The Three Minds of Neuro Marketing

the three minds ofneuromarketing

This book is a special version, and the final international version of the book shall undergo changes in content, and corrections in translation.

Thank you for your understanding.

1st Edition

Curitiba

the three minds of neuromarketing

Marcelo Peruzzo

2013

ipdois neurobusiness

Copyright © 2013 Marcelo Peruzzo

Original text revised according to the New Portuguese Language Orthographic Agreement.1st Edition 2013

All rights reserved.

No part of this publication may be reproduced or used in any way or by any means, electronic or mechanical, including photocopying, recording or database storage system, in written permission, except in cases of brief extracts cited in critical reviews or magazines articles.

Personal counseling: This book is a consultation and information work. The information contained here in should not be used for activities and personal experiences without prior consultation with a qualified health or neuroscience professional.

Trademark: All terms and video frames used, mentioned and recognized as trademark and/or registered trademark are responsibility of their owners. The author and the publisher inform that they are not associated with any product and/or vendor presented in the book.

Electronic content: IP2 Marketing de Resultado is not responsible for any alterations on the conventional or electronic addresses cited in this book.

Liability: Neither the Publisher nor the author assume any responsibility for any damages or losses to people or properties, arising from the use of this publication.

Cover photo: nitr/123RF Stock Photo <http://www.123rf.com/photo_12449790_hamburger-on-a-white-background.html'>

Printed in Brazil

General Coordination: José Chavaglia Neto

Revision: Milian Cercal Daldegan

A great deal of supervision and many techniques were applied on the construction of this work. However, there may be typos, printing problems or conceptual doubts. In any of these cases, we ask you to communicate it to our customer service through the email: [email protected]

IP2 Marketing de Resultado • R.Prof. Alberto Krause, 1077/40 Almirante Tamandaré • Paraná • Brasil • 83508-500 T +55 (41) 3089-3085 • +55 (41) 9677-6945 [email protected] • www.ipdois.com • www.marceloperuzzo.com twitter: @profperuzzo • twitter: @neurobusiness youtube.com/neurobusiness • youtube.com/profperuzzofacebook.com/professormarceloperuzzo

Dados Internacionais de Catalogação na Publicação (CIP)(Câmara Brasileira do Livro, SP, Brasil)

Peruzzo, Marcelo As três mentes do neuromarketing / Marcelo Peruzzo. -- 1. ed. -- Curitiba : IP2 Marketing de resultado, 2013.

Bibliografia

1. Consumidores - Comportamento 2. Consumidores - Psicologia 3. Marketing - Aspectos psicológicos 4. Neurociências 5. Neuromarketing I. Título.

13-01986 CDD-658.8342

Índices para catálogo sistemático:

1. Neuromarketing : Administração 658.8342

ISBN 978-85-62129-02-5

244 p.

The three minds of neuromarketing / MarceloPeruzzo. -- 1. ed. -- Curitiba : IP2 Marketingde resultado, 2013.

Peruzzo, Marcelo

Bibliography

1. Customers - Behavior 2. Customers -

psychology 3. Marketing - Psychological aspects

4. Neurosciences 3. Neuromarketing I. Title.

To my beloved daughters Giulia e Pietra,genetic motivation and memetics to be alive, as never before, on this planet Earth.

To my wife Márcia, my fight companion in this jungle,

where only love can overcome the big challenges of life.

To my mother Lourdes, for simply being responsible for everything I am.

And to the memory of my father Alberto, a fighting man,

who must be undertaking with the “invisible Lord”.

Dedication

Covalidated by:

Vanessa Remualdo Tiago Ramos dos Santos Alessandro Ferreira Lins Luis Fernando Ogliari Hopperdizel

Geneticista molecular Engenheiro Aeronáutico Gerente de Projetos Engenheiro Mecânico

Blumenau/SC São José dos Campos/SP Goiânia/GO Porto Alegre/RS

Evelin Huttenlocher Mariano Reinheimer Schopf Samuel Lopes Sources Cristina Maria de Aguiar Pastore

Psicóloga Engenheiro Eletricista Bacharel em Gestão de Cooperativas Gerente de Marketing

São Paulo/SP Porto Alegre/RS Vitória/ES Curitiba/PR

Andréia Cristiane Corrêa Eguez Edi Arcas Aquino Isadora Campos Maiquel Paula da Rosa

Psicóloga Administradora Empresária Gerente Comercial

Porto Velho/RO Jacarezinho/PR Vitória/ES Novo Hamburgo/RS

Lorena de Castro Maia Marise Bonin Krug Elisa Costa Ferreira Rosa Aloysio Nandi Tiscoski

Empresária Especialista em Marketing Relações Públicas Gerente de Trade Marketing

Vila Velha/ES Campinas/SP Goiânia/GO Criciúma/SC

Wanderlei Preisler Mariah Dufloth Annelies Olaerts Hall José Ademar de Souza Júnior

Inteligência de Mercado Publicitária Gerente de Marketing Publicitário

Rio Negrinho/SC Itajaí/SC Denver, Colorado/EUA São José do Rio Preto/SP

Jackson Neves de Andrade Rogério Laranja dos Santos Ivania Pacassa Roberto Masotti Severo

Diretor Executivo Gerente de Compras Contadora Psicólogo

Belo Horizonte/MG Guarulhos/SP Chapecó/SC Novo Hamburgo/RS

Luana Martelli Fernando Di Chiara Larissa Madruga Colvara de Souza Isabella Barella Migliorini

Relações Públicas Executivo de Vendas Gerente Comercial Administradora

Campinas/SP Curitiba/PR Pelotas/RS Chapecó/SC

Francielle dos Reis Vitorino Thiago Correia da Silva Mariah Rodrigues Etges Maria Eugênia Faccio

Psicóloga Empresário Controller Ger. Adm. Financeiro

Curitiba/PR São Paulo/SP Francisco Beltrão/PR Florianópolis/SC

Cecília Fanucci Almeida Cibele Fracari Cecchin Denardin Edval Furieri Ricardo Prates

Economista Bancária e Administradora Especialista de RH Gerente de TI

Bragança Paulista/SP Santa Maria/RS Aracruz/ES São Paulo/SP

Laércio Emerson Schneider Cortes Fabiano Fernandes Soares Fábio Francisco Costa Alexandre Euclides Barbosa Castilho

Administrador Especialista em Telecomunicações Engenheiro de Materiais Tecnólogo Aeroespacial

Novo Hamburgo/RS Santo André/SP Mogi Guaçu/SP São José dos Campos/SP

Alexsandro Ribeiro de Freitas Rafaela Klein da Rosa Gustavo de Pinho Oliveira Eduardo Lourenço Silva

Representante de Vendas Personal Trainer Engenheiro Colunista no Ideia de Marketing

Porto Alegre/RS Novo Hamburgo/RS Chapecó/SC São Paulo/SP

Eduardo Caetano Lemos Janaina Camelo de Carvalho Kamilla Morais Severino André Potier Pocrifka

Advogado Analista de T&D Nutricionista Administrador

São Borja/RS Sobral/CE Goiânia/GO Curitiba/PR

Marcos Aurélio Corrêa dos Santos Marcelo Aparecido da Silva Marcela Ribeiro Calazans Boldt Janaina Patricia Perez Vieira

Professor Universitário Empresário Psicóloga Professora Universitária

Aparecida/SP Guarulhos/SP Vitória/ES São José/SC

Fernanda Alves Rocha Guimarães Fausto Lulio Alex Martins Pereira Patrícia Marilac Melo da Silva

Professora e Consultora de Marketing Consultor de Empresas Consultor Comercial Psicóloga

Belo Horizonte/MG São Paulo/SP Goiânia/GO Vitória/ES

Ivna Moraes Santiago Bárbara Glufke Gilmara Zanella Emerson Bastos Mello

Coord. de Planejamento Estratégico Turismóloga Inteligência de Mercado Executivo de Marketing

Brasilia/DF Lajeado/RS Joinville/SC São Bernardo do Campo/SP

Horacio E.S.P. de Lima Cilce Fernandes Perini Luciano Borges Lopes Maria Leonor Galante Delmas

Engenheiro Eletricista Administradora Gerente de TIC Psicóloga

Florianópolis/SC Caxias do Sul/RS Montenegro/RS Rio de janeiro/RJ

Marcelo Fernando Guerra Boaratti Felype Amaral Peruzzo Luciano Guedes Thyago Amaral Peruzzo

Gerente de Negócios Tradutor Diretor Geral ISBE/FGV Executivo de Neuromarketing

São Paulo/SP Curitiba/PR Uberlândia/MG Curitiba/PR

Elizangela Buzon Geanny Carlos de Almeida Pinheiro Miguel Rivas Renato Sneider

Chefe de Pessoal Técnica em Gestão de Capacitação Senior Manager Sales and Marketing Specialist

Vila Velha/ES Palmas/TO Xangai/China Curitiba/PR

Summary! !Prefaces 10

Presentation 12

Introduction 16

Einstein, Princess and Monkey

1 - The three-brain rationale 24

2 - The Monkey’s universe 35

3 - The Princess’ universe 39

4 - The Einstein’s universe 42

The customer is not the boss, not to mention the

conscious one!

5 - The client is not in charge! 48

BasicBasic neurology for marketing professionals

6 - Neocortex 62

7 - Unconscious and emotional structures 68

8 - Hormones e neurotransmitters 72

9 - Genetics 76

10 - Memetics 81

11 - How our memory works 86

12 - Which is the dominant hemisphere? 90

IntermediateTechnologies applied to neuromarketing research

13 - Electrodermal activity (EDA) 98

14 - Functional magnetic resonance imaging (fMRI) 101

15 - Face reading 105

16 - Salivary profiles 108

17 - Eye tracking 111

18 - Electroencephalogram applied to neuromarketing 121

Essays and reflections about neuromarketing’s world

19 - Bread with hamburger 130

20 - Trolley dilemma 133

21 - The end of the world in december 2012 136

22 - Do you believe in zombies? 143

23 - How to create a Frankenstein in neuromarketing 147

AdvancedNeuromarketing researches in action

24 - The success of gangnam style disclosed 158

25 - The green power 169

26 - Questionable complexity 177

27 - The power of attraction of the subtitles 183

28 - Buy 2, get 1.5 189

29 - The unconscious habit of buying ice cream 194

Methodologies for the neuromarketing

30 - Quantitative research through eye movement 210

31 - PC/Neuro matrix 214

Conclusion 228

References 232

Thanks

Author e coordination

The three human life energies permeate and surround the "self" structure e by the "self" they can be controlled. The thinking energy: dematerialization of external things into internal images. The thrilling energy: it makes the connection between the thinking energy and the action one. The acting energy: materialization of internal image.

The spiritual impulses trigger the three energies and they conduct the "self" to the ideal things and the instinct impulses to the greed. The evolved human being acts through spiritual impulses and the non evolved one through animal instinct. Hence the explanation for so much violence in the world.

The dissonance among the three energies – thinking, thrilling and acting – is noticed in the human behavior. Some act with a priority in the thinking or thrilling and others on the acting or vice-versa. This human behavior has left the education world to enter also in the business one.

Who can discern this? The neuromarketing study, more specifically this book, will enlighten the reader’s mind. A happy morning always is the result of a good work and of a day which was finished in a conscious way

There is probably nothing as complicated as the human brain, of which we still have little information. These two facts stand as a warning for many marketers: better not mess with it.

Peruzzo solemnly ignores these warning and offers a model ready to be used in the average marketer’s everyday life.

He presents a new model based on three virtual agents, which Interact with each other, the Monkey, the Princess and the Einstein, which make understandable and applicable, in practice, the neuroscience findings.

I, however, warn you: do not read this book if you do not want to observe the client’s decision making process differently.

Peruzzo presents us with a counterintuitive world, in which rationality plays a less important role than the one we attribute to it, and consumer has less control than we might imagine. The world will not be the same after the Monkey, the Princess and the Einstein.

10

Prefaces

Bonifácio Watanabe José Finocchio Junior

Every choice, a waiver! This is a saying that fits the reader of this work perfectly. Peruzzo is an example of this type of behavior and, being an element outside the standard deviation, encourages the reader to choose the technical and scientific knowledge or to remain in the world of absolute "truths" where they cannot find groundings anymore.

Neuromarketing, like any emerging knowledge area, still has many pseudo researchers who venture to theorize about it.

Obeying Peruzzo style, this work is strongly supported by a wide and consistent research, coherently balanced with people’s and the business world’s daily lives.

To the reader, two important warnings:

- Not reading this book and feeling comfortable in your beliefs or initiate a new behavioral cycle based on the brilliant ideas of one of the most dedicated researchers that I had the chance to meet.

- Define who made this decision: Monkey, Princess or Einstein?

We have opened the last Pandora’s Box: the human brain.

A mix of wonder and challenge, fear and curiosity.

We understand that it is a more complex machine than we previously thought. Reason, emotion and instinct are ordered in the reverse sequence inside of us. We are more impulse and affection than reasoning, more heart and soul than mind.

Our society, full of information and consume appeals, always demand the why of things and that is what we do all the time: we rationally justify ourselves.

But the reason's dictatorship is coming to an end.

After all, we got tired of pretending to be what we are not. And we find ourselves more human than never, because what makes a man is both its complexity and ability to combine three potentially conflictive dimensions in the same harmonious being. Contradictory, yes. But also incredibly beautiful in its many dimensions.

After reading this text, your three "selves" will no longer be the same and you will not see the world as before.

11

Luciano Salamacha Robson Gonçalves

n a beautiful sunny afternoon in the winter of 2009, in

Orlando, Florida, I was unconcerned at Barnes and

Nobles – a bookshop from the USA –, strolling quietly

by its various sections looking for something new when a

beautiful voice called my name. When I looked back I saw my

beautiful daughter Giulia, who was seven years old back then,

with a book in her hand, very happy, saying: “Dad, I found a

book that you will enjoy. It is a novelty and about

neuromarketing.”

I looked at her and said: “Where did you find this?”, and she

answered: “It was there, father! At the marketing section,

didn’t you see it? I found it for you!”

The book, “Neuromarketing - Understanding the ‘Buy

Buttons’ in Your Customer´s Brain”, which I received as a

present from Giulia, changed my life.

The masterpiece, written by Christophe Morin and Patrick

Ranvoisé, is one of those that should be mandatory for all

undergraduate courses.

These two geniuses were the first to create a neuromarketing

book with an unscientific and easily accessible language to

anyone. I have no doubt that I was literally contaminated by

this new knowledge, which definitely has awakened me to the

neuromarketing world. This beautiful story was the trigger,

because the gunpowder was already there.

THE THREE MINDS OF NEUROMARKETING

12

A touch of magic

Presentation

Since 2004 I had been deeply studying the client expectation

managements and the relation of this process in the

costumer’s behavior. In 2007, a student of mine, José

Chavaglia Neto, sent me dozens of emails and made several

phone calls, in order to warn me about my theories and that

they derived a new line of thought called neuromarketing.

Chavaglia insisted every day, saying that I was blind to not

realize that my studies were about neuromarketing and that

more attention to the issue because I could be missing a great

opportunity.

Well, today I thank Chavaglia for being my gunpowder, I

thank Giulia for being my trigger and I also thank Christophe

Morin and Patrick Ranvoisé for helping me hit the target.

Since then, four years of studies, dozens of meetings, trips and

international conferences, more than R$ 1 million invested in

structure, staff and neuromarketing equipment to perform the

field research and to the development of methodologies.

Everything paid from my own pocket, without the help of any

formal institution. Anyway, after a long journey we have

reached the conclusion of this book and it wasn’t easy. After

writing other six books, I admit that this, in particular, was the

hardest of all

Due to the complexity of issues and as for a matter of

organization, the book was divided into three major segments:

basic, intermediate and advanced.

The basic level, which is indicated for beginners of the

neuromarketing world, describes the major concepts of

neurosciences and the technologies used in the research,

among other key issues for the ones willing to enter the

wonderful world of neuromarketing.

The intermediate level has as objective providing the reader

with texts that contextualize the application of

neuromarketing in several segments, using real data and real-

world situations. It also presents the rupture points between

traditional marketing and the new neur0-marketing

approaches novas, especially in relation to research

methodology.

Finally, the advanced level present the new methodologies for

immediate application and practice in neuromarketing, as well

APRESENTAÇÃO

13

as researches conducted by the Ipdois Neurobusiness, bringing

for the first time to Brazil a book with local research, an

unprecedented feat , once most publications just spin around

the theory or cases from other countries.

Several chapters of the book have video and image

complements. To check availability, just look at the end of the

chapter the QrCode code.

Use the software of your preference, through your cell phone,

to read the code and immediately access this additional

feature.

To facilitate the understanding of the issues, we rely on the

participation of three special characters, The Einstein, The

Princess and the Monkey, which make the book much more

interactive and, without doubt, show that a lot of the

questions and interactions with the characters will reflect on

your doubts. Much more than archetypes, they represent,

together, the protagonists of you existence as a human being,

i.e., they symbolize your brain.

The term neuromarketing was stemmed from two areas,

hitherto separated and very complex, neuroscience and

marketing. Do not wait to find in this book a world of

scientific terms and technical quotations. It is intended to be

the layman’s guide to neuroscience.

Let’s say that we respect the 50/50 rule, in relation to the

content. If you are a neuroscientist, I guarantee you will learn

a lot about marketing. If you are a marketer, this book will

literally change your concepts.

To finish with a touch o magic, in Februrary,2012, in the first

Neuromarketing World Forum, held in Amsterdam, Holland,

when I was presenting my research in neuromarketing, about

the unconscious consume habit of ice cream, on the first row,

watching my presentation, was Christophe Morin and Patrick

Ranvoisé, the neuromarketing gurus.

Whether this entire story was just a coincidence or not, your

free will shall decide. I prefer to leave it in the hands of

"invisible Lord".


14

One thing I guarantee, all you ever thought that you knew

about marketing and management will suffer disruptions.

Definitely open your heart, because breaking paradigms

would be an inadequate term to describe what you will read

from now on.

APRESENTAÇÃO

15

hat a brilliant moment we are living.

We never saw so many ecosystems meeting each

other, promoting great mergers, creating new

concepts, systems, models and, why not, new ways of living

and socializing.

Many do not get used to this hallucinating movement which

the market demands of its professionals and of every citizen,

and prefer that time in the past when a novelty demanded

months to finally appear.

I definitely prefer the contemporary, challenging and

innovative world, where after each tweet from a prestigious

university, an independent researcher or a outstanding

student, patterns from tens and hundreds of years are

deconstructed. I am grateful to be alive, now, in this

environment on a great and accelerating pace.

And in the pace of encounters and mergers, two great

ecosystems have merged, the worlds of neuroscience and

marketing.

On one hand the scientific environment, which studies the

human nervous system, and on the other, the one which tries

to be scientific, but only in poetry and rhetoric, but the truth is

entirely subjective and intuitive, since it depends also of the


16

The definitive union of two wonderful ecosystems

Introduction

understanding of the complex and unpredictable conscious

brain of the consumer. It depended of it!

Neuroscience fills a gaping lacuna that exists in marketing, its

inability to understand the unconscious state from consumers,

which represent 95% of their decisions.

Hundreds of methodologies are created, dozens of

technologies are available and an infinity of published

researches serve as benchmarking, and have already

transformed neuromarketing into a real tool available to any

professional of the market. All they have to do is break the

traditional mental model.

But what is neuromarketing? To Peruzzo and Chavaglia,

neuromarketing is the union of ecosystems, neuroscience and

marketing, with the objective of measuring the conscious and

unconscious mental states of the consumer, transforming this

knowledge into consuming goods that heal, provisionally, the

client’s dissatisfaction, generating a circumstantial loyalty state.

Client’s dissatisfaction? Heal? Circumstantial loyalty?

You must be wondering that the authors of this concept

passed by a coffee shop before writing this book. Definitely

not. We were very aware when we created it.

First, the client only buys a product when unsatisfied. You are

the one who offers the cure through a product or a service.

Loyalty is circumstantial, since it depends on your capacity of

making them once again unsatisfied, offering them once again

the cure and managing this cycle with wit. It is obvious that

one day the cycle ends.

Anyway, a customer is never eternal, at least for most

companies.

Creating a neuromarketing concept like Coca-Cola would be

ridiculous.

In the last chapter of this book, you will learn about the PC/

Neuro Matrix, where this definition will be explained step by

step.

INTRODUCTION

17

Another important point in this introduction is about the

professional profile that will practice neuromarketing.

Actually, we have may several professionals involved in the

neuromarketing process like psychologists, marketing

managers – I hate the term marketer -, physicians,

neuroscientists, advertisers, communicators, pharmacists,

chemists, among others.

And now?

On one hand, the biological sciences team, who undertakes

scientific researches approved by ethics committees, because

they involve human beings.

On the other hand, the marketing and communication team,

who undertakes researches without being approved or

authorized by any health agency, because they perform

researches with human beings.

Oops! Both of them undertake researches with humans?

That’s right folks!

We will certainly have many edges to adjust soon. I will defend

the marketing and communication team, which is my team.

Okay, we have exaggerated in some researches, which should

have been approved, but a research to analyze an add, using

an eye tracking, in which the client not even has physical client

with any technology, borders on the extreme.

And after living, in the last years, with the biological science

team, I have also found out that what is written isn’t always

respected.

Ultimately, everything is in the beginning and it will be

required lots of patience from both teams, because I

guarantee that with an excellent knowledge, we are about to

take another big step towards the understanding of how the

consumers really think, feel and decide. There are also other

teams interested in the subject, like psychology, engineering,

law, etc.


18

But one more warning to the marketing team.

The neuroscience team is very well and with excellent

prospects.

Have you already searched on Google Trends the word

“marketing”?

Take a look on the results in Figure 1 below when the research

is target at global level.

Figure 1: Term “marketing” on Google Trends - Global

Source: Google Trends

Now, on the next figure, observe when the research is target in

Brazil.

Figure 2: Term “marketing”, Google Trends- Brazil


Just remember, this target research on the word “marketing” is

not undertook with 2,500 people, so you have 95% confidence

interval and two-point error margin up or down. It involves

millions of people and the error margin is ZERO, and the

confidence interval is 100%. Wake up my friend, marketing is

declining in a worldwide rate, especially in Brazil.

INTRODUCTION

19

Not convinced? Take a look at figure 3, the interest for the

search of the term “neuromarketing” in the world.

Figure 3: Term “neuromarketing”, Google Trends - Global


If you have bought this book, congratulations. You have given

the first step to be updated with the changes that came to stay.

And the transition between old and new will be made without

difficulties.

But if you are just reading the introduction and didn’t buy the

book, you have no alternative, buy it or borrow it from a

friend, but please be sure to read this and stay on top of what’s

happening in this spectacular segment called neuromarketing.


20

INTRODUCTION

21

Einstein, Princess and Monkey

“He who can no longer pause to wonder and stand rapt in awe, is as good as dead; his eyes are closed.”

Albert Einstein

http://pensador.uol.com.br/autor/albert_einstein/


orgetting the essentials of marketing and psychology

in a neuromarketing book would be a serious mistake,

because there is a knowledge basis used with certain

efficiency until nowadays and that contributes a lot to

understanding the consumer’s behavior. It is clear that the new

research techniques the neuromarketing offers add too much

to the traditional methodologies, making possible for an

understanding not only of the consciousness, but also the

unconsciousness of the consumer.

This book is aimed at exploiting the traditional and

consecrated authors of neuroscience, psychology and

neuromarketing, for the purpose of finding common issues

and bringing a relief to the traditional marketing professionals,

yet afraid of so many news. Despite the great technological

evolutions existing in the neuromarketing world, the principles

of the consumer’s behavior, presented on this book, are

relatively known for a long time now. That’s what we aim to

show on this chapter.

One knows that our brain has a wonderful plasticity and that

every brain functions take place simultaneously. It would be

absolutely wrong to assert that, at some point in time, only one

brain area would be active. If this actually happened, we

would be dying. But, it’s obvious that, despite critics and

skeptics on this subject still exist, it is true that a certain area

has more activity than the other, thus commanding our


24

Think, feel and decide: a gift that belongs to the human being

The Three-Brain Rationale1

decisions whether for a rational, emotional or impulsive

process. Therefore, it is more than right to know and evolve in

each theory which collaborates to the three-brain rationale.

The first master to be referred to on this book, and with

honors, is Sigmund Freud, creator of the personality structural

pattern, in 1923, undoubtedly a landmark in modern

psychology.

Freud built his theory based on the unconscious needs, or

biological impulses, mainly the sexual ones, which are the

main causes, according to him, of human motivation and

personality.

We should remember that Freud did not have at his disposal

the high technology currently found to monitor, diagnose and

interpret the brain. His entire study was based on experience

and recollections of his patients’ childhood, on analysis of the

dreams and the specific nature of the mental and physical

adjustment problems. Freud stated that human personality is

composed of three interconnected systems: the id, the

superego and the ego.

According to Freud’s structural theory of mind, the id, the ego

and superego work in different levels of consciousness. There

is a constant movement of recollections and impulses from

one level to the other.

The id is the unconscious reservoir of our impulses, which are

always active and attentive. Focused on the principle of

pleasure, the id requires immediate satisfaction of these

impulses, without regarding the possibility of undesirable

consequences. The state for survival is complete. The id was

described as the place of our primitive impulses, like our most

basic psychological needs such as hunger, thirst and sex.

Another major factor of the id is the capacity of searching for

immediate satisfaction, without effectively considering the

means to obtain it.

We may say that the id system is our inner animal. In such

state, we simply don’t think or feel, we only execute, or, as you

prefer, we decide irrationally.

EINSTEIN, PRINCESS AND MONKEY

25

The superego has a partial consciousness and is aimed at

guiding the ego in the social relations, such as family, friends

or any other emotional relationship. It is also the source of

guilt and fear of punishment and has as its principle the moral

and the codes of conduct, which the citizen obtains in his

ecosystems, mainly based on his beliefs, living groups and

culture. We may construe that the superego is a personality

moderator, so that we may live in a socially acceptable fashion.

The superego is the id’s protector, preventing the id from

taking decisions by impulse, irrational decisions, placing risk to

the individual’s personality as a whole. However, the superego

does not avoid an emotionally mistaken decision.

The ego works mainly at the conscious and pre-conscious

levels, although it may also contain unconscious elements,

because it evolved from the id. Guided by the reality and

rationale principle of understanding things, the ego takes care

of the id impulses, as soon as it finds the appropriate

circumstance. Inadequate desires are restrained, as if the ego

had a filter avoiding the worst. With the ego we may control

the superego, preventing it from becoming an excessive

controller by the emotional side, and consciously, use the id, in

a healthy and safe manner.

By evolving in the concepts, let’s to the triune brain theory,

which was published in details in 1990 by the neuroscientist

Paul MacLean, in his book The Triune Brain in evolution:

Role in paleocerebral functions, which became a unique

contribution to the neuroscience. MacLean proposes that the

brain could be divided into three different brains: the

reptilian, the limbic complex and the neocortex.

The reptile brain, which regulates the basic elements of

survival, is compulsive and its impulses are activated in the

alert, fear, threat and danger states. The reptilian brain, also

called basal brain, or as called by MacLean, the R-complex.

This first level of brain arrangement is only capable of

promoting simple reflexes, which occurs in reptiles, that’s why

the name reptilian. Remember the id from Freud’s theory and

try to put into context with the reptile brain. So many

similarities, isn’t it?


26

http://pt.wikipedia.org/wiki/1990

http://pt.wikipedia.org/wiki/1990

The limbic complex allows for the basic survival processes of

the reptile brain to interact with the elements of the external

world, which leads to expression of the general emotion. The

instinct of reproduction, with the presence of an attractive

member of the opposed gender, generates feelings of sexual

desire, this is a classic example. Physiology of the brain

involves the thalamus, hypothalamus, amygdala,

hippocampus, etc. Such limbic complex corresponds to the

brain of most mammals. The brain proposed by MacLean has

a strong sensorial and emotional bond with the superego of

Freud’s pattern.

The neocortex brain regulates the emotions of the limbic

system and is capable of understanding the formal and

symbolic language, calculations and the creativity itself. This

system is divided into lobes: front lobe, parietal lobe, temporal

lobe and occipital lobe. The rational brain is what

differentiates the man/primate from the remaining animals.

Thanks to the neocortex the man can develop the abstract

thought and is able to generate inventions. Once again, by

contextualizing with Freud’s pattern, the ego promotes many

characteristics in common with the neocortex brain.

Many critics do not agree to separation of the intellect and

emotion, because the brain is extremely plastic, and they

suggest that such theories would be an act of romanticism by

MacLean. Maybe the neuroscientists should be a little more

romanticists, because by definitely burying MacLean’s theory,

they carry with it the whole basis of psychiatry, derived from

Freud’s theory. We fully agree to plasticity of the brain, but we

cannot leave without mentioning the major contributions of

Freud and MacLean to science and neuromarketing.

After noticing the similarity between Freud’s and MacLean’s

theory, it’s quite flickering the fact that both theories,

technically separated, including in the time line, are so close

and complementary. However, the similarities do not end up

and now we shall contextualize with another major behavioral

theory.

The Maslow’s need hierarchy is a hierarchical division

proposed by Abraham Maslow, in which the needs of a lower

level should be satisfied previously to the needs of a higher

level. Everyone has to “scale” a hierarchy of needs to reach

their self-accomplishment.


27

http://pt.wikipedia.org/wiki/Abraham_Maslow

http://pt.wikipedia.org/wiki/Abraham_Maslow

http://pt.wikipedia.org/wiki/Hierarquia

http://pt.wikipedia.org/wiki/Hierarquia

The needs described by Maslow represent a set of five in the

pyramid: self-accomplishment, esteem, social, safety and

physiological needs.

Initially, let’s check the first two needs of the pyramid:

physiological and safety needs. The physiological needs – any

animal has it – represent hunger, thirst, sleepiness, sex,

excretion and shelter.

The safety needs, which range from the simple need to feel

safe inside a house to the most elaborate forms of safety, such

as a stable job, a healthcare plan or life insurance.

Yet in ancient times, the primitive man searched for safety in

the caves to be protected from animals that threatened him.

View once again the compatibility of behaviors with the id

(Freud) and the reptilian system (MacLean). Such

physiological and safety needs are found in animals.

Additionally, in animals, the feat, threat and danger factors are

those which cause them to search for safety systems, such as

the chameleon, which changes color to hide from a predator.

The social needs or needs of love, affection, devotion and

feelings such as that of belonging to a group, having and

keeping a family, having a relationship, such as a date,

engagement or marriage, being part of a club, in addition to

having the needs of esteem, which range from two areas,

acknowledgment of our personal capacities and

acknowledgment of the others in view of our capacity to

adapt to the functions we develop. In both of them, emotional

exchange is required, positive or negative, between individuals.

The human being himself cannot have such interaction. View

now the compatibility of behaviors with the superego (Freud)

and limbic system (MacLean). Finally, the self-accomplishment

needs, in which the individuals tries to become that which he

may be consciously capable.

The individual needs to have full access to conscious

knowledge for the accomplishment of such desires. Such

functions are clearly perceived in the ego (Freud) and

neocortex (MacLean). Of course, nowadays the stuck

rationale of sequentially scaling up or down is no longer

supported. However, what Maslow created is fantastic. Today,


28

he would be realizing that people freely traffic through their

needs, without the rigid hierarchical control. According to the

statistics of an individual who wins the lottery and is poor, by

receiving the money, says good bye to the needs and the

hierarchy itself, and goes straight to the higher scale, which is

that of self-accomplishment. There are no fixed rules or

standards in our brain.

Finally, Patrick Renvoisé and Christophe Morin, authors of

the book Neuromarketing - Understanding the “Buy Buttons”

in Your Customer´s Brain, show for the first time to the

market the neuromarketing in a simple, didactic and practical

way, using as basis for their studies the same principles of

Freud’s, MacLean’s and Maslow’s theories.

Renvoisé and Morim describe that the consumer has three

brains, to wit:

- The “new brain”, responsible for the rational and logic

information.

- The “middle brain”, responsible for processing our emotions

and feelings.

The “old brain”, responsible for decision.

Much more than just development and evolution of the three-

brain rationale, Renvoisé and Morin created a sound sales

methodology with the “old brain”, the decision-maker brain.

The company SalesBrain, managed by Renvoisé and Morin,

has become world reference in consultancy, training and

neuromarketing research.

After presenting all such theories, we may get to some major

conclusions, mainly to continue reading this book and for its

perfect understanding.

Let’s review the concepts then. We have an alleged brain

which thinks, is responsible for our consciousness, analysis,

logic and rationale, a brain which feels, responsible for our

emotions and feelings, and a brain which decides, responsible

for our decisions, instincts and unconscious impulses.

However, sorry to tell you only now, because we know that’s

not exactly how our brain works. There are times in which our

brain potential is more rational, emotional or instinctive, and

that the change from one state to the other occurs in


29

millionths of seconds. Well then, we shall not work on this

book with the three-brain theory, despite its importance in

building our concept, which shall be presented as follows.

It’s undeniable that the target audience of this book is

comprised of marketing, communication and sales

professionals.

I imagine that neuroscientists may purchase to gain knowledge

of our research methodologies, question them and why not

evolve them.

I suppose that repeating brain areas in the book all the time

would demand excessive scientific appeal. And, sorry to the

neuroscientists, this would have a boring language for a non-

expert audience who is eager for news.

Our brain loves the playful and the use of previous knowledge

elements helps our memory in the learning process. I had no

doubt that using archetypes on this book would be the best

strategy to make understanding of subjects which derive from

the basic to the complex easier, in the loving world of

neuromarketing.

The task to create the names of the archetypes, I must confess,

was not difficult, because representation of the brain

behaviors fitted like a glove on the names Einstein, Princess

and Monkey. Einstein represents rationality, geniality,

creativity and, why not, craziness. The Princess, a constant

emotional state, always longing for the good, a positive

emotional state, or believing the frog may turn into a prince,

but also an unstable emotional state. And the Monkey, an

animal which despite of being a well-evolved mammal, has

animal behaviors, which are not rational, such as the bonobo

monkey, which has sex also with the cubs.

We cannot call it a human emotional state, that is not true.

The time has come to present the great protagonists of this

book: Einstein, Princess and Monkey.

Welcome!


30

https://www.google.com/search?hl=pt-PT&client=safari&tbo=d&rls=en&spell=1&q=milion%C3%A9simos&sa=X&ei=BvbxUMmyHsmq0AHXt4DwBg&ved=0CC0QvwUoAA

https://www.google.com/search?hl=pt-PT&client=safari&tbo=d&rls=en&spell=1&q=milion%C3%A9simos&sa=X&ei=BvbxUMmyHsmq0AHXt4DwBg&ved=0CC0QvwUoAA

Figure 4: Einstein

Source: Ipdois Neurobusiness ©


31

Peruzzo, thank you for the introduction. Now, let me introduce

myself to the reader. Hello, I am Einstein. A mental potential

which commands your rationality, intelligence, creativity, among

other conscious processes, which really differentiate us from

other animals. Remember I’m not Freud’s ego or only the

neocortex of MacLean, I’m simultaneously guided by the

emotional processes, by animal instinct and genetic guidance.

Figure 5: Princess



32

Wow! I’m so thrilled to be here! I’m the Princess. An

emotional mental potential, which is usually in negative

emotion state, but I have my times of happiness, joy and

pleasure as well. Remember I’m not Freud’s superego or

only the limbic system of MacLean, I’m simultaneously

guided by the rational processes, animal instinct and

genetic guidance.

Figure 6: Monkey



33

I’m the Monkey. A mental potential which

commands your instinct, basis of your genetics.

I’m behaved when Einstein and the Princess guide

me. Alone, I’m capable of doing animal,

dangerous and promiscuous things. Remember

I’m not Freud’s id or only the reptilian brain of

MacLean, I’m an animal impulsive potential, but

simultaneously guided by the emotional and

rational processes.

In the next chapters, we’ll meet the universe of each character,

their major behaviors, because, during the book, their

interactivity in the concepts, methodologies and researches are

essential for understanding the contents.

Don’t be surprised if, many times, the approaches to the

characters represent exactly your thought, because, believe

me, they were born and will die with you, and if I may say so

myself, due to easiness of the archetypes created, they hardly

abandon your consciousness.

Thus, use of the characters, on the daily routine, will be

inevitable.

As the father of the characters, I’ll be very proud with the

success of Einstein, the Princess and the Monkey.

! ! !


34

he character Monkey, which will follow you in all

chapters of this book is very special, because it is

somewhat directly related to you for a long time, even

previously to your birth, because we are talking about our

instincts, our genetics, and our roots. It is clear that, little by

little, you’ll get to know the Monkey in a more neuroscientific

view, but, for now, it’s important to know its basic behavior, in

order to understand its interaction in the contents offered on

this book.

Then let’s go! The Monkey, by its nature, exercises exactly

what its species represents, an animal behavior, no rational at

all. It loves to live in groups and when someone threatens it, it

doesn’t fight only, because it is even capable of killing, with no

regrets. It does everything to protect its species and, mainly,

itself.

Its behavior is selfish, it essentially struggles for itself, and is

concerned about its survival. It is quite naughty, sex ends up

being the primary source of its vital energy. Basically it lives to

reproduce, because such order comes from its genetics.

Talking about genetics, it’s important to understand that our

neural circuits were recorded and adapted for thousands of

years, through natural selection. Since our ancestors, because

by facing their problems and solving them, such experience

was passed from generation to generation, thanks to the genes.

There are thousands of genetic markers the monkey brings

UNIVERSE OF THE MONKEY

35

The animal mind

The Monkey’s universe2

with it since birth, for example, the brain of a newborn comes

prepared to recognize faces, even with less than 10 minutes of

age, trying to identify its protector, the mother. Check the

important of the genetics in the Monkey’s behavior.

Among the Monkeys there is no social class, everyone has the

same needs. The rich or the poor, they all need to reproduce,

go to the bathroom… well, satisfy their basic needs.

When there is a dangerous situation, the Monkey impulsively

decides to escape or attack to keep alive. Despite the fact that

it is not intelligent, its decision by impulse saves lives every

second, including its life.

I’m sure you’ve been through tachycardia, or suddenly blushed

of shame in an embarrassing situation. These are all things of

a Monkey. Everything that physiologically runs out of our

conscious control is absolutely under its control.

The Monkey’s activity state may vary, calmer or more excited,

depends on how the day is for it. However, if it receives a sign

of fear, anger, threat, pain, danger or realizes an urgency

situation, it is prepared to fight with all its strengths, if it

understands it may face the problem, goes to the battle, or

escapes, if it notices it can’t bear.

The Monkey’s major sense is vision. Remember that 1/3 of

our brain is dedicated to vision. Efficient neuromarketing

strategies to reach it should be careful in the visual process,

mainly using a simple language, with shapes and images

already known to it, mainly those learned in childhood and

adolescence.

However, not everything is inconsequent in the Monkey. Life

generates learning and, consequently, experience.

The more the Monkey learns, through rights and wrongs,

rewards and punishments, such accumulated experience

transforms itself into a huge advantage for its existence and, if

correctly channeled, tasks that would require too much

energy in the past, shall be accomplished automatically and

with no further effort.

Let’s call such magical state the Old Monkey.


36

Then, welcome to the Monkey’s universe.

That is true!

We have to introduce to the reader the other three Monkeys,

extremely important to neuromarketing, to wit: Mummy

Monkey, Zombie Monkey and Young Monkey.

The Mummy Monkey represents all people who spent from 5

to 15 thousand hours of their lives doing absolutely the same

thing, with no interactivity, innovation and motivation. These

are people strongly connected to the past and fearing changes.

When news come, they are the first ones to be against it.

Hi Peruzzo! Thanks for the introduction. But, I’d

like to make clear that I, the Old Monkey, will

make the considerations on the book, that is to say,

the voice of experience. Ok, ok... I don’t think,

I’m irrational, but everything I’ve lived, I don’t

forget. Did you know there are other three types of

Monkey?

The Zombie Monkey is characterized by full lack of

intelligence, rationality and logic in its decisions. Einstein, in

such case, sleeps in the decision-making process. This type of

Monkey represents the compulsive buyers and drug, excess

medicine or narcotic users. This is an easy bite for

neuromarketing. Ethics of those who influence these minds

controlled by pleasure and instinct should have much

discretion on what one may do to the lives of such people.

The Young Monkey is represented by the people who did not

reach the 10 thousand hours of experience, or physiologically

did not conclude total formation of the neocortex until 24

years of age, area under Einstein’s responsibility, which

regulates reason. It’s important to remember that even people

aged 40 or more, with the neocortex fully formed, but without

the 10 thousand hours of experience, may also be deemed as

Young Monkeys, due to lack of professional and personal

experience.

There are two main reasons that our Monkey represents the

absolute majority of our decisions and behaviors: the

advantage of fast decision and efficiency of energy.

UNIVERSE OF THE MONKEY

37

As to the fast decision, it is major for routine decisions of the

day by day. Imagine how difficult it would be if you had to

think to walk, get a glass of water or even drive. As a result of

optimization of the decision-making process, we have a great

brain energy efficiency, providing less work load to the

neocortex, thus preventing the brain from using additional

and unnecessary energy to solve the problems.

You, by knowing the Monkey better, will certainly understand

its importance, whether to the neuromarketing,

neuroleadership, neurosales or for any other area of the

corporate management, but mainly in the relationships, the

personal and professional decisions, i.e., in everything we do

since we are born.

Always remember, our brain works mainly in the automatic

pilot, and this is function and responsibility of the Monkey.


38

hat would be of the world without emotions and

feelings? Surely, there would be no fun. The social

connections, derived from emotional processes,

actually cause the pulse and the true sense of our professional

and personal lives.

Professionally speaking, we get involved with the coworkers in

the tasks, goals and gossip, and in personal life, we have

relationships with family, children, friends, i.e., every person

who we love, but also those we don’t like. Welcome to the

complex and wonderful world of the Princess.

Another major issue is that the Princess is not fussy, whether

she likes or not, she has no moderation.

If you ask to the Princess what her level of happiness is, she

will laugh at your face. Whether she likes or not, she has no

moderation.

Hello! That’s right! Thank you for the

introduction. I’m really too sensible, between

liking something or not, just give me any stimulus,

and I’ll change behavior in seconds. When the

subject is emotion and feeling, count on me.

UNIVERSE OF THE PRINCESS

39

The emotional mind

The Princess’ Universe3

But, there are some characteristics of the Princess, that many

people fail to know, such as, for example, her standard

dissatisfaction state.

But, how can a Princess be dissatisfied? Yes, all of us have a

Princess who is always dissatisfied, and exactly because of that,

she is looking for movement, motivation and satisfaction.

Such dissatisfaction movement to satisfaction was what

actually caused the human being to evolve and get to the place

he arrived.

So much so that if we take a look at the facial expressions of

the Princess, they might show sadness, anger, fear and disgust,

which are negative feelings, against a positive feeling which is

happiness, or surprise, that shows something unexpected, new

and surprising. Imagine if we had positive expressions and we

were always satisfied, we would be in the Stone Age, happy,

eating anything, and living anywhere.

So much so that when we act without thinking, by pure

emotion, that’s under the Princess’ responsibility. Another

major factor is that she is the Monkey’s commander. That’s

right! Imagine a general and soldier. The princess is the

general and the monkey is the soldier.

A balanced Princess makes all the difference in the people’s

lives. However, it’s not always possible, due to the hormonal

problems and the dynamics of the neurotransmitters.

Believe it: her world is quite complex.

I imagine you are scratching your head, asking yourself:

Where are my rationale, logic and intelligence? Well then,

with approximately 5% of your decisions.

The general Princess and the soldier Monkey represent 95%

of what you do and decide.

I’m always at the Princess’ disposal. She says so, I

obey.


40

They command your life, and you don’t notice it. That’s

amazing.

Calm down, Princess! That was a Strong emotional opinion. I

know the Monkey is your best friend, because it does what you

want, with no brake, but that can’t be so.

We also need logic, rationality and intelligence to balance such

messy pair, Princess and Monkey.

We need to know someone as fast as we can, someone called

Einstein, who tries – I said tries – to out order on the Princess’

house.

May I confess something? Oh! I’m telling anyway.

I love the Monkey, it is my best friend, mainly in

the worst times, it always supports me.

UNIVERSE OF THE PRINCESS

41

et’s meet someone very special, because if we consider

that only the human beings have the rationality, logic

and intelligence characteristics, we should feel

privileged of having him with us.

Differently from the Monkey, which represents the decision-

making behavior by impulse and based on animal instinct

animal, and the Princess, which historically reflects the

emotional histories, what would be the ideal name to represent

our supreme intelligence in planet Earth?

I have no doubt. I’d like to introduce you to Einstein!

Nice! Our Einstein understands causes and effects, rationally

and logically.

A very important situation of Einstein is that he thinks coldly

on his answers, setting emotions aside.

Hi, Peruzzo! Thank you for the introduction. I

hope to contribute in a classic, theoretical and

systemic way for this book, showing to the readers

the scientific side of human knowledge, but

without putting creativity aside.


42

The rational mind

The Einstein’s Universe 4

When the subject is imaginary structures such as creativity,

capacity of reasoning, analysis, intuition, verbal language and

capacity to choose, remember Einstein is responsible for all of

them.

However, we should be clear with the greatest objective of

Einstein, which is ordering the house and putting control over

two little friends that control 95% of our daily decisions, the

Monkey and the Princess.

That’s right! The consciousness under Einstein’s responsibility

should control the automatic systems and spread a control

over them.

We may say that Einstein acts as a brake, a filtering device,

preventing decisions from being taken by impulse, only by

emotion and animal instinct.

May I take part in this conversation?

Sure, be my guest!

Alright, Einstein. It is also important to talk about the effects

of drugs and alcohol in you, since people end up by being

more aggressive, buying much more than they should, being in

debt and totally complicating their lives, due to merely

irrational attitudes. The Zombie Monkey is unleashed!

And there’s more. Just a few glasses of beer, and the front lobe

under Einstein’s responsibility is committed, then the party

gets started, because the people get fully extroverted, and then

If I don’t control the Monkey and the Princess, in

a mere traffic discussion, people may physically

fight, even one of them might get dead. I’m the

one who prevents you from stepping out of the car

and fighting with someone. Of course that under

drug or alcohol effect, I remain without action;

then, no one can stop the Princess and the

Monkey.

THE UNIVERSE OF EINSTEIN

43

https://www.google.com/search?hl=pt-PT&tbo=d&biw=1024&bih=630&spell=1&q=desinibidas&sa=X&ei=tHEEUa-fGuHO0QGF-YHoCA&ved=0CCoQBSgA

https://www.google.com/search?hl=pt-PT&tbo=d&biw=1024&bih=630&spell=1&q=desinibidas&sa=X&ei=tHEEUa-fGuHO0QGF-YHoCA&ved=0CCoQBSgA

no one can stop them, no one knows what’s going to happen

with the Monkey and the Princess, both unleashed.

Einstein loves to make justifications, mainly through the left

hemisphere of the brain, always trying to give order and

reason to the things, even when there is none. Therefore, with

the alleged rational intelligence, Einstein, even thinking he’s

right, systematically continues to make mistakes.

An important detail in relation to the name Einstein should be

disclosed. When I decided to put such name, that was homage

to the intelligence of the human being. It’s a vow of credibility

to all people, because there’s a lot of people who, in spite of

having a special place in their minds reserved to logic,

rationality and intelligence, due to lack of use and study,

should not be called Einstein, but maybe Mister Ignorance.

But we also have the other side of the coin. Many times we

don’t have the knowledge required for some task, which could

demand too much time of learning. Would you like to have a

tip? When your Einstein is tired or limited, understand that

borrowing someone else’s Einstein may be a good choice.

Despite Einstein’s rationality, it’s very important for you to

know that he, many times, takes credit unfairly, because most

of the times the ideas and solutions were processed by the

Monkey and the Princess in a silent manner in the

unconsciousness, during days, months or years, and freely

delivered, at some point in time, to Einstein.

Then, when you have an incredible idea, don’t forget to thank

your Monkey and the Princess, for the hard work made during

a long time in the backstage.


44

THE UNIVERSE OF EINSTEIN

45

! ! !

The client is not in charge, let alone the conscious one

47

“People don’t know what they want until you show them.”

Steve Jobs

ho does never heard that famous and known

sentence, which turned into a famous quote for

students, professionals and admirers of marketing:

the customer always comes first. A sentence so much spoken

and repeated that makes us believe that really the customer

has an essential and special strength in the market. But is it

true? We also hear: the customer is the boss.

And once again we have the impression that the consumer is

the almighty and that he can change the course of the world,

define new products and guide companies with his wonderful

opinions.

That’s it, Old Monkey, the neuroscience clearly shows that

95% of our decisions are unconscious. Those are decisions

made by you, Monkey, in partnership with the Princess.

If the traditional researches have the limitation to access

basically the consumer’s consciousness, which is under

Einstein’s responsibility, it seems logic that 5% is not a highly

relevant percentage to understand what the customers actually

need and desire.

But, during our lives we are taught that the

customer is the boss in the market and that

without his opinion nothing works!


48

The customer first! Is it true?

The client is not in charge!5

Therefore, if the consumers don’t have conscious access to all

sources concerning their decisions and behaviors, it’s clear that

the customers cannot tell us clearly why they do it and how

they do it. Certainly, this is one of the reasons for 80% of the

products launched nowadays to fail.

Such percentage is quite severe and we don’t understand how

the traditional marketing professionals may accept, quietly,

such mortality rate.

The summary we have from such scene shows that the rule

today is that the products fail in their release and the

exception represents the successful products. At least, a

paradox in view of what we believed to be the absolute truth

where the traditional researches managed it thanks to the

masterful opinion of the customer.

What happens is that, by having contact with the real world,

with no masks, feathers and spangles, which the traditional

marketing loves to show, a reality quite different from the one

we used to believe appears, a reality of an illusion world where

we thought customer were actually the protagonists.

Believe it! The successful companies win not because

consumers ordered products or services they long so much,

but because they are competent in offering something the

customers never thought they could ask.

The customer is part to the product development process, but

he is not the core process point.

Our limited capacity in understanding what we want is so

obvious that seeing skeptic people to such statement is scary.

But the truth is: the customer is not the boss!

Peruzzo, you are despising me. Am I not

important to the product and service development

process? I was thrown to only 5% of the entire

decision-making process of the customer. I’ve

been more valued!

THE CLIENT IS NOT IN CHARGE!

49

Einstein, don’t get me wrong. But let’s exercise our brain a

little. According to the brand value research carried out by

Brandz, the most valuable brands in the market are: Apple

(USD 182 billion), IBM (USD 155 billion), Google (USD 107

billion), McDonalds (USD 95 billion), Microsoft (USD 76

billion) and Coca-Cola (USD 74 billion).

Now, research a little and try to discover how they were

created. Surprise! Virtually all companies were created thanks

to intelligence, intuition and geniality of their entrepreneurs,

without essential help of market researches, in which the

customers allegedly should request such companies or

products to exist. Let’s see the classic case of Coca-Cola.

Was it you who asked Coca-Cola to be invented? Obviously

not. The pharmacist John Pemberton, in the city of Atlanta,

United States, in 1886, was not enclosed for months in his

house cellar, trying to create syrup with carbonated water in

vain. He wisely sent samples of his syrup to Jacob’s Pharmacy

to test the customers’ opinion. The customer did not invent

Coca-Cola, but naturally helped testing the final product. The

customer’s opinion is summarized in liking or not, an

emotional and dichotomic opinion. Finally, on May 08th,

1886, the beverage which is nowadays the meaning of

absolute success in the beverage market was sold for the first

time. The sole and exclusive creation of Coca-Cola is due to

its entrepreneur John Pemberton. The customer only helped,

at most, adjusting the creation.

Princess, I understand your point.

We are talking about the original idea, the design, and it

wasn’t born from the customer.

After we have the idea of a product or service, it’s obvious that

we should validate it, whether with traditional or

neuromarketing researches.

I don’t get it. If the customer tested the product, it

means the research helped. Wouldn’t it be

developing a product with customer’s assistance?


50

We agree that this story that the customer is not the focus of

the attentions bothers a little. But Coca-Cola itself offers us a

lesson on how it has total sense.

In 1985, Coca-Cola decided to make a market research to

learn preferences of its consumers, because Pepsi started to

have a market share that was of concern, mainly in the

supermarkets. Something should be done to stop growth of its

major competitor.

The decision was changing the taste of Coca-Cola.

Coca-Cola made the largest market research ever done in the

company’s history, which took two years and cost USD 4

million before the new formula could be defined. An

extraordinary volume of 200 thousand tests to determine the

taste of the soft drink, and further 30 thousand tests with the

final formula of the taste chosen by the customers. The

customer was key: in the blind test, without knowing what he

was drinking, 60% of consumers preferred the new taste,

instead of the original formula. In order to validate the

research, 52% considered it better than Pepsi. Therefore, the

research was perfect. Time had come to kill the original

formula and release the New Coke, with a sweeter and softer

taste. Even using a millionaire communication strategy, in the

beginning, the New Coke had good sales, but three months

after the release, Coca-Cola, now Classic, came back to the

shelves of the supermarkets.

The figure of the Classic’s sales, in 1985, surpassed those of

the New Coke in the supermarkets, by two to one. In 1987,

the Coke Classic was once again the major brand and leader

in the US-soft drink sector. In 1989, the Coke Classic sold 10

times more than the New Coke. In 1990, the company

changed the package of the New Coke and re-launched it

with another name, Coke II. That was the end of the amazing

release based on consumer’s opinion.

The marketing professionals believed the failure of the New

Coke was due to lack of perception in relation to the

consumers’ feelings as to the history, package, cultural

inheritance and image.

But we here raise a question under the point of view of

neuromarketing: did someone inside Coca-Cola question that


51

the huge amount of salt Coca Cola used at that time, and still

uses, approximately 50 mg of sodium in each 350-ml can,

against 39 g of sugar, which encourages the brain reward

system offering pleasure in each gulp, prevents you from

getting sick of the product? That’s the point! The failure of

New Coke was taking sodium out of the product. Being

sweeter, the customer unconsciously thought it better, more

pleasure, but on the daily routine, he did not consume as

before. No reward, no sales volume.

If Coca-Cola can commit a great mistake in its market

researches, imagine a mid- and small-sized company. Every

men for himself !

But there are other successful cases where the customer did

not take part of the marketing research. That’s the case of

Red Bull. By the way, how much did the Austrian Dietrich

Mateschitz spend in market research to have the idea of such

energy drink? Not a penny. During a business trip to

Thailand, while Mateschitz wandered during his trip, he

discovered, on occasion, a liquid containing, among other

stimulant substances, caffeine and taurine.

Another history even better: how was the credit card Diners

Club Card created? In the 1950’s, Frank McNamara was

eating in a restaurant in the city of New York and realized he

had forgotten his money and his checkbook to pay the bill. By

that time, he had the idea to create a card in which the

owner’s name would be recorded, so that after a while, the

card’s owner could pay the bill.

That’s why, Old Monkey, we want to show how important it is

to read this book, mainly for the reader to have a clear and

why not, critical view , of the strategies occurring on a daily

basis and which are not, necessarily, in nature, good to the

market. The neuromarketing is in the whole market process,

Take it easy! If the customer cannot actively take

part of a product research, it means he can be

manipulated and deceived as well? For example,

deceiving Einstein and leaving the Monkey to take

the decision? I’m an animal, I only move for

pleasure and immediate reward. That’s a danger!


52

but the use of the tools and methodologies by the professionals

who master such techniques, whether to offer the best product

or to deceive the consumer, is freely chosen. Doubts? Be ready.

Who’d have thought that one of the main stimuli of a woman

when buying cosmetics is not derived from her need to be

beautiful and smell good, but from a brain impulse derived

from fear of being ugly and not being accepted by the beauty

standard established by the society.

How naïve, Princess! Try to make an ad of cosmetics with

women out of the beauty standard set by the market itself,

then see the failure of sales. This is called mirror neuron, and

we’ll learn in the next chapters how its changes the people’s

behaviors.

It’s not quite that. I buy products to be beautiful

and I don’t care about the beauty of the other

women. It has no sense. Imagine! I buy because I

see a beautiful woman in the advertisement.

In summary, that’s the rule: I copy what I like. I run from what

I don’t like. By seeing an ugly woman, what do you do?

In the technology area is not different. It was very curious the

fact that the great technology experts used their intelligence

and expertise to decree the announced death of iPad even

before its release in the first semester of 2010. What

happened? Everyone was wrong.

What was the logic and criterion to have such absolutely

mistaken forecast, even being experts of the highest, academic

and market quality? I think they need to understand a little

more of Neuromarketing.

We separated some absurd forecasts, selected by the website

Business Insider, said in the release of the Ipad. Check them

out:

- Randall Kennedy (InfoWorld) | “Believing Apple may be

successful where everyone failed is ignoring essentials of IT.”


53

http://macmagazine.com.br/goto/Com_uma_m_ozinha_do_Business_Insider/126105/7

http://macmagazine.com.br/goto/Com_uma_m_ozinha_do_Business_Insider/126105/7

- Paul Boutin (VentureBeat) | “Tablets will fail in becoming

the next thrill.”

- Donovan Colbert (TechRepublic) | “I think iPad will be

recognized as the Apple TV – a product Jobs should have left

in the paper.”

- Charlie Sorrel (Wired) | “But what Steve Jobs showed us

yesterday was actually a little more than a giant iPhone.”

- Jason Cross (PCWorld) | “If Apple wants to change the

world with the iPad and popularize a new category, it will

need to do better.”

- Jeremy Keplan (FoxNews.com)| “Call it iPad or iPlod, the

message is clear: Apple lost its magic.”

- Dan Frommer (SAI) | “Apple fans waiting for the next

revolution – or might get disappointed.”

Against everything and everyone, the current figures of the

iPad are quite different from the negative forecasts by the

experts. In the first semester of 2011, Steve Jobs showed the

result of the first year of iPad, accounting for 15 million iPads

sold only in the first version, 90% of market share in the tablet

industry and availability of 65 thousand applications. An

unique success in the electronic segment. Today, such

information is obsolete and the iPad, in its new versions,

including iPad mini, are an undeniable success.

Do you know why the experts were wrong?

They believe too much in their intelligence and do not

consider management of expectations, mainly of a special

place in the brain called nucleus accumbens, responsible for

our brain reward system. Apple is expert in managing our

minds, always offering in the right time the stimulus for

production of the dopamine, pleasure neurotransmitter,

making us loyal customers to the apple brand. In summary,

why offering everything the customer wants, if I can offer little

by little, in each version of the product, causing the product

lifecycle to be bigger. Offer everything at once and kill your

successful product in the first version. Isn’t it, Nokia N95?


54

Why do 80% of the people who invest in the stock exchange

always lose, and end up offering to the remaining 20%,

sensational profits? Clear lack of market knowledge, believing

everything they see, hear or read. Once again, the mirror

neuron and the emotional decision.

When the president of a publicly-held company grants an

optimistic interview sounding as a winner, double your

attention, because there’s something going on and may not be

positive. No one does public relations out of a sudden with no

implicit strategy, whether to show an opportunity, or who

knows, to hide a big problem.

The big fever now is with the websites that promise discounts

through collective purchases. They are a real mania in Brazil

and the world.

What about discovering that most of the offers are actually for

those who sell, and the real discount the customer receives is

many times insipient, mainly, when encouraged to purchase

something he did not need, placing the acute urgency sense in

your decision-maker and irrational brain.

Einstein, you are right. Of course that the less knowledge and

access to information they have, the more people are

susceptible to the mass manipulation strategies. However, even

a PhD in anything, through a well prepared neuromarketing

strategy, becomes a Zombie Monkey quite fast.

Another teasing. Remember the product you bought by

telephone, after the TV commercial that was almost a brain

wash offering that product that would save your life? So, most

of these products get to the consumer’s house and are not

used. Do you know why? Because the product pleasure and its

consequent distribution of dopamine did not occur in its use,

but at the time of the purchase through the telephone. They

Peruzzo, it seems no one has consciousness and

intelligence. Everyone is victim of the Monkey

and makes decisions by impulse. Or are there

strategies to set me aside in the decision-making

process?


55

put so much urgency, that you were afraid of not having the

product, and that you would become the worst of all if you

did not buy it. When you bought, dopamine was released.

To make things worse, sad people or even depressive people,

with low serotonin level, well-being neurotransmitter, tend

much more to buy by impulse, trying to deceive the brain,

offering a little bit of dopamine, in order to reduce the

depressive state, even if for some minutes. The problem is that

the debt sticks for days.

The high technologies involved in the neuromarketing

strategies are more and more sophisticated, and now without

the illusion that the customer is the boss, it’s time to

understand that the customer’s opinion is a part of the

decision-making process, undoubtedly important, but not the

essence. The offer has powerful mechanisms to guide the

customer’s decision. It’s like it were a big information system

that could manage our preferences and, somehow, guide our

daily choices, from a simple pie in the corner, up to the

purchase of an automobile or a real estate.

As if the high technology to monitor our preferences was not

enough, every day we are faced with new discovers, most of

them based on the study of our brain, on how we buy and

make our decisions. The more offer our mind knows, the

greater is its control in our decisions.

Many individuals think this is all an absurd? It depends. What

people will do with all pieces of information of this book,

whether to sell or buy better, should be under their

responsibility. One tip: why not using for both reasons,

because the person who buys better has control over his

money, and naturally has a balanced financial life.

The one who sells better, has more profit and, naturally, will

have control over his business, mainly in a time where

competition is fierce. But, as possible, don’t forget the ethical

limits involving these techniques.

If you recognize some of the terms that, on purpose, were

used in this chapter, such as dopamine, serotonin, brain

reward system, mirror neurons, among others, it’s extremely

important that you read the next chapters.


56

These are basic and essential issues to understand the

neuromarketing strategies, designed by companies which are

revolutionizing the way to carry out products and services to

the market.


57

bas

ic

Basic neurology for marketing professionals

“Brain: an apparatus with which we think we think.”

Ambrose Bierce

http://pensador.uol.com.br/autor/ambrose_bierce/

http://pensador.uol.com.br/autor/ambrose_bierce/

he neocortex is undoubtedly the most important

area of the human brain, exactly because the

neocortex differentiates it from the brain of the other

animals. In fact, in the brain evolution process, it

became the most evolved region of all mammals, so much so

that a large neocortex distinguishes from all other animals,

such as reptiles and birds.

However, the human neocortex is so big that it fully covers the

entire rest of the brain – except for a bit of the cerebellum,

which is in the part behind the brain –, and makes possible for

mentally complex activities, which we associate only with the

human being.

An interesting characteristic of the neocortex is its wrinkles

and its furrows, because such folds serve exactly to increase the

neocortex area.

Of course. Just because there is a pressure against the brain,

during the brain growth, such folds appear. If the human

neocortex were flat, it would be huge. Then, it’s obvious that

Boy, on occasion, has the skull any interference in

the folds? It’s too ugly to see.


62

The great manager of our Einstein

Neocortex 6

such a mass would not fit inside a skull without folds. If you

think it ugly with such skull protection, imagine it without it.

Better not think about it. Only the mice and small mammals

have a flat neocortex. In humans, it represents approximately

76 % of the brain volume, in addition to having that quite

characteristic reddish color.

The most important is understanding that the neocortex is the

controller, the great brain manager. It allows for an advanced

behavior level, especially the social behavior, in addition to the

capacity of analysis, language and high consciousness level.

The neocortex is divided into four major lobes: frontal lobe,

parietal lobe, temporal lobe and occipital lobe (Figure 7).

The frontal lobe is located in the front part of the skull.

The anterior part of the frontal lobe is called pre-frontal

cortex, which takes most part of the human being’s lobe.

It tends to be larger in primates than in other mammals and

naturally bigger in human beings.

Figure 7: Brain lobes, cerebellum and spinal marrow.

Source: http://www.123rf.com/photo_13524635_illustration-of-parts-of-the-brain.html • iimages

•123RF Stock Photo

It is related to the amount of planning and increased

consciousness the human beings have. Even so, most of the

mammals follow their instinct and do not live in differentiated

social groups in a complex way. The primates in turn have

complex hierarchies between the male and female genders.

NEOCORTEX

63

The human beings may change their environment, in search

for their own goals and have relationships with hundreds of

other people, in a conscious and complex control of the social

life.

The parietal lobe is behind the central cortex fissure and has

neurons that receive sensorial information from the skin and

the tongue, in addition to processing sensorial information of

the eyes and ears.

The major sensorial production factors from the skin (tact,

temperature, and the pain receptors) are retransmitted

through the thalamus to the parietal lobe.

These sensorial functions are very important, mainly in the

skin, because for a simple task such as tying the shoelaces with

a notch, you need high sensitivity to the touch and guide the

motor control to carry out the activity efficiently.

The occipital lobe is in the back of the brain. This area

processes the visual information which is sent to the brain

through the retinas. The occipital lobe has many areas such as

those described as V1, V2, V3, V4, etc., all of them nearly

entirely dedicated to the vision processing, such as detection of

colors, movement and perception of depth.

The fact is that if the visual system has a lobe dedicated to

such activity, it shows the importance of the visual process in

the lives of the human beings.

The temporal lobe combines hearing and visual information.

The upper and upper mid-central face of the temporal lobe

receives hearing input from the thalamus, which transmits

information from the ears.

The lower part of the temporal lobes executes the visual

processing for objects and standard recognition. The mid and

anterior parts of the temporal lobe are also involved in the

recognition of the faces.There are some major terminologies

of how the neocortex is divided.

In order to understand better such division, let’s learn the

following positions of the neocortex: dorsal, ventral, anterior,

posterior.


64

It’s not difficult, just the names are a little scary. Dorsal is the

upper part of the neocortex, ventral is the lower part, much

deeper, near other brain areas, with the limbic system.

Anterior relates to the front part of the neocortex, imagine

your forehead and posterior is the back part of the neocortex.

Some studies still use the terms, rostral for anterior and caudal

for posterior..

I need to know it. It seems too complicated.

Please, explain in an easier manner.

Congratulations, Peruzzo. This is only a basis, but

our reader, who wants to specialize in

neuromarketing, at least is no longer ashamed of

taking part, for example, of a neuro-scientific

forum. It seems easy, but it’s not.

We also cannot forget the neocortex hemispheres.

The brain is comprised of the left and right hemispheres.

The left hemisphere is that which controls the right of the

body.

This hemisphere is also specialized in the language and

reasoning based on rules and analytical abilities.

The right hemisphere controls the left side of the body and is

best in recognizing the visual and perception standards.

Thus, the left hemisphere processes the specific data and the

right one perceives the world as a big frame.

Both hemispheres are connected by the corpus callosum,

which contains over 200 million fibers.

We know that we use both hemispheres for virtually all tasks,

and that even with the left hemisphere being used for guided

NEOCORTEX

65

tasks, such as thinking in a new strategy to win a videogame, it

also involves creativity.

However, many neuroscientists and psychology professionals

use some specificities of each brain hemisphere to develop

training and development programs, since indication that the

people exercise one hemisphere more than the other is strong,

without mentioning, of course, the genetic guidance.

Finally, the studies related to dominance of the hemispheres

suggest such characteristics (Figure 8):

- Left hemisphere: realistic, logic, dissociated, cognitive,

analytical, reproductive, conscious, arithmetic, concrete and

practical. Related to analysis in parts, recollection and

association with past and present.

- Right hemisphere: fantastic, analogic, associative, intuitive,

synthetic, creative, unconscious, geometric, magical. Related

to analysis of the whole, to planning and association with the

future.

Figure 8: Characteristics of the right and left hemispheres.

Source: http://www.123rf.com/photo_13322375_human-brain-left-and-right-functions.html • medusa81 123RF Stock Photo

Einstein, would you like to say something in this special time

of introduction of the neocortex?


66

http://www.123rf.com/photo_13322375_human-brain-left-and-right-functions.html'

http://www.123rf.com/photo_13322375_human-brain-left-and-right-functions.html'

Perfect, Einstein, but the thalamus deserves a very special

attention. Soon, we shall be talking of the importance of such

communication central of the brain and all unconscious and

emotional functions.

Sure. In spite of my mental state composing inside

the brain plasticity all areas and functions, my

activity becomes much more present in the

neocortex. However, one needs to introduce a very

special area, which makes connection of all

sensorial routes of the brain, the thalamus.

NEOCORTEX

67

ou have seen the importance of neocortex to the

brain, mainly because it literally interacts with the

entire central and peripheral nervous system.

But the time has come in which we must meet the structures

that show the importance of our characters, Princess and

Monkey, for the neuromarketing study.

There are dozens of important structures to be exploited, but

let’s focus on the main ones, which effectively a

neuromarketing manager has the obligation to understand,

mainly at the time of hiring specialized consultancies,

applying existing technologies and naturally developing a

minimum neuroscientific language to understand such

fascinating and wonderful new neuromarketing world.

The first and major structure in which we shall go deeper is

the diencephalon, a part of the brain located under the

neocortex which is comprised of the thalamus and

hypothalamus.

The thalamus has a core task for our survival, because it is the

communication central of our brain. It receives all sensorial

and emotional stimuli, then it spreads them to the whole

brain, mainly to the neocortex. Not by chance that the word

thalamus comes from the Greek tholos, which means entrance

door. The most sensational of the thalamus is that in addition


68

The central point of neuromarketing

Unconscious and Emotional Structures

7

to receiving external stimuli, it is used by many areas of the

neocortex for communication.

All right, Princess... I agree that the thalamus is under your

responsibility, but Einstein and the Monkey vitally depend on

the ideal operation of such structure. Please, take good care of

it, Princess! For you to have an idea, if the thalamus has any

deficiency, people totally lose consciousness.

We cannot forget that the hypothalamus controls the body

temperature, the production of hormones, and also the heart

don’t forget the function of the thalamus is

something under my responsibility. It’s also not by

chance that most of our decisions have an

emotional characteristic and the participation of

the thalamus for directing the stimuli received is

extremely important to understand the

neuromarketing strategies.

beats, in addition to making the connection between the

nervous system and the endocrine system, acting in the

activation of several glands. When the subject is regulating the

appetite, the sleep and the sexual behavior, the hypothalamus

goes to action.

That’s right! The Monkey controls the peripheral nervous

system, and through skin conductance, we may understand

the emotional changes related to the hypothalamus activity.

But, there is a very important area in the communication

process between the Princess and the Monkey, which is the

amygdala. Please, it’s redundant, but there’s nothing to do

with the amygdala located in the path between the mouth,

nose and throat. The brain amygdala, which is directly

involved to the emotional processing and especially interacts

Nice, now it’s my turn. When I receive this

information from the hypothalamus, I put the

Monkey to work.

UNCONSCIOUS AND EMOTIONAL STRUCTURES

69

with the pre-frontal cortex to generate and process the

emotions. Feelings such as anger, happiness, discontent,

sadness and, mainly, fear, are directly related to its activity. It’s

curious, but if people suffer damages to the amygdalae, one

for each hemisphere, they will have reduction of their

capacities to react or avoid fear situations.

We also have near such system the hippocampus, responsible

for storage of the long-term memories. The hippocampus

receives information of nearly the entire neocortex.

Now we know the importance of the thalamus and the

hypothalamus, as well as the functions of amygdala and the

hippocampus.

These areas are part to a system known as limbic system,

basically existing in all mammals, and that probably existed

even in the dinosaurs.

The limbic system evolved in humans incorporating the

memory to control the global behavior through the

hippocampus and the amygdala.

By adding inside the limbic system a past memory and past

experiences, we shall make decisions by pure instinct.

Then, respect the Princess, because she is controlling this

whole bunch. But I will not let you out, Monkey... Let’s meet

some very important areas which are under your

responsibility, such as the sub-cortical brain structures, which

are essential in planning, arrangement and execution of

movement, known as base ganglions. These structures are

highly associated with the thalamus to control the behavior

and functions such as the motor control, cognition, emotions

and learning.

The base ganglions have several nuclei, but let’s highlight the

black substance, which is responsible for production of

dopamine in the brain, a neurotransmitter that causes

Gee! Now I know where the commands come

from so that I may execute. This limbic system is

powerful!


70

pleasure in human being and, consequently, is important in

the reward and addiction process. Promoting the dopamine

production becomes one of the major goals of the

neuromarketing strategies. For example, a meal rich in

glucose, fat and sodium becomes a trigger so that this area

may produce dopamine. The black substance is also part to a

major brain complex: the mesencephalon.

Yeah, Old Monkey, but in this book we’ll not go deep in those

areas. Here’s the tip for the reader to look for further

information on this system.

Another structure related to the Monkey’s behavior is the

cerebellum – term that comes from the Latin and means

small-sized brain. It is responsible for the motor coordination,

Boy, I heard them say that this system is under my

responsibility, the mesencephalon, and that it has

several functions and subsystems. Is it true?

balance and voluntary movements, as well as is comprised of

two hemispheres, known as cerebellar hemispheres.

We depend and much on this system to ride a bike, play soccer

or volleyball, run and jump. As a conclusion, who’d have

thought, the human cerebellum is involved in widely complex

cognitive functions, such as the musical processing.

Old Monkey, don’t be like that, remember your origin. Over

10 thousand hours of experience. These areas are essential in

the formation of your existence. Without them, no Old

Monkey.

That’s good! It means I’m not that dumb. I have

some value!

UNCONSCIOUS AND EMOTIONAL STRUCTURES

71

here is something invisible to our eyes, which guides us

to buy more or less, to eat like desperate people, to be

sadder or happier, calmer or at peace, so that we may

regulate our humor states or our emotions and so that we may

direct our lives, whether for the stagnation, success or failure,

everything unconsciously.

I’m not exaggerating, we are talking about the hormones and

neurotransmitters, complex systems which are very important

to our nervous system.

No, Old Monkey. They seem to be, but they are not. The

neurotransmitters are chemical substances which the neurons

produce, so that there may be communication between the

cells. The synapses are the junction point of the neuron with

other cells, where the neurotransmitters act.

The hormones, in turn, are chemical substances under the

responsibility of the endocrine system. They are produced in a

Answer me something, because I’m a little dumb,

are the hormone and neurotransmitter the same

thing? Is it true?


72

The consumer’s chemical behavior

Hormones and Neurotransmitters

8

specific organ, released and transported directly by the blood

or by other body fluids. Their function is exercising a

regulation action, for induction or inhibition in other organs

or body regions.

A neurotransmitter acts in the neuron communication.

Hormones regulate our organs. Just a detail, Old Monkey: the

neurotransmitters and hormones cause different behavioral

and emotional states in people. Understand? Therefore, they

are very important to the neuromarketing.

There are many of them, but in this book, which demands a

basic understanding of the neurology study for the

neuromarketing professionals, we’ll focus on serotonin and

dopamine. The dopamine has several functions, but for the

neuromarketing the pleasure and addiction behaviors in the

Now you’re talking. That’s interesting. What are

the main neurotransmitters that can influence my

animal behavior?

brain are very important. The nucleus accumbens, directly

responsible for the rewards and motivations, is where the

largest stocks of dopamine in the whole brain may be found,

together with the black substance. The neuromarketing

understands that, by waking this area up, the customer will

feel pleasure.

However, the pleasure period provided by dopamine is

relatively short, after perception of the enthusiasm, pleasure

and euphoria, the organism produces a brake in the dopamine

production. It prevents these sensations continuously. And the

human being was not made to feel pleasure continuously, the

organism itself produces substances/brakes, the antagonists,

which are aimed at inhibiting such feeling.

Remember, Peruzzo, which is not only buying a

product that there is release of dopamine, but also

when the individual has the expectation to buy,

have or use a product.

HORMONES AND NEUROTRANSMITTERS

73

That’s right. We may have pleasure, even without receiving

the product. Just the fact of promising a future reward, a prize,

you may have release of dopamine, be motivated and

encouraged to an action, such as for example, eating and

spending more money.

In relation to serotonin, this is quite an important

neurotransmitter, because it effectively regulates our humor

state. Depressive people were attested to have a low level of

serotonin.

Many people, in order to compensate for the depressive state,

end up by having compulsive attitudes, such as excess food

and even becoming compulsive consumers, which provides a

dopamine release and, in the short term, offers a provisory

satisfaction state – a relief to the depression state.

But that doesn’t work... Soon, everything returns to the

previous state and, sometimes, even worse.

That’s right, Princess! One of the functions of the

hypothalamus is production of hormones. The major ones for

the neuromarketing and which are referred to in this book are:

oxytocin, cortisol, melatonin, adrenaline, estrogen and

testosterone.

The oxytocin is a very special hormone, mentioned as the love

and relationship hormone – during the orgasm, the

production of oxytocin increases. It is also produced by

women while they are breast-feeding their children.

The cortisol is a response to the individual’s stress level. High

cortisol levels demand an attention state by the nervous

system, many times, related to the fight or escaping state.

That’s the easier hormone to measure and handle in the

neuromarketing. Upon collection of the saliva, it is possible to

Now, it’s my turn. What about the hormones?

After all, the hypothalamus is under my

responsibility.


74

measure the cortisol level of the volunteer in relation to the

advertising, the product or even perfumes, aromas or food.

The melatonin is produced by the pineal gland and is very

important in the sleeping process. People who don’t sleep

enough do not produce enough melatonin, which directly

affects the serotonin neurotransmitter – and that’s when the

depressive state acts again. Why do you think the retail stores’

sales are always in the dawn? Obviously, without sleeping, with

Einstein still under no full conditions of consciousness of the

environment and little serotonin, the consumer becomes an

easy bite.

The estrogen, hormone which promotes development and

sexual growth, keeps appropriate operation of the female

reproduction system, and the testosterone, which has the same

function, but in the male reproduction system, are responsible

for emotional behaviors of interest to the neuromarketing

when the subject is the gender war.

We hope this basic summary on neurotransmitters and

hormones encourages you to know a little more on your

biology. Remember that many of the problems you may have

are not only psychological, but may also have a biological

origin. By the way, when was the last time you made a

complete hormonal examination?

HORMONES AND NEUROTRANSMITTERS

75

ause to be born! It’s the meaning of the Greek word

“genno”. By causing to be born, we have biological

and behavioral traces, derived from a very strong

force, which is genetics.

Willian Batesson, in April 1908, was the first to use this term

to describe the variation and heredity study.

The genetics study allows us for understanding the essence of

our behavior as a biological being.

Princess, God is important to everyone and it’s not by chance

that you’re the one who manages such belief in people’s

brains, also in mine.

But we are talking about something scientific, something

extremely serious, and thanks to the genetic information, we

can save lives and provide better life quality to people.

What is the influence of genetics in the

neuromarketing? Don’t you think you’re dealing

with something too superior, like, playing God?


76

By the power of the past, I have the power. Or not!

Genetics9

Knowing our essence and the evolution itself is fascinating.

And the study of the deoxyribonucleic acid, or as known as

DNA, allows for a fantastic trip to this unlimited world.

Thanks to the DNA mapping, it is possible to make a

regressive investigation of up to 150 thousand years, because

previously to that, the ancestral genetic lines disappear..

Sure! For example, for me, Marcelo Peruzzo, my genetic

mapping examination made by the company 23andme,

indicated that my ancestral composition is 99.7% European,

in addition to showing the probabilities I have in relation to

hundreds of diseases. This is revolution.

Then, it means I can know the origin of my most

remote relatives. Where do the monkeys come

from?

Peruzzo, could you provide us with a brief

explanation on what’s genetics?

My pleasure. Everything starts with the cell, which is the most

basic structure of the body. Our body has approximately 50

trillion cells, and they have different functions. The genes are

located in the nucleus of the cells, and each of them has in

average 20 thousand genes and the genes have small-sized

parts, which we may call DNA, or deoxyribonucleic acid.

I’ll go further, if you could put the data gathered from your

DNA one after the other, we would have 6-meter length data,

and see the nature’s magic, it fits only one cell.

The DNA basis, comprised of sugar and phosphate, is called

nucleotide. The nucleotides have a differentiated shape,

arranged by two long wires, in spiral format, called double

helix. Imagine a bent and twisted ladder (Figure 9).

Gee! Then, it must be impossible to see the DNA.

If a cell is already microscopic, what to say of the

DNA.

GENETICS

77

The steps of the ladder are comprised of the base pairs and

the sides of the ladder are comprised of sugar and phosphate

molecules.

Figure 9: Double helix.

Source: http://www.123rf.com/photo_12477612_dna-helices--isolated-on-a-white-background.html • kornilov14 • 123RF Stock Photo

They are the famous letters you see in genetic sequence. The

DNA contains four chemical bases: Adenine (A), Guanine (G),

Cytosine (C) and Thymine (T).

The DNA, in human beings, contains about 3 billion pairs of

chemical bases, which describe the specific language of our

genetic code. When you make a human genetic analysis, the

letters A, G, C and T are always present.

Human being? Old Monkey, nearly everything has DNA. Me,

you or an apple.

: What are the DNA base pairs?

What privilege does the human have in having

this type of code?


78

But that’s not only it. Each gene is comprised of

chromosomes, i.e., a pair of chromosomes. Human beings

have 23 of such pairs, the chimpanzees have 24 pairs, the

monkeys have 21 pairs, the cows, 30 pairs, the chickens, 39

pairs, and the bananas, 11 pairs of chromosomes.

And the most intriguing: between humans, we share

approximately 99.5% of the genes. However, we are obviously

not equal.

Congratulations, Einstein. Did you know that there are over

10 million SNPS. Thus, we may understand what is the

marker (SNP) you really are, whether in relation to you

physical appearance, or, also, to your behavior. Look how

interesting, the chromosome 8, specifically the SNP rs4950,

with the genotype AA (Adenine and Adenine), according to

I understand it. The difference between humans

is the polymorphism of single nucleotide, known

in the scientific world as the SNPS.

the research carried out by the University College London

(UCL), would have a trend to exercise leadership.

That’s life, Old Monkey.

Did you understand the importance of genetics in the

neuromarketing?

In a near future, upon availability of the DNA examinations,

we’ll certainly have genetic segmentations in the structure of a

marketing campaign.

If this will cause an impact in relation to ethics, I have no

doubt.

You must be kidding. Do you mean someone may

be born to be a leader and other people don’t?

GENETICS

79

http://pt.wikipedia.org/wiki/Polimorfismo_de_nucleot%C3%ADdeo_%C3%BAnico

http://pt.wikipedia.org/wiki/Polimorfismo_de_nucleot%C3%ADdeo_%C3%BAnico

https://www.23andme.com/you/explorer/snp/?snp_name=rs4950

https://www.23andme.com/you/explorer/snp/?snp_name=rs4950

In the next chapter, you’ll understand better this biological

determination.

But nothing in life is deterministic, because you’ll learn with

memetics that even an individual who does not have a

leadership SNP, through the power of the environment and

his interaction, may be not only a leader, but even the

President of the Republic.

The great privilege of human beings is the fact that we are the

only ones in the planet to have an Einstein, and fight for or

against our genetics.

I don’t understand.


80

elieve me now, you have the power, depending, of

course, on your Einstein. In this topic, we will

discuss the memes. While a gene is something you

don’t choose, because it is marked by the destiny of your

biology, the memetics is dynamic and unpredictable. The

meme is an extension of the evolution concepts of Darwin

(1809-1882) on natural selection in the evolution process, and

the study will show how important it is in your life, mainly in

the neuromarketing, for your management. The first time the

concept of meme was mentioned, in 1976, by Richard

Dawkins, on his book “The selfish gene”.

No, Old Monkey. There’s nothing to do with the Facebook

memes. For us, it’s a culture unit, a behavior or an idea that

may be passed from individual to individual and from

generation to generation, by imitation.

These complex sets of memes may be represented by the

political ideologies, religious beliefs, paradigms and scientific

theories, corporate culture, family and mainly by the media.

But what’s a meme? I know plenty of these on

Facebook. They’re quite strange!

MEMETICS

81

I copy, you copy and he copies

Memetics 10

The concept is quite simple, just understand that everything

you’ve learned by imitation is a meme. We may include

absolutely everything, from the time you were born, and your

daily habits, your vocabulary and abilities. Basically, your

entire behavior, inherited by the environment in which you

live, was influenced by the memes.

Not always the best meme is the one which wins and the one

which multiplies by minds of the whole world. By the way, the

most powerful memes are those which damage the human

being, because they were created for the purpose of favoring a

third party and not you.

It also happens in the market, because not always the most

sold or most famous product is literally the best. Getting things

a little worse, sometimes the winner meme is that which causes

harm to your health, your carrier and mainly your pocket.

Many examples may be mentioned to provide concept of a

meme, bit for simplification purposes, we separated the most

common ones: the fashion in clothes and in food; ceremonies

and habits; arts, architecture, engineering and technology;

melodies and music; ideas; slogans; alphabet; religion; etc. Is

the idea of hell is actually a self-perpetrating meme? Good

reflection.

Always remember: the brain loves to abandon its own ideas in

detriment to the others’ ideas. After all, the news is always

welcome to the brain. I understand it, you’ll realize the effect

the meme has in the formation of the consumption habits.

Your brain is always willing to change an old meme for a new

one, preferably better. Remembering that better does not

mean good, it may be also bad for the individual.

Then, if the gene is important for formation of the perception

of a person, the meme is also important, and in equal

importance. There is a factor that the neuromarketing is

learning to recognize its potential: every meme created, and

that has potentially compatibility to a genetic behavior,

becomes powerful.

If we fear by nature of the unknown or of an animal by

genetic determination, using memes that give rise to these

instincts reinforces replication.


82

The mirror neuron activates a reciprocal imitation act

between two or more animals. Initially, these neurons were

observed in primates. In humans, it may be observed both in

the pre-motor cortex and in the lower parietal lobe. It is, in

summary, a biological virtue of the human being. The meme

in turn is a creation of the human being, which

indiscriminately and many times by manipulation, invades the

minds of third parties, in search of a behavioral change.

In a simplified manner, the mirror neuron is the meme’s

trigger! The meme settles, and waits for the mirror neuron to

act, so that it may influence your decisions.

In essence, the meme is a behavioral standard and may adapt

better in some people than in others.

I’ve heard about mirror neuron. Is it the same as

meme?

However, the right is to say that the memes replicate

themselves, not the people. Understand better: the people

infect the others with their memes and some of them are more

contagious than the others, but also some individuals are more

susceptible than others, mainly those dominated by the

Monkey, who don’t have a powerful Einstein. It’s hard to say

it, but ignorant people in the knowledge areas essential for the

business management, such as economy and administration,

among other areas that manage the companies’ business

models, are the fatal victims of the manipulating memes.

Obviously, you might have noticed that the environment

where the memes are developed is the human mind, but

there’s a limit for their reproduction. For the professor of Tufts

University, Daniel Dannett, the stock of memes in the mind is

limited. Therefore, there is a strong survival competition

between the memes.

This competition is the major selective force in the

neuromarketing atmosphere.

MEMETICS

83

In her article “The power of meme”, Susan Blackmore states

that the memes have no forecast power. If you ever heard of

viral marketing or herd effect, welcome to the neuroscientific

explanation.

Look how interesting, Einstein. While the philosophers face

the memes as idea units (rational), the neuromarketing

minimizes the effects of their rational dissemination in the

minds of the consumers, by means of persuasive

communication stimuli directed to the irrational, to the

Monkey of each individual.

Such attempt to disable the consumer’s Einstein and activate

his Monkey and Princess undoubtedly represents most of our

purchases, which we think to be rational, but aren’t actually,

because we are taken by the unconscious act to copy trends,

fashion and styles.

Alright! But what’s the use of the memes in the

neuromarketing strategies?

This is the time in which the viral memes throw a party in our

minds.

In practical terms, it means you will have a great advantage in

disclosing your ideas with the use of the memes. I must warn

you that such strategy is used not only to sell quality products

which promote well-being to people. Sale of the intangible,

such as the memes, filled with fear, becomes the major strategy

of groups which sell dogmas and superstitions, such as

determination of the world end in 2012. We’ll soon talk about

this subject, but it’s important for you to understand that the

memes are powerful. Who said they sell the truth? I didn’t.

The genetics and memetics bring a huge complication for the

traditional marketing researches, which are mainly based on

Einstein’s opinion of people. In what market research did you

see in the filtering questions, references of genetic order, such

as behaviors and addictions – yes, we inherit behaviors also by

genetics – and pathologies derived from antecedents?

What about those of memetic order? Mainly from influence of

the social, cultural and religious groups, so that we may then


84

understand who is really the individual that will make part to a

marketing approach?

Envying a person builds negative memes. Similarly, a person

filled with bad feelings will tend to answer to a research

negatively. Or imagine a person with extremely high levels of

cortisol, with acute stress state and impatient, how much time

and patience will he have to calmly answer a questionnaire.

Similarly, if you don’t consider memetics, imagine make

questions on condoms, without knowing, in the first place,

what the individual’s religion is.

This is all too bad, mainly in researches with small-sized

samples. The great advantage of the neuromarketing is that,

with assistance of new technologies, mentioned here, it

becomes possible to clearly realize the emotional unconscious

states of the consumer.

Demographic filters serve and are used until nowadays for

traditional approaches, because they are actually predictable

and easy to manipulate, but believe it, they are basic and

insufficient to actually understand who is the consumer. The

fact is that 95% of our decisions are unconscious e irrational,

i.e., Monkey’s attitudes.

We’ve said that and we shall repeat it as many times as

required. Only 5% are rational. Genetics and memetics are

directly related to irrational and are not consciously

perceptible.

The terms gene and meme are now known to you; then, you

know the importance this dynamic pair has in the consumer’s

behavior and, mainly, in application of the market researches.

MEMETICS

85

he way the customers perceive and memorize you,

your brand and your products may drastically influence

your market success or failure.

The memory, conceptually speaking, is the activation of

nervous cells in the brain and causes you to remember past

events, whether now or some days, months or years later.

Your first car, your first computer, an unforgettable trip, your

first videogame, a remarkable dinner or that class you never

forgot, among so many other things.

These are some examples of products and services our brain is

used to memorize and that, thanks to the neuromarketing,

today may be efficiently planned and mark forever an

experience to the customer.

All of our past experiences – including information derived

from genetics and memetics – define the people’s personalities,

consequently the consumer’s personality. Negative memories

put an end on brands, products and even people. The positive

memories, in turn, generate loyalty and satisfaction.

The information captured in the environment where you live

is sent to the brain region named hippocampus, which unites

these perceptions into a single experience that, as we already


86

The strategy is to become unforgettable

How our Memory Works11

said, will be solely yours, and, therefore, will comprise your life

experience.

Yes, my friend... Our memory is magnificent, because it allows

us to identify the sensorial stimuli and keep this information

for future use. Going back to your question, the types of

memories are rated into two large groups:

- Procedural or implicit memory – the unconscious and

automatic capacity to memorize through reflexive and

emotional reactions. How can we drive a car while talking on

the phone? Ok, this is wrong, but thanks to our conditioned

reflexes and the emotional memory, this is possible.

- Declaratory or Explicit Memory – the capacity to

consciously record the information received from the

I’m different, because I live of the experience and

learning by repetition. Is it true that there’s a type

of memory that is never forgotten?

environment, that may be represented by means of formal

language such as writing and words, whether in routine events

(episodic memory) or in new experiences (semantic memory).

The declaratory memory, which is conscious, has three

systems, according to the information processing stage:

- Sensorial memory, also known as immediate memory,

responsible for the sensorial record, which establishes the

initial information process, right after the sensorial organs

(hearing, vision, tact, tasting, smelling) are activated. As we

have learned in the dynamics of the neocortex, the initial

registration of such memory takes place in different places,

such as in the occipital lobe (vision), the temporal lobe

(hearing) and the parietal lobe (tact). And it may last from 01

to 05 seconds.

- Short-term memory or operating memory, of which the pre-

frontal cortex is the main agent. This type of memory is able

to keep active in the consciousness, from 5 to 20 seconds, new

information received from the external environment, and old

HOW OUR MEMORY WORKS

87

information originated from the hippocampus. When we

make simples calculations, we use this memory.

- Long-term memory, by which the actually important

information is recorded and consolidated in a longer period,

such as minutes, months, years or even your death. The long-

term memory depends in the hippocampus, which are two

structures located deeply in the brain temporal lobes.

They work together, there are no strict rules.

However, for a memory to become long-term, it will have to

go through a period in the sensorial memory and a short-term

one. And your brain is the one which determines whether the

information should be stored for longer.

Interesting! But do these memories work

individually or jointly?

Take it easy, Monkey... You’ll see new research technologies in

neuromarketing that try and help to discover it.

For example, through the EEG it is possible to know the level

of activity of the pre-frontal cortex to have clues of the short-

term memory, and by the eye tracking, through the ocular

movement and pupil dilation, you may see what are the areas

of a visual stimulus with greater involvement by a consumer. It

all helps a lot at the time of designing a neuromarketing

campaign.

How will I know whether the information I’m

sending in a marketing campaign is causing an

effect to the consumer’s brain. How will I know

what’s the type of memory?


88

I know that and it’s not by chance that most of the

neuromarketing strategies are just focused on emotional

aspects.

But never forget that the place where the long-

term memories are stored is the hippocampus,

under my responsibility.

HOW OUR MEMORY WORKS

89

he importance of the right and left hemispheres in

the brain neocortex surpasses the physiological and

biological issues, literally invading our behavior.

Through a small test, that you can make to know your

dominant hemisphere, it’s possible to understand whether you

tend more to rationality or creativity and, who knows, you

may know whether you are a privileged that has balance

between reason and imagination. Another use of such test is

related to its application to the consumer audience.

Understanding the dominant hemisphere of your customer

allows for direct marketing campaigns much more efficient,

through a specific content to each profile. Who’d have thought

that one day we would be segmenting through the brain

hemispheres? That’s evolution!

Let’s practice.

As a professor, I understand that my students are customers,

and expect a quality service. I notice that, in the

neuromarketing, marketing, leadership, and sales classes, it is

possible to manage with greater easiness the differences of the

students in relation to reason and imagination. However,

when the subject is math and calculation, the thing gets a little

more complicated.


90

Rational, creative or balanced?

Which is the Dominant Hemisphere?

12

The academic sector should understand better the profile of

its student, or customer (the academy hates to use the term

customer), and urgently apply this type of test. After all, in a

financial math class, people with the left hemisphere as the

dominant, tend to learn the calculations more easily.

It does not mean the individual with the right hemisphere as

the dominant cannot learn financial math, but he needs a

greater time and a different approach.

As in the classrooms the students turn into a fruit salad in

relation to the personal profile. This type of problem always

occurs – some people rapidly solve the problems, others in less

time and some people are not even able to begin the resolution

process.

But, nothing is perfect in this world. One day the educational

process will get there.

Then, let’s not waste time and let’s apply the research in you.

Remember, the same research may and should be applied to

your customers, employees, friends and relatives.

Let’s go to the test:

What is the most exciting task for you?

a) Reading a book on an alien creature or any other bizarre

situation.

b) Reading the habitat and behavior report of your favorite

animal.

What are the classes you like the most?

a) Arts and music.

b) Science and math.

If you have just bought a computer. Do you, before anything,

read the manual?

a) No way.

b) Of course I will.

To you, does this sentence make sense? “Nowadays, there is an

infinite universe of opportunities to make money”.

a) True. Of course there is!

b) False. Infinite world of opportunities?

WHICH IS THE DOMINANT HEMISPHERE?

91

When you read a magazine...

a) You turn the pages for what interests you.

b) Starts reading from the beginning.

What is more useful to you when you try to understand

someone who speaks a language you don’t know?

a) Seeing the gesture of the person and his facial expressions.

b) Using a book of phrases or a dictionary.

How do you prefer to express yourself ?

a) Through a drawing or recording a video.

b) Writing.

Your room is usually:

a) A big mess.

b) Clean and organized.

Do you easily lose the notion of time?

a) Yes.

b) No.

Einstein, for those who answered more times the letter A than

B, what was the result?

Nice! What about those who answered more letter B than A?

What about those who had the result too close, i.e., the

number of A’s and B’s was quite similar?

The person has dominance of the right

hemisphere, and proves to be a more creative

person, uses imagination a lot, thinks of the future

and is quite intuitive.

The person has dominance of the left

hemisphere. This person is more realistic,

organized, rational and logic.


92

I hope you learned the importance of mapping the

dominance of the neocortex hemispheres, as well as its

marketing application.

Don’t continue without doing the test!

This type of balance brings many advantages, for

walking easily between reason and imagination, it

brings professionals and personal benefits.

WHICH IS THE DOMINANT HEMISPHERE?

93

interm

ediate

Technologies applied to neuromarketing research

“He therefore who doubts and yet seeks not is at once

thoroughly unhappy and thoroughly unfair.”

Blaise Pascal

lectrodermal activity, known in the scientific world

(EDA), refers to measurement of electrical changes

in the skin surface when it receives signals from the

brain.

For most people, for example, when experiencing an

emotional arousal, an increase in cognitive workload or an

exertion, the brain sends signals to the skin and increases the

level of perspiration. Any change of sweat on the skin surface

and increased electrical conductance are enough to accurately

measure the excitation, using specific equipment.

Our autonomic nervous system is responsible for the

activation of these reactions in our skin.

It is divided in sympathetic, responsible for fight or flight

activity, and the parasympathetic, which awakens rest and

calm.

To physiologists skin is the body that best measure of the

sympathetic nervous system, it is even better than heart rate.

Anyway, that’s what matters to neuromarketing, efficiently

measure the excitement.


98

Measuring the excitement process by skin conductance

Electrodermal Activity (EDA)13

Look, princess, the excitement alone reveals nothing. Other

technologies involved are needed to discover the valence of

emotion, whether it is positive or negative.

For instance, the recognition of facial microexpressions is a

great alternative. So here’s a nice tip, the use of other

methodologies combined, qualify and validate the data

measured by skin conductance.

That’s a tough question. Yes, it is possible and even

recommended. Of course, for this end, it is needed two

synchronized devices.

Hey! Is it possible to know if the excitement is

whether good or bad?

I have a question. Is it possible to conduct an

analysis of the conductance in the right hand and

the left hand at the same time? And what is the

unit of measurement?

Typically the hand measured is the nondominant one, i.e., the

left hand to a right-handed person. Regarding the application

of skin conductance in the hand, the most preferred places of

neuromarketing researchers are the fingers or palm.

However, recent studies show that the left and right

hemispheres may be differentially activated under certain

conditions, such as depression and anxiety.

In this manner we can expect that the conductance of the

skin, in some specific cases, can be differentially activated.

Oh! The units of measurement are microsiemens (μS).

Now it’s my turn! But how do you know when

I’m excited or not? What is my balance point, my

base?

ELECTRODERMAL ACTIVITY (EDA)

99

Old Monkey, everyone has a basal, which is the baseline.

Generally it is considered as the average conductance of an

individual during rest conditions and in the absence of any

environmental event or external stimulus.

The standard procedure in lab is to leave the volunteer at rest

up to 15 minutes before measurements or specific tasks. When

the signal normalizes, we generally found the average to

provide a baseline of the volunteer.

It is also very important that the equipment used allows the

researcher to observe, in real time, the excitement of the

volunteer in the resting state, because large changes can

demonstrate some kind of early excitement, for example,

anxiety for being in a strange place, not knowing exactly what

one is doing, among other reasons. In such cases, more time is

needed for the volunteer to get into the baseline.

Finally, when we observe a level of skin conductance, which is

higher than the normal level of an individual or the baseline,

we found levels of excitation that reflects an inducer of stress,

of interest or any activity requiring an increase in the level of

cognition, emotion, or brain activity. Below the basal, can

mean relaxation and a lack of activation, whether good or

bad, like peace, calm, disinterest or boredom.

The use of technology in neuromarketing is quite broad, as,

for example, to measure the intensity of the excitement in an

advertisement, or any visual stimulus.

Furthermore, it can be applied in sensory studies that do not

require exclusively analysis of the visual aspects, such as

fragrances, aromas and flavors.


100

he use of Functional Magnetic Resonance Imaging

(fMRI) is undoubtedly the most advanced technology

for neuromarketing studies and experiments, due to the

ability to monitor and capture high resolution images of brain

activities, not just in a superficial way as the EEG, but in

deeper areas of the brain.

The principle of the basic operation of Functional Magnetic

Resonance is to analyze the behavior of the blood which

carries oxygen from the lungs, different from the blood that

has already released oxygen to the cells.

We can say that we have an oxygen rich blood and other

oxygen poor, and both when stimulated by Functional

Magnetic Resonance, demonstrate different behaviors.

Thus, it is possible to know the flow and volume of blood, in

addition to locate the sites with higher activity of blood, which

is described as BOLD signal (Blood Oxygen Level

Dependent). This description also applies to the use of

oxygen.

Wow, that’s sophisticated. So this equipment can

access me and find out everything I’m feeling?

FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI)

101

The unconscious revealedin detail

Functional Magnetic Resonance Imaging (fMRI)

14

There are several factors in your questioning. First, that access

to this methodology is restricted. An MRI can cost between

US$ 500,000 and US$ 2 million, not counting the software

update that contains specific algorithms of neuromarketing.

Another major problem is the lack of qualified professionals to

analyze the images generated.

In Brazil, this whole process is embryonic and the effective

attempts to understand the behavioral processes of consumers

using this technology are, effectively, more like guesses than for

clear interpretations and practices.

That’s where you are wrong, my dear Einstein See this

example. The researcher Marco Iacoboni of the University of

California, Los Angeles, UCLA, did an experiment using the

technology of Functional Magnetic Resonance Imaging.

But can a neuroscientist clearly describe what is

the area of greatest activity and blood flow, and

thus determine what happened?

The words “Democrat”, “Republican” and “Independent”

were shown to voters without candidate preference in an

election,

The areas activated in the brains of volunteers was the

amygdala and areas related to reward and desire. These brain

areas can be stimulated by hundreds of factors. And now,

what is the correct interpretation? Just see an activity in the

resonance imaging and come to a conclusion?

Only in your world, Einstein. I’m gonna be honest with you.

If you hire a neuroscientist, who have never had experience

with marketing, market and consumer dynamics, the analysis

will be technical and cold, and without proper marketing

context, therefore, the result is useless. On the other hand, if

you ask a marketing professional to interpret a resonance

image, he certainly will not understand anything. This is a

Do the data analyzes and voila! It’s simple. Two

plus two is four.


102

multidisciplinary work that needs various professionals

involved in the process.

The main advantage in using the fMRI is that it does not

make use of radiation, commonly used in X-ray equipment

and CT. It is not invasive and, yes, is completely safe to the

volunteer.

The generated images are high resolution, allowing detailed

analyzes of the brain.

There are some disadvantages that need to be clarified. As I

said before, the high cost of the equipment, software and

professionals really qualified can derail neuromarketing

projects requiring this technology.

Another critical point is that the volunteer must stay perfectly

still at the time of image capture and procedures require a

good operating time, very important variable for market

research. Claustrophobic people, for example, can have

problems at the time of examination.

Unfortunately, being a PhD in neuroscience and marketing

does not, at all, the effectiveness of a research in fMRI.

Believe me, the process is complex.

Second, put in your research schedule additional time for

analysis and interpretation of data, and the very own

adaptation with the entire system.

Third, and most important, do not create expectations in

finding in the analysis of fMRI a report with the solution for

all your research problems. You will get frustrated. There are

companies in Europe and in the United States, with

algorithms and methodologies that determine preformatted

variables as attention level, disgust, sadness, reward among

other indicators, which may help in understanding the data

collected and their marketing decision.

What tip would you give to a neuromarketing

professional when hiring a research with fMRI?

FUNCTIONAL MAGNETIC RESONANCE IMAGING (fMRI)

103

No princess, MRI creates images from any plan.

CT actually generates only one plane, the axial.

To have an idea of this plan, imagine that you are cutting a

loaf of bread to make toast.

MRI generates images in the coronal and sagittal plane.

The sagittal plane is as if you were slicing the bread in its

entire length, and coronal, can be compared to the various

layers of a birthday cake.

Is it too difficult to see a magnetic resonance

imaging? Is it like CT, which has a single plan?

Of course, you like everything that is visual. But I say again,

just like any monkey that likes visual, if you give a result of

fMRI for a new monkey to perform the analysis it is

guaranteed that you will have some headache.

It’s worth remembering that the current Brazilian legislation

on the use of this technology in neuromarketing research is

still wide open and without a clear definition of what can and

cannot be done. In some countries the use of fMRI is

prohibited.

Peruzzo, you are using a visual language to teach

the axial, sagittal and coronal planes? I liked it!


104

ur face can reveal emotions and through this non-

verbal language, we demonstrate to the world our

intentions, feelings and desires. The good news is that

there is high technology to measure facial microexpressions.

The bad news is that, every second, you expose your feelings

to others, unconsciously and impulsively, which in most cases,

completely escapes from your conscious control.

And that kind of emotional exposure is not always for your

benefit.

Paul Ekman is one of the pioneers in the study of facial

microexpressions and has been dedicated to the fascinating

study of emotions for decades.

Besides, Ekman was the responsible technician by, Lie to Me

TV Series. Whenever there was a nonverbal analysis in the

episodes, Ekman’s studies were behind the story line.

The analysis of facial microexpressions is based on the

following emotions: joy, surprise, sadness, rage, disgust and

fear. It should be also considered in the analysis the period of

neutrality, since that kind of state reveals absence of a

potentially emotional process, due to the stimulus.

FACE READING

105

Emotions revealed in the consumer’s face

Face Reading 15

The analysis of facial microexpressions can be carried out by

an expert , who can analyze the volunteer on the spot or even

in a recording.

I do not recommend that kind of personal analysis, since the

human interaction between observer and observed can

generate rumors and prejudices in the analysis.

Doubtless, the use of specific softwares is the best way to

analyze facial microexpressions in neuromarketing research.

No, Einstein. I am just saying that, since they are

microexpressions, small details can be neglected by the

observer.

And there is another important factor: the synchronization

between the emotions revealed by the volunteer in view of

Do you dare doubt the ability of an expert who

can analyze someone else’s microexpressions?

publicity, for example, that is very quick, and that kind of

analysis, by the manual process, is very difficult. It is not

prejudice. It is about technology with the best resources.

That’s all.

Sure. We already used face reading in the analysis of tangible

products, such as sale catalogues, clothes, electronic products,

electrical appliances and footwear.

And we go further...

The use of face reading in the analysis of fragrances and

flavors becomes essential in order to understand the valence in

the positive or negative emotional state, which decides to

accept or reject such product.

Is there any applications beyond publicity

analysis?


106

Good question, Princess. It seems natural that we have more

negative emotions than positive ones. Remember that we are

dissatisfied by nature.

The joy would be the reward of an expectation created

previously. Do not expect, Princess, that the indicator of joy

becomes very present in a face reading analysis.

In the Ipdois Neurobusiness, we use the face reading

essentially to measure the valence, negative and positive

emotional state or neutrality of the volunteer in view of a

stimulus, jointly with eye tracking, electroencephalogram and

skin conductance. The use of the most advanced software is

essential, since it stands security for both clients and research

team.

I am confused. There are several negative

emotions in our face and there is only a positive

one, which is joy. Is this prejudice against

happiness?

Old Monkey, you really do not conceal your feelings. This is

your biological function.

Regarding the use of face reading in the segments of sales and

people management, there is an immense range of

opportunities and solutions.

It affords subject for another book.

Great, Peruzzo! Happiness is something

impossible. Even though Einstein and Princess are

going to disguise, my physiological reactions are

not going to conceal my intentions. But, tell me…

Face reading can be used in the analysis of buyers,

members of staff or even in recruitment and

selection.

FACE READING

107

n the chapter about hormones and neurotransmitters,

you have clearly understood the importance of those

mechanisms in our behavior and how much they affect

the purchase process.

Speaking of neurotransmitters, it is obvious that a blood

collection for measurement of the levels of serotonin or

dopamine is available in the Market.

However, for marketing ends, there is absolutely no doubt that

the faint line between ethical and unethical comes to the

surface.

The blood collection procedure is highly invasive and exposes

the volunteer to extremely uncomfortable conditions.

Personally, I go against the use of invasive procedures in

neuromarketing researches, so we are going to preclude the

measurements of that important pair, serotonin and

dopamine, of the researches in neuromarketing, mainly when

a wellspring of information is derived of blood collection.

A non invasive and dependable way to understand the

hormones is through the salivary profiles.

The saliva becomes the best way to evaluate the levels of

hormones, including a complete genetic analysis.


108

The hormones in marketing action

Salivary Profiles16

There are many companies specialized in chemical process in

Brazil.

The main advantages of the use of saliva in neuromarketing

researches are:

1) It does not disturb the volunteer.

2) The results are reliable.

3) It is an exam approved and accepted by the Scientific

Community.

4) The collection can be held outside the laboratory.

The hormones that can be measured through an exam of

saliva are diverse, being mainly DHEA, testosterone, cortisol,

estrone, estradiol, progesterone and melatonin.

The analysis of cortisol is the most common analysis in

neuromarketing, responsible by the level of stress of people.

Cortisol’s output is straightly linked to the state of fight or

escape, where the fear, the disgust or the rage are activated.

Basically, we can understand the level of excitement and

aversion regarding a product, mainly the sensory, such as

fragrances and flavors. As the verbalization of the level of

acceptance of a perfume through a traditional research is

excessively subjective, the level of cortisol shows clearly the

proportionate hormonal variations by determined stimulus.

That’s true, Einstein. Cortisol is a very important hormone for

our survival, therefore, it leaves us aware to the daily tasks,

I know my responsibility is the output of

hormones by the endocrine system through

hypothalamus. However, what can we do about

the measurement of cortisol in a neuromarketing

strategy?

Sometimes I get confused about understanding

which cortisol level makes the positive experience

or the negative one.

SALIVARY PROFILES

109

mainly to the dangers. You can be sure that a very significant

alteration in the level of cortisol is related to the a product’s

aversion.

Your internal monkey is advising you about a situation of

danger. On the other hand, the most minimum alterations of

cortisol can signify an excitement, including good or positive.

In that case, in order to understand if the state is positive or

negative, you can use the face reading technology.

Sometimes you are quite coarse and impolite. There is a

procedure for saliva collection. Firstly, the companies that do

that kind of service offer a special container for saliva

collection.

Another important thing: verify if the volunteer of the

research has smoked or drank coffee before the test.

Therefore, that could affect the result.

How cortisol is collected? Just spit and get it done?

Having a good night of sleep and being not stressed with

others factors also are important conditions for the selection of

volunteers of the research.

That’s true. The analysis of the cortisol is held through two or

more samples. Normally, the first sample of saliva is called

T0.

The other samples will be called T1, T2, and so on, until the

final T. The variation between a sample and another one will

indicate the alteration in the hormonal levels, in order to

finally understand if the sensorial stimulus has altered or not,

in a significant way, the emotional state of the volunteer.

Aren’t you going to tell us about the metric to

understand if the cortisol had or not alteration?


110

ye tracking is a tool of eye monitoring used in

neuromarketing researches, also used in assembly

with other technologies as electroencephalogram,

skin conductance, face reading and functional magnetic

resonance.

Unlike the physiological measurement, the eye tracking is not

an invasive research methodology.

Basically, there are two models of this tool: table mounted eye

tracking, which permits a more perfected measurement, in

which there is contact with the volunteer, since it stays exactly

between the stimulus to be researched and the volunteer.

Normally, they use monitors or projectors in order to view the

stimuli.

The second model, the eye tracking of eyeglasses, is generally

used for researches in movement, for example, in gondolas of

supermarkets or to validate the panel of a car, while the

conductor is driving.

Is important to know the frequency in Hertz, in which the eye

tracking works in order to know how much fixations by second

the equipment can capture.

Normally, the variation is of 30 Hz to 300 Hz

EYE TRACKING

111

Consumer’s truth is in his eyes

Eye Tracking17

Einstein, Princess and Old Monkey, do you accept a

challenge?

In order to explain eye tracking’s analyses, we are going to use

a real research, carried out fairly to know which of you is the

most powerful personage in the visual aspect.

The first task is up to choose a stimulus for this analysis.

I do. I love challenges.

So do I. Since competition gives me a great

pleasure.

The rules should be fair.

It can be any visual thing, including real objects, as a cellular

or a supermarket’s gondola. In the figure 10, I created a

stimulus, where six copies of each personage in the visual

stimulus, homogeneously distributed, that is, everybody is

represented in the upper, lower, left, right and in the center of

the stimulus, totaling up 18 figures.

Figure 10: Personages in the visual stimulus


After the research application, we can see the following

graphic results, which help in the interpretation of the

researchers as: heat map, cluster, gaze plot and opacity.


112

In the figure 11, the heat map is the hot map of the stimulus

and shows the areas of bigger viewing.

In the figure 12, the opacity is the same analysis of the heat

map, however is in negative.

The great advantage of that graphic is the facility to verify the

points of bigger interest.

In the analysis of the gauze plot, is possible to see all of the

eye movements, from the first pull up to the last.

In the figure 13, you can see the movements from one of the

participants, since it is possible to observe, simultaneously, of

all of the participants, but the understanding is zero.

In the figure 14, the cluster is a specific area with a big

number of viewing, where eye tracking software creates the

area of the visual of the cluster, shows the percentage of

people that set (PPF) in that cluster.

Figure 11: - Stimulus’ heat map


Figure 12: Stimulus’ Opacity


EYE TRACKING

113

Figure 13: Stimulus’ Gaze plot


Figure 14: Stimulus’ Cluster


Be careful!

In the internet and in basic researches, carried out by

inexperienced professionals for the use of the eye tracking,

show barely the heat map of the stimuli, what visually

doubtless, comes to mind.

However, depending on the time of the stimulus and of the

objectives of the research, the graphic result is more for a big

charm, than actually for practical and significant results.

Let’s see the creation of AOIs, which are Areas of Interest of

the stimulus.

In the research, each personage, Einstein, Princess and

Monkey in their different positions become an AOI, which

individually should be renamed, so that can be held the

statistical analyses in the software of eye tracking.

See the AOIs created and its respective names in the following

figure:


114

Figure 15: Creation of AOIs


Those are names of the AOIs that will serve as base for our

statistical analysis.In this research, we used fixed AOIs.

However is interesting the use of dynamic AOIs in film, where

the images are in movement.

The Ipdois Neurobusiness did a differentiated analysis of a

commercial of insurances using dynamic AOIs.

In the sequence of the chapter, you will see the complete

research accessing the corresponding QrCode.

Ok.

From AOIs’ definition, we have important indicators which

the eye tracking measures so that researchers can do their

analyses, mainly:

- TPF, that means the time for the first fixation.

- PPF, that is the percentage of people that set.

- DF, the duration of the fixation.

- QF, that shows the quantity of times the volunteer set

determined AOI.

There are other indicators, but we must focus in those that are

the most important.

Let’s begin with the chief indicator, the PPF.

C’mon, Peruzzo, tell who is the best personage.

Speak up!

EYE TRACKING

115

It is useless if an AOI has a great quantity of fixations if just

two people have fixed the object.

We will do an analysis of the indicator that had at least 65%

of PPF, below 65%, and we will consider that the AOI was not

attractive, since the percentage of people that set was very

short.

The ranking of the four AOIs regarding the PPF was:

Table 1: PPF of the Personages

PERSONAGE PPF

Einstein 2 86%

Einstein 4 76%

Monkey 2 71%

Monkey 3 71%


And the Oscar of Best PPF Indicator goes to: Einstein!

Congratulations, Einstein!

You reached the greatest number of people visualizing your

personage.

And the most incredible thing: you stayed in first and second

place!

Snobbish you!

Now we are going to know who was the champion of the TPF,

time for first fixation.

Always remembering that a TPF smaller than 2.5 seconds

signifies that there is a visual appeal by impulse.

More than 2.5 seconds, the visual analysis becomes more

conscious.

Thank you. It must be my charm. I’m irresistible.


116

The ranking of the four AOIs regarding the TPF was:

Table 2: TPF of the Personages

PERSONAGE TPF

Monkey 3 1,0s

Monkey 2 1,9s

Princess 3 2,0s

Einstein 2 2,2s


Congratulations, Old Monkey, the Oscar of TPF is yours.

From the four first nominated in this requirement, the

Personage Monkey 3 is the first and Monkey 2 is the second.

Old Monkey, visually you are a personage that calls more the

attention of the people, in a vision by impulse, what is,

naturally, an attitude of Monkey.

It is time to analyze the QF that, as we mentioned before, it

represents the quantities of fixations, by person. Naturally, a

high indicator of QF signifies that the people come back

several times for the AOI and that is called attractiveness. The

ranking of the four AOIs regarding the QF was:

Table 3: QF of the Personage

PERSONAGE QF

Einstein 2 2,1 fixations

Monkey 2 2,0 fixations

Monkey 3 1,8 fixations

Princess 3 1,8 fixations


What a show, Einstein! You were also the champion in the

quantities of fixations.

Well... I knew it!

EYE TRACKING

117

We just reached the last indicator, the DF, which refers to

duration of the fixation. How much longer is fixation in the

AOI, more commitment of the volunteers. A smaller DF

means that the people have quickly discarded the AOI after

the visual contact.

The ranking of the four AOIs regarding the DF was:

Table 4: DF of the Personages

PERSONAGE DF

Monkey 3 0,3s

Princess 3 0,3s

Princess 4 0,3s

Einstein 4 0,3s


Princess, finally you had a good result. However, the

difference among the personages were minimum.

Remembering that a bigger time of fixation is able to provide

pupil dilation, what shows an emotional state.

Maybe. As the objective of the neuromarketing is going to find

out people’s unconscious state, we can apply the Index of the

Unconscious Potential (IPI), an algorithm created by the

Ipdois Neurobusiness, by which we are able to unite all the

indicators cited previously and, therefore, form a ranking of

the personages. Let’s see:

Table 5: Index of the Unconscious Potential (IPI)

PERSONAGE IPI

Monkey 3 0,94

Einstein 2 0,89

Princess 3 0,44

Monkey 2 0,37


As they were four different indicators, is there a

way to appoint a champion personage, uniting all

of them?


118

But, this is not the final result. Therefore, these values indicate

the better position of each personage.

As we want to know the character which has the best

unconscious potential in the entire stimulus (18 AOIs), we are

going to group the 4 AOIs of each personage and have the IPI

medium of Einstein, Princess and Monkey.

And we have the following result:

Table 6: IPI of the three personages:

PERSONAGE IPI

Monkey 0,75

Einstein 0,70

Princess 0,40


Congratulations, Old Monkey! You are the champion

regarding the unconscious potential, but be careful: Einstein is

quite behind you.

We should remember that the most important thing is the

research purpose.

Therefore, this determines if an AOI reached or not its

objective.

In a campaign where the objective is not to generate viewing

of the AOI as, for example, the message of the interest rates in

a publicity by car, keep down DF and TF indicators would be

the ideal, if the announcer should desired to avoid the viewing

of that information, therefore, would bring rejection to the

announcement.

Finally, the eye tracking can be used for analyze Web sites,

marks, packagings, audiovisual or printed publicities or any

visual stimulus. Its use is unlimited.

What is the ideal time for the analysis of a

stimulus?

EYE TRACKING

119

Normally, we indicate at most 10 seconds, a sufficient time,

including the safety margin. To tell the truth, until 2,5

seconds, we pay close attention to what Old Monkey is seeing.

That’s your problem. By the first time, it is possible to use a

technology to understand as our unconscious behaves itself

visually. But there is no problem, Old Monkey, because

Einstein, after the 2.5 seconds, takes charges of the thing and

begins to analyze the conscious, more and more rational.

Damn! You break my legs. Finding my truth.

That’s invasion of privacy.

I thought that I would stay out of that discussion.

In fact, I should justify many times what Old

Monkey looks first without my permission and

judgment. Sometimes, he is indecent!

Well, that’s your business, the unconscious and the conscious.

The most important thing is to know that a sensational tool

called eye tracking exists and permits the measurement.


120

he use of electroencephalogram in neuromarketing

researches is very recent when compared with its

application in the diagnosis for cerebral illnesses.

Everything began in 1848, when German physiologist Doktor

Du Boys-Reymond showed to the scientific community that

the propagation of the nervous stimulus resulted in the

sprouting of an electrical current.

However, only in 1929, German neuro-psychiatrist Doktor

Hans Berger showed that the human brain also generated

such currents and the same could be recorded. Today, Berger

is known as the father of the electroencephalogram.

Technically, the exam of electroencephalography (EEG) is the

result of an interaction between the human being and the

machine, which permits to record the cerebral electric activity,

as well psychological states, such as alert states or drowsiness.

It is possible to observe through the amplitude of cerebral

waves, different mental states, such as:

- The vigil – beta waves, associated to the attention,

concentration and cognition. The brain is quite awakened

and alert, besides, the visual process has a significant

improvement. The beta wave band is between 13 and 30 Hz.

ELECTROENCEPHALOGRAM APPLIED TO NEUROMARKETING

121

Finding out mental states of the consumer

Electroencephalogram applied to Neuromarketing

18

- The relaxation – alpha waves, associated to the relaxation

and to the internal conscience. The creative energy tends to

flow and the anxiety disappears. The alpha wave band is

between 7 e12 Hz.

- The calm – theta waves, associated to the meditation,

intuition, creativity and unconscious memory. The streak of

the theta waves is between 4 and 7 Hz.

- The deep and light sleep – delta waves have the slowest

frequency of cerebral waves and, normally, are associated to

the deep sleep. Delta is the cerebral wave of access to the

unconscious. Delta wave band is between 0.1 and 4 Hz.

The results of those waves measured by the EEG and

combined through complex algorithms can reveal mental

states of the volunteer, what generates big interest on the part

of the researchers of neuromarketing.

One of the big advantages of the modern EEGs is about its

portability, permitting that experiences outside the

environment of laboratory be a reality, as a walk to the mall or

to the supermarket.

A very important standard procedure is the international

system 10-20, used in the mapping of the positions where are

set the electrodes to record the signs of the

electroencephalogram.

This system uses 21 points that are marked dividing the skull

in proportions of 10% or 20% of the length of the distances

between the points of reference – násion and ínion in the

medial plan and the pre-auricular points in the perpendicular

plan of the skull.

The points nomenclature is given according to the region or

wolf, in that are located, being the following: frontal polar (Fp),

frontal (F), temporal (T), central (C), parietal (P) and occipital

(O).

The points located about the medium line are indexed by the

letter "z", of "zero", the points at left of the medium line, by

unequal indices and to the right, by equal indices.


122

Therefore, according to figure 16, we are able to complete the

nomenclature of all those points of the traditional

electroencephalogram:

- Fp1 (frontopolar left), Fp2 (frontopolar right).

- F3 (frontal left), F4 (frontal right).

- C3 (central left), C4 (central right).

- P3 (parietal left), P4 (parietal right).

- O1 (occipital left), O2 (occipital right).

- F7 (left previous storm), F8 (right previous storm).

- T3 (left medium storm), T4 (right medium storm).

- T5 (left subsequent storm), T6 (right subsequent storm).

- Fz (frontal of the medium line)

- Cz (central of the medium line),

- Pz (parietal of the medium line).

Figure 16: Points of the traditional electroencephalogram


Another fundamental point in the use of the EEG in

neuromarketing concerns the indicator generated through

specific software, so that the researchers can evaluate and

measure the results in a marketing way. There are several

suppliers and solutions, since each of them has its algorithm,

properly recorded and guarded in a black box because, after


123

all, the secret of the success of the EEG in the

neuromarketing is not in the equipment, but in the

methodology and in the indicators available for the decision-

making.

Every day, thousands of researches that use the EEG for the

neuromarketing are published, showing new formulae and

discoveries. Some information are of public domain as, for

example, a research carried out by the Laboratory for the

Affective Neuroscience of the University of Wisconsin, led by

Richard Davidson, in which shows that the human being,

under agitation of distressing emotions, has levels of activity

relatively high in the right pre-frontal bark, but when feels

well, enthusiastic, energized, the area of bigger activity is the

left pre-frontal. With this example, you should imagine the

potential of that tool for the use of the neuromarketing.

Another research of the same University of Wisconsin,

published in 2012, declared that the Buddhist monk Matthieu

Ricard is the happiest man of the world. The French ex-

researcher that lives today in the convent of Katmandu, in

Nepal, is today one of the confidants of Dalai Lama. The

group of scientists established that his brain produces a level of

gamma waves never before related in the field of the

neuroscience. The results showed an activity more elevated of

the left segment of the pre-frontal bark of the brain, if

compared to the right.

When Matthieu Ricard meditated in compassion, his brain

produced levels of gamma waves connected to the conscience,

attention, training and memory, that never had been related in

the literature of the neuroscience.

The exploitation of Ricard’s brain revealed that, due to the

meditation, he has an incredibly abnormal capacity to feel

happiness and a limited propensity for the negativity.

Peruzzo, The EEG Equipment is really

interesting. It looks like a helmet, full of sensors.

Does that bother the volunteer? Does that give a

shock?


124

A little bit of discomfort at the right moment of putting the

EEG is normal, but after the volunteer is involved with the

research, he forgets that he is using that equipment.

Of course it is. Depending on the equipment and of the

objective, is possible to carry out a research of EEG as an

equal cost, or to even lower to the traditional researches.

Princess, you are so ingenuous.

A research using EGG must be very expensive. Is

it already viable in Brazil?

I saw a video in which is possible to measure the

frustration of a client using the EEG. What are

the points that activate in the EEG in order to

know the frustration?

At that time you bought the Word, Excel or Power Point, did

Microsoft inform the source code of the programs? Of course

not. That’s the secret of the business. An algorithm validated

with the client, with scientific publication, can be worth

millions. You never inform the strategy for free, Princess. But,

if you paid attention to the text, you will see that I already

gave you some tips here about the place in the neocortex,

where we find the positive and the negative emotional state.

In addition to that, I must say that is possible to measure the

frustration, the commitment, the meditation, the attention and

others behaviors through the EEG.

Look that!

When we talk about the peripheral nervous system,

autonomous system and parasympathetic, we are able to find

How many impulsive attitudes does EGG reveal?


125

out a little bit about you by the EEG. By the way, you always

bother but never help.

If you stir yourself during the experiment or create a lot of

noise, you can confuse the interpretation of the facts.

Of course! By the way, this is practically an obligation. The

unique use of the EEG limits too much the results. The use of

the skin conductance, eye tracking, face reading and other

measurements permit an analysis more concise of volunteer’s

unconscious perception.

The use of the EEG by the volunteer is painless and does not

offer risk to his health, however, some procedures of

recruitment are necessary, therefore, some behaviors or uses of

inadequate substances can interfere in the result of the exam.

Peruzzo, is it possible to use the EEG combined to

other technologies of neuromarketing?

It is important that the volunteer have a good night of sleep,

the hair and the scalp should be washed with neutral soap or

with shampoos that not contain moisturizing oils or silicone.

It is not recommended the use of conditioners or gels. The

consumption of stimulating beverages as coffee and energy

drinks must be avoided. And the most important thing, if the

volunteer shows evident emotional alteration, as anxiety or

nervousness, is advisable to exempt him from the experiment.

Another important point, and that we should not forget, is that

each volunteer should sign a term of free consent and be

advised about objectives, risks, techniques and details of the

research. It is about the security for the volunteer and, mainly,

for who is hiring research. A tip: as the EEG is the nearest

technique to a medical procedure, it would be better if the

research project was sent for approval of an Ethics

Committee.


126


127

Essays and reflections about neuromarketing’s world

“All the human knowledge began with intuitions, then passed to concepts and

finished with ideas.”

Immanuel Kant

http://pensador.uol.com.br/autor/immanuel_kant/

http://pensador.uol.com.br/autor/immanuel_kant/

t is not so easy to adjust consumers’ desires. It

becomes worse when we talk about food. Here, I think

we got into real trouble. Let’s go for a simple test,

carried out over 200 times in classes of MBA, where the result,

unavoidably, was the same: is not the client that orders but the

offering, since the strategies of neuromarketing are known.

The professor asks you to imagine yourself as the owner of a

snack bar in a university. Someday, you are going to do a

market research to know what your clients, that is, the

students, are going to eat in the break. After a short analysis

of the facts, you have the following result:

- 25% of clients want chicken snack; 20% of them want

cheese pie; 10% want meat pie; 5% palm pie; 15% want

meatballs; and 25% of the clients prefer another snacks.

Your problem begins with the stock. How are you going to

manage so many ingredients to dispose that diversity of

snacks? What about the manual work to be taken every day in

order to produce that huge range of options that costs a lot for

the merchant? That kind of thing that will increase the final

price of the product… What to do?

Would a neuromarketing action be able to change the final

result? Well then, you should believe in this possibility.


130

The customer is not the boss!

Bread with Hamburger19

The professor asks you to imagine the publicity that he is

going to tell:

“You go home very hungry, after 4 hours of class, and go straight up to freezer, but finds nothing.

Suddenly, you see a juicy hamburger in your front, asking to be fried. You catch the hamburger with lot affection and put it on the frying pan, you add oil and light the fire. You begin to listen to that noise of fried food, and you taste the smell of the hamburger, that urges you to eat it. The hamburger is mouth-watering, so you catch it with a fork and carry that marvelous trophy, straightly to the most delicious bread of the planet, and when you hold tight, it does a "croc" of breaking crust.

Then you catch a knife and open the bread. In that moment, it sounds like the bread calling the hamburger: come for me! Come for me! And you obey! But before, you pass the mayonnaise in the bread, well slowly. After that tasty ritual, you put the hamburger in the bread and realize the oil of the hamburger is mixing up with the mayonnaise, making a sauce of exquisite color. But it does not matter. It is good and too pretty.

The cheese appears in your hand and you spread it all over the hamburger, and it melts soon. There is no way. You must close the bread, observe gods’ delicacy, close the eyes, bring the bread near to your mouth and savor it promptly! That delight, the best bread with hamburger of your life. Unforgettable."

Excuse me, but I bet you are tasting the bread with

hamburger. It’s magic, isn’t it?

After the whole dramatization of the bread with hamburger,

made by the professor, is thrown the question to the students:

what are you going to eat in the break?

The results pierced but, normally of 90% to 100% of the

people do not want pie anymore, or meatball or croquette.

They want bread with hamburger.

And what did you learn with that? You probably learned that

a client is always willing to replace his "meme", a preformed

opinion, by another better "meme". I am sure when you learn

how to do that, you are going to sell bread with hamburger, or

what you want and whenever you want.

BREAD WITH HAMBURGER

131

That’s your problem, Old Monkey, but I can assure you one

thing: when you get a bread with hamburger, it will be the best

thing in the World. And remember: just change your clients’

“meme” and guarantee the success of your sales strategy.

That’s the tip: is not the client that orders, but the offering that

knows how to manage and awake the unconscious desires of

the consumers.

Peruzzo, I want bread with hamburger. Where to

buy? I’m starving. Why did you that to me? I

was so happy with a pie or a little croquette. And

now I just can’t help thinking of the damned

bread with hamburger.


132

he Trolley Dilemma has been studied for years by

psychologists, neuroscientists and studious of the human

behavior, but I am going to give a differentiated

emphasis to the subject, taking into account the attitudes of

our personages Monkey, Princess and Einstein

For those who do not know the Trolley Dilemma, he was

created by biologist and anthropologist Marc Hause, and puts

people in a paradoxical decisive process, in two distinct

settings.

We go to the first setting: you are in a sidewalk and see an

entirely out of control trolley, coming a slope down at high

speed. Soon, you see five workers doing the maintenance of

the tracks.

There is a lever in your side that can change the route of the

tracks, for an alternative road. However, a worker is also

tidying the track in that road.

The situation is urgent and it is worthless to squeak, jump or

do another thing, since the decision must be taken in seconds.

So, what would you do? Well, my friends, I need your

cooperation, Einstein, Princess and Monkey. What would you

do in this situation?

TROLLEY DILEMMA

133

A quarrel between reason and emotion

Trolley Dilemma20

I surely would haul the lever, since a dead person

is much better that five. Besides, I would be a

hero by saving workers’ life. It is logical!

Wow Einstein. Imagine the family of the worker

who died. That sorrow! But, I understand your

decision. I believe that I would leave the Monkey

pull the lever.

When the situation is an emergency and the

decision must be taken within 2.5 seconds, I

assume the role. And by the visual aspect of the

situation, I also would pull the lever.

Good interpretation, Folks. Congrats!

But we’re going to the complicated part now, the setting two.

You are in a bridge and see an entirely out of control trolley

coming a slope down at high speed. Soon, you see five

workers doing the maintenance of the tracks and in your

front, there is a very obese person. There is not time to do

nothing, the only solution is: you push obese person in the

tracks, therefore the trolley, with the friction and the noise, is

going to diminish the speed, and will save the five workers.

What would you do? Push or not push?

Hey, fellas... Einstein, Princess, Monkey, what to do now?

I don’t know what I would do. Killing a person!

After all, I pushed and I participated straightly of

the process. My God! It is very difficult. I am

confused.


134

Are you seeing this, Princess? You stayed digressing a long

time, full of emotions, locked… The trolley already passed

and you killed the five workers.

Einstein, sometimes, things in our lives are illogical. You find

so easy to push an individual for death, even saving other

people? What about you, Monkey?

Peruzzo, the logic it is the same. Mathematically,

many things in the setting 1 as much as in the 2

and the result is the following: a person dies and 5

are saved. So much drama of the Princess. Push

at once!

Man, I would run. And if the trolley catches

me… Worse for me. Firstly, I am going to save

my life. And then I take the remainder.

This Monkey… Always selfish. Because workers do not

belong to your group, you did not even into account to push

the obese one in the tracks.

In the research driven by the anthropologist, in the first

setting, 85% of people affirmed that would pull the lever. In

the second setting, only 12% would push obese person about

the tracks.

The most important thing in the dilemma is that in all of the

moments of their lives, those three personages believed an

incessant battle in their mind and, naturally, those that possess

an emotional rational, biological and mental equilibrium,

possess personal and professional competitive advantage than

others.

What about you? Do you push it or not?

TROLLEY DILEMMA

135

he end of the year of 2012 was marked by social

movements that stirred up the interest of all scientific

community, particularly from neuromarketing one.

Soon, you never saw so much people involved by the fear, with

the possibility of the world finishing in the legendary date of

December 21th, 2012, as predicted by the Mayan calendar.

You can find exaggerated when we deepen in this matter, but

when 12% of the Americans, that is, approximately 35

millions of people – according to research carried out by the

French institute Ipsos – believed faithfully that the world

would finish, you should understand like those people, or

better, their brain, was involved by the story line, what is, at

least, lamentable.

I dare to say that was the most despotic strategy of

neuromarketing in the last decade, abducting people’s tonsils.

The ground disappeared for many people. Extremely afraid by

the need to seek some help, it became so emergent, that

hundreds of people decided to build special houses in order to

protect themselves from apocalypse, or participated of

collective retreats, as what happened in Alto do Paraíso, in the

State of Goiás, in Brazil.

In terms of neuromarketing, the end of the world yielded

billions of dollars for those who had used the collective fear for


136

The biggest immoral “shot” of neuromarketing of the decade

The End of the World in December 2012

21

making money and a lot visibility. They were hundreds of

books on this matter, several movies, and some of them with

marvelous visual effects.

There was that travel agency, with the call "An exuberating

End of World - Enjoy 12/21/2012", where the adventurer

would be able to give a small entrance, and the balance in to

nine rates of US$ 223.00.

Ridiculous! Therefore, the world ends, but the installment

stands...

For visibility, I can’t afford naming apocalypse movement

leaders, so that I would give more highlight for those

criminals.

Malicious individuals that know how to use less informed and

unprepared people in order to create groups, squads and

communities, where became chance leaders, by some period

and, unfortunately, due to the absence legislation, today live as

if nothing had happened.

It is not exaggeration.

Just see what happened with fanatic Jim Jones, a paranoiac

citizen, drunk and drug addicted who had the complete

control about his followers. But, is that possible?

In an isolated place in Guyana, on November 18th, 1978, 900

followers committed collective suicide. Their last words,

recorded in audio in the tragic day, were: "Die, die with some

dignity. Just do it. We’ll put an end into agony".

Depressing...

Recently, Harold Camping, a TV Show Host of the United

States, famous by his personal interpretations of the Bible and

Christian doctrines, with his differentiated voice, did the

prophecy saying world would finish exactly On May 21st,

2011.

His calculations based in the Bible just failed.

THE END OF THE WORLD IN DECEMBER 2012

137

He justified the error and promised a new end of the world on

October 21th, 2011, and nothing happened once again.

My question is: Is that all?

He abducts people’s tonsils and nothing happens.

This man collected millions of dollars of his followers for

divulge the end of world all over the planet.

Ashamed for his ridiculous apocalyptic forecasts, Harold

Camping retired and today does not lead your evangelist radio

anymore, called Family Radio.

My wistful father, Alberto Peruzzo, who honored his passage

on Earth with a lot work and education to his children,

without abduct the tonsil of nobody, gave me a book called

"Are we entering now in the final 40 years of Earth?".

I can imagine the sorrow in the end of 70’s of an individual

who had to read a book by Russel Norman Champlin without

access to the information we have today.

I present some great forecasts of these Gentleman, as of 1980,

since the book is dated from final 70’s:

In the year of 1980, we would have 8 billion of people in

Earth. Old Monkey. That’s right?

In 1980, the elected president of the United States will be

murdered or will die in his position. That’s cyclical and always

occurs each 20 years. Einstein, your turn?

The scientific forecast is: we will arrive to that

number only in 2025. Almost there? No! He

failed.

What a ridiculous forecast! Ronald Reagan was

elected in 1980, assumed in 1981 and left the

presidency only in 1989. Unfortunately, this big

president died in 2004. Failed!


138

In 1982, due to rare conjunction of nine planets, phenomenon

that occurs each 179 years, should the duration of the day be

modified?

Princess, what do you say?

The year of 1984 would be the fright year.

The probable date of the third world war, Old Monkey, it is

up to you.

Peruzzo, I saw nothing of different in the last

years. Failed!

You’re kidding! If that had happened, we

wouldn’t be here wasting our time with that

punter. Failed!

An asteroid is going to fall in one of the oceans in 1985…

Would be the beginning of the tribulation? Einstein, do you

know many things about astronomy and physics?

Between 1987 e 1988, the Soviet Union will invade Israel and

will occupy all the oil-producing notions of the Middle East.

Princess, where are you?

In 1999, several cities of the United States and Europe will

disappear of the map, since the Soviet Union will throw many

atom bombs.

I am irritated with so much lie. No one believes in

that lie. Failed!

Peruzzo, leave me alone. Such silliness. Failed!


139

What do you think, Old Monkey?

In 2000, China will be the owner of the world, since the

United States and the Soviet Union will be devastated by the

nuclear war, and then will not have forces for counter-attack.

Einstein, what do you think?

I’m so sorry, Einstein, You’re right!

I passed my vacation in Disney and everything’s

right. Failed!

I feel sorry for our reader. It just sucks. Go

ahead. It is already noticed this book is a manual

for abduct the tonsil, the author tries to scare

people and gather followers. Go ahead, because I

don’t want to lose my time.

As you can see… This little group, and many others, knew

how to abduct the tonsil, but what does occur in people’s

brain? I am going to explain this immoral secret to you.

Everything begins with the fear stimulus. The actions of

auditive and visual order stimulate our thalamus, that is the

center of sensory communication, under the responsibility of

the Princess.

The standard is the thalamus regarding the order of the

processes and send the information to the neocortex, under

the responsibility of Einstein, which should do a rational

analysis of the emotional stimulus and, finally, send the

information – screened – to tonsil, that will stimulate an action

in the Monkey, that will both in the output of hormones and/

or in the runaway or fighting process, in view of danger. This

process is called primary way.

The problem is: there is a secondary way where, by fear,

despair, anguish or some pathology – we speak of that

afterwards – the thalamus, under pressure, does not send the

information to the bark and sends straightly to the tonsil, that


140

is a despaired Monkey, that believes in anything, seeking an

existential solution, trying to survive, and ends anchored in

that judgment, by impulse and in a unconscious form, like the

solution of his problem.

You should be curious: what that history has to do with

neuromarketing? I answer: Everything!

Simply, the majority of the neuromarketing strategies focuses

on this model of fear, and makes you buy, buy and buy,

without think, analyze or argue.

By example, why they do a liquidation where the shops open

early morning? And you are already in the row longtime ago,

without sleep, for fear of losing the liquidation…

With your Einstein already tired, you enter in the shop with

the fear of losing that product that, by the way, never thought

of buying, that is the moment in which your thalamus enters

in action, doing a straight partnership and sets with tonsil, and

you forget the Einstein and active the abduct of the marketing

tonsil.

In that moment, you become an unruly animal, seeking the

consumption. Your Monkey thanks for the experience. After

some time, with the Einstein recuperated of the drinking

session –, by the way, is he who pays the bill because he is the

generator of prescription in the majority of cases –, with

certainty, he will look bothered upon being conscious of the

unnecessary purchases, carried out by impulse in the

liquidation.

I mentioned previously that the secondary way can be

stimulated by pathology. Charles Whitman, 25 years old, killed

13 people and injured 33, in 1966, in the city of Austin, Texas.

The massacre just finished because three cops were succeeded

in killing Whitman.

Why did that happen?

When child, Charles Whitman marked 138 points in the IQ

test, confirming your powerful Einstein. We might think that

Whitman really was a merciless murderer. But is not that easy.

Whitman’s autopsies found a tumor of the size of a coin, near

the thalamus, invading the hypothalamus. Therefore, the


141

rational, primary way of the bark was obstructed when

Whitman lost total control about his emotional behavior.

Not by own will, but because he had cancer.

Somewhat unbearable. And now?

The subject is complex, however, we should not yield to the

collective fear, even if the stimuli guide us to that.

Remember that you have an Einstein, what makes you a

human being, different from animals. Sparing your Einstein is

such an injustice.

No strategy of neuromarketing, based on the extreme fear,

deserves my respect or even yours.

Finally, don´t forget that Nostradamus also already foresaw the

end of the world when Easter will fall on April 25th . And

that already occurred in 1666, 1734, 1886, 1943. Did you

know that to next time will be in 2038?

I can guarantee, five years before the damned date, all this

history is going to be back, even surrounded by hi-tech and

information. We will be frightened animals, using our instinct

of survival, and always will have crooks, trying to take

advantage of the situation.


142

o Zombies exist? Something that can control our

minds and, suddenly, leaves us to the mercy of the

unconscious and animal instinct?

Take it easy, Princess.

Don’t doubt before having knowledge about things. We’re

speaking about a protozoan called Toxoplasma gondii, that

Wow! I’m afraid! That’s a lie!

possessed an incredible ability in maintaining his cycle of

extremely active life to any cost.

By the way, human beings can be infected by that protozoan,

normally in contact with excrements of animals or in the

consumption of raw meat.

Thanks you, Einstein!

Researches indicate that the presence of the cat in

domestic environment represents almost 45% of

the infections and the raw or bad consumption of

meats represents 14%.

DO YOU BELIEVE IN ZOMBIES?

143

Slave minds of nature’s mission

Do you Believe in Zombies?22

Another victim of that protozoan is the mouse.

But, all our history begins in the habitat of the cat.

The Toxoplasma gondii needs a huge effort, being a micro-

organism, to live in hosts, definite or intermediate ones.

His battle for life begins when is infiltrated in the organism of

the cat, its definite host.

In determined cycle of life, it initiates his output process and

elimination of oocysts through the excrements of cats, for its

perpetuation.

Mature sporozoites exit the oocysts in five days and enter the

Toxoplasma gondii, which enters a mouse by an infected

plant.

In humid conditions, the oocysts can resist over five years.

Once in the vital system of the mouse, intermediate host, the

Tomoxoplasma gondii takes command of the nervous system,

controlling the brain of the mouse, mainly by establishing a

new standard of pleasure in the cerebral reward system,

driving it to the meeting of the cats, since the mouse will feel a

huge pleasure upon having contact with the smell of urine of

the cats.

In the search for pleasure, the mouse will find its predator and

its death.

In normal conditions, by the genetic standard of the mouse,

without any alteration, the smell of fresh urine of the cat is a

notice of danger.

Imagine how a microscopic being can change the standard of

behavior of a complex being as the mouse.

When mouse and cat meet, the mouse stays paralyzed,

expecting calmly to be devoured.

Therefore, Toxoplasma gondii enters the definitive host,

initiating once again its cycle of life.


144

I agree with you, Princess.

Then, you saw what a microscopic protozoan is capable to do

in order to manage the cerebral reward system of a mouse, if

Look that! Did you know that 50% of people of

this planet already were or are contaminated by

the Tomoxoplasma gondii? The big problem is

with the women, therefore, if infected during the

pregnancy (0.5% of the pregnant women possess

the infection), possess 33% of chance of suffering

a miscarriage or will have children with grave

neurological problems and blindness.

How could this happen? Women should be

careful, especially in the pregnancy.

delivered to the cat, for that your objective of entering the

definite host for its reproduction and perpetuation.

A protozoan! Now imagine your brain… Complex and

marvelous, which can be managed by millions of strategies of

marketing, through vehicles of communication that stimulate

your hormones in order to buy and buy.

Besides, don’t think that a mouse brain in the unconscious

level – Monkey – is different from yours.

As matter of fact, zombies exist and control victim’s brain.

When we enter a mall, we do not resist to an offering, we

remove the credit card, we buy and then we regret about the

purchase, we are sure that something inside us – a Zombie –

prompted ourselves to do something that we never would do

knowingly.

A Zombie loves pleasure, mainly dopamine, especially in

people with low levels of serotonin. This victims are

destructive.

DO YOU BELIEVE IN ZOMBIES?

145

Confirming those results, Einstein, perhaps the science can

help many people with grave problems of health in

understanding his unruly and unconscious behaviors, avoiding

attitudes that entirely flee from the human consciousness.

I am going to pass a last information about a

scientific paper published in the Journal of

Clinical Psychiatry, in 2012, that associated the

Toxaplasma gondii to cases of suicides in humans.

This history of Zombie is already nearby the men.


146

o you believe in monsters? What about

Frankenstein’s History? Do you know? It is a

horror movie recorded in 1910, based on the book of

Mary Shelley, where a young student, interested by the

mysteries of life and death, and entirely involved by the

ambition of creating a human being, in a night, puts into

practice his desire and creates Frankenstein.

Before continuing, we stand for a curiosity: the first version of

the film shows the only time the student really created the

monster. In other versions, the monster was created with part

of corpses.

Well, here comes the point: the construction of a monster

made by parts, not of corpses, but of alive people, through

market researches and neuroscientists. Then, it is better to

believe that monsters exist. Now, if a monster created in

laboratory is really useful, sincerely, I have my doubts.

Approximately 80% of the new products fail. For example, in

the segment of perfumes, 60% of the new fragrances fail, but

you do not perceive such situation, since the classical perfumes

conceal the failures of the great international marks.

So many reasons for the huge number of failures, but mainly,

in my opinion, is the scientific stubbornness in playing God

and create new Frankensteins every day. Please excuse my

HOW TO CREATE A FRANKENSTEIN IN NEUROMARKETING

147

The sweet illusion where the parts are in the sum of the whole!

How to create a Frankenstein in neuromarketing

23

tough words, neuroscientists, marketers and researchers that,

once based in algorithms, statistics and software, can validate

any result through mathematics, creating possible little

monsters, since information generated from individual biology

facts has statistical meaning.

When the final product goes to market, the thing becomes

quite different. Then the witch hunt begins. Who is guilty?

Research and development? Marketing? Sell? As matter of

fact, a quick fusion is necessary, between the science, the

market and, above all, the good census.

But, we should not forget the main ingredient, that very few

understand its importance, that is, the intuition, derivative of

Old Monkey’s experience and of Princess’ insights.

Everybody knows that we do not live in a slow trail world

anymore, where things happen calmly, without stress and

without exercise hard cerebral activity in its consumers.

We live in a quick trail world, in the depression age, of the

access to the instant and quick information, and that,

unfortunately, some models of also physiological and

marketing evaluation still are in the epoch of the slow trail.

Here is the motive for so many failures.

Let’s understand in a practical way that some lies that are

calmly counted to the market, and the people simply accept

such arguments, with that face: Oh! That’s nice!

Let’s see a classical example of neuromarketing: telling that

millions of facts exist, that EEG captures, and that thousands

of crossings are available for analysis, as well as a world of

possibilities in fantastic interpretations is a big, huge and

sensational lie.

The algorithms created currently in the market in order to

interpret such cerebral waves are extremely limited, mostly, to

set of companies, with all rights reserved, and obviously been

liberated to the market, would cost a fortune by having access

to the source code, if someone is willing to offer that.

We are able to count few neuroscientists in the world that use

EEG rough facts, interpreting such facts as marketing and


148

behavioral information, and not merely a neurological case. In

Brazil, forget it. We should use outside technology, software

that do the whole process.

The exaggeration of millions and millions of facts is purely

marketing of neuromarketing companies. Doubts? Ask your

neuromarketing supplier, that says that it can cross millions of

alpha, beta, delta, theta waves and even gamma one, doing

the interpretation of the facts in front of you.

Without the history and I use of a final report refined and a

pyrotechnic presentation, you will expect the explanation for a

long time.

Excluding the eye tracking analyses, that are more explicit,

therefore are visual, and the use of medium, medians and

fashion require a smaller kind of stress, the methodologies as

electroencephalogram, skin conductance and cardiac

frequency are the most practiced in neuromarketing

researches.

And they make heavy errors, delivering for the clients,

ignoring the matter, a result statistically perfect, with high

statistical meaning, obtained through software and algorithms

that researchers, many times, since they do not have the

slightest idea about the function of the procedures of internal

calculus.

In fact, note that, when delivered to client, in a

neuromarketing research, a profile of consumer that does not

exist, a monster, a Frankenstein, mixture of biology, medium

and medians, treating human being as a research of

quantitative opinion, or like a structural calculation for a

building. Our body is dynamic.

Our brain has an incredible plasticity. Imagine the structures

of a building with plasticity. The building would fall!

Are you upset about this information? I know… Discuss the

standard taught over ten of years will bring a huge discomfort

for a lot of people.


149

For avoidance of doubts, see the following setting:

You could imagine a group of five volunteers for a


João is a stressed executive, with a high level of cortisol, even

in the period of the morning, he is very anxious and

hyperactive

Maria is a housewife, mother of two, and has genetic tendency

for diabetes type 2, which is being manifested.

Raul is a sportsman, too much religious and has an

irreproachable health.

Lia has a genetic problem inherited from parents, two pair of

the 5HTT gene, with short allelomorph. Biologically, by

difficulties in serotonin’s transport, is a person who tends to

the depression.

Lucas is vegetarian, 25 years old years and practices sport and

Buddhism. His nickname is Poliana, since he always sees the

benefits of things.

We are going to do the analysis with the five personages,

regarding the use of the technologies of researches EEG and

skin conductance.

Einstein, what could you say about João?

Let’s see, Peruzzo! João has a high level of cortisol

by the morning. Since he is stressed and

hyperactive, he presents high levels of beta waves,

with high levels of skin conductance, due to his

excitement. His sensorial stimuli are very strong

and alter the result as volunteer, compared with

the biology of other people less stressed. We

should not mix the two biology types.


150

About Maria… She has Diabetes type 2 and her

organism works differently from the first

volunteer. She has symptoms such as hunger,

thirsty and cloudy vision that commits, for

example, the visual analyses that use the eye

tracking.

Raul is religious and we know faith produces

serotonin, probably as a person emotionally

balanced, he tends to validate positively the

stimuli in research is big, even if the product is not

so good as showed.

Lia has a problem, the incapacity in the effective

transport of serotonin that brings depression, and

she tends to evaluate the stimuli negatively.

Lucas is stable in serotonin and does not depend

on the liberation of dopamine to be happy. For

him, everything is always marvelous.

What does that mean, Einstein? Show me your summary, so

that I can understand the situation.

But the neuromarketing companies do that?

Peruzzo, it means they are different people and

we should understand their biology in view of

determined product and the compatibility of the

stimulus. With many compatible profiles, the more

diversified, the bigger is the chance to obtain

success in the product launching.

No, Peruzzo, They consider the individual result

of each volunteer in levels of attention,

commitment, memory, excitement or emotion,

they gather everything, I repeat, they gather the

variables and create averages and medium, in

order to seek statistical meaning.


151

Slowly! I want to understand better! Did Maria present a level

of memory 0.7 and Lucas 0.5, and they create a Frankenstein

with a 0.6? That is an absurd.

Should you make a summary to simplify the idea?

Yes, Peruzzo. The value 0.6 is a Frankenstein, a

monster. He does not exist. It is a big error. Then

marketing spends millions selling for that little

monster 0.6. As it is nearby 0.7 and 0.5,

sometimes, it sets right and earns prize, but is

luck. At present, it shows more errors than

cleverness. People are indivisible and genetically

or mimetically different. We should understand

as to Maria entered the experiment and like she

left, and perceive her physiological results, without

mixing up with other volunteers. As we said

previously, we should seek the greatest number of

compatible biology.

Thank you, Einstein. Your explanation was very concise.

My function, as a marketing and neuromarketing professional,

is to give light to society’s doubts, mainly companies and

agencies that still do not dominate such techniques, so that, for

lack of knowledge, can invest his budget of research and

development in ineffective neuromarketing projects.

Of course! A product is not validated from

people’s biology average. Firstly, the product

should be validated with the biggest quantity of

compatible biology. For example, if 60% of the

volunteers in research of neuromarketing show

positive results, regarding the product, the

responsibility it is up the companies’ marketing,

they decide whether throw or not a product. This

is a question of strategy. A sentence for each

head!


152

Am I exaggerating? Probably yes, or even contaminated by the

neuromarketing "memes", but I repeat, when I see that 80%

of the products thrown in the market fail, I realize there is a

little angel telling me that something is not correct in the

methodology, application, validation and analysis of the

traditional researches.

It is worth your consideration.


153

adva

nced

Neuromarketing researches in action

“In order to search for the truth one requires to doubt, as much as possible,

all things, at least once in life.”

René Descartes

nbelievable! It’s the least a marketing professional

might imagine when seeing the success of the video

clip “Gangnam Style”, from the Korean singer Psy,

with total 1.250.947.065 views. That’s right, you are not

confused with numbers, over one billion views.

Ipdois Neurobusines carried out a neuromarketing research,

with no relationship or business interest, for the purpose of

understanding the neurological effects this fascinating video

clip provides to its viewers. 40 volunteers, from both genders,

took part in this research. The survey was carried out in

Curitiba, between January 22 and 23, 2013. The following

technologies were used in the research: eye tracking, face

reading and skin conductance.

Then, be ready... because the information is surprising.

Let’s begin with the real time spent by people to watch the

video clip “Gangnam Style”. The official duration is 4 minutes

I’m curious to know the results, because

consciously, I’m not able to understand how a

video clip from a Korean, of which no word can

be understood, made so much success in the world

and in Brazil.


158

683 billion reasons to understand Psy’s neuromarketing

The Success of Gangnam Style Disclosed

24

and 13 seconds, but through the ocular monitoring system, by

adding up the total of fixations and the respective time of

each fixation, the average time used by each spectator was 3

minutes and 38 seconds.

Einstein, Ipdois Neurobusiness is the first company in Latin

America, specialized in validating the degree of attention of

musical video clips through neuromarketing.

There is no doubt that such a successful video clip becomes a

successful benchmark. There are other video clips, with which

we made an analysis, in which the viewer does not spend 50%

of the real time watching.

Some unbelievable pieces of information were measured

through our research. In average, each viewer had 546

fixations during the Gangnan style video clip, which, if

Alright. But what’s this type of information for?

multiplied by the number of views of the Korean Psy,

provided approximately 683 billon ocular fixations of human

beings. This is an unprecedented number in the whole media

history.

Old Monkey, you’re completely right.

The video clip provides great moments of interest to the

viewers and there are some obvious reasons for such many

views, such as the need which is most inherent to every human

being, mainly to you, Monkey, sex.

See the image sequences in the next page (Figures 17 e 18)

and note what the main area of interest to the people is,

through the heat map resource:

These numbers leave Einstein impressed, but I

want to know about the visual aspects of the video

clip, since the information presented so far was

measured by the eye tracking technology.

THE SUCCESS OF GANGNAM STYLE DISCLOSED

159

Figure 17: Scenes from the video clip “Gangnam style” with heat map

Source: YGEntertainment - https://www.youtube.com/watch?v=9bZkp7q19f0


160

Figure 18: Scenes from the video clip “Gangnam style” with heat map



161

Old Monkey, you did pay attention, but unconsciously. Paying

attention consciously is a thing for Einstein. By the way, to tell

you the truth, he sees only a little.

Don’t tell him, ok?

The most incredible is the amount of scenes involved in the

video clip. We call scene every moving image, even a change

to another setting. The video clip has a total of 109 scenes. In

our research, we neuscientifically analyzed scene by scene and

the results were amazing. The three ones with greater level of

attention, which is the sum of fixation time and the amount of

fixations, were the scenes 107 with twenty seconds of average

fixations by person (Figure 19), 57 with eight seconds of

fixations (Figure 20) and 3 with six seconds of fixations (Figure

21).

I’ve just found out why I love this video clip. It

stimulates my most powerful instincts. Oh! I

thought the video clip is too fast and I couldn’t

pay attention to all details.

Figure 19: Scene 107

Figure 20: Scene 57



162

Figure 21: Scene 3


I want to make part of the analysis as well. As you

know, the hypothalamus controls the body

temperature. Thus, I want to know what scenes

had thrill through skin conductance.

Your wish is an order.

In relation to the thrill peaks, through skin conductance, the

results are usually quite individual, because each person has a

different emotional history.

The most fantastic about this video clip is that there are scenes

that provided emotional excitement peaks in several volunteers

and, undoubtedly, it shows the strong emotional appeal

promoted by the experience in watching the video clip.

We selected the five scenes which provided a highly significant

excitement peak equal to or greater than 25% of the

volunteers.

To wit: scene 107, with 56% of volunteers, scene 2, 6, 20 and

70, with 25% each.

On the next page (Figures 22 to 26), you may see the scenes

with greatest excitement level.


163

Figure 22: Scene 107

Figure 23: Scene 2


Figure 24: Scene 20

Figure 25: Scene 6



164

Figure 26: Scene 70


Perfect, Princess. The modern neuromarketing methodologies

monitor all your emotions. By the way, we also analyzed the

micro facial expressions of the volunteers, by monitoring the

Impressive! In the emotional issue, I take

advantage over Einstein. If he wants to omit an

emotion in a research, he can, but I don’t. How

can I prevent a temperature change on my skin?

emotions: happiness, sadness, fear, disgust, anger and surprise.

The variability of the emotions in the video clip “Gangnan

style” was incredible, because it stimulates a unique emotional

experience, causing the volunteers who were happy (positive

valence), by changing a scene, to change their humor state

immediately, mainly for sadness and surprise, or vice-versa.

The emotions anger, fear and disgust were not significant,

showing that the video clip does not have an aversion

characteristic to the volunteer.

It was extremely difficult to notice a standard between the

volunteers, which represents well the idea of trying to create a

Frankenstein in the neuromarketing research.

We may notice that, in 28% of the volunteers, the happiness

feeling was very intense in the first 90 seconds of the video

clip.

But did you get to a statistic conclusion?


165

For you to have an idea of the heterogeneous emotional

matter between the happiness, surprise and sadness feelings,

look on the table below the percentage of each of them:

Table 7: Face Reading Indicators

EMOTION QUANTITY PERCENTAGE

Sadness 197 43%

Surprise 123 27%

Happiness 77 17%

Fear 29 6%

Anger 26 6%

Disgust 11 2%Source: Ipdois Neurobusiness ©

I don’t want to be boring, but... how is the report

of the micro expression emotions? Does someone

stare the volunteers’ faces? I like things with

scientific details.

In respect to privacy, we omitted the name of the volunteer at

stake, see below a report (figure 27) obtained through the face

reading software, by Noldus Technology, on the micro

expressions measured in the 4 minutes and 13 seconds of the

video clip. This is actually very intense, look:

Figure 27: Face Reading report



166

Well, Old Monkey... to tell you the truth, Gangnan style is an

excellent reference for those who want to produce a successful

musical video clip.

We may certainly mention the following characteristics that

made this video to become the most seen in the whole history

of the modern media.

Let’s analyze some major points:

- Using elements that refer to our most primitive instinct, such

as sex, even if this is made subtly.

- Having a frenetic, constant pace with total harmony between

the music’s rhythm and the characters, especially the

protagonists, the singer Psy and the singer Hyuna, who have

an impressive synchronization.

After this research, is it possible to describe what

the secret to have a successful musical video clip

is?

- The fact that the singer Psy doesn’t have the standard

stereotype of the singers who are at the top of the success

causes our brain to pay attention for being something

different, a real standard deviation.

- There were over 109 scenes in only 4 minutes and 13

seconds. A frenetic pace like this is like a magnet to our visual

system. Since we are not able to watch everything that’s on the

screen, every time you watch the video, you end up seeing

something different.

- The video was recorded, produced and edited by widely

experienced professionals. By analyzing the video clip frame

by frame, it is noticeable the concern with each detail, and one

may check that this is no amateur.

- It is very relevant to understand that Psy and Hyuna are not

unknown and amateur artists, on the opposite, we may say

they are “old monkeys”, and that the world success would

come sooner or later.

The creation of extremely powerful verbal memes, such as the

chorus “sexy baby”, and non-verbal ones, such as the horse

dance, was indispensable for the video success.


167

No, Einstein. Each audiovisual work has its own characteristic

and its unique memetic environment. The best thing is

certainly validate a new video through neuromarketing

research, in order to mitigate errors and make required

adjustments and then offer to the society more high-quality

videos such as the one we analyzed.

Very good, Old Monkey!

Is it possible to assert that, by using the same

video clip elements in a new video, the successful

formula could be repeated?

I’ve got news. The reader may view this entire

study through the link <http://www.ipdois.com/

gangnamstyle> or through the QR CODE, on

this page. It’s a visual action for you to understand

the heat maps, opacity and the scenes with

greatest interest and excitement.

It’s worth remembering that the analysis of a video clip uses

the same research pattern to analyze advertisements and TV

commercials.

It’s impressive the amount of information the neuromarketing

may offer to the marketing managers and, thus, reduce a lot

the risk of an unsuccessful campaign.

In the neuromarketing, first you make the research and the

adjustments so that you may then successfully broadcast.

Unfortunately, the traditional marketing many times

broadcasts a commercial in order to, after the investment

made, understand if it went right or wrong.

We may understand, after this neuromarketing research, that

fairly the singer Psy deserves all honors of the tremendous

success of his video clip “Gangnam style”.


168

http://www.ipdois.com/gangnamstyle




n all marketing and communication courses, at least

some minutes of explanation are guaranteed by the

professor and instructors to talk about the red and

yellow application in fast food-derived promotional,

merchandising materials and product packaging.

However, are red and yellow really the colors which stimulate

the consumer to pay more attention and to purchase fast food

products?

I suppose you would not take the risk to set up a fast food

diner without the famous hot colors.

I certainly wouldn’t risk releasing the entire

communication material using cold colors. My

graduation in communication always told me that

hot colors, such as red, indicate heat, are very

stimulating and call more attention. And the

yellow is also stimulating, it may be seen from far

away and also, as stated by some studies,

stimulates hunger when people have nothing on

the stomach.

THE GREEN POWER

169

The ideal color for the success of fast food

The green power25

Who am I to question the color psychology, but may I carry

out a neuromarketing research to maybe validate these

theories?

Einstein, your mania to always believe the theory and apply it

blindly in everything, as if the magical formula would always

work, is dangerous.

Let’s go!

Ipdois Neurobusiness made a neuromarketing research with

60 volunteers in January 2012. Out of these, 30 were men and

30 were women, for the purpose of understanding the

dynamics of the hot colors, represented by the red and yellow

colors, and the cold colors, green and blue.

The eye tracking methodology was used to monitor the eye

movement of the volunteers and then understand the

Of course you can, but it’s not theory, it’s reality.

dynamics of the colors in relation to the objects respectively

hot (sandwich and French fries) and cold (hammer and nail).

That’s right, Einstein!

It seems obvious that red and yellow are so powerful for fast

food, the sandwich and French fries elements will beat the

hammer and nail elements.

Let’s see the results.

We placed the hammer/nail elements (figure 28) and

sandwich/French fries (figure 29), contrasting with the hot

colors, yellow and red.

I see. You contrasted the cold and hot colors with

cold and hot objects to understand which of them

calls more attention, right?


170

Figure 28: Hammer/nail stimulus with heat map

Figure 29: Sandwich/French fries stimulus with heat map


Let’s see the results:

Table 8: Eye Tracking Indicators

ELEMENT TPF DF QF

Hammer 0,3s 0,3s 5,5

Nail 0,5s 0,4s 5,8

French Fries 0,4s 0,3s 5,6

Sandwich 0,5s 0,3s 5,5


* TPF: Time for first fixation ** DF: Duration of fixation *** QF: Quantity of fixations

Peruzzo, I don’t get it. When we analyze the time

for the first fixation, the goal is understanding the

element that the volunteer observed most rapidly,

right?

THE GREEN POWER

171

* ** ***

Yeah, Monkey. In relation to the time of the first fixation,

which essentially represents an unconscious decision-making

process, the lower the result, the better. And who’d have

thought, the winner was the hammer. In relation to duration

of the fixation, which shows interest in the object, the results

were quite similar, but the nail won, once again the cold

element. In relation to the amount of fixations in the

elements, once again the results were quite similar, with a

slight advantage to the nail.

This is not my fault, Einstein. My duty, as a researcher, is to

understand the dynamics of the colors.

In order to make a very important contrast to the study, let’s

analyze the elements hammer/nail (figure 30), sandwich/

French fries (figure 31), associating them with the cold colors

green and blue.

Shouldn’t the sandwich and the French fries, as

hot elements, present a better result?

Figure 30: Hammer/Nail stimulus with heat map

Figure 31: Sandwich/French Fries Stimulus with heat map



172



ELEMENT TPF DF QF

Hammer 0,7s 0,3s 4,8

Nail 0,4s 0,4s 6,5

French Fries 0,8s 0,3s 4,3

Sandwich 0,4s 0,3s 6,4


It seems it did.

In relation to the time of the first fixation, the sandwich and

the nail won.

In the fixation duration, in turn, the results were balanced.

Is it me or the sandwich went a whole lot better

with the cold colors, green and blue?

But, in amount of fixations, the pair nail and sandwich were

better than the others.

Stop it, Princess!

The thing here is serious.

But we can create a competition between the nail and the

sandwich.

In the figures 32, 33, 34 and 35, for the stimuli with the heat

map view, we placed as research objects the elements nail and

sandwich, interacting with each color separately.

Will someone ever do a commercial with nail and

sandwich?

THE GREEN POWER

173

Figure 32: Sandwich/nail stimulus with blue

Figure 33: Sandwich/nail stimulus with green


Figure 34: Sandwich/nail stimulus with red

Figure 35: Sandwich/nail stimulus with yellow



174



COLOR ELEMENT TPF DF QF

Yellow Nail 0,4s 0,4s 6,6

Yellow Sandwich 0,7s 0,4s 4,9

Red Nail 0,8s 0,3s 5,6

Red Sandwich 0,3s 0,4s 6,2

Green Nail 0,6s 0,4s 4,8

Green Sandwich 0,3s 0,4s 6,8

Blue Nail 0,4s 0,4s 7

Blue Sandwich 0,6s 0,4s 4,6


The most meaningful result in relation to the TFF was that of

the sandwich in the red and yellow colors, with a very fast

view.

The DF was balanced. But the QF was meaningful, with the

sandwich winning from the nail only in the green color in a

significant manner and with a small difference in the red color.

The nail had an excellent performance in the blue and yellow

colors.

I don’t know if you know, but the most used color by the

network Subway – which recently became the largest world

fast food network, in number of stores – is the green color.

Currently, Subway has over 36 thousand units, in 99 countries.

In Brazil, it is also leader, with over 900 units, in 27 Brazilian

States.

I understand I cannot question the eye movement

of the volunteers. Therefore, I have to assume that

green is the ideal color for fast food.

THE GREEN POWER

175

When you think of creating a communication campaign for

fast foods, use intuition and also the color psychology, but

don’t forget to validate your campaign through a



176

here are researches that, despite the whole scientific

rigor which is assessed by our Einsteins, despite some

results, bother our intuition.

That’s what happened to me when I read in the book “How to influence the consumer’s mind”, by the brilliant Roger Dooley,

a research from the Princeton University, in which the author

states that use of complex fonts, such as Monotype Corsiva

and Haettenschweiller, cause the people to have a more accurate

memory on messages with the use of such fonts, than, for example, with the Arial font, which is simpler.

In order to settle my doubt in relation to the use of complex

fonts to increase memory of the people, I decided to replicate

the research, but using more modern neuromarketing

techniques and not only the observation methodology.

With a group of 40 volunteers – 20 men and 20 women – and

using the eye tracking system, ocular monitoring, I carried out

the following methodology:

Each volunteer randomly viewed three different phone

numbers (9688-5836, 9655-4721 and 9677-6945) and in the

respective sources (Monotype Corsiva, Haettenschweiller and

Arial). Each phone number remained, for ten seconds,

available for the volunteer to read.

QUESTIONABLE COMPLEXITY

177

Does the type of font increase the chance to remember a phone number?

Questionable complexity26

Right after the reading time, the volunteer was asked: What is

the phone number you’ve just seen?

If it were for your justification, the world would be lost. Don’t

think the people’s Einstein is so powerful. Contradicting you,

Einstein, the number memory result was a disaster.

In relation to the phone 9688-5836, with the Monotype

Corsiva font, 96% of the volunteers did not remember or got

the number wrong. In turn, the phone number 9655-4721,

with the Haettenschweiller font, 88% of the volunteers also

did not remember or got it wrong. The phone 9677-6945, the

only one applied with the simple font, Arial, 83% were also

not successful.

I assure you most of the people got it right

regardless of the font. An eight-digit phone

number, during 10 seconds, anyone can

remember!

I don’t see by that point of view.

All fonts presented a mistake level above 80%, which suggests

that the major problem is not the font, but an individual

capacity of each person, whether with verbal or non-verbal,

genetic or memetic inclination to decorate numbers.

And, in fact, Old Monkey, if you need to use a font in a

telephone number, it’s better to use Arial, the best out of the

three.

Finally, my intuition (Monkey and Princess working in my

unconsciousness) was right. Therefore, the research from the

Princeton University needs to be urgently revised by its

authors.

Was the research result contrary to the

expectations? Does the simple font generate more

memory in people?


178

But the research by Ipdois Neurobusiness didn’t stop in this

observation analysis; probably, very similar to that which was

carried out by the Princeton University.

Let’s analyze now the dynamics of the volunteers’ reading, in

relation to the eye tracking technology stimulus.

Table 11: – Stimulus: Telephone Number 9677-6945 with Arial font

AOI PPF TPF DF

9 11% 3,35s 1,50

6 84% 0,92s 2,94

7 95% 1,13s 3,17

7 53% 1,93s 1,30

6 68% 1,69s 2,62

9 89% 1,82s 3,00

4 79% 2,71s 2,07

5 5% 3,20s 1,00


Just remembering the eye tracking indicators used in this

research:

- AOI: Area of interest

- PPF: Percentage of people who fixated

- TFF: Time for first fixation - DF: Duration of fixation

The most viewed number was the third digit, number 7, with

95% of PPF.

The third digit also had the greatest number of fixations, with

3.17 fixations in average by volunteer.

The digit firstly viewed was the second, represented by the

number 6, with only 0.92 of TFF.

The least viewed digit was the eighth, represented by the

number 5, with only 5% of PPF.


179

Table 12: Stimulus: Telephone Number 9688-5836 with the Monotype Corsiva font

AOI PPF TPF DF

9 26% 2,56s 1,20

6 95% 0,84s 2,94

8 95% 1,13s 2,94

8 63% 2,20s 1,33

5 84% 2,03s 1,63

8 95% 2,01s 2,56

3 79% 2,57s 2,00

6 16% 2,77s 1,67


The most viewed numbers in this stimulus were the second

and third digits, respectively the numbers 6 and 8, with 95%

of PPF.

Both had the greatest number of fixations, with 2.94, in

average, by volunteer.

The digit firstly viewed was the second, the number 6, with

only 0.84 of TFF.

The digit eight was the least viewed, represented by the

number 6, with only 16% of PPF.

Take it easy, Einstein... there’s one phone number missing. It’s

too soon to get to a conclusion.

But will the Haettenschweiller font be the great differential of

the research?

This is the only hope for the fonts.

Sorry to interrupt, but the two stimuli analyzed

presented so far the same result in visual interest

level, regardless of the font used. That’s amazing!


180

Table 13: Stimulus: Telephone Number 9655-4721 with Haettenschweiller font

AOI PPF TPF DF

9 5% 2,10s 1,00

6 89% 1,15s 2,06

5 100% 1,03s 3,05

5 53% 1,70s 1,60

4 63% 2,54s 2,17

7 79% 1,87s 2,80

2 84% 2,79s 1,50

1 5% 3,40s 1,00


The most viewed number in this stimulus was the third digit,

number 5, with 100% of PPF. It was also the one which

obtained the greatest number of fixations, with 3.05, in

average, by volunteer. And, look how amazing, the third digit

was also the one viewed in first place, with only 1.03 of TFF.

The least viewed digits were one and eight, represented by the

numbers 9 and 1, both with only 5% of PPF.

Einstein, you’re right. That’s really incredible.

The goal of the research was to understand the power of the

memorization of the fonts in people and we ended up by

discovering another thing.

The third digit of a phone number is the most rapidly seen by

the absolute majority of people, with a PPF above 95%.

That’s the magical digit, because it also has the greatest

number of fixations.

On the other hand, the first and the last digits were the worst

in viewing. Having a 26%-PPF is too low.

Peruzzo, what did I tell you? Confirmed once

again!


181

The answer is simple, Princess. Because they didn’t read all

digits of the telephone number. Then, if the person does not

read the number, how can the thalamus under your

responsibility, distribute a piece of information that does not

exist? Your hippocampus will be empty, my dear, and the

neocortex will have no information!

We learned from this research that questioning surveys already

existing is a duty of any researcher, and not an affront. By the

way, do it also with my researches, because knowledge

evolution, of the methodologies and research technologies is

something natural and necessary. Not always the expected

goal of the research becomes the aimed result. We wanted to

know one thing and discovered another. That’s why I’m in

Too much stalling! Is it possible to understand why

people don’t memorize the phone number in my

hippocampus, using a long-term memory?

love with the wonderful world of neuromarketing. Always

providing us with beautiful surprises...

Not at all, Einstein! You’re the one who’s too boring. You say

it, you take it.

If I were only rational and accepted any research as absolutely

true, I would not have made this research. I would use

complex fonts in my communications, mainly in the phone

numbers, and that would be a general disaster.

Less Einstein, less!

What a Princess-like answer, Peruzzo. Are you

touched?


182

hile many individuals complain, and with reason,

that dubbed movies lose their quality due to the

change of the original audio, the subtitled movie, in

spite of having such hearing advantage, may have other weak

points, which demand a special attention, whether in the

educational process or in audiovisual communication actions

in neuromarketing.

Ipdois Neurobusines carried out, at União Educacional de

Cascavel (Univel), in Paraná, a research with 60 students,

aimed at understanding the impact the subtitled movies offer

to the spectator’s level of attention.

The result was impressive, because there is a great difference

of the attention level and focus between subtitled and dubbed

movies.

Yes, it was, Einstein. First of all, because the popular opinion

is that the subtitled movies are better to watch, because they

This type of conclusion seems obvious. Is a

neuromarketing research required to prove the

rationale?

THE POWER OF ATTRACTION OF THE SUBTITLES

183

Subtitled movies steal 25% of the spectator’s attention

The power of attraction of the subtitles

27

keep the movie’s original environment and also help learning

languages, which in fact is quite questionable.

And, the more it seems obvious that the subtitles steal the

attention, the point is: how much of attention does it steal?

Maybe 5%, 10% or 15%, or maybe it is not relevant.

But, what if I tell you it’s much more, Einstein?

By means of the eye tracking technique, a neuromarketing

tool that allows for accurately measuring the eye movement of

the spectators, it was possible to check what was the time spent

by the volunteers in reading the subtitles and in viewing the

movie.

The result was surprising, the volunteers spent 25% of the

time reading the subtitles.

Alright, you convinced me.

That’s right, Old Monkey!

You have to claim your rights. Of course that the subtitled

movies significantly hinder the way the message gets to the

viewer. The person cannot see at the same time what is done

in the movie (non-verbal language) and what’s written in the

subtitles (verbal language). Therefore, he ends up being

confused. It means that, by reading the subtitles, he loses the

non-verbal movement of the characters, who mainly transmit

emotions and feelings, which are essential for the complete

understanding of the movie.

But this result complicates my life! If I learn

through visual, or non-verbal process, I have to

keep watching the letters, and I’m losing the

setting, the protagonists, objects and details of the

movie, which get lost during the subtitle viewing,

but which are extremely important to understand

the plot in a production.


184

Even unconsciously, people, by choosing a subtitled movie,

don’t have the chance of the complete experience and,

consequently, have a mistaken interpretation of the plot.

By means of the research technique, we may see that stress is

greater by watching a subtitled movie than by watching a

dubbed movie. We realize that the search for non-verbal and

verbal information in the subtitled movies is so intense that

one can check the desperation of the visual system as well as

of the brain, in understanding what is read and what is seen,

at the same time.

I would like to make a complaint. You are being

unfair with the hearing-impaired people, who

depend on subtitles to watch movies. Don’t you

think the research may discourage use of the

subtitles in the video market?

Princess, I never thought of causing any harm to anyone, on

the contrary.

It would be a huge child behavior if someone stopped placing

subtitles in movies because we lose 25% of the visual process’

attention.

It’s obvious that I’m suggesting that in the neuromarketing

strategies, one should avoid using subtitles when the setting is

important for the context of the message.

Similarly, if the context is not important, abuse the subtitles

and texts.

Another factor which concerns me is the excess use of

subtitled movies in schools and universities.

The student, by watching a video, almost have the same

learning experience as reading a book, because he loses much

of the visual aspect.


185

Please, Princess, no prejudices with a neuromarketing

research.

Sure, Monkey... you have the whole right to make this type of

request.

In the figures 36 and 37, we have two different times of the

movie Batman – The dark knight rises, which was used as

stimulus of the neuromarketing research, where we may

clearly note the hot attention points.

Alright. I don’t doubt the research, but can you

show such difference between a subtitled and a

dubbed movie visually?

Figure 36: Scene contrast with and without subtitles


Source: WarnerBrosPictures - https://www.youtube.com/watch?v=7gFwvozMHR4


186

https://www.youtube.com/user/WarnerBrosPictures?feature=watch


Of course not, Einstein. Since I know you’re boring and want

all things with figures, references, statistics and variables, let’s

to the variables found in the dubbed and subtitled movie.

In the dubbed movie, duration of each fixation was 0.5s.

In the subtitled movie, in turn, duration of the fixation was

0.3s.

It proves less quality and time in the viewer’s attention, in each

view of the subtitled movie.

In relation to the 25% of the time of the viewer reading the

subtitles, the analysis was simple.

I don’t want to be boring, but where did you take

this 25% percentage of attention in the subtitles

from? Only by visual analysis of the heat maps?

Isn’t there any statistics on it?

An area of interest was created (AOI), figure 38, which was

then compared to the total time the spectator spent viewing

the AOI of the subtitle area, against the remaining area of the

visual stimulus.


Source: WarnerBrosPictures - https://www.youtube.com/watch?v=7gFwvozMHR4

I undoubtedly have nothing further to ask. You

know, an entire life using traditional research and

now, with these new technologies, it takes me a

little to get used to.


187



Don’t worry, Einstein... I understand completely.

Then, let’s to the tip: be careful with excess sentences in your

neuromarketing campaigns, because they may steal attention,

leaving your products in the second place.


188

t’s amazing how the visual merchandising stimulates

our eyes in a retail store. When we enter the designer

stores, we feel like we are possessed by the desire of

buying the best. Everything to make us feel better

people. It’s the unconscious fight to let our Princess happy and

our Monkey powerful.

However, since the customer is the hostage of such sensorial

experience, many times he becomes much more like a victim

of sales than its beneficiary.

That’s right, Old Monkey.

I’m a teacher and look, I teach neuromarketing and even

consider that I have a reasonably good Einstein. Now, being

deceived is really not comfortable.

My Einstein failed.

Something tells me you’re upset with some

company that made something bad!

BUY 2, GET 1.5

189

Manipulation of the visual merchandising in the unprepared Monkeys

Buy 2, get 1.528

Princess, opening up my heart won’t solve the problem. It’s

done. The companies need to be careful with the

manipulating actions of neuromarketing, because in spite of

having been deceived, now my Einstein realized the mistake I

made and charged me a rational and fair attitude.

First of all, Einstein, let me tell you how the story happened.

I was in a designer store in Orlando, Florida, when I read a

quite visible sale in a plate (Figure 39), above a counter with

several shirts.

Peruzzo, then sit on the couch and open up your

heart.

That’s right. I suggested that Peruzzo did a

neuromarketing research, simulating the

promotional ads.

Figure 39: Regular plate and with heat map



190

I entered the store and immediately saw the message being

sent to my Monkey: 40% discount. I had no doubt, an

international brand shirt which usually cost USD 60.00, with

40% discount, amounting to only USD 36.00. I immediately

bought six pieces by impulse.

Alright, I confess, I made a research before, through a price

comparison application, in my iPhone, to know how much the

same shirt cost in Brazil. Just three times the value. I was doing

the best business of my life. When I entered the cashier queue,

my Einstein calculated six shirts, for USD 36.00 each,

amounting to USD 216.00. My Monkey yelled: excellent

business! Einstein is going to be proud. By passing the items

through the cashier for payment, the surprise: the total

purchase was USD 270.00. I questioned the attendant, whose

name was Paul, and the answer was the following: didn’t you

see the wrong sales? No! It’s there: 40% discount. Paul, very

nicely, took me to shirt counter and showed me the following

sales, but this time, the other side of the plate (Figure 40): buy

a shirt and get 50% discount in the purchase of another shirt.

Figure 40: Regular plate and with heat map


BUY 2, GET 1.5

191

But this was not the plate I saw. I asked Paul to see the other

side of the counter the reverse side of the plate, where giant

letters stated the 40% discount. Once again, very nicely, Paul

asked me to read the sales and pay attention to the product,

indicated in the lower part of the plate.

And I read and the product of those sales was the sweater!

The shirts were not in 40% discount, but the sweaters were. At

that time, I felt I was the greatest moron on Earth. It’s obvious

that I didn’t give up my purchases, because even so it was

advantageous. But, my question is the following: why putting a

plate indicating 40% discount beside the shirts, with the

sweaters being in the bottom part of the counter? Our

Monkey associates the discount with the product which is

beside.

Well, I bought the shirts, but I didn’t forget to take high

quality pictures, exactly of the visible promotional plate at the

entrance of the store, for which I was deceived in the sales, as

well as of the reserve side of the same plate, visible for those

who were inside the store, mainly for those who were in the

cashier’s queue.

From my story, is it fair and ethical to indicate the sales of a

product, through which we are visually encouraged to

purchase another one, deceiving our Monkey?

When we used the eye tracking technology, in a sample with

21 women, we made a simple analysis of both stimuli: picture

A, with 40% discount of the sweaters, and picture B, with

50% discount in an additional item, in order to understand if

actually the people can realize the detail of the sales, or only

fixate the promotional figures.

Let’s to the results:

In plate A, 83% of the volunteers looked to the message 40%

OFF, and only 39% looked to the word sweater. It means 61%

of the people who enter the store, through a Monkey’s

interpretation, did not associate the 40% with the sweaters,

but with the shirts above the counter. In plate B in turn 78%

of the volunteers saw the product description, shirts, and 74%

saw the 50% discount in an additional item. A rational plate,

with no Strong promotional appeal.


192

I didn’t complain, because the plate B of the sales was there.

The plate A is aimed at bait goods, inviting the customer to

enter the store and, consequently, as in my case, committing

an interpretation mistake.

That’s why people end up being in debt and acquiring serious

financial problems with this emotional mentality. Imagine

USD 54.00 only from one customer. Now multiply it by

Did you complain, Peruzzo? This is a visual

guidance technique, not for the thing you should

see, but, to where the company wants you to see.

Wow, Peruzzo! Too much mess for a difference of

USD 54.00. This subject did not deserve so much

space in the book. It seems to be a thing of

tightfisted person.

hundreds of customers. Think of the profit gained by the

companies by visual manipulation.

The problem, Old Monkey, is that the stores should be careful

with the consumers, with those who have access to the

information and with those who have the Einstein more and

more connected. It’s natural that the complaints will

considerably increase. Of course that, receiving a customer

like me, owner of a neuromarketing lab, is an exception and

such a bad luck, but it may serve as a lesson. After all, to what

extent may we deceive the customers using manipulating

neuromarketing strategies? There is a limit and respecting the

consumer is necessary.

I hate when they deceive me. Then, Einstein is

always regulating me and putting brakes in my

decisions.

BUY 2, GET 1.5

193

n a traditional research to understand the preference

for ice cream brands, you should have no doubt that the

memetic environment, through luxurious points of

sale, differentiated packaging and an impeccable global

communication, is definitely of worth to elect the best ice

cream of the market. But the conscious opinion would be only

another piece of a larger puzzle. And by the unconscious

opinion, that over which we have no rational control, only

sensorial and emotional, derived from olfactory and gustatory

stimuli, which have no verbal coding in its action in the limbic

system, measuring the behaviors is even more complex.

For the purpose of understanding the unconscious habit of

the ice cream consumption, Ipdois Neurobusiness made a

neuromarketing research, in the city of Curitiba, with 90

volunteers, at Hipermercado Condor, between December 26

and 29, 2011. The complete result of the research was made

available to all companies which products were analyzed.

The methodology applied on the research was the “blind test”,

which analyzed three ice cream brands (Kibon, Bapka and

Häagen-Dazs) and has the participation of a sample of 90

volunteers, aged between 19 and 49 years, being 55% men

and 45% women, all of them right-handed and consumers of

strawberry-flavored ice cream. There were 20 volunteers by

ice cream brand and 30 volunteers for the control group.


194

Olfactory and gustatory system in evidence

The unconscious habit of buying ice cream

29

No, Old Monkey. The control group is essential, because

without it, we would have an analysis of the results only

between the ice creams and since we use too many visual

resources on the research, we need to understand the results of

the people in relation to the visual stimuli with no olfactory

and gustatory sensorial experience of the ice creams.

Thus, we have a standard behavioral indicator for this control

group. The goal is observing the significant variance between

the results of the group that tried the ice creams, in relation to

the control group. The variations, for more or less, may show

an emotional change derived from tasting of the ice cream.

In relation to the right-handed volunteers, a methodology of

sensorial clues through eye movement is a result.

Approximately 50% of the left-handed have an inversion in

Why this thing of control group? Right-handed?

Blind test? It’s not enough to make the research

with whom consumes ice creams?

the ocular movement, which would make accomplishment of

the research difficult. In relation to the “blind test”, the people

tried the ice creams without knowing the brand or the ice

cream flavor.

Princess, you have no idea how proud I was at that special

moment.

Being the only Brazilian representative to provide a speech on

such an important event was a landmark in my life.

After that time, Princess, filled with emotions relived, and

Monkey, by talking about myself, let’s to the research.

Don’t forget to comment that the research served

as basis for the first lecture of a Brazilian at the 1st

Neuromarketing World Forum, in Amsterdam, the

Netherlands, which took place in February, 2012.

THE UNCONSCIOUS HABIT OF BUYING ICE CREAM

195

Only strawberry-flavored ice creams were analyzed on the

research, of the following brands:

- Global ice cream, Häagen-Dazs Strawberry, with 473 ml and

approximate price in Brazil of USD 7.60.

- National ice cream, Kibon Morango, with 2 liters and


- Local ice cream, Bapka Morango, with 2 liters and


In spite of the focus of the research being on the unconscious

behaviors, the participants were asked to consciously verbalize

themselves in relation to quality of aroma and the flavor of

the ice creams, in a scale from 1 to 5.

In relation to the aroma, the ice cream Häagen-Dazs obtained

grade 4.35, Kibon 4.24 and Bapka 3.95. This is not a

surprising result, because the investment in ice cream aromas

demands million dollars, and it would be natural that a global

company would have the best results.

In relation to the flavor, the ice cream Häagen-Dazs obtained

grade 4.5, Kibon 4.25 and Bapka 4.15. The result followed

the same rationale of the aroma. But is the unconscious

perception the same?

Einstein, I’m going to ask for your help now. Since several

technologies and stimuli were used, you’ll make the

presentation of the research.

Just a detail, Einstein.

The EEG measurement was made twice, in which the

volunteer only smelled the aroma, stimulating the olfactory

system, and at some other time, trying the ice cream through

the gustatory system.

My pleasure. The first technology used was that

of an electroencephalogram, for the purpose of

measuring the momentary excitement, frustration,

engagement and meditation.


196

Let’s see the results of the olfactory system:

In relation to the momentary excitement, the ice cream Bapka

obtained a PPVN of 85.71%, i.e., no significant changes, and

14.29% with negative variations, as compared to T0 and TF.

I forgot this book is aimed towards beginners in

neuromarketing. The terminology T0, or T zero, is the state in

which the person starts the research, without contact with the

stimulus. The TF, or T final, in turn, is the state of the person

after trying a sensorial stimulus, such as for example, an

aroma, fragrance or flavor. The difference between the T0

and the TF shows a possible positive interference (for more) or

negative (for less) of the stimulus offered to the volunteers.

This type of methodology may be used for

electroencephalogram, skin conductance, heart rate or any

other physiological measurement. In relation to the PPVN,

Stop it. PPVN? Negative variation between T0

and TF? What’s that?

PPV+ and PPV-, these are nomenclatures created by Ipdois

Neurobusiness to make understanding of the PERCENTAGE

OF PEOPLE having a POSITIVE VARIATION between

significant T0 and TF (PPV+), NEGATIVE VARIATION

(PPV-), and non-significant VARIATION or NEUTRAL

(PPVN) easier. Thus, we do not look for averages, medians

and trends, trying to create a Frankenstein, but how many

biologies are compatible to certain stimulus.

Since you understand now the terminologies, let’s show a table

with the momentary excitement results:

Table 14: Olfactory system – Momentary Excitement

BRANDS (PPV+) (PPVN) (PPV-)

Häagen-Dazs 11,11% 77,78% 11,11%

Bapka - 85,71% 14,29%

Kibon 5,26% 63,16% 26,32%



197

Häagen-Dazs and Bapka did not suffer any great changes, but

Kibon obtained a significant negative variation, because

26.32% of the volunteers reduced the momentary excitement

after scent the ice cream.

Table 15: Olfactory system - Frustration


Häagen-Dazs - 94,44% 5,56%

Bapka 4,76% 95,24% -

Kibon 5,26% 94,74% -


Frustration was not significant in any of the brands analyzed.

The momentary excitement is directly related to

the emotional status of the volunteer.

Table 16: – Olfactory system – Engagement


Häagen-Dazs 10% 80% 10%

Bapka - 94,12% 5,88%

Kibon - 92,86% 7,14%


No brand significantly stimulated the engagement and

attention status of the volunteers.

Table 17: Olfactory system - Meditation


Häagen-Dazs - 100% -

Bapka 5,88% 94,12%

Kibon - 92,86% 7,14%


In summary, we may assert that in the electroencephalogram

technology the only actually important result was the


198

potentially negative momentary excitement of the ice cream

Kibon.

Very good to remember, Einstein. I will be repetitive, but our

goal is describing step by step a neuromarketing research and

not only the simplified results, leaving the reader only with the

macro results.

Much greater than exposing the research result is causing the

reader to build a methodology that may be applied on his

daily routine.

It would be important to say why some pieces of

information don’t have statistical significance. In

such EEG measurements, the variations may be

minimum, for more or less, and our own nature

allows for variations every second, even with no

specific stimulus.

Probably, the most experienced on the subject, professors,

statisticians and neuroscientists are tired of such excess steps,

but we apologize, the focus here is our new neuromarketing

consumer, and this book is aimed to him.

Let’s see the results of the Gustatory system:

Table 18: Gustatory system – Momentary Excitement.


Häagen-Dazs - 83,33% 16,67%

Bapka 23,81% 61,09% 14,29%

Kibon - 89,47% 10,53%


The most significant result, in relation to momentary

excitement, was from the ice cream Bapka, because it

obtained a significantly positive variation result, which fact is

not present in the other ice creams.


199

Table 19: Gustatory system – Frustration


Häagen-Dazs 5,56% 94,44%

Bapka 14,26% 80,95% 4,76%

Kibon 5,56% 94,44% -


Once again, while the ice creams Kibon and Häagen-Dazs

don’t have a significant result, the ice cream Bapka shows an

interesting contrast in the positive variation, i.e., its flavor is

more frustrating than the others.

Table 20: Gustatory system – Engagement


Häagen-Dazs 10% 90% -

Bapka 6,25% 87,5% 6,25%

Kibon - 100% -


In relation to the level of attention and the cognitive process of

the volunteers, no ice cream showed significant change.

Table 21: Gustatory system – Meditation


Häagen-Dazs - 100% -

Bapka 12,5% 87,5%

Kibon 8,33% 83,34% 8,33%


None of the ice creams showed any significant change in

relation to meditation.

The most important result, in addition to those already

explained previously, is that based on the idea that the ice

What is the summary we may have from these

results?


200

cream Häagen-Dazs is a premium product, the ice cream

Bapka showed a very close behavior, with no great distortions.

This is already an indication that, in terms of central nervous

system, specifically the neocortex, both have close

characteristics.

The ice cream Kibon does not enter the comparison by the

negative result in relation to the momentary excitement of the

system.

Let’s get there, Old Monkey.

For analysis of the heart rate, we use the same EEG

methodology, i.e., we checked the T0 and the TF of each

olfactory and gustatory try.

But this is not enough to have a conclusion of the

ice creams, is it? Where’s the heart rate analysis?

Let’s see the results of the Olfactory system:

Table 22: Olfactory system – Heart Rate


Häagen-Dazs 6% 94% -

Bapka 24% 62% 14%

Kibon 20% 60% 20%

Control Group 18% 61% 21%


The ice cream Häagen-Dazs showed an incredible balance in

relation to the heart rate, not significantly stimulating the

SNA, sympathetic or parasympathetic, and did not show a

behavior near the control group.

The ice creams Bapka and Kibon presented results close to

those of the control group, which shows a behavior neat the

normality.


201

LLet’s see the results of the Gustatory System:

Table 23: Gustatory System - Heart Rate


Häagen-Dazs 10% 80% 10%

Bapka 20% 65% 15%

Kibon 39% 56% 6%

Control Group 18% 61% 21%


Once again the ice cream Häagen-Dazs was the one which

least changed the heart rate of the volunteers. Bapka kept a

result very close to that of the control group. The ice cream

Kibon in turn had a significant change in relation to the

positive variation.

Since the heart rate is a system I control, what do

you say about the results?

In summary, the ice creams Kibon and Bapka did not

significantly change the volunteers, because their results are

very close to the control group. Now, the ice cream Häagen-

Dazs is impressive. In the olfactory and gustatory system tries,

it obtained an uncommon balance.

It’s as if the people were in an unchanged status, which is not

normal. If this is bad or good, it depends on the company’s

goal in relation to the product. If the company wants an

intense product which may cause great emotions, the result is

not good. But if it wants the customer to be unchanged,

whether in alert status or excess calmness, the result is great.

The marketing should guide what one wishes with the

product.

The neuromarketing measures these physiological reactions.

But I thought a neuroscientist, by reading these

results, would point out the best marketing

strategy?


202

Are you kidding me? A place for everything and everything in

its place. A neuroscientist, even due to his graduation, works

with a world controlled by science, protocols, algorithms and

patterns. Einstein, definitely the market doesn’t work like that.

If it did, creating a marketing plan, with all variables required

and executing would be sufficient: guaranteed success! On the

contrary, over 90% of the extremely successful companies

created did not start with planning, foreseeability, protocols

and predefined algorithms.

After all, guiding a marketing manager to rake decisions only

on the physiological measurements may be a big disaster. I

must repeat, neuromarketing is a joint effort, where marketing

and neuroscience, joining these two ecosystems, including as

regards the human material, should join forces, to get to a

plausible conclusion.

Now, let’s see an innovative methodology. Use of the color

spectrum to understand which color, aroma or fragrance

leaves more interest, mainly as regards the unconscious and

decision impulses, which occur up to 2.5s after the people view

a product.

Einstein seems to be a clairvoyant. This was the question they

made me in the end of my lecture during the 1st

Neuromarketing World Forum.

It’s obvious that neuromarketing is also a business, and like

any other business, its activities should be kept in secrecy,

which means maintenance of its success. Open up your mouth

on your secret and your differential ends up becoming a

standard.

Everything that’s standard is worth too little. I apologize, but

this mania to always require the source of what is created

many times refers me to the idea of creating only things based

on past. The past is important, but creating something which

is not related to anybody’s reference, or any scientific text, is

normal. This is something the neuroscientists must learn.

Going back to the design of the top 100 world companies,

On what scientific reading were you based to

make the research?


203

that’s the question: were they created “according to”

someone? Or were they created through geniality of their

entrepreneur?

I would be too naive to expose my algorithm publicly. Other

market-leading neuromarketing companies did not disclose

their algorithms as well.

Let’s see the results of the color spectrum. The volunteers

were encouraged to try, through Gustatory System, the ice

cream and then, through eye tracking system, they were

visually encouraged with the following colors: red, green,

yellow, blue, orange and purple.

The table below shows the PPF (Percentage of people who

fixated) of the colors within up to 2.5s, time deemed as

essential for decisions by impulse and, naturally, an essential

factor in the creation of the ice cream packaging and color.

We should remember that the control group viewed the color

spectrum with no try.

Table 24: Color Spectrum - Gustatory System

COLORS GC Kibon Häagen-Dazs Bapka

Red 63% 55% 75% 76%

Green 53% 55% 75% 81%

Yellow 37% 35% 55% 57%

Blue 63% 58% 45% 67%

Orange 53% 45% 30% 62%

Purple 50% 45% 50% 67%


The ice cream Kibon was the one which got closest to the

control group, suggesting that its flavor did not significantly

stimulate the colors, mainly the red and the green, which also

got below the control group.

*GC: Control group


204

*

These colors, red and green, are essential for the test, because

they represent the strawberry colors in the ice cream

packaging.

The ice cream Häagen-Dazs was technically the one which

had the best result, as compared to the red and green colors,

which were significantly greater than the control group and

the cold colors. The ice cream Bapka obtained a very

significant result in relation to the red and green colors, but it

also increased the fixations in the remaining colors.

Princess, usually through qualitative researches and group

discussion. Now there’s a new alternative.

Wow! Use this research to help determining the

colors of the ice cream is amazing. How do

current ice cream companies do?

With this research we may get to some major conclusions, not

to say which ice cream is better, because it depends on the

marketing goals of the companies, but in relation to the

neuromarketing methodology:

a) The use of different tools, such as ocular monitoring

through the eye tracking, EEG, heart rates and skin

conductance, to measure the unconsciousness becomes

important for a rich and consistent interpretation, adding to

the traditional researches.

b) Both the olfactory and the gustatory system had different

results, which validate the contrast between both, by using the

neuromarketing.

c) The colors and the images have different unconscious

perceptions when the volunteers have gustatory and olfactory

stimuli.

d) For the visual aspects, carrying out a research without

control group is having a serious risk in obtaining unrealistic

results for the consumer’s purchase environment.


205

In relation to the marketing applications, with this

neuromarketing research, we may highlight:

- The purchase decisions of the ice cream brands in the point

of sale are not stimulated by aromas and fragrances, only by

merchandising stimulus. However, the new purchase of ice

cream is determined by positive or negative experiences

associated with flavor and aroma. The neuromarketing

research collaborates in both situations.

- An additional care is required with the flavor, aroma and

fragrance approval.

- the fragrance houses are widely important in the flavor,

aroma and fragrance choosing processes, because they allow

for such unconscious measurements through neuromarketing

researches.

My large goal in exposing this research to you, reader, is

showing the steps of a neuromarketing methodology and its

possibilities.

Each stimulus may use already validated methodologies in

other researches and, why not, innovate in new methodologies.

Literally, the sky is the limit for the sensational world of the

neuromarketing researches.


206


207

Methodologies for the neuromarketing

“If, at first, the idea is not absurd, then there is no hope for it.”

Albert Einstein




he quantitative research is widely used in all areas of

the human knowledge, hundreds of years ago, always

with the same goal, understanding people’s opinions

and transforming them into statistic data. Thus, we may make

decisions supported by figures, which may reduce the margins

of error and increase reliability of the data.

Well then, what was the last big news in the method? Many

times what we actually see is a net of new rules, based on past,

with exaggeration of limitations, which in my opinion

generates, many times, stagnation of the innovation process.

I created a quantitative assessment pattern, by which I remove

the presence of the interviewer and also with a verbal opinion

of the volunteer. The quantitative research is carried out

without the volunteer opening the mouth.

The methodology consists in the monitoring of the eye

movements of the volunteers, added to a specific algorithm,

named Unconscious Potential Rate (IPI).

For the purpose of showing feasibility of such methodology,

we developed, exclusively for this book, a research with 60

students from the college “Faculdade Univel”, in the city of

Cascavel, by which we’ll be able to note, in sequence, the

results that make possible for expansion of this methodology

in the most varied fields of the human knowledge.


210

The quantitative of new clothes

Quantitative researchthrough eye movement

30

Let’s work. 60 students took part in the research, divided into

two groups of 30 students each.

The participants of a group had access to some questions

through a monitor and were instructed to verbalize their

opinions on the questions, while were monitored by the eye

tracking equipment (ocular monitoring), which was totally

managed by a software based on the IPI algorithm. Let’s call

this sample control group.

The remaining 30 students had access to the same questions,

but were instructed not to answer absolutely anything.

Let’s to They just had to look to the questions and the

answers, while they were monitored by the eye tracking

equipment and the IPI software.

Well, they didn’t say anything. Let’s call this sample silence

group.

No, Old Monkey.

I needed a control group to see whether there was a significant

difference in the result of the IPI algorithm use, in relation to

the silence group result, because both were monitored by the

same eye tracking equipment.

Let’s not waste time, Old Monkey… Let’s see the first and

major result.

The final IPI results, both of the control group and the silence

group, were virtually equal, even with a very small sample, of

30 volunteers/each.

Remember that in a traditional quantitative process, a sample

with 30 volunteers would be totally irrelevant, because the

error margin would be too high.

Peruzzo, why this group division? Why not doing

everything at once? This way is only confusion.

QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT

211

The first question was regarding the opinion of each volunteer

in relation to the work of the president Dilma Rousseff during

her government, if this was great, good, regular, bad or awful.

The results related to the control group were: 3% great; 44%

good; 41% regular; 12% bad and 0% awful.

The silence group in turn obtained the following results: 8%

great; 41% good; 44% regular; 7% bad and 0% awful.

Very nice! But we’ll not stop here.

Let’s see the second question.

The question made to the participants was in relation to their

opinion on division of shares by race in the universities.

Peruzzo, that’s amazing! The greatest difference

in percentage between the researches was only five

points.

The answers from the control group were: 17% for, 83%

against and 0% no opinion. In turn, in the silence group

research: 20% for, 74% against and 6% no opinion. Once

again, the greatest difference was nine percentage points. For

you to have an idea, in a traditional research 80 to 100

samples are required to get to 10 percentage points of error

margin.

Now Let’s see the most complex question. In relation the

participants’ opinion on marriage of people from the same

gender, the results from the control group were: 42% for, 45%

against and 12% no opinion. The silence group results were:

58% for, 35% against and 6% no opinion.

I understand you completely, Einstein. In the control group

research, it is obvious that great part of the volunteers lied or

consciously justified, said to be against gay marriage, even

Peruzzo, explain to the people this result, because

there are meaningful percentage differences.


212

being for, because by verbalizing – in such case to the monitor

– your consciousness, Einstein could be saying: “Hey, if you

say you’re for, they will think you’re gay!”. It’s natural that we

rationally try to justify an answer to preserve ourselves.

However, in the silence group, where we monitored the

unconscious pulses – the Princess’ and Monkey’s reactions –,

even if a person tries to justify he is against, we actually

discovered he is for. There are seconds of unconscious

impulses, that the volunteer may not notice, but are noticeable

for the eye tracking and for the IPI.

Finally, I can assure you that the true answers, which

correspond to the volunteers’ behaviors, are not those the

volunteers verbalized in the control group, but those measured

by the IPI methodology, through the silence group.

This is only the beginning. The utilities of the IPI

methodology are infinite, not only for the politics, but for any

situation in which knowing the people’s opinions is required

and not only the conscious justification, which we have just

realized is leading companies to take sequentially mistaken

decisions.

You noticed a long time ago that the problem is not on the

research, but on people’s minds, which justify themselves all

the time, to adapt to the situations in which they are inserted,

even if for that they have to lie.

That’s unfair. In a political campaign I cannot lie

I vote for a politician to please him anymore,

because now you can discover who I am really

voting for.

QUANTITATIVE RESEARCH THROUGH EYE MOVEMENT

213

I have been working for five years in a model that

may help marketing professionals create efficient

neuromarketing strategies without the mandatory

requirement of using the neuroscience research technology.

It’s called Peruzzo and Chavaglia Neuromarketing Model.

What’s the name of the model?

It’s an honor I pay to my student José Chavaglia Neto, who

was the real supporter so that I could enter this wonderful

world of neuromarketing.

I feel very happy with it, Princess.

But, let’s the Peruzzo and Chavaglia Neuromarketing Model,

which I shall call from now on PC/Neuro Matrix.

I understand Peruzzo, but Chavaglia?

Imagine if every professor were like this with the

students.


214

The Peruzzo & Chavaglia Neuromarketing Model

PC/Neuro Matrix31

The entire process begins with the Princess’ mental emotional

statuses, and the Monkey’s excitement status.

We learned that our emotional process controlled by the

Princess is dichotomic, i.e., whether we like it or not.

In order to represent such characteristic, in a simple way, in

the matrix, we shall use the positive (joy, happiness, love) and

negative (disgust, anger, fear, sadness) emotional statuses. In

the neuroscience, we call this status valence.

Similarly, excitement may vary in a state of great excitement

to complete calmness.

Thus, we may create the first matrix structure, according to

the figure 41.

Figure 41: - PC/Neuro Matrix – Basis


Nice, Peruzzo. In spite of the PC/Neuro matrix

not including me, I thought of using some tools

such as electroencephalogram, skin conductance

and face reading, among other technologies to

insert data to this matrix.

PC/NEURO MATRIX

215

See, Einstein, that’s what we do nowadays at Ipdois

Neurobusiness. We use all these tools to accurately show the

companies the dynamics of the consumer’s behavior in

relation to the PC/Neuro matrix. But we cannot enter the

level of detail in the theoretical model, because the goal is

offering a matrix that may be used by any professional,

without necessarily using the neuromarketing research

technologies, which require certain investment, because not

everyone has the available resources, mainly the small and

medium-sized companies.

Now, with the matrix and the primary variables defined, we

need to know the four quadrants of the matrix which are

based on the axioms of the PC/Neuro matrix, which were

formed with the following customers’ behaviors, described

below, and represented in the figure 42:

- Satisfaction, generated by calmness and positive emotion.

- Frustration, generated by calmness and negative emotion.

- Dissatisfaction, generated by excitement and negative

emotion.

- Expectation, generated by excitement and positive emotion.

Figure 42: PC/Neuro Matrix - Axioms


No, Old Monkey. The matrix is not complex. You’re the one

which likes to always act through previous experience or

Explain better each quadrant, because the matrix

is starting to get complex.


216

animal impulse. After you repeat use of this matrix, for several

times, you’ll see it’s easy.

But let’s explain each quadrant.

Dissatisfaction is the high excitement and the negative

emotional status. The customer, in such status, feels the

biological need to get out, as fast as possible, of this situation,

and the best way for it to happen is having the expectation of

the solution that may remove dissatisfaction. There are several

emotions that put the customer in such quadrant such as fear,

anger, insecurity, sadness, danger, alert, among others.

The expectation is the high excitement joined to the

customer’s positive emotion. In such quadrant, the customer

creates in his mind the expectation to solve the problems

through the product he will buy in the future and that he will

not necessarily use. The expectation of a future setting,

created in the consumer’s mind, through one or several

powerful memes, where he sees the product use, solving all his

problems, is many times enough to get out of the

dissatisfaction status.

The satisfaction is based on calmness and positive emotion,

because it suggests that the customer, by using the product or

service, recognized that it met his expectations, and that he no

longer needs to be alert and concerned. His expectations were

met. Therefore, he is happy and calm.

The frustration is derived from calmness and negative

emotion. Be careful with the interpretations of the calmness

word. The customer, when purchasing a product or service,

recognizes he was not met in his expectations and gets in a

negative emotion status, such as sadness or anger, and not

thrilled anymore.

Thus, his calmness reflects his status of not making a new

purchase.

Now I understand the meaning of each quadrant.

Sorry to be impertinent, but how will I use it in

practice?

PC/NEURO MATRIX

217

Before we put the PC/Neuro matrix into action, let’s meet

three zones of the matrix (figure 43) which are quite

important, to wit:

- Non-elastic zone.

- Elastic zone.

- Neutral zone.

Figure 43: PC/Neuro Matrix


The neutral zone is the field where our neuromarketing

strategy was inefficient and weak, causing the customer to

have no attitude in relation to our product. See the behaviors

of the axioms to the neutral zone:

Dissatisfaction: the customer’s neutrality is reflected by

communication actions, which did not stimulate the alert,

danger and dissatisfaction status of the customer.

Expectation: neutrality occurs for not leaving clear to the

customer the future reward, that the customer would have by

purchasing a certain product.

Satisfaction: neutrality occurs when the customer, by using the

product, realizes it is no longer essential to his needs, or, in

case of the services, he already has the technology, or learned

on his own to do the task, releasing the service provider.

Frustration: neutrality represents total demotivation by the

customer in realizing that the products acquired did not solve

his problems, and that the financial disbursement is not too

significant.


218

It leaves the customer with no type of reaction, also without

motivation for a formal complaint, which would be an

opportunity of the offer that sold the product, try to revert the

situation. In summary, the customer is frustrated and quiet.

The elasticity zone represents total efficacy in the

neuromarketing strategies and has the following behaviors of

the axioms:

Dissatisfaction: the customer recognizes the negative

emotional stimulus and gets excited, waiting for a solution, as

soon as possible, a solution, so he may have the opportunity to

have the expectation of solving his problems.

Expectation: the customer realizes the solution for his

problems is near, through the possibility to purchase the

product and a well-designed communication process. Such

expectation is provisory, because sooner or later, by purchasing

the product, he will have in his mind an experience of

satisfaction or frustration.

Satisfaction: the customer is satisfied with the product use, but

he is open to receive a new stimulus that may leave him under

dissatisfaction again, generating a new purchase cycle, new

supplier, or reward, same supplier, generating loyalty to the

brand.

Frustration: The customer is frustrated and upset with the

product use, but he is open to receive solutions from the

supplier to reduce the frustration. And, depending in the

problem solution, it may go to the satisfaction quadrant again

and restart the cycle.

The non-elasticity zone suggests that our neuromarketing

actions were not sustainable to the business. When it occurs,

the customer is under total inertia, and the more we try to

stimulate him to a movement, positive or negative, the result is

void. This zone has the following behaviors of the axioms:

Dissatisfaction: the customer received high-impact negative

stimuli, such as for example, use of exaggerated fear, and he

cannot see a way-out for this highly negative emotion and

high excitement, bringing a complete paralysis.

PC/NEURO MATRIX

219

Expectation: it’s generating an expectation out of the

knowledge limits of the customer, even out of the delivery

possibility, i.e., promising something will never be able to be

delivered. In desperation, many companies and sellers, not to

lose a sale, promise inexistent benefits. Many customers have

become non-elastic in this phase of the expectation, because

they realized they are being deceived. The other customers,

who felt on the same trap, will become non-elastic when they

get frustrated with the purchase experience.

Satisfaction: the greatest mistake the company may make is

delivering to the customer a product that solves all his

problems forever. Thus, why does the customer would begin

the cycle again for a dissatisfaction status? He thanks you a lot

and forgets about you. Why delivering a cell phone with all

features at once, for the customer to thank me and forget, if I

can offer the features little by little and keep him loyal to my

brand?

Frustration: The purchase experience was so frustrating,

between what was promised and what was delivered, that the

customer has three fatal attitudes for the offer: he assumes the

loss and does not officially complain about the offer, says bad

things about the product and don’t want to purchase again or

will seek his rights through legal proceedings.

It’s normal your lack of knowledge. The term elasticity is very

used in economy and marketing in the formation of price and

demand analysis. It’s a kind of measure corresponding to the

product demand in relation to the price fluctuation.

It’s crazy this thing about elasticity and non-

elasticity!

We have excitement and calmness, representing

my Monkey attitudes. And the emotions, whether

positive or negative, representing the Princess

behavior. The four axioms in the order:

dissatisfaction, expectation, satisfaction and

frustration. And the three zones: elastic, non-

elastic and neutral.


220

Your wish is a command. In order to manage this pattern,

you’ll need to keep in mind four strategies, to wit:

1) Insert the dissatisfaction meme.

2) Communicate the expectation meme.

3) Make the channel with the antidote available.

4) Manage the time and satisfaction of the customer.

Four strategies, but which require a great amount of work.

Let’s begin the first strategy: insert the dissatisfaction meme.

But, sorry about my ignorance, how do I put it all

together to work at the same time?

Is it all so simple? Just four strategies and that’s it?

A customer buys a product only when he needs to solve an

unconscious dissatisfaction. In marketing, we learn that we

buy to satisfy a need, but this is something conscious. In fact,

it’s almost the same thing, but when it becomes conscious, too

much time has passed since the time when internally our

unconsciousness, the Monkey and the Princess, was yelling for

such solution. When it is conscious, the customer is more

complex, critic and analytic. It’s better to act while the

dissatisfaction is unconscious in the customer. And how is this

dissatisfaction initiated?

Through you who practices the neuromarketing! By inserting

a dissatisfaction meme on your customer’s mind.

There are hundreds of thousand tools for you to insert a

dissatisfaction meme into your customer, but essentially

through the use of communication.

This may be through a personal sale, a lecture, seminar, TV,

radio, magazine, newspaper, book, website, e-mail commercial

or any other communication vehicle. Any verbal

PC/NEURO MATRIX

221

communication action as well as non-verbal. A disappointing

look leaves anyone dissatisfied.

Any piece of information that may get to the consumer’s

mind, specifically via thalamus, with the message of alert,

attention, fear, danger, urgency, pain or threat, will unleash the

whole process to reach the amygdala, where we may vulgarly

call marketing amygdala hijack.

Depending on the point of view, Mister Einstein.

If I have something essential to offer to the customer, which

may bring actual benefits and guarantee of future satisfaction,

the fact of triggering the negative valence status and high

excitement is more than ethical and acceptable.

It’s depressing. What a shame doing it with the

customer. Leaving him in absolute sadness, almost

depressive.

If I don’t do it, the customer will not purchase what he really

needs.

Think about it, Einstein. A customer will never buy a solution

for being happy, joyful, satisfied, and calm.

At most, he will to the beach to get a rest.

How many do you want, Princess?

Why do, in every event by Apple, when a new iPhone is

released and each feature of the new cell phone is disclosed in

a wonderful screen, being broadcast for million people, you

look to your old iPhone, and already contaminated by

hundreds of pain memes – because now you don’t feel the best

human being of the world anymore with the best cell phone in

the planet, because your iPhone version is obsolete – and

urgency memes – because you need to run to the queue of

Examples, please! Too much theory.


222

Apple Store before the first batch of the new iPhone ends –,

suddenly, you are absolutely convinced that you need to

change cell phone? Understand, Princess? Is it unethical? Of

course not, this is amazing.

Pay attention, Princess. Why do you decide attending an

MBA? I bet you would say that’s because you’re searching for

knowledge.

But this is an Einstein’s answer. Or then, you were

contaminated by a meme of the fear of losing market space

for being ignorant. It’s bad to hear that. I know it. But, that’s

what happens internally in your unconsciousness.

However, the great strategy is how to create the dissatisfaction

meme. Not every person has creativity and experience for

that.

The ideal is hiring an advertising agency, or a digital

marketing agency, which is experienced in helping creation of

such memes.

Now, we can go to the second strategy, which is

communicating the expectation meme.

The dissatisfied customer needs to find a solution for his

problem.

This should be done also through a communication process.

Attention, many times this communication takes place at the

same time you insert the dissatisfaction meme. The strategies

may be made momentarily.

In case of the iPhone release, you are dissatisfied with your

phone, but the expectation generated with the several benefits

you’ll have with the new telephone is so big that your negative

valence status becomes positive, but you continue excited,

because you still need to go through the product’s purchase

action, and as soon as possible.

In case of the MBA, the expectation of having in your CV the

name of certain educational institution also takes you out of

the negative valence status taking it to the positive, only by the

possibility of the thousands of email opportunities and the

PC/NEURO MATRIX

223

salary increase the MBA will bring to you. But you keep

excited, even so you need to sign the contract, and soon attend

the classes. Remember that having Harvard in your diploma

opens the doors, but keeping you in the company is only up to

you.

Apple offers the channel with the antidote, always informing

the countries where and the days when the new products will

be made available.

In the MBA courses, the dates of the modules and the

respective teachers are delivered.

What about the strategy of the channel with the

antidote?

But there’s a strategy missing: that of managing

time and customer satisfaction.

Sure. In case of Apple, it manages its customers and also the

competition movement.

By seeing a small threat, it creates a new dissatisfaction process

by releasing a product with some new features, but not losing

its essence, in order to begin the cycle of the PC/Neuro

matrix again. In the MBA, assessments are made during the

courses, naturally to manage the modules and the teachers, so

as to avoid discrepancies and keep students’ satisfaction.

In summary, I may state that 50% of the path was given

through the PC/Neuro matrix and the remaining 50% comes

from the capacity you have to create an intelligent and

attractive campaign, and of course, a product or service which

may give rise to and actually solve the customer’s

dissatisfaction.

The PC/Neuro matrix demands a time for practice, but soon

you’ll be using it on your daily routine, whether in an

advanced marketing and communication strategy, or even in a

sale visit.


224

Don’t believe the story ends here, because if this is the base for

sales, then neurosales soon will deserve a very special

treatment of the PC/Neuro matrix.

But everything in its own time.

PC/NEURO MATRIX

225

Conclusion

“When one thinks, one does it for the purpose of judging or getting to

a conclusion; when one feels, one does so in order to assign a personal

value to anything one does.”

Carl Jung




oncluding a book is one of the most difficult tasks.

There is always the feeling that there is something

missing, another detail. But I need to be conscious

that, in case of neuromarketing, trying to be close to the ideal

in only one book is impossible.

Such marriage of neuroscience to marketing made thousands

of professionals see the market differently, not so romantically

and predictably, but in a logic way, based on illogic of the

consumer.

This confusion, by itself, is fascinating. New technologies and

methodologies. Breaking paradigms so far centenary and

unquestionable, mainly in the mathematical and statistical

environment. A real revolution that came to stay. However,

this speech is specific and does not necessarily reflect the

opinion of the other professionals of other areas, mainly in the

marketing, communication, advertising and publicity areas,

and their respective educational extensions, such as graduation

teachers, specialization, MBA, Master’s degree and Doctor’s

degree. All of them shall suffer a strong impact, in the coming

years, of these technologies and methodologies. Wait and see.

I decided not waiting and went to action.

January 15, 2013, I was at the Hotel Renaissance, in São

Paulo – date in which I would receive for the seventh time the

award of best marketing and sales professor of Brazil, by FGV

Management – when the professor Carlos Alberto Decotelli

calmly questioned me:


228

Open your heart, enhance your intelligence and take more risks

“Professor Peruzzo, very nice the videos I receive of Einstein,

Princess and Monkey. Have you contextualized this whole

story of the characters with Plato’s Myth of the Cave?”

I sincerely said no. I read six books a month, but in fact I

should read more about philosophy. Well, after the master’s

tip, I read and understood it. For those who don’t know the

work, here’s a brief summary:

The myth of the cave was written by Plato, being part of the

book VI of “The Republic” and inspired by the tragic death

of Socrates, assassinated by the citizens of Athens, for

defending a truth that could break all standards of that time.

The basic idea of the myth has as setting a cave where

prisoners were born and lived their whole lives. A closed and

dark environment, where they are in chains and only could see

the bottom of the cave. During the night, a fire, kept always lit

by men from the external world, reflected on the cave shadows

of statues, which the prisoners judged and to which they

assigned names.

One day, one of these prisoners managed to escape of the

chains and ran from the cave, discovering that the shadows

they saw were actually statues, inanimate beings. Imagine the

impact he had by recognizing he spent his whole life judging

only shadows and illusions, not knowing the truth, being

totally away from reality.

Imagine now this former prisoner, pity of the other colleagues,

who keep in a process of intellectual, spiritual and cultural

closing. Then, he goes to them to talk about a new world, with

several settings, objects, protagonists and supporting actors, a

world with no boundaries. Unfortunately, we know the

probability they will believe the story is small and quite

probably our character will suffer with mockery and be

deemed as ridiculous.

Professor Carlos, I understand perfectly your rationale. We

have a world we think is totally managed by Einstein, who

provides us with logic, intelligence and rationality. We are

men, not animals. Out of a sudden, a crazy man appears,

saying that Einstein actually takes credit for what he didn’t

make, because the great ideas were processed by the Monkey

CONCLUSION

229

and the Princess during days, months and years, to be freely

delivered to Einstein, and he may ignorantly say he had the

idea. Incredible!

However, the myth of the cave becomes a special reference

not only within the context of the contents of this book.

Personally, when I decided to study and invest, sorry the relief,

a lot of time and money… doing everything on my own, with

no help from any educational institution, which could sponsor

equipment or software… only private companies with

admirable professionals, who are humble to ask for anonymity,

believed in a neuromarketing project, which today comes

trues.

When you have the support of third parties, especially from

the educational sector, the financial return may be in the long

term or does not need to exist, because the institutional appeal

is a justification of result. In my case, whether it worked or it

worked. A high investment needed a shot in the target.

Well, there were many researches made, a lot of knowledge

acquired and now the reader has on this book the whole

consequence.

I undoubtedly lived too long in a cave, believing the traditional

marketing concepts.

However, an extraordinary power always leveraged me to the

new and freeing myself from the chains to discover a new

world is a feeling of unparalleled freedom and happiness.

They tried to say I’m crazy. But the light is entering the cave

and little by little, one by one, they will be seeing a new era.

It’s a unique pleasure to make part of this story which has just

begun.

Open your heart, with the Princess, understand the strength of

the emotions in the customers’ decision-making process.

Enhance your intelligence, with new contents of psychology,

neuroscience, biology, chemistry, physics and other areas that

help understand the extraordinary human being.


230

Take more risks with your Young Monkey, because this is the

only way that one day it might be an Old Monkey, become a

reference and actually have the privilege of receiving as a gift,

from the Monkey and the Princess, the ideas that will change

your life.

But, of course, Einstein will keep saying he was the owner of

the magical solution.

Thank you and see you soon. If so desires the invisible Lord.

Oh boy!

I almost forgot. That’s the fourth character of this wonderful

story, but he is not part of the brain minds. That’s why he isn’t

in the book title.

Invisible Lord? Who is this character, Peruzzo?

No problem.

Scenes from the coming chapter soon.

Thank you.

I don’t get it.

CONCLUSION

231

AKERLOF, G. A.; SHILLER, R. J. O espírito animal. Rio de Janeiro: Campus, 2010.ALVARENGA, G. Noradrenalina, dopamina e serotonina. Disponível em:<http://www.galenoalvarenga.com.br/tag/

neurotransmissores>. Acesso em: 22/12/2012.AMTHOR, F. Neuroscience for dummies. Mississauga: John Wiley & Sons Canadá, 2012.

ANDREA, R.; CÔNSOLI, M.; GUISSONI, L. Shopper Marketing. São Paulo: Atlas, 2011.APPIGNASESI, R.; ZARATE, O. Entendendo Freud: um guia

ilustrado. São Paulo: Leya, 2012.ARIELY, D.; BERNS, G. Neuromarketing: the hope and hyde of neuroimaging in business, Nature Reviews Neuroscience, vol.11, p. 284-292, 2010.

BERNS, G. The Iconoclast. Boston: Harvard Business Press, 2010.BLACKESLEE, S. If you have a 'buy button' in your brain, what pushes it? The New York Times, New York, 2004.

BORN, A. Neuromarketing: o genoma do marketing, o genoma das vendas, o genoma do pensamento. São Carlos: Suprema, 2007.BOWMAN, N. A.; BASTEDO, M. N. Anchoring effects in world university rankings: exploring biases in reputation scores, Higher

Education, vol. 61, p. 431- 444, 2010.BRESSAN,R.A.; BIGLIANI, V.; PILOWSKY, L.S. Neuroimagem de receptores D2 de dopamina na esquizofrenia, Revista Brasileira

de Psiquiatria, vol. 23, p. 01-06, 2001.BRIZENDINE, L. The male brain. New York: Three Rivers Press, 2010.

——————. The female brain. New York: Three Rivers Press, 2006.BRODIE, R. O vírus da mente. São Paulo: Cultrix, 2009. CÁCERES, F. História do Brasil. São Paulo: Moderna, 1996.

CARPENTER, J. P.; MATTHEWS, P.H. Beliefs, intentions and emotions: old versus new psychological game theory. Middlebury: Departament of Economics Middlebury College, 2003.

AS TRÊS MENTES DO NEUROMARKETING

232

References

http://www.galenoalvarenga.com.br/tag/neurotransmissores




CARSON, S. O cérebro criativo. Rio de Janeiro: Best Seller, 2012.Cayuela, O. M. et al. Neuromarketing: para recobrar a confiança com os clientes. Rio de Janeiro: Qualitymark, 2011.CHAPMAN, G. B.; JOHNSON, E. J. Anchoring, activation, and the

construction of values, Organizational Behavior and Human Decision Processes, vol. 79, p. 115-153, 1999.CHAPMAN, G. B.; BORNSTEIN, B. H. The more you ask for, the

more you get: anchoring in personal injury verdicts, Applied Cognitive Psychology, vol.10, p. 519-540, 1996. CHAVAGLIA, J.N.; FILIPE, J.A.; RAMALHEIRO, B.

Neuromarketing: consumers and the anchoring effect, International Journal of Latest Trends in Finance & Economic Sciences, vol. 1, n. 4, 2011.CHAVAGLIA, J.N.; FILIPE, J.A. A view of common property

through neuroeconomics in the context of decision - making processes, International Journal of Academic Research, vol. 3, n. 3, part I, may, 2011.

COHEN, D. A linguagem do corpo. São Paulo:Vozes, 2011.CORTELA, M. S. Não espere pelo epitáfio:provocações filosóficas. Rio de Janeiro: Vozes, 2011.

CUSICK, W. J. Todos os clientes são irracionais. Rio de Janeiro: Campus, 2010.DAMÁSIO, A. R. O livro da consciência: a construção do cérebro consciente. Lisboa, Temas e debates: Circulo de leitores, 2010.

DANNETT, D. The intentional Stance. Cambridge, Massachusetts: MIT Press, 1987.DAUM, K. et al. Video marketing for dummies. New Jersey: John Wiley & Sons, 2012.

DAWKINS, R. The greatest show on Earth. New York: Free Press, 2009.DAWKINS, R. O gene egoísta. São Paulo: Companhia das Letras,

2007.DEMSKI, L.S.; NORTHCUTT, R.G. The terminal nerve: a new chemosensory system in vertebrates?, Science, vol. 220, n. 4595, p.

435-437, 1983.DOOLEY, R. Como influenciar a mente do consumidor. Rio de Janeiro: Campus, 2012.EAGLEMAN, D. Incógnito: as vidas secretas do cérebro. Rio de

Janeiro: Rocco, 2011.EDUARDO, J. C. Neuroeconomia. Lisboa: Sílabo, 2009. EHRBECK, T.; WALDMANN, R. Why are professional forecasters

biased? Agency versus Behavioral Explanations, Quarterly Journal of Economics, vol. 111, n. 1, p. 21-40, 1996. EKMAN, P. Uma conversa entre Dalai Lama e Paul Ekman:

consciência emocional. São Paulo: Prumo, 2008.EKMAN, P. A linguagem das emoções. São Paulo: Lua de Papel, 2003.

REFERENCES

233

ELBANNA, S.; ALI, A. J.; DAYAN, M. Conflict in strategic decision making: do the setting and environment matter?, International Journal of Conflict Management, vol. 22, n. 3, p. 278-299, 2011.FILIPE, J. A.; COELHO M.; FERREIRA, M. A. M. The

importance of the enlargement of economic exclusive zones for the fisheries, International Journal of Academic Research, vol. 1, n. 2, p.158-161, 2009.

FUGATE, D. L. Marketing services more effectively with neuromarketing research: a look into the future, Journal of Services Marketing, vol. 22, p. 170-173, 2008.

GAKHAL, B.; SENIOR, C. Examining the influence of fame in the presence of beauty: an electrodermal neuromarketing study, Journal of Consumer Behaviour, vol. 7, p. 331-341, 2008.GARCIA, J.R.; SAAD, G. Evolutionary neuromarketing:

Darwinizing the neuroimaging paradigm for consumer behaviour, Journal of Consumer Behaviour, vol. 7, p. 397-414, 2008.Gattass, R. et al. Fundamentos de ressonância magnética funcional.

Rio de Janeiro: UFRJ, 2011.GIGERENZER, G. O poder da intuição: o inconsciente dita as melhores decisões. Rio de Janeiro: Best Seller, 2009.

GINGER, S. Gestalt: a arte do contato. Petrópolis: Vozes, 2007. GINO, F.; PISANO, G. Toward a theory of behavioral operations, Harvard Business School, Boston, 2007.GLADWELL, M. O ponto da virada. Rio de Janeiro: Sextante,

2009.

GLADWELL, M. Blink: a decisão num piscar de olhos. São Paulo: Roxo, 2005.GOLDBERG, S. Neuroanatomia Clínica: ridiculamente fácil. Porto Alegre: Artmed, 2010.

GREGERMAN, A. S. Gênios: como despertar a genialidade na sua empresa, na sua equipe e em você. São Paulo: Gente, 2008.GUÉGUEN, N. Psicologia do consumidor. São Paulo: Senac, 2010.

GUNELIUS, S. Marketing nas mídias sociais em 30 minutos. São Paulo: Cultrix, 2012.HARDIN, G. The Tragedy of the Commons, Science, 162, p.

1243-1248, 1968.HART, C. Segredos da serotonina. São Paulo: Cutrix, 2010. HERCULANO-HOUZEL, S. Pílulas de neurociência: para uma vida melhor. Rio de Janeiro: Sextante, 2009.

HOWARD, P. The owner’s manual for the brain. Austin: Bard Press, 2006.JACOBS, C. A nova lógica (incoerente) da administração. Rio de

Janeiro: Campus, 2010.JACOWITZ, K. E.; KAHNEMAN, D. Measures of anchoring in estimation tasks. Personality and Social Psychology Bulletin, vol. 21,

p. 1161-1166, 1995.KAHNEMAN, D. Rápido e devagar: duas formas de pensar. Rio de Janeiro: Objetiva, 2011.KAHNEMAN, D.; TVERSKY, A. Época negócio. Rio de Janeiro:

Globo, 2009.


234

KAHANEMAN, D.; KITSCH, J.L.; THALER, R. Experimental tests of the endowment effect and the Coase theorem, Journal of Political Economy, vol. 98, p. 1325-1348, 1990.KAWASAKI, Guy. Encantamento: a arte de modificar corações,

mentes e ações. Rio de Janeiro: Alta Books, 2011.KLONTZ, B.; KLONTZ, T. A mente acima do dinheiro. Osasco: Novo Século, 2011.

KOCH, R. O estilo 80/20. Rio de Janeiro, Sextante, 2009. KOTLER, P. Administração de marketing. São Paulo: Prentice Hall, 2000.

KOTLER, P.; ARMSTRONG, G. Princípios de marketing. São Paulo: Prentice Hall, 1998.KROGERUS, M.; TSCHAPPELER, R. The decision book. London: Profile Books, 2008.

LEHRER, J. O momento decisivo: o funcionamento da mente humana no instante de escolha, Best Business, 2009.LEVITT, S.D.; DUBNER, S.J. Freakonomics. New York: Harper,

2009.LEVY, N. Neuromarketing: Ethical and Political Challenges, Ethics & Politics, vol. XI. Melbourne, 2009.

LIMA, M.; SAPIRO, A.; VILHENA, J. B.; GANGANA, M. Gestão de Marketing. Rio de Janeiro: FGV, 2005.LINDSTROM, M. Brandsense: segredos sensoriais por trás das coisas que compramos. Porto Alegre: Bookman, 2012.

LINDSTROM, M. Brandwashed. New York: Crown, 2011.

LINDSTROM, M. Buyology: how everything we believe about why we buy is wrong. Londres: Random House Business Books, 2008.LOPES, J. C.; ROSSETI, J. P. Economia monetária. São Paulo: Atlas, 1993.

LUQUE, C. A.; SCHOR, S. M. Manual de macroeconomia. São Paulo: Atlas, 2000.MADRUGA, R. Guia de Implementação de Marketing de

Relacionamento e CRM: o que e como todas as empresas brasileiras devem fazer para conquistar, reter e encantar seus clientes. São Paulo: Atlas, 2004.

MARTIN, N. Hábitos de consumo. Rio de Janeiro: Campus, 2009.MARX, K. Para a crítica da economia política: salário, preço e lucro; o rendimento e suas Sources: a economia vulgar. São Paulo: Abril Cultural, 1982.

MEDINA, J. Ninguém presta atenção em coisa chata. Scientific American (mente & cérebro). São Paulo: Duetto, 2010. MEDINA, J. Brain rules. Seattle: Pear Press, 2008.

MATESCO, V. R. Economia aplicada. Rio de Janeiro: FGV, 2007.MLODINOW, L. Subliminal. New York: Pantheon, 2012. MONASTERIO, A. Las Implicaciones Morales de la

neuroeconomia. San Sebastian: Fronésis, 2005.MURPHY, B. R.; ILLES, J.; REINER, P.B. Neuroethics of neuromarketing. Journal of Consumer Behaviour, vol. 7, p. 293-302, 2008.

REFERENCES

235

MUSSWEILER, T. The durability of anchoring effects, European Journal of Social Psychology, vol. 31, p. 431- 442, 2001. MUSSWEILER, T.; STRACK, F. Hypotesis-consistent testing and semantic judgments under uncertainty: the role of knowledge in

anchoring, Journal of Experimental Social Psychology, vol. 36, p. 495-518, 2000.MUSSWEILER, T.; STRACK, F. Hypothesis-consistent testing and

semantic priming in the anchoring paradigm: a selective accessibility model, Journal of Experimental Social Psychology, vol. 35, p. 136-164, 1999.

NASCIMENTO, L. Gestores de pessoas. Rio de Janeiro: Qualitymark, 2006.NOGAMI, O.; PASSOS, C. R. M. Princípios de economia. São Paulo: Pioneira, 1999.

OVADIA, D. O prazer de doar, Scientif American, n. 215, São Paulo, Duetto, 2010.PETERS, T. O círculo da inovação. São Paulo: Harbra, 1998.

PINDYCK, R. Microeconomia. São Paulo: Pearson, 2002. PINK, D. H. A whole new mind. New York: Riverhead Books, 2006.PLOUS, S. Thinking the unthinkable: the effects of anchoring on

likelihood estimates of nuclear war, Journal of Applied Social Psychology, vol. 19, p. 67-91, 1989.PRADEEP, A. K. O cérebro consumista. São Paulo: Cultrix, 2010.PRADEEP, A. K. The buying brain. New Jersey: John Wiley & Sons,

2010.

PREAT, D. Unconscious branding. New York: Palgrave MaCmillan, 2012.PREDEBON, J. Criatividade hoje: como se pratica, aprende e ensina. São Paulo: Atlas, 2003.

RENVOISÉ, P.; MORIN, C. Neuromarketing: o centro nevrálgico da venda. Lisboa: Smartbook, 2009.ROBERT, J. M. O cérebro. Lisboa: Instituto Piaget, 1994.

RODRIGUES, F. Influência do Neuromarketing nos processos de tomada de decisão. Viseu: Psicosoma, 2011. RUSHKOFF, Douglas. As 10 questões essenciais da era digital. São

Paulo: Saraiva, 2012.SANDRONI, P. Novíssimo dicionário de economia. São Paulo: Best Seller, 2007.SCHUMPETER, J. A. Teoria do desenvolvimento econômico. São

Paulo: Abril Cultural, 1982.SEMENICK, R. J.; BAMESSY, G. T. Princípios de Marketing: uma perspectiva global. São Paulo: Makron Books, 1995.

SIMONSOHN, U.; KARLSSON, N.; LOEWENSTEIN, G.; ARIELY, D. The tree of experience in the forest of information: overweighing experienced relative to observed information, Games

and Behavioral Economics, pp. 62, 263-286, Elsevier, 2008. STRACK, F.; MUSSWEILER, T. Explaining the enigmatic anchoring effect: mechanisms of selective acessibility, Journal of Personality & Social Psichology, vol. 73, p. 437-446, 1997.


236

TAYLOR, W. C.; LABARRE, P. Inovadores em ação. Rio de Janeiro: Sextante, 2008.THALER, R. H.; SUNSTEIN, C.R. Nudge. Lisboa: Academia do Livro, 2008.

TOLEDO, G. L. Memética: a invasão das mentes. Filosofia. São Paulo: Escala, 2010.TVERSKY, A.; KAHNEMAN, D. , Judgments of and by

representativeness, Cambridge Universit Press, pp. 84-98, 1982. TVERSKY, A.; KAHNEMAN, D. The framing of decisions and the psychology of choice, Science, News Series, vol. 211, n. 4481, pp.

453-458, 1981.TVERSKY, A.; KAHNEMAN, D. , Judgment under uncertily: heuristics and bieses, Science, 1974.UNDERHILL, P. Vamos às compras: a ciência do consumo. Rio de

Janeiro: Campus, 1999.VARIAN, H. Microeconomia: princípios básicos. Rio de Janeiro: Campus, 2006.

Vecchiato, G. et al. The issue of multiple univariate comparisons in the context of neuroelectric brain mapping: an application in a neuromarketing experiment. Journal of Neuroscience Method, vol.

191, p. 283-289, 2010.VERGARA, S. C. Projetos e relatórios de pesquisa em administração. São Paulo: Atlas, 2004.

WILSON, T. D.; HOUSTON, C. E; ETLING, K. M.; BREKKE, N. A new look at anchoring effects: basic anchoring and its antecedents, Journal of Experimental Psychology: General, vol. 125, p. 387-402, 1996.

WHITMAN, D. Cashvertising: 100 secrets of ad-agency psychology, Carrer Press, 2009.ZATZ, M. Genética: escolhas que nossos avós faziam. Rio de

Janeiro: Globo, 2011.

REFERENCES

237

his book only became reality thanks to the generous

contribution of professionals we believe to be

completely out of the standard.

Encouraging neuromarketing and believing this new

ecosystem is already an attitude deemed as fully differentiated.

Our great first debt of gratitude is with Carlos Praes and his

team. One of the most ground-breaker technological research

professionals of the international perfumery market.

His vision, in application of neuroscience and

neuroinnovation, in the fine perfumery segment, is admirable.

The professional relationship over the last years significantly

contributed for construction of this book.

We cannot forget the whole commercial, research and

development team of Givaudan, especially the São Paulo,

London and Paris staff.

Thanks to the innovators, Claudio Roberto Fernandes Assis

and Robison L. G. de Azevedo, who brought neuromarketing

in such an innovative manner to the oven white-line segment.

Thanks also to the restless researcher Luiz Henrique Simões,

who believed neuromarketing as a competitive differential in

the shoes segment.

Acknowledgments

The neuromarketing is still fetal in Brazil and many

professionals deserve acknowledgment. There are so many

stars; therefore, sorry if we forget some special person.

Without our suppliers, nothing would have been possible. A

special thank you for Juan Pablo Rodriguez and Christian

Fujiy from Tobii Technology, as well as for Stéphane Folley

from Tea – Technologie Ergonomie Applications, who were

not only partners, but showed a strength out of the common

in the technology transfer process.

Thanks to all professionals at Neuromarketing Science and

Business Association, especially to Carla Nagel, who does a

great job for the neuromarketing area and is directly

responsible for the success of the association and for the

annual accomplishment of the World Neuromarketing Forum.

Thanks to the whole team of collaborators of Ipdois

Neurobusiness, especially to the neuromarketing research

professionals, Pedro Colli and Thyago Peruzzo, for the

professionalism with which they dedicated to this book,

including in many of the researches published on this book.

Undoubtedly thanks to the dozens of collaborations of the

joint validators, mentioned one by one in the beginning of this

book, where professionals from more different areas of

knowledge enriched the contents of this book.

I thank “Mister Invisible” for the ability of joining pieces,

which some people call coincidence, and believe me, the

neuroscientists one day will also be able to explain these

occurrences by the brain point of view.

Thanks to my whole family for believing my work and

especially my wife, Márcia, and my daughters, Giulia and

Pietra, of whom, in the last months, due to conclusion of this

book, I was away. I’m sure they know and understand this was

a good reason.

Thank you to Felype Peruzzo for the dedication in the rush

translations.

Thanks to the friends Fabricio Pamplona, Bonifácio

Watanabe, Luciano Salamacha, Robson Gonçalves, Claudio

Shimoyama, Edelcio Jacomassi and José Finocchio for giving

me a brother-like friendship, a unique exchange of knowledge,

in several areas.

Thanks to all professors, coordinators, principals and friends

of FGV Management.

And thank you to my students, especially the student José

Chavaglia Neto, who coordinated and managed the contents

of this book.

This boy has a brilliant future!

Thank you all.

Marcelo Ivanir Peruzzo

Thank you to my wife, Thaís, and my son, Luigi, who are the

reason of my life.

Thanks to my parents, Levi and Marly, for the unconditional

support and the love of a whole life.

To my mother-in-law, Marlene Bonan, and my father-in-law,

Italo Calliari.

To my whole family.

To my friends.

To my friend and master, Marcelo Peruzzo, for the kindness of

having invited me to take part in this project and for the

patience of teaching his work methodology to me, his

apprentice.

To my friend and instructor in the Doctor’s Degree, José

António Filipe, from “Instituto Universitário de Lisboa”.

I also thank the young Thyago Peruzzo for his entire

dedication and efficiency in the research operation.

To the director of NMSBA, Carla Nagel, for supporting this

initiative, which is aimed at developing and expanding the

number of supporters of the neuromarketing in Brazil.

And I finally thank my students, for whom I reserve all my

effort in producing this work.

José Chavaglia Neto

Visiting Professor at FGV Management. CBO(Chief Brain Officer) at Ipdois Neurobusiness. Brazilian Ambassador at NMSBA –

Neuromarketing Science & Business Association. Master in Business Management from the Universidade Federal de Santa Catarina (Santa Catarina Feral University), with emphasis

on leadership and marketing staff. Post-graduate degree in Marketing, from FAE

Business School. Graduated in Systems Analysis by the Escola Superior de Ensino Empresariais em Informática (School of Education in Business Informatics).

Seven consecutive times awarded as the Best Marketing and Sales teacher of the MBA courses at FGV Management, throughout Brazil (2006, 2007,

2008, 2009, 2010, 2011 and 2012). Three times awarded with the

“Quadro de Honra” prize (2011, 2012 and 2013), the maximum award from FGV Management, granted only to teacher awarded in five

consecutive years. Author of the books: O líder pensador - Quem pensa, manda!( the thinking leader – Who thinks is the boss), Quem processa,

obedece!(Who processes, obey), Os dez mandamentos de Deus e os pecados

organizacionais (The ten commandments of God and the organizational sins), Jesus de gravata (Jesus is wearing a tie), O caminho do perdão (The way

of forgiveness), As 100 dicas do líder pensador (100 tips of the thinking leader), and other academic publications. He delivered more than 300 MBA classes, the

equivalent of more than 8,000 hours-classes. Has 24 years of market experience, a

unique curriculum and consulting experience in many management areas such as: education, technologies, real state, finance, retail, insurance, neuroscience, psychology and others. Has conducted

over 200 lectures throughout the country and abroad. Managed over the past 15 years trainings for more than 20,000 professionals.

Author

Marcelo Ivanir Peruzzo

Master in Business Management by the Instituto Universitário de Lisboa (Lisbon University Institute) (ISCTE/IUL). MBA in Business Management by FGV. Specialist in Accounting and Finance by FCETM-MG. Graduated in Economics by the

Universidade da Amazônia (Amazonas University). Regional Manager at Ipdois Neurobusiness – São Paulo and countryside.

Teacher from the FGV Management/CADEMP program. Lecturer in the Innovation, Neuroeconomics, Neuromarketing,

Economics and Sustainability areas. Author of the books: Neuromarketing: o efeito de ancoragem, de contexto e o papel dos neurotransmissores (Neuromarketing: the anchoring effect of context and the role of neurotransmittes), Energia solar como

vantagem competitiva em empresas industriais da Amazônia (Solar energy as a competitive advantage at our companies from

Amazonas) and Sucesso professional (Professional Success).

He is also the author of several articles abroad about: Neuroeconomics, Neuromarketing and Innovation.

Coordination and participation

José Chavaglia Neto

GoalTraining managers and innovators so they can understand, hire and manage marketing strategies, based on the neuroscientific knowledge in order to create competitive advantages and market differentiation, opposite to the new and inevitable scenario of the impact of business management, through the wide and unrestricted knowledge about the conscious and unconscious operation of the human brain.

Methodology - Workshop format and lectures.- Individual dynamics-Hands-on Lab using real neuroscience equipment such as: eye tracking, skin conductance, heart rate, EEG e face reading.- Application of business games concepts, real and not simulated ones, using campaigns through online demand, dynamic and organic, campaigns created on Facebook and Google. - Application of In Company and Worldwide training.

Syllabus- Basic neuroscience principles.- Neuroscientific research Methodologies and Techniques, applied to business management. - The three brain logic: Einstein, Princess and Monkey.- Concepts, Cases and Methodologies: Neuromarketing, Neurosales, Neuroleadership, Neurostrategies, Neuroinnovation, Neurotechnology and Neurocommunication.- Neuroscience Lab: theoretical and practical.

Certificated by Ipdois Neurobusiness.

CoordinationMarcelo Ivanir Peruzzo

More informationIpdois Neurobusiness - ipdois.com - [email protected] +55 (41) 3089-3085 • +55 (41) 9677-6945 [email protected] • www.ipdois.com • www.marceloperuzzo.com

Workshop - Initiation and Training in

CBOChief Brain Officer

Documents

The Three Minds of Neuro Marketing