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.
Case: Kirk et al + Ramsøy EEG, metode = EEG
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Из курса от партнера Copenhagen Business School
An Introduction to Consumer Neuroscience & Neuromarketing
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Emotions & Feelings, Wanting & Liking
In this module, everything is about emotions and feelings, and the relationship between emotions and preference.
As we will see, our minds have a dual side: a conscious and an unconscious response and motivation, which are crucial to understanding consumer preference and choice. Indeed, unconscious emotional responses may turn out to be driving consumer choice to the same - or even larger - degree than conscious feelings. Are conscious feelings a mere after-the-fact rationalization upon conscious choice?
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Thomas Zoëga RamsøyPhD 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
Hello, this is the 2 studies and a method talking about Emotions and Feelings.
So, we will talk to the topic emotions and
feelings, two studies on that, and we will go through a method.
This method would be, would be ED or electroencephalogram.
Which is the method that we're using, electrodes positioned on people's head.
What I'm about to talk about first is the study by and colleagues
Martin Scolle and are a part of my collaborators in Copenhagen as well.
They did a study some time ago now, it's 2009 in neuro-image.
And the purpose of the study was to see,
first of all whether they could affect the way in which people's preference for
abstract art could be affected by mere contextual information.
And the other part of that study was to study the effects that had,
the causes that had on brain activation.
So this was an fMRI study a study where they had participants coming
into the scanner and, and their task was to
look at abstract art paintings and rate their preference for the art.
Now the cover story here, was that the researchers have been able
to, to produce images or to get images from a prestigious art,
art gallery in the vicinity of Copenhagen called Louisiana.
And the problem was that they didn't get enough images.
So they had to produce some images themselves from, either from the web or
make the abstract art themselves, from unknown artists or from themselves.
So the cover story here was that either your looking at art that is famous or
art that is unfamous.
Of course all of these paintings, all the abstract art paintings were unknown and
nothing was from a prestigious art, art gallery.
That was just a cover story to, to see if that affected people's preference.
And as you can see in the middle bar chart here,
you can see that if people believed that the abstract art was from a gallery,
from the abstract art gallery, than their preference was significantly higher than
if they thought that it was made on the computer or gotten through the internet.
So, it's much higher.
The thing that they also found was that using fMRI to scan people's brain at
the same time.
They discovered that the part of the brain that is shown here in,
as white dots on the right side, is the medial orbitofrontal cortex.
So the medial side of the bottom part of the, of the frontal cortex,
the medial of the frontal cortex.
Strong activation in this part of the brain was related to people's preference,
and they found out the gallery, of what people,
when people believe that, they were looking at African art from the gallery.
It had a much stronger activation level, in this part of the brain, than compared
to if they believe that it was just made on the computer or gotten from the web.
What this study shows us is that our preference,
first of all can be modulated by context, contextual information.
And the other if insight we get from this is that this seems to take place in
this part of the brain that we are knowing as the autofrontal cortex, the medial,
the middle side of that.
The part of this study also demonstrates that this medial part of
the autofrontal cortex is also well known to be a part of
the brain that is generally responding to preference.
So people's enjoyment of food.
Of people's faces, for example, of music, of odors and so forth.
We see that stronger activation in this part of the brain correlates very
significantly with people's preferences.
So, this goes in, right into that mystery.
The interesting thing is, of course, that this seems to be a neural, call it,
of liking, if you like.
And another study that was done by myself and
that is currently under publication but it has been published and, and
presented at conferences, is what we can say, call the neural predictors of
choice or even, even more than that, we can call it the.
Neural predictors of willingness to pay.
In this study, we had people look at particular products and
after looking at products.
And after looking for particular product for several seconds,
they made up their minds how much they were willing to pay for the product.
They were imbued with money before going into the lab and going through the test.
So they had money they could spend or save.
And then, some of those choices were going to be realized.
What we were looking at was using EEG, and at this part of, this study
was actually using a what we're going to call a lightweight or low-resolution EEG.
It has some challenges when it comes to certain resolutions and
certain kinds of measurements.
But for this purpose we wanted to try this out with a,
with this kind of tool to see if that can provide some good insights and
information and even predictors of what people are going to choose.
What we were looking at was the so called frontal asymmetry score.
We have alluded to this early in the course, and we'll describe it briefly.
Basically is that when we see strong activation in the left frontal
cortex as opposed to the right frontal cortex we see this to be highly related,
highly predictive of approach behaviors.
The inverse pattern, the right vers,
right bigger than left activation seems to be related to avoidance behavior.
Although, I have to say that,
that relationship is currently being studied a bit more.
But at least this frontal asymmetry has something like 20 to 25 years on
it's back in terms of scientific credentials.
From psychiatry to neurology to neuroscience and so forth.
And it seems to be a pretty robust phenomenon that might,
as far as we understand, might relate to some deeper structures of the brain.
The brain stem regions that has some asymmetry e, engagements when it
comes to the sympathetic versus the parasympathetic nervous system.
So using this asymmetry score, we were able to look at particular frequencies.
We were particularly interested in the gamma range, the high frequency range.
And what we were interested in was whether the asymmetry score in
the gamma range could be used to predict what people are going to do.
In particular, whether the gamma frontal asymmetry during product viewing alone,
and several seconds before people actually made up their minds,
could predict what people are actually going to purchase.
And how much they were willing to pay for that.
What we found was a pretty signficant stat statistical sig,
significance effect, in that the stronger left versus right
symmetry score during product viewing, the more likely people were going to buy, but
also that more people were going to be willing to pay for the product.
So this demonstrates that using a relatively low resolution EEG system,
can allow us to make certain predictions and,
and even understanding certain motivational processes in consumer choice.
Now this motivation asymmetry score, or the motivation score is currently being
used by multiple companies, by multiple academic institutions and
we're trying to both understand the basic phenomenon, but
also to what extent it can be used to predict behavior.
When we're talking about EEG.
We know that it is called electroencephalography or
the electro, electroencephalogram.
We know that when we are measuring brain activation
using electrodes put outside the scalp, we can see several discharges.
We can see the fluctuations as we see here on the top left corner, for example.
Several small and large fluctuations.
We know also, unfortunately that many of those fluctuations may be due to openings,
to teeth clenching, to talking and so forth.
It's just a muscle activation of the, of the of the head.
so, that needs to be sorted out.
That needs to be taken away from the signal.
When that is done, we have a better approximation to understand the neural
discharges, the brain signals so to speak.
And as we've seen earlier in this course what the brain actually does is
also both can be chemical, have chemical communications and
also have electrical discharges.
It has been found that the EEG signal mainly stems from what we call
the dendritical activations, the dendrites, the receiving ends of
the nervous system or the nerve the neuron per se.
That suggests that what we are measuring mostly is the incoming signal to a region.
If we look at different discharges at the bottom here, for
example, we can easily pick up things like epileptic seizures, for example.
We can see that as the erratic movement here a couple of
times here on all channels.
Every single line there, is an electrode that is put outside on the scalp.
Of course there are ways to do intra-cranial EEG,
such as putting electrodes inside the skull during surgery, for example.
But of course, this is not feasible for consumer research.
So, we'll have to look at the EEG the extracranial measurements.
Putting electrodes on people's head.
Currently, the most used method is, is using gel.
So, a conductive gel that conducts the electricity from
the skull onto electrodes.
But there are certain several dev, developments in terms of.
Using dry electrodes so-called dry electrodes that allow us
to not use gel any more, just basically put the equipment on people's head.
So this is a, an illustration using you know,
a high definition grid of different electrodes on the scalp of the person.
What you see is that it's, it's highly dense, it's pretty dense.
I think this is a 128 channel system, or a 64 channel system.
What you can see is that from the raw signal at the bottom, the b version here,
you can that there are several fluctuations across all the channels here.
What we often can see, some people do, some researchers are doing, and
some commercial companies are doing is using what we,
what is called the event potent event related potentials or evoke potentials.
What that means is that, we have a highly systematized way of showing stimuli.
So we present an image at one particular time we repeat the same image or
a similar image several times to generate a,
an average response profile from that signal, from that stimulus.
So, as you can see, in the orange here in the b this is the time points where we
are showing let's say a particular, a particular image.
And, what you can see then is that you have eight or
nine different time points where you have shown that.
What you then do is to make the average signal over time the first second or so.
And you get a, what we could call, a response profile.
And this profile you can see on the top right corner in the,
in the c, str, figure here.
What this allows us to do is to look at the responses of different peaks and
valleys in terms of the, the changes in the discharges.
And there are several there's a whole literature on showing what those
typically mean.
We know that at approximately 400 milliseconds after the onset of
the stimulus, there is typically some kind of semantic and
understanding of the stimulus itself.
So changes in words or misplaced words
might actually lead to a deflection of the, what's called the, the N400 signal.
And finally, a,
another way of doing EEG is to look at different changes in frequency.
As you can see at the bottom right, there are ways in which you
can look at the high frequency or the low frequency, or the middle frequency.
The low frequency being the delta, for example, is the slow wave.
You typically see the delta activation very,
really high when people are in deep sleep.
As opposed to that you see that the beta and
the gamma tends to be this the they are always the high frequency bands.
And they tend to be related to high engagement of of brain activation.
And also, you know co,
communication across different areas of the brain as well.
So integrative activation we could call it.
This is a a, a 2D map put on the scalp o, of a of a, kind of a,
a template scal, scalp showing the spatial distribution of the signal as well.
And today there are even ways that you can reconstruct the EEG;
signal relatively well so you can, you can pinpoint where in the brain,
especially in the cortical mantle, but also some deeper regions.
You can reconstruct the signal to find out not only grossly where you are, but
also pinpoint certain structures where the activation has been has been most active.
There are two ways to do an EEG, at least.
One way is to have the lab setting where you have people entering a lab.
They are mounted with EEG equipment.
This is something you can do where you, they sit in front of a screen.
You can present them videos and ads, and print ads.
They can browse webpages, they can look at TV, drama for example.
So this is kind of a stationary setting.
And the other effect can be in a so-called mobile setting.
So here we have a, an example from a lab study sort of an in store setting where we
these are just role data looking at the the eye tracking results on the left here,
and you can also see the raw brain signals coming from the EEG headset while
people are walking inside the store.
Of course, you need to control for
certain things such as walking, which produces a lot of artifacts in the data.
There are ways to correct for that that are becoming available these days.
So this allows now more and more researchers to not only test in highly
constricted lab environments, but also to test people inside store environments,
in amusement parks, while they're even running.
They can be tested in augmented in virtual reality setups.
And there is just today more and
more ways in which you can do these kinds of studies.
So today EEG is in many ways, becoming a,
a an increasingly more interesting solution for the both the academic,
but also the commercial neuromarketer and consumer neuroscientists.
As I mentioned, in the stationary setup, it's possible to do a test of
of TV drama, and using the EEG you can generate certain responses.
You can look at the changes in workload, for example.
If people are working, trying to basically understand very much the,
hold on to the information.
Which is related to working memory performance, for example.
You could look at, as I mentioned, the motivation score,
the, the changes in approach and avoidance behavior.
You can also look at changes in arousal, for example.
And of course, there are several ways in which you can use the EEG to, to
assess different kinds of responses, both to specific events, but also over time.
As we can see here, this is a, a response from a number of people,
I think we were testing 30 or 40 people,
in a lab setting testing people's responses to TV drama.
On the top you can see the eye tracking results.
The heat map showing where people are mainly looking.
And at the bottom you can see the aggregate scores over time for motivation.
So this is a symmetry score for
cognitive load which is highly related to, or is using the so called frontal So
a activation in the frontal lobes which is related to working memory.
And what's called the emotional engagement which is an arousal index which is
highly related to people's people relation, their changes in respiration and
pulse for example.
So these are ways that you can use in which you can EEG,
that are becoming more and more available for you to use.
I would say,
of course there are no such things as just a turn key solution for this.
It's not easy to just get started, and pick a solution off the shelf.
But it's becoming more and
more available and more, and more easy to start at least gather the data.
And then of course you need to have expertise to correct the data,
to set up the study correctly.
To pre process the data so
else it's called, to clean the data from artifacts and so forth.
And then of course you need to know how to do the analysis.
But it is becoming more and more available.
The pricing is become much more slower than it's been during the past decade.
So we've seen that EEG is becoming really one of those good tools to use for
the neuromarketer, the commercial neuromarketer, but also for
academics who also want to study the brain responses during consumer behavior.
And, finally just let me run up with a recent study by and
colleagues, that was produced this summer.
They are taking a different look at the EEG response.
They were looking at how synchronized a group,
a small group of people they only tested something like 16 people.
And how synchronized how coherent they their brain responses were to specific
episodes of this was the the TV series Walking Dead, but also two commercials.
What they are able to do is to generate a, a index of group coherencies.
So, if you can imagine that if everyone's looking at a horror movie and all
of a sudden there is a, a surprising event and everybody's jumping in their chair.
Now this, this indicates that everyone is,
is is basically responding in very much the same way.
So that is a highly coherent response in the group.
As opposed to when people are looking all over the place and
people are responding very differently people lose attention and things,
you start thinking about other things, then there's a low coherency in the group.
By looking at the coherency in the EEG, the researchers were able to have
a strong correlation, a high correlation with, that also means prediction,
of the number of tweets that people had to the episode, that people were looking at.
But also, the so called Neilson ratings.
The ratings from one of those major market research
companies that track peop, how many people are actually looking at the episodes and
how well they are actually following that episode.
And also the TV Ads, so it's the powerfull performance of the Ad.
So that basically means that just by look at a small group of 16 people, and
looking at how coherently they are responding,
it possible to now predict with high accuracy.
the, the cultural effect, the cultural response to those ads.
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