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Virtual Customer Journey evokes brain’s buying circuits
Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J
1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, Finland
Contact information: [email protected]
Match products and services with consumers
(Ariely & Berns 2010)
Tyranny of freedom
(Schwartz 2000)
Cooperative motivational orientation and sales performance
(Chakrabarty 2010)
Experienced utility
Pleasure and displeasure are attributes of each moment of experience, --
(Kahneman, Wakker & Sarin 1997)
1. Create a connection to the customer
2. Understand customer
needs
3. Address customer needs
4. Close the sale
5. Establish a sustainable consumer relationship
Create a connection to the
customer
Understand customer needs
Address customer needs (create an
experience)Close the sale
Establish a sustainable customer
relationship
How brain activation differs in different phases of consultative
selling process?
+Introductory video for the phase of the selling process
1.8-5.4sbaseline
3.6srepresentation
3.6s valuation
Pienempi Suurempi?
Mikä on ostohalukkuutesi asteikolla 1-6?
3.6sAction selection
1= lower
6= higher
Degree ofWillingness to purchase
engl. What is your willingness to purchase in scale 1-6?
Pienempi Suurempi?
Mikä on ostohalukkuutesi asteikolla 1-6?
Pienempi Suurempi4
Mikä on ostohalukkuutesi asteikolla 1-6?
Methods
• General Electric Signa ™ EXCITE™ 3 T MR scanner
• Visual stimuli back-projected onto a screen through a mirror
• Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus
Preprocessing & analysis
• SPM8• GLM with 6 vectors of stimulus onsets• T-test on individual and group level• FWE correction, p<0.05, extent threshold 10
voxels
Results - overview
1. Visual 2. Memory
3. Valuation 4. Pre-motor
Resultsvisual area
Anatomical area
Location of local cluster maximum (in MNI coordinates)
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Lingual gyrus 8 -80 -8 X
Lingual gyrus -16 -74 -14 X
Lingual gyrus -2 -80 -2 X X
Lingual gyrus 12 -80 -12 X X X X
Declive -34 -56 -22 X X
Declive -24 -68 -18 X X
Culmen 30 -48 -22 X X X
Resultsmemory
Anatomical area Location of local cluster maximum (in MNI coordinates)
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
Hippocampus -24 -32 -2 X X X X
Hippocampus 22 -30 -4 X X
Resultsvaluation
Anatomical area
Location of local cluster maximum (in MNI coordinates)
Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
DLPFC -42 30 30 X
DLPFC -44 20 28 X
DLPFC -48 10 30 X X X X X
DLPFC -50 20 28 X X X
IFG/DLPFC 46 12 28 X X X
IFG/DLPFC 46 30 16 X X X X
IFG/BA47? 30 32 -2 X
Insula -32 26 4 X X X X X
Insula 32 26 4 X
Anatomical area
Location of local cluster maximum (in MNI coordinates) Phase 1 Phase 2 Phase 3 Phase 4 Phase 5
SuppMotorArea -6 12 54 X X X X X
SuppMotorArea 6 12 52 X X
Premotor area -44 0 42 X X X X X
Resultspremotor area
Discussion
Visual
Memory
Valuation
Motor
*
* Figure not depicting temporal sequence of activation
*
*
Visual
Gates & Yoon 2005. Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage 24, 473-486
Visual
Memory
Valuation
Motor
Christopoulos et al 2009. Neural Correlates of Value, Risk, and Risk AversionContributing to Decision Making under Risk. The Journal of Neuroscience 29(40), 12574-12583
Rangel, Camerer & Montague 2008. A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi:10.1038/nrn2357
Pienempi Suurempi?
Mikä on ostohalukkuutesi asteikolla 1-6?
Pienempi Suurempi?
Mikä on ostohalukkuutesi asteikolla 1-6?
Virtual Customer Journey evokes brain’s buying circuits
Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J
1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, Finland
Contact information: [email protected]