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Neuromarketing
C.R.M: Cognitive Response Measurement

Advertising and environmental stimuli
enter the consumer’s consciousness
[and /or subconsciousness].

Psycho-graphic/behavioral layer processing:

Consumers attitudinal and behavioral morphogenesis:

It’s about the applied generational morphogenetic behavior in the new paradigm.
Advertising is no longer measured by the company’s subjectivity, nor by its spokespersons,
announcers etc.

It is a common assumption that the effectiveness of a persuasive communication is, at least in part, a function of the extent to which its content is absorbed and retained by its audience.

When a person receives a communication and is faced with the decision of accepting or
rejecting the persuasion, he/she may be expected to attempt to relate the new information to his existing attitudes, knowledge, feelings, etc. In the course of doing this, he/she likely rehearses substantial cognitive content beyond that of the persuasive message itself.

Rehearsal and learning of cognitive responses to persuasion may provide a basis for explaining persisting effects of communications in terms of cognitive learning. The learning of cognitive response content is more fundamental to persuasion than is the learning of communication content.

What’s the P.E.M.?

To understand the importance of emotion in driving behavior, one must understand how advertising affects the consumer’s Perception, Experience, and Memory. We believe it is the best comprehensive, fully developed theory of advertising that is consistent with the modern psychology and neuroscience consensus: people respond to emotion first, and reason last_ Feel, do, think, NOT think-feel-do.

Effect of the P.E.M

In the Pre-Experience phase:

The critical function of advertising is to ‘frame perception’. Exposing a consumer to an ad has the following effects:

• Creates an expectation for the brand.
• Creates a sense of anticipation for what the brand can do for her.
• Provides a rational interpretation for the anticipation it generates

The enhancing experience phase:

• Cueing is analogous to expectation in the pre-experience phase.
• Remembering is the analog of anticipation. It carries more emotional impact than cueing.
• Finally, the ad stimulates a cognitive interpretation of the brand’s relevance and significance.

2- A WEBSITE: phase 1:

Before you do so, there a pre-phase called WEBSITE USABILITY that and for a Website to pass the performance metric test, it must pass all USABILITY PRINCILES.

Why do Websites fail?

56.6 M Websites: 7.7 BILLION Web pages worldwide. Fewer than 5,500 Websites pass
THE PERFORMANCE METRIC TEST

Why doesn’t your website perform?

The audience can't give you money while they're rubbing their eyes or scratching their heads.
If users can't find the sense and order they need, they soon grow exasperated and give up:

Users are NOT on your Website to rate your clever design, of flashing bells and whistles, they’re
need to accomplish their objectives in as little time as possible. You mess with that, you lose
that customer to your competitor who’s just a click away

1- The more elaborate the design, the greater the risk of
confusion: Over-excitable, over-design layouts fail miserably
2- Take into account "audience intelligence”:
Know your audience (psycho-graphics /techno-graphics)
4- Focus on design that draws attention to the message, not to itself:
design that serves your Website visitors objectives rather than dazzle them.

Take a look at the next Website, and see it through the eyes of a user, be the user,
what would be your reaction on arrival to this Website?

1- Are you engaged?
2- Does the ergonomics (information architecture) make sense?
3- Is it easy to use?
4- Is it efficient?
5- Is it effective?

The new Communication Chart in the new paradigm

•Communication has three partso1 How you Dress, Look, and Act (54%)o2 Tone, inflection, emotion, pitch and pace (39%)o3 The actual words (7%)

•People receive on all three levelsoInconsistencies cause lack of TRUSToInconsistencies cause lack of BELIEF

•Honesty and Ethical behavior are required, there is nowhere to hide.

•The new paradigm Gradients

o The customer must go from not knowing you to becoming a customer.
o A HIGH Gradient can be pictured as a wall to climb over.
o A LOW Gradient can be pictured as a set of stairs to climb up.
•STEEP Gradient = limited success
•LOW Gradient = greater success

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