midterm Flashcards

Question

FRONTAL LOBE

Answer 1

Executive functions Emotional control Reasoning Planning Problem-solving

Answer 2

Sensations Perception Recognition Orientation

Answer 3

Visual processing Primary visual area

Answer 4

Language understanding Hearing Memory Recognition

Answer 5

I N P U T --> I N T E R N A L P R O C E S S E S -> O U T P U T impressions -> determine meaning -> analyze -> speak and act implicit decisions --> start at 2 and ends at 4 explicit decisions --> starts at 3 and ends at 4

Answer 6

GESTALT = UNCONSCIOUS CONSTRUCTION Two kind of information encoded into the objects 1. Cognitive (automatic attention) shape, colour 2. Emotional innate emotional value LEARNT emotional value

Answer 7

Neurobiological view: Reward or punishment Subjective experience value

Answer 8

* Retrieving memories * Interpreting the past * Anticipating the future * Planning * Forming intentions * Evaluating/judging * Simulating * Calculating * Reasoning * Rationalizing

Answer 9

1.Verbal expression 2. Action expression – buying, using etc. (investing = the money, the time etc.)

Answer 10

Reflexive implicit decisions: Both the trigger and the resulting choice are nonconscious and automatic. Intuitive implicit decisions: we’re aware of making the choice, but we can’t quite determine why or how we made it. Explicit decisions result from conscious deliberation: the mental activities of planning, reasoning, evaluating, simulating, and, of course, the experience of deciding itself.

Answer 11

Pavlovnian Habitual Goal directed

Answer 12

TO PROMOTE SOCIAL ISSUES! Indirect route: emotional connections, non- conscious processing, affective conditioning – association building; PERCEPTUAL (PHYSICAL) CONCEPTUAL (MEANING) Bounty reklama ir social problemu reklamos arb rukymo Coca cola or McDonalds

Answer 13

TO CREATE HABIT BASED PRODUT DESIGN? HABIT – automatic behavior triggered by situational cue – we do things with little or no conscious control. Not too far from addiction, but addiction is self-destructive Facebook or tinder, smoking lottery tickets

Answer 14

FIND A meat brand “I WANT TO BE ATTRACTIVE” --> perfume ads Fit people are goal directed example

Answer 15

* not able to decide and make the final choice * losing time trying to solve the choice dilemma * take time to think over before purchasing a product * postpone the purchase * cancel our purchase

Answer 16

too many choices -> choice paralysis

Answer 17

surusiuoja i skiltis kas galimai gali but idomu

Answer 18

Types of vine

Answer 19

1. When people want to make a quick and easy choice 2. When the product is complex (so fewer choices help the consumer decide) 3. When it’s difficult to compare alternatives 4. When consumers don’t have clear preferences

Answer 20

Scarcity effect --> time --> Toilet paper problem during quarantine Eg. Only 1 left in stock Information overload --> degree of information --> pilna info prideta Cognitive capacity and choice --> ikea instrukcija

Answer 21

We make decisions very fast, based on value-based dm model, we use three valuation systems – Pavlonian, habitual and goal-directed Based on dual-processing theory, the information is being processed by two so-called thinking systems – system I and system II, intuitive vs. rational system Different factors impact decision-making – cognitive biases, habits, emotions, time, information etc.

Answer 22

1. External validity: lab. vs. more naturalistic environment 2. Internal validity: complexity in the environment, co-founders 3. Considerations

Answer 23

lab. vs. more naturalistic environment Can I measure what I am aiming for? Does it represent the actual world?

Answer 24

complexity in the environment, co-founders Stimulation: colors, senses High-pressure cues Systematic errors in measuring Neural and body reactions NOISE – movement

Answer 25

1.Cost (technical costs, experiment- related costs) 2.Expertise (data collection, data analysis) 3.Time (data collection, data analysis) 4.Versatility (technical capabilities)

Answer 26

traditional neuromarketing

Answer 27

approach: * Focus groups for concept generation and testing of the concepts * Live testing, surveys to understand reflections on positive/negative response, interest, believability, memory recall, can measure the change comment: Time to organise the focus group Resources to gather people in one location Self-reflection-based biases: social bias, memory, distortion, emotional unavailability, information provided might be incomplete Time to summarize the results

Answer 28

approach: * The use of medical devices can help to understand conscious and unconscious bases of decision-making * Can help to predict the behaviour * Measurement can be done in a real-time * Specific changes can be indicated comment: * Time, expertise, data analysis complexity * Difficult to get the practical implications – taking action from the conclusions * Challenges in determining conclusions

Answer 29

top-down and bottom-up attention

Answer 30

1. Evolutionary mechanism ○ Automatic cues ○ Emotional cues ○ Novelty 2. 8-10 cues in one picture

Answer 31

1. Contrast, brightness, curvature; frequency 2. colors 3.movements 4 center 5 orientation 6 size

Answer 32

1sexual 2 faces, directions 3 nature 4childre

Answer 33

goal directed attention

Answer 34

conscious and unconscious

Answer 35

direct and indirect

Answer 36

attentiion, logics, recall - impact sales directly

Answer 37

direct route A awareness I interest D desire A action

Answer 38

emotional connections, non conscious processing

Answer 39

* Use less but clear cues ( 1-3) * Evaluate what is the most important information to be seen / product, brand, call to action? * Test the cues with AI solutions or blurring the picture * Most effective: when product is new, when there is a high cognitive load of information (ex. in the store)

Answer 40

“unified whole,” a phrase that perfectly captures how we perceive, process, and piece together fragmented parts.

Answer 41

* Objects are perceived in the simplest form * We are looking for a relationship between different objects in space / context * Naturally, we visually follow the lines and curves The brain tries to fill in what is not there

Answer 42

Closure Proximity Continuity Similarity Figure / ground

Answer 43

- we tend to fill in the blanks, the focus is on the form, not the details

Answer 44

belonging to a group encourages you to see the object as one

Answer 45

recognition of continuous lines or curves

Answer 46

objects with the same properties are interpreted as related (shape, color, size, etc.)

Answer 47

the smallest elements in a figure help to shift between two non-ambiguous things

Answer 48

This law tells us that our brains usually associate disconnected elements with forms we already know. This means that our brains also tend to complete missing links without being asked to, though we must first be familiar enough with the implied shape for this to happen. The image below is a great example of this. With a quick look at the image, your mind instantly fills in the missing parts with two shapes that you already know: circles and triangles

Answer 49

Says that we subconsciously perceive objects that are close to one another as within the same group. Since our brains seek continuity, this subconscious grouping lets your brain create a clear interpretation of the relationship between objects

Answer 50

The Law of Continuity explains how our eyes search for continuous forms and follow smooth paths. This means we prefer to interpret visual information as connected instead of disconnected. As an example, if we look at the image below, we’ll be inclined to see the disjointed dots as running in a smooth, curved line.

Answer 51

The Law of Similarity says that our brains perceive objects with common elements as belonging to each other, whether the “common elements” here are shape, color, size, texture, or any other visual element. As far as web content goes, the Law of Similarity is useful when you need to organize dissimilar objects – such as images and texts of different sizes – into a group. One way to create a visual unity of dissimilar objects is to apply a common characteristic to them, such as the same background color.

Answer 52

The Law of Figure/Ground shows how our minds find a visual focus by separating figure from the background. The “figure,” also called “positive shape,” is the part of a composition that we pay attention to. This law explains that the “figure” emerges as the part of a visual element that takes us the least cognitive effort to process. In other words, it’s the part that jumps out to us the most. The rest of the visual element would be then be considered the “ground.”

Answer 53

Depending on your goal, all three of them create opportunities for effective visual communication. In a stable figure-ground relationship, the figure can be clearly distinguished from the ground. In an ambiguous figure-ground relationship, no part of the image stands out as either the figure or the ground. In a reversible figure-ground relationship, both the figure and the ground will have an equal weight in the image. This means that our eye can “flip” the figure and the ground, such as in Rubin’s Vase below.

Answer 54

keep it simple and stupid * Attract the initial automatic attention and then guide towards the next step * Reduce information load focusing on how information is exposed, in which way addressing visual saliency (clarity of info) and conginitive load (complexity)

Answer 55

Measuring attention Emotional and cognitive responses Understanding memory

Answer 56

Using tools such as eye-tracking or NeuroVision, it is possible to understand exactly what customers choose to pay attention to, and what they ignore or completely miss. Understanding attention is like getting a first-row seat to understand what your customers will spend time with.

Answer 57

Once something is noticed, it becomes critical to understand how they respond. Are they engaged or bored? Do they show signs of interest, comprehension, or overload and "tuning out"? Does the material trigger the right thoughts and associations?

Answer 58

In the end, is your information stored and remembered? Do people remember the message, your brand, or do they merely recall some random fragment of your information?

Answer 59

Neuroscience has shown that a vast amount of our behaviour is driven by brain processes that operate below our conscious awareness. While many of these processes are related to survival mechanisms (such as breathing, motor functions and homeostatic regulation), and not of primary interest to marketers, a significant number are nevertheless associated with emotions, storage and retrieval of memories, involuntary attention and perception, semantic processing and decision-making.

Answer 60

can be used to measure a person's selective attention capacity and skills, processing speed, and alongside other tests to evaluate overall executive processing abilities.

Answer 61

How do we nudge emotions, attitudes, and behavior with exposed information? 1. Priming 2. Novelty/familiarity 3. Processing fluency 4. Cognitive biases (session 1) 5. Emotional markers (session 7)

Answer 62

under the limen of conscious awareness.

Answer 63

– message exposed under the limen of conscious awareness.

Answer 64

– stimuli exposed under the conscious awareness in order to prepare the behavior, emotion, or thought related to the certain context and situation.

Answer 65

– the perception of the information that is not available for the eye, but available for the brain.

Answer 66

1. Activation of perceptual - behavior link 1.1 Activation of low-road imitation & 1.2 Activation of high-road imitation 2. Activation of the automatic goal pursue

Answer 67

preparation of the mental states to react to the following stimuli by activating the percept in the implicit memory.

Answer 68

unconscious preparation of the mental states to react to the following stimuli by a brief exposure of information.

Answer 69

Direct attribute priming Indirect attribute priming Brand priming Color priming Priming with pictures

Answer 70

For this point, we have a good example as an explanation. Some researchers approached customers in an electronics store, who’d entered to buy a new laptop. Half of the customers were asked about what memory needs they have, and the other half were asked what processor needs they have. It was a simple, straight-forward question about their needs. But, the questions had a massive impact on customers.

Answer 71

Another way to influence the subconscious is indirect techniques. Remember the example I gave at the beginning about the effect of French music to influence wine choice. This is a clear example of how to use indirect priming to affect buying decisions. Indirect attribute priming can be as simple as playing particular types of music or using words to stir subconscious associations. Let’s take another simple example. We take the color BLUE. It makes you think of blue, and that includes BLUE things too. And because I’ve mentioned the word BLUE your subconscious is already making associations. These can include: * The sea * The sky And if we follow that on further, priming you with BLUE, and you making subconscious associations to sea and sky, will make you more receptive to the idea of a holiday. Or at least make the idea feel more desirable

Answer 72

Colors have different meanings and are often used for prime emotions. You can, for example, color your background or only specific elements like buttons or content areas. Always beware of your target group and their understanding of colors. Down below is an image with different colors and what they mean, associated with different brands that use it.

Answer 73

Use pictures to prime your customers. For example, research has found that happier facial images can affect our consequent behavior. There was a study looking at the impact of subliminal facial expressions: happy, neutral, or angry. They found that people who had seen a happy face went on to drink more lemon Koolaid than those who had seen either a neutral or angry face. Coca Cola grasped this idea in one of their marketing campaigns, “Open the happy can”. In the advertising, it shows the top of a can of coke with a “smile” in the gap post opening. Every time you open a can, you get a big, wide grin smiling back at you.

Answer 74

* „BUY” button in the brain * It’s all about brain scans * It’s too inaccessible and expensive

Answer 75

NMSBA (Neuromarketing Science & Business Association) code of ethics (example from Neuromarketing Institut code of ethics): To only use non-invasive measuring tools To fully inform participants, researchers, and clients of the purpose of the research To anonymously collect participants’ data and to preserve their anonymity To solely engage in research activities having an overall ethical objective * Informed consent * Privacy * Age???

Answer 76

Bias in the results Complexity and variability in analysis Environment in experiments matter The cost of research

Answer 77

the process of inducing reasoning backward from observation to a popular process not directly tested but associated via other research.

Answer 78

whether research participants fully understand and can consent to the information being used, even though they may be less aware of what information is gathered; and 2. whether populations who did not consent to or participate in research are losing their rights to privacy and autonomous decision-making by extrapolation. the reach of improved advertisements does not push consumers beyond their free will

Answer 79

Observational approach Survey approach Neuro-pricing

Answer 80

Customer value-based pricing Cost-based pricing Competition-based pricing

Answer 81

Charm pricing Prestige pricing BOGOF Comparative pricing Visually highlight the different prices

Answer 82

This strategy, often called "charm pricing," involves using pricing that ends in "9" and "99."

Answer 83

Prestige pricing is the complete opposite of odd or charm pricing. Prestige pricing involves making all numerical values into rounded figures, i.e., $99.99 is converted to $100.

Answer 84

This is a pricing strategy in which customers pay the full price for one product or service to get another for free. The psychological strategy at work here is, simply, greed. Once a customer comes across the offer, logic gets tossed to the wind and the main focus is making a purchase to get the free item.

Answer 85

Comparative pricing may be tagged as the most effective psychological pricing strategy. This simply involves offering two similar products simultaneously but making one product's price much more attractive than the other. This is a psychological game of choice for the customer, who has to choose between two products that are similar but have different prices. This strategy works well with fashion brands, which place side by side tuxedos with similar quality but different prices, to make customers pick the more expensive one, which is the desired purchase.

Answer 86

When you offer a sale with a previous price side by side with a new one, you make more sales because customers feel they are getting a bargain and are not interested in researching the drop in price. To make the new pricing strategy work effectively, use the psychological trick of changing the font, size and color of the new price.

Answer 87

* Emotional and rational levels for consumers to be persuaded to buy product. * The right price can be set by using an observational survey or a neuro-pricing approach. When customers liked both the product and price, their nucleus accumbens was found active.

Answer 88

Appealing to multiple senses and sensory cues helps in winning a customer’s attention and trust by appealing to each of the five senses. Using sensory marketing tactics involves finding creative ways to appeal to the needs and wants of customers, and to make a lasting impression through unique marketing tools that can trigger sensory stimulus. The research says that if any brand is able to trigger more than three senses of the five, the brand’s engagement is likely to increase to 70%.

Answer 89

Images Text Graphics Video Light

Answer 90

When selecting colors, bear in mind that you may be influencing how potential customers feel. Colors can evoke a wide range of emotions, with studies consistently showing a link between certain colors and certain emotions. Cool blues, for example, are the go-to color if you wish to attract professionals. Takeaway: Make sure to familiarize yourself with how color may be used to influence purchasing behavior.

Answer 91

Voice overs Sound effect Thematic music

Answer 92

* Comfort * Collateral * Hands-on tests

Answer 93

Mirror Neuron And Empathic brain Samples New flavors

Answer 94

sound Touch Smell and taste

Answer 95

Augmented reality can help online retailers significantly reduce returns by providing an engaging 'try-before-you-buy' digital experiece

Answer 96

1 physiological 2 safety needs 3 love needs 4esteem needs 5 self-actualization

Answer 97

kai naudoja masinos vienodus fonus kai kvepalai uzdeda moters veida kai kava uzdeda juoda fona

Answer 98

* novelty * eye contact * pleasure/reward images

Answer 99

Although it may seem self-explanatory, emotional advertising is a complex practice and when done incorrectly can leave your audience feeling confused. With careful consideration and use of emotional appeal, however, emotional advertising can be highly effective. Emotion can be applied more directly in advertising, such as in a specific ad or campaign. Each emotional ad contributes to the emotional branding strategy — emotional ads are like the individual building blocks that create structural integrity of the brand. Many companies will create emotional ads in response to major events, while also promoting their products or services.

Answer 100

Reptilian brain Fight Escape Food sex Limbic system Emotions Automatism Neucortex Think logic creativity plan

Answer 101

is an advertising technique where games are used as a means of advertising products or services. This not only promotes brand awareness but also improves engagement.

Answer 102

Non-intrusive Customize Viral Measurable

Answer 103

Advergaming offers a non-intrusive way to connect with the public. The users themselves voluntarily interact with the game.

Answer 104

Advergames are easy to customize. By designing a video game from scratch (or adapting an existing format), a brand can include its style and values in a unique product that represents it.

Answer 105

They can go viral easily. The games are very addictive and entertaining, and have a social component (just look at the success of Candy Crush on Facebook!). Therefore, there is a good chance that users will share them.

Answer 106

They are easily measurable. you can record all users interactions with the game, such as the time they spend playing, the number of times they log in, or the screen they leave.

Answer 107

sensory memory attention short term memory elaborate rehearsal long term memory

Answer 108

is an amazing group of neural structures that are commonly known to be responsible for our desire and craving for a reward (incentive salience) and positive emotions involving pleasure, joy and euphoria. It is intrinsically linked with motivational processes and has been a key area of focus in academic consumer neuroscience research.

midterm Flashcards

(132 cards)