Sensory and Influencer

Neuro Science
Marketers are always interested getting

insights about consumers to enhance their
understanding about them.
Use various methods
Constantly on a look out for new ways of

getting to know / understand consumers
In 2012 researchers at Emory found that activity in a
specific brain area, measured by fMRI while people
were listening to music, significantly correlated with
a song’s future popularity as measured by sales
data three years later. But when participants were
asked how much they liked the songs they heard,
their responses did not predict sales.
Studies have also found that brain scans
taken while participants watched anti-
smoking advertisements predicted the call
volume to smoking-cessation hotlines,
whereas traditional surveys of ad
effectiveness did not
Why neuroscience
Thought, feelings, consciousness and actions are all
products of brain’s activity
InNeuroscience the brain’s reactions to various stimuli in

ads, messages, visuals and marketing tactics, and then
seeks to apply those findings in a way that makes
marketing more effective.
Typically, consumers show simultaneous blips in most of

their biological metrics when they decide to buy something.
What does neuro science measures?
Attention Engagement
Emotion
Memory Retention
Retreival
Engagement :
Attention to something that has an emotional impact
Influences likability and memorability
No channel surfing
No ad skipping
Important Tools in Neuroscience
Electro Encephalography (EEG)
Functional Magnetic Resonance Imaging(fMRI)
Tools that are used along with those
Facial Coding
Eye tracking
Galvanic Skin Response

Facial Coding
“Face is a picture of the mind and eyes are the
interpreter”
Cicero - Roman Orator
Irrepressible- Difficult to control - Leak out few

information
Emotions are reflected in the face
Facial expressions are universal

Facial Expression - Cont.d
Ofcourse , it is determined by culture ; intensity may vary

(subtle/overt) ;
Can we not use the tool called “Reading others” (face reading
Individuals dependent
May have problems
May not be accurate

Eye Tracking
As the name suggests, eye tracking consists

of measuring the eye movement patterns of
your research participants. It's a tool that lets
you see your brand, store or commercial
through the eyes of your customers.
Arousal- Pupil dilation
Attention - Via fixation points

Tells where the subjects gaze is directed
What grabs their attention
What confuses them
Speed of recognition
Uses
Improve website designs , ads, pkg

What is emotion?
Emotion is accompanied by distinctive mental

states sometimes accompanied by body ,
facial expressions/changes and behaviour .
Emotion has unique strength (intensity),
direction and quality (content)
Functional Magnetic Resonance
Imaging (FMRI)
Uses strong magnetic field to track the
changes in the blood flow across the brain
Administered when they are lying
In other words: “When one area of the brain is

in use, blood flow to that region also
increases”
Functional Magnetic Resonance Imaging
(fMRI)
Functional Magnetic Resonance Imaging (fMRI)
Wine taste is expected to result in high activity in

orbitofrontal cortex (OFC),the area that will
encode the pleasantness related to any activity.
It is not a self reported measure ; but measure of

the brain activity
Electroencephalogram(EEG)
Reads brain cells activity by placing sensors

on the persons scalp
Informs us what happens in the deep

subtropical region of the brain
EEGs are appropriate for capturing signals
about attention, arousal, fatigue and surprise,
which are emitted from the brain’s surface.
They are not as effective in picking up signals
from deeper within the brain, that are key for
decision making. EEGs therefore are better
suited for testing feelings and emotions,
Galvanic Skin Response
A Galvanic Skin ResponseGalvanic skin response (GSR), also

referred to as skin conductance response (SCR) or electrodermal
activity (EDA), is the property that momentarily makes our skin a
better conductor of electricity when we are physiologically aroused.
Measures skin conductance, heart rate, and
respiration
Measures the level of engagement and

whether the response is positive or negative
Voice Analysis
Harness the power of voice
Cogito analyzes phone conversations and provides real-time guidance to help employees better engage and connect with customers.
ENERGY
INTERRUPTION
EMPATHY
PARTICIPATION
TONE
PACE
Future Application
Segmentation
Based on susceptibility to be
Conclusion
Neuroscience researchers are beginning to

probe whether the brain can be used to
influence purchases—an area of study that
generates excitement and also ethical
concerns
Sensory marketing
1

What ?
Designing products and packaging with conscious cues

that it communicates the consumer what the product is
and deliver the desired experience
Sensory mktg is mktg that engages with the consumers

sense and influence perception, judgement and decision.
2

How?
We perceive the world through our senses and

sensation influence our decisions without our
conscious awareness
Pdts have their voice and consumers respond

without consciousness i.e viscerally
3

Embodied Cognition
Without our conscious awareness , our bodily

sensation take decisions
4

Sensory Marketing appeals to one or more of
the five human senses: touch, taste, smell,
sound or vision.
It engages on an emotional level and aims to

capture consumers’ attention and influence
purchase behaviour.
What should a manager do?
Should create pdts and communication that

creates subconscious triggers that
characterise abstract notions about the pdt
to consumers
6

Pdt communicates with the design elements
consistent with desired personality - Kinderjoy
7

Benefits to the consumer
It creates perceived additional value
Shape the wholistic experience between the

customers and brand
8

Increases the ownership
Individuals tend to value the pdt they own more
and this is known as endowment effect.
The same effect is found when the individual

touches the product also. Hence touching leads
to better purchase intention and ultimately
purchase .
Likely to generate more purchase intention
9

Mechanism of action
Stimuli
Sensation
Responses (Emotion, memories)
Brand Perception (How much the consumer will enjoy the brand)
Brand Choice
Purchase
Repeat Purchase
Citation: Rupini RV and Nandagopal R (2015) A Study on the Influence of Senses and the Effectiveness of Sensory Branding. J Psychiatry 18:
236. doi:10.4172/1994-8220.1000236
Characteristic Page 6 of 7
Figure 7: Combination of Plassmann’s Model with theories of Intuitive and Immediate cognition, Source: Multi sensory perception in
consumer brand valuation, 2013.
Figure 7: Combination of Plassmann’s Model with theories of Intuitive and Immediate

What is the difference between
traditional and sensory mktg
In traditional mktg firms talk to customers ; in sensory mktg

pdts speak to customers
The product is engaging, enticing
It is science of communication using all senses
Consumers are not consciously aware of how they make

decisions , we need to probe and understand subconscious
preference of the customers
12

Why is sensory mktg impt for CB?
Attention, attachment and emotional

response
13

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Neuro Science

Marketers are always interested getting

Use various methods

Constantly on a look out for new ways of

InNeuroscience the brain’s reactions to various stimuli in

Typically, consumers show simultaneous blips in most of

Attention to something that has an emotional impact

Influences likability and memorability

Electro Encephalography (EEG)

Functional Magnetic Resonance Imaging(fMRI)

Tools that are used along with those

Galvanic Skin Response

Cicero - Roman Orator

Irrepressible- Difficult to control - Leak out few

Emotions are reflected in the face

Facial expressions are universal

Ofcourse , it is determined by culture ; intensity may vary

May have problems

May not be accurate

As the name suggests, eye tracking consists

Attention - Via fixation points

What grabs their attention

What confuses them

Improve website designs , ads, pkg

Emotion is accompanied by distinctive mental

Administered when they are lying

In other words: “When one area of the brain is

Functional Magnetic Resonance Imaging (fMRI)

Wine taste is expected to result in high activity in

It is not a self reported measure ; but measure of

Reads brain cells activity by placing sensors

Informs us what happens in the deep

A Galvanic Skin ResponseGalvanic skin response (GSR), also

Measures the level of engagement and

Neuroscience researchers are beginning to

Designing products and packaging with conscious cues

Sensory mktg is mktg that engages with the consumers

We perceive the world through our senses and

Pdts have their voice and consumers respond

Without our conscious awareness , our bodily

It engages on an emotional level and aims to

Should create pdts and communication that

It creates perceived additional value

Shape the wholistic experience between the

The same effect is found when the individual

Likely to generate more purchase intention

Responses (Emotion, memories)

Figure 7: Combination of Plassmann’s Model with theories of Intuitive and Immediate

In traditional mktg firms talk to customers ; in sensory mktg

The product is engaging, enticing

It is science of communication using all senses

Consumers are not consciously aware of how they make

Attention, attachment and emotional

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