buying disorder is not an impulse control disorder.
What we did find was that compulsive buying disorder was related
to a much stronger arousal response when they were looking at the fashion items.
But not so much when they were looking at fast moving consumer goods.
In the final result was that,
when we looked at the arousal response of people, healthy people used the irrational
response to make up their minds how much they're willing to pay for a product.
But when we looked at compulsive buying disorder, however much the arousal
response they had, didn't inform their willingness to pay for a product.
It's as if compulsive buying disorder, is related to a disconnection between
arousal, their emotional response and their choices.
Thomas Zoëga RamsøyPhD in Neurobiology, Certified Neuropsychologist & Assistant Professor in Marketing & Neuroscience
