Transcript MARKETING Vs Anti

3rd AFCEA Europe Student Conference
‘People, Projects and Perceptions - even thinking is participation!’
26 October 2010
The Queen Elizabeth II Conference Centre, London, United Kingdom
Marketing vs. Anti-Marketing
Anna Ketsetzioglou
DEREE - The American College of Greece
Actions and Basic Questions
to Ourselves When we Buy
Something!
2
What marketers are doing:
• Cover a need we already have or
create a new one for us!
• “Playing” with our senses and emotions
• Make us feel “individual”, superior and
“different”
• Make us feel part of a successful
group or team (social communication)
• Increase pleasure when we buy something
and fear when we lack some other product
• Give us more credibility and
3
trustworthiness for brand products.
Most of our purchases are made
unconsciously and many times we
do not even know the true reasons
behind them.
Our brain needs only 2,5 sec. to decide if
we are going to purchase something.
Since Neuromarketing entered our lives,
many mysteries and unconscious
behaviors are explained from the
reactions inside our brains.
Technology has uncovered the truth! 4
Our feelings are more powerful than
our logic.
How many times you are not able to
explain your reactions at particular
situations and time?
How many times did you rationalize your
feelings about something you did?
How marketing can manipulate the way our
brain works and what can we do to resist
our tendency for over-consumption?
5
The myth about Shopping Therapy
is Not a Myth!
(dopamine molecules)
The “neurotransmitter” Dopamine is central
to the human brain networked operations,
governing motivation and a sense of
reward, pleasure or depression
and fear!
6
Dopamine
pathways
Dopamine:
•affects us in
both anticipating
a reward and
actually getting
one.
•triggers fear
and creates
dread as well
as delight!
According to research,
while purchasing a product or service,
our brain’s Dopamine rises to extremely
high levels and a feeling of REWARD
and HAPPINESS is released during
the purchase.
However, after the purchase, it drops
drastically and this is the reason we
often REGRET the purchase
(i.e. when leaving the store).
8
How many times, during shopping, have
you subconsciously put yourself in the
shoes of the person you are observing?
How many times do you feel empathy for
someone you do not even know?
The answer to many unconscious actions
and feelings we experience lies in
Mirror Neurons .
9
Mirror neurons are responsible for the
ability of our brain to Feel and Do what
others are experiencing around us.
Functions:
• Imitation
• Empathy
• Mind Reading
(understanding intension)
10
Mirror Neurons are
founded in the
Premotor and Inferior
posterior parietal
cortexes.
Mirror neurons make our brain and us feel
like the others around us.
We put our self in the others’ position.
We want what they have and we do
what they do!
.
12
Because of this,
people tend to
imitate the
actions in their
surrounding
environment
and thus feel
being a part of
the team
13
How many times did you buy something for
preventing a bad, harmful or unpleasant
situation that might exist in the future?
When was the last time someone advised you
to buy a product because without this
purchase you would have problems in
controlling your life?
Fear is generated when we feel threatened
by something beyond our control!
14
And a Third Fact:
The area of our brain which is
responsible mostly for our fear is
Amygdala.
15
Amygdala
controls brain
functions such
as:
•Fear responses
and panic attacks
•Secretion of
hormones
•Arousal
•Formulation of
bad emotional
memories
Sensory functions are more powerful
than our logic!
Since our defending wall for advertising and
marketing has got higher, marketers try to
target our feeling and the combination of
ours senses!
(smell, hear, see, touch and taste)
Smell is our protogenic and most powerful
sense we have.
The (appropriate) combination of smell with
sound can make us act differently. 17
Here are some Basic Questions,
that when asked, they trigger opposite
brain reactions and influence
Dopamine, Mirror neurons and
Amydgala,
aiming to maximize our resistance to
over-consumerism.
We can use the same marketers’ tools
for our Protection!
• Why am I buying this? Does it really cover a
real need?
• Shall I buy this and then regret it later?
• Are my emotions driving my movements?
• Do I want to imitate others’ behaviors?
• Do I feel that I belong to that group?
• Do I really buy this because I believe it is modern
and it will rise my personal or social status?
• Why am I buying this and not someone else’s
product instead?
19
• Am I spending more money just
because the product has a brand
name?
• Do I feel addicted to a specific brand name
or product because the brand permeates
in my brain, through mass media
programs, “success” and celebrities?
• Do I have the illusion of comfort and
affiliation for a specific group?
20
And finally:
Do I want to be
something I am not,
simply because
Marketing wants it ?
Thank you for your attention
[email protected]