Neuromarketing
1. People are predictaly irrational
Assuming that people are always making rational decisions will lead to wrong marketing
decisions.
System 1: visual system
The oldest system we have in common with reptiles. It is well trained, 1/3th of the brain is
dedicated to the visual system. We use it from the moment we wake up until we will go to
sleep.
- Example tables: we cannot convince our own brain to accept that these tables look
the same. Eventough we know rationally that they are the same.
- Example stones: our brain makes decisions to see different colours, we cannot
control it.
- Example movement: the circles are not moving but our brain decides to see
movement.
System 2: cognitive system of langues
- Example language: strange things are going on, you don’t have to read the word but
just tell which colour it is. You are way slower and will make more mistakes.
- Example Google: you have to fill in the colours but you cannot, eventhoug you have
seen the logo million of times.
some crucial information is not stored into your memory
BUT on the other hand when you ask someone about 9/11 they know exactly where
they were at that moment.
- Moral decisions: there are a number of cases and the judges have to decide if they
will let the prisoner out or not. You hope it will be a decision made on evidence. But
for the first few cases the chances of getting out are way higher than after. These
cases are not ordered on how easy they are to decide, but on the last name of the
alfabet. We see a weird pattern hungry, tired… after lunchbreak they are more
favourable again
Thinking fast and slow van Daniel Kahn: we have two brain systems
1. People are predictaly irrational
Assuming that people are always making rational decisions will lead to wrong marketing
decisions.
System 1: visual system
The oldest system we have in common with reptiles. It is well trained, 1/3th of the brain is
dedicated to the visual system. We use it from the moment we wake up until we will go to
sleep.
- Example tables: we cannot convince our own brain to accept that these tables look
the same. Eventough we know rationally that they are the same.
- Example stones: our brain makes decisions to see different colours, we cannot
control it.
- Example movement: the circles are not moving but our brain decides to see
movement.
System 2: cognitive system of langues
- Example language: strange things are going on, you don’t have to read the word but
just tell which colour it is. You are way slower and will make more mistakes.
- Example Google: you have to fill in the colours but you cannot, eventhoug you have
seen the logo million of times.
some crucial information is not stored into your memory
BUT on the other hand when you ask someone about 9/11 they know exactly where
they were at that moment.
- Moral decisions: there are a number of cases and the judges have to decide if they
will let the prisoner out or not. You hope it will be a decision made on evidence. But
for the first few cases the chances of getting out are way higher than after. These
cases are not ordered on how easy they are to decide, but on the last name of the
alfabet. We see a weird pattern hungry, tired… after lunchbreak they are more
favourable again
Thinking fast and slow van Daniel Kahn: we have two brain systems
