Finding the 'why'



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Connecting Shopper-Motivation with Applied Neuroscience

Friday March 31, 2017, 09:30
Consumer neuroscience is established as a powerful addition to the marketing research toolbox - yet in fields other than advertising and design research, it still seems underused. One reason: neuroscience can tell us, what will work, but not why. However, connecting neuroscience research with physiologically justified, psychological motives, opens up optimization potentials and new research possibilities. 

In this talk Benny Briesemeister will show how to elevate shopper decisions combining EEG predictors of purchase with dominant motivation of shoppers. Combining neurophysiological data with information about motivational tendencies (trust/boredom, curiosity/fear, autonomy/insecurity or a mixture of these three dimensions ), not only informs about which of two stimuli is likely to perform better. It also reveals how to further optimize the performance, opening the door for exploratory marketing research.

Audience take-aways:
- New findings on how to further optimize the performance of in-store marketing
- Understanding the role of the dominant motivation of shoppers, in their decision making
- Learning to identify weak spots within in-store marketing and shop design 
 

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Organized by the NMSBA


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