Professor Radboud University Nijmegen - Neuromarketing
Professor Radboud University Nijmegen - Neuromarketing
Professor Radboud University Nijmegen - Neuromarketing
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<strong>Professor</strong> <strong>Radboud</strong> <strong>University</strong> <strong>Nijmegen</strong>
1. Unconscious influences on behavior<br />
2. Unconscious attitudes<br />
3. Unconscious decision making
Who’s the most<br />
competent?
Wells & Petty (1980)<br />
Jogging versus cycling<br />
Shaking versus nodding<br />
Higher versus lower tuition
Wells & Petty (1980)
The framing effect:<br />
There is a deadly disease. 600 people are infected. With<br />
medication A 200 people will be saved. With medication B, there a<br />
one-third probability that all lives will be saved and a two-thirds<br />
probability that no one will be saved.<br />
What medication do you choose?
The framing effect:<br />
There is a deadly disease. 600 people are infected. With<br />
medication A 400 people will die. With medication B, there a onethird<br />
probability that no one dies and a two-thirds probability that<br />
all will die.<br />
What medication do you choose?
Some questions…<br />
Who painted “La Guernica”?<br />
Dali<br />
Miro<br />
Picasso<br />
Velasquez<br />
What is the capital of Bangla Desh?<br />
Dhaka<br />
Bangkok<br />
Hanoi<br />
Yangon<br />
What is the largest planet of our solar system?<br />
Uranus<br />
Saturn<br />
Venus<br />
Jupiter
How to win a game of Trivial pursuit….<br />
Dijksterhuis & van Knippenberg, 1998, JPSP
“Let’s say you pick up a rock and you<br />
throw it. And in midflight you give that<br />
rock consciousness and a rational<br />
mind. That little rock will think it has<br />
free will and will give you a highly<br />
rational account of why it has decided<br />
to take the route it is taking”<br />
Tom Wolfe
Behavior is influences by many processes<br />
of which we are not conscious.<br />
What are the implications for behavioral<br />
change?
Where does behavior originate?<br />
Reasoning<br />
Associations (implicit attitudes)<br />
Environment
How do you change behavior?
A case study: Burger’s Zoo<br />
(with Good Food Alliance).<br />
Goal: Reduce consumption of meat
Implicit versus explicit attitudes.<br />
De IAT…..<br />
Put your hands on your knees:<br />
Slap your left knee when you see:<br />
an English name<br />
a positive word<br />
Slap your right knee when you see:<br />
a Moroccan name<br />
a negative word
John<br />
dead<br />
beautiful<br />
Murat<br />
sick<br />
war<br />
Mehmet<br />
nice<br />
Ahmed<br />
Tim<br />
Mohammed<br />
Peter<br />
sweet<br />
Paul<br />
good<br />
pain
Implicit versus explicit attitudes.<br />
De IAT…..<br />
Put your hands on your knees:<br />
Slap your left knee when you see:<br />
an English name<br />
a negative word<br />
Slap your right knee when you see:<br />
a Moroccan name<br />
a positive word
John<br />
dead<br />
beautiful<br />
Murat<br />
sick<br />
war<br />
Mehmet<br />
nice<br />
Ahmed<br />
Tim<br />
Mohammed<br />
Peter<br />
sweet<br />
Paul<br />
good<br />
pain
Who’s winning?
Thank you
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