Neuro in B2B

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Business Customers are lazy

How to reduce Business Customers’ “System 2” tiredness when dealing with purchasing information

Friday March 31, 2017 - 13:30

Neuromarketing is being widely used for consumer goods and retail, specially focused at the decision-making moment (e.g., how a given stimulus is able to trigger a purchase). But much less has been said about its usage for business to business (B2B), a field where, paradoxically, the achieved results usually are amazing.

One of the most important differences between the consumer and business purchasing processes is not the type of decisions (widely nonconcious), but the intensity of time dealing consciously with information. Simply compare the amount of information  needed to purchase a cake versus a neuro-research project.

The brain system 2 (Kahneman, D., 2012) is responsible for managing information. This brain system not only consumes a lot of glucose, but also its speed is roughly 0.0003% of the “System 1” velocity. The conclusion is simple: customers get tired when capturing and managing information. And more so in business purchasing!

If your business customer has to pay too much conscious attention to your proposal, this painful moment may result in a lost opportunity. In this presentation, Lluis-Martinez Ribes will share practical methods to reduce system 2-tiredness when business customers should be paying attention to the product/service information.

Audience take-aways:
- How you can show and give information in a more effective way to your business customers
- Practical and tested methods with examples to explain your services and products in a more fruitful way

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