hi everyone
so I’m a marketer and I’m also very
intrigued by psychology that’s why today
I want to talk about perception and its
influence on marketing research and
marketing itself I’d like to start out
with a clip most of you probably already
know it the one on the Left first okay
who of you guys heard the any who heard
Laurel okay isn’t it interesting that
I’m all showing you the same thing but
you all perceive it differently let’s
see what happens if I change the speed
so most people that probably hurt Laurel
before now hurt Yanni so isn’t that
interesting that if we change the speed
of something if we change the amount of
the same thing our perception and also
our preference for something changes so
I want to show you another example how
perception can change when we change the
amount of something and that’s with the
coke disaster some people maybe know
about it but a few years ago Pepsi
conducted a blind taste test and it was
called the Pepsi challenge where they
gave a little sip to people of coke and
a little sip of Pepsi and then they
asked what do you like better most
people like the sweeter Pepsi more than
they like the coke so that put coke
under a lot of stress you know they got
nervous they change their formula they
made it sweeter and then they conducted
a blind taste test and people liked the
sweeter coke more than they did the old
one so they implemented the changes and
they put out the new coke all right
what happened that well people hated it
they called in they hated it they didn’t
like the test and coke changed it back
to the old formula and called it coke
classic so what happened here all right
when they did the blind taste test
they gave people a little sip of the
drink what Pepsi knew well Co probably
didn’t know is that when you give people
a little sip of something they most
likely will prefer the sweeter taste if
you give them a whole can they won’t so
if you given but take-home test the
results are most likely very different
than when you just give them a little
sip so that’s something very important
to consider as a marketer another reason
why people called in and hated the new
coke is because they couldn’t identify
themselves any more with a new taste
that’s not what they grew up with that’s
not the taste that’s not the coke that
was given out during times of war the
emotional connection wasn’t there
anymore which brings me right to my next
point and I’d like to show you a slight
they’re two and two songs you could play
all right I was trying to find some
songs that correspond to our times of
puberty I might be off a few years for
some but hey the point that I want to
bring across here is that scientists and
psychologists and neuroscientists have
confirmed that songs from our puberty
whatever song it may be for you they
hold a disproportionate power over our
emotions how many times do we hear
people say oh well the songs back in the
days were so much better right or we all
said it well that’s that musical
nostalgia is not just a cultural
phenomena it’s actually a neurotic
command and you know it doesn’t matter
how sophisticated our tastes grow when
we hear those songs we get excited and
that’s because during the time that
we’re 12 and 22 our brains undergo a
rabbit neural neurological development
and those songs are wired into our brain
lobes and it’s also because during times
of puberty we have a lot of growth
hormones that do tell us that everything
is extremely important right I mean
those times of drama okay so now to my
next point most of the people that look
at that either see a duck or a bunny now
if I put some eggs around it a little
bit of grass a basket what would happen
most likely you guys would all see a
rabbit so what does that mean that is
the power of suggestion that means that
we can easily be primed with a solution
to a problem and that also means that we
don’t really understand ourselves right
we don’t really understand what’s going
on if you ask people to tell you you
know why they like a certain things they
don’t know there’s a study that Norman
Meyer conducted where he put two ropes
in a room and they were far apart and
people had to connect them when they
couldn’t come up with a solution anymore
he would walk into the room he would
touch the rope and it would like swing a
little bit he then left
people realized hmm okay they never
realized they could put them in motion
and then they were able to connect the
ropes he then came back and asked them
how they came up with a solution only
1/3 realized that the search did they
were suggested with the solution that
they were Prime with the solution the
2/3 other 2/3 they came up with complete
stories like oh I remember a
physics class from back in the day you
know it just didn’t understand they
didn’t know that subconsciously
they were primed with a solution and if
you ask people to explain why they liked
something or why they dislike something
and you ask them to explain it with
words that might screw their ability to
understand why they like something and
realize why why they don’t that can also
change their opinion about something if
you ask them to explain it with words
they really have to dig deep into their
emotional and primal psyche and
translate it into a language of like
higher logical and more the more
rational work world of words and
sentences that sometimes they don’t have
the vocabulary or the understanding for
so if I ask you for example explain me
why you really like a song or a certain
piece of art you might not have the
words for it and it might be difficult
for you but if I force you to tell me in
words you will come up with something
you will tell me something but it might
be or you might just not
understand you tell me it’s the lyrics
you tell me it’s the beat when in
actuality it could be the emotional
attachment that you have as we just
discussed in an example before and you
just don’t know about it so thinking
that you know yourself that you know why
you are the way you are and that you
know how you will react in certain
circumstances it’s not true experience
have shown and that’s something called
the interest by introspection illusion
okay that was last year summer hit most
people probably know it and most people
the young crowd in here probably really
loved it too and that’s because they’ve
heard it so many times it’s the mayor
exposure effect the more you hear
something the more you develop a liking
for it and the music industry knows that
and they brainwash our brains in buying
up radio plays which is technically
illegal but still happening and they
also understand and use that scientific
you know ear worm to create pop songs
that are very sticking in a study in
2011 it was an MRI study has shown that
the emotional part of the brain the
reward center of the brain are more
active when you hear songs that you
already know and that you can anticipate
what’s going to happen so familiarity
breeds liking the more you like the more
you hear something the more you like it
and you will always pick something that
you’re more familiar than something that
you’re unfamiliar with so an exposure of
stimuli be it with places or people or
also fashion I mean thinking back if I
look at things that I hated I love now
you know the more exposure the more you
like it however there can be
overexposure as well and if you over
expose something it can be irritating
and people start ignoring the message so
again marketers have to be very very
careful when doing studies and when
doing a marketing campaign and how they
conduct it now I want to talk about
something I have touched up on a few
points I want to talk about why like why
do we perceive certain things the way we
do what is happening so we are designed
to survive and to escape pain and we
also don’t understand what we want and
what we need so there’s a new branch of
marketing that’s called neuromarketing
and what they tell you is that we have
like three cells three brains that’s the
neural cortex that’s our newest brain
it’s like 4 or 5 million years old and
that’s the logical part of the brain a
little bit deeper inside
the middle brain which is the emotional
part of our brain and very deep inside
sight is the reptilian brain and that’s
the extinction brain and the extinction
part mostly you know has more influence
over ourselves than the logical part or
even the emotional self that’s very
important to consider so the reptilian
part and the amygdala within overpowers
the cortex the amygdala is is the part
that gets activated for flight-or-fight
you know when there’s a bear you got to
run away you know you got to survive so
that’s what’s activated and that’s a
reptilian part and most of our choices
correspond to that reptilian part of the
brain the stupid part of the brain and
also interesting to know is that our
visual senses are faster than our than
our auditory senses fifty times faster
if we see and hear something at the same
time we correspond to what we see first
now another thing is that we use
different parts of our brains
depending on the situation so if we see
it funny pictures of our friend and we
have to create meaning and we have to
understand it we probably just use the
reptilian brain because it’s very easy
to understand if we see a very complex
like medical equation or something we
would use the logical part but sometimes
you know the parts in our brains compete
and I have a picture that I’d like to
show now when you look at this and ask
what’s darker a or B most people would
probably say a but next picture they’re
the same color our reptilian brain
fooled us so we are competing and we
have something that we have to consider
not only as marketers but also as
consumers we can easily be fooled how do
we learn from this well I’m a marketer
and I’ve really I love research also in
my private life I research everything
but it is important to understand
where’s the study coming from how was it
conducted and also who sponsored the
study that’s something also to consider
right
and we have to understand that sometimes
if we just ask people what they like or
don’t like
we might risk that we throw out an idea
that could have been very very
meaningful and revolutionary just
because we ask people but you know what
when we ask people they really don’t
know what they want and what they like thank you
so I’m a marketer and I’m also very
intrigued by psychology that’s why today
I want to talk about perception and its
influence on marketing research and
marketing itself I’d like to start out
with a clip most of you probably already
know it the one on the Left first okay
who of you guys heard the any who heard
Laurel okay isn’t it interesting that
I’m all showing you the same thing but
you all perceive it differently let’s
see what happens if I change the speed
so most people that probably hurt Laurel
before now hurt Yanni so isn’t that
interesting that if we change the speed
of something if we change the amount of
the same thing our perception and also
our preference for something changes so
I want to show you another example how
perception can change when we change the
amount of something and that’s with the
coke disaster some people maybe know
about it but a few years ago Pepsi
conducted a blind taste test and it was
called the Pepsi challenge where they
gave a little sip to people of coke and
a little sip of Pepsi and then they
asked what do you like better most
people like the sweeter Pepsi more than
they like the coke so that put coke
under a lot of stress you know they got
nervous they change their formula they
made it sweeter and then they conducted
a blind taste test and people liked the
sweeter coke more than they did the old
one so they implemented the changes and
they put out the new coke all right
what happened that well people hated it
they called in they hated it they didn’t
like the test and coke changed it back
to the old formula and called it coke
classic so what happened here all right
when they did the blind taste test
they gave people a little sip of the
drink what Pepsi knew well Co probably
didn’t know is that when you give people
a little sip of something they most
likely will prefer the sweeter taste if
you give them a whole can they won’t so
if you given but take-home test the
results are most likely very different
than when you just give them a little
sip so that’s something very important
to consider as a marketer another reason
why people called in and hated the new
coke is because they couldn’t identify
themselves any more with a new taste
that’s not what they grew up with that’s
not the taste that’s not the coke that
was given out during times of war the
emotional connection wasn’t there
anymore which brings me right to my next
point and I’d like to show you a slight
they’re two and two songs you could play
all right I was trying to find some
songs that correspond to our times of
puberty I might be off a few years for
some but hey the point that I want to
bring across here is that scientists and
psychologists and neuroscientists have
confirmed that songs from our puberty
whatever song it may be for you they
hold a disproportionate power over our
emotions how many times do we hear
people say oh well the songs back in the
days were so much better right or we all
said it well that’s that musical
nostalgia is not just a cultural
phenomena it’s actually a neurotic
command and you know it doesn’t matter
how sophisticated our tastes grow when
we hear those songs we get excited and
that’s because during the time that
we’re 12 and 22 our brains undergo a
rabbit neural neurological development
and those songs are wired into our brain
lobes and it’s also because during times
of puberty we have a lot of growth
hormones that do tell us that everything
is extremely important right I mean
those times of drama okay so now to my
next point most of the people that look
at that either see a duck or a bunny now
if I put some eggs around it a little
bit of grass a basket what would happen
most likely you guys would all see a
rabbit so what does that mean that is
the power of suggestion that means that
we can easily be primed with a solution
to a problem and that also means that we
don’t really understand ourselves right
we don’t really understand what’s going
on if you ask people to tell you you
know why they like a certain things they
don’t know there’s a study that Norman
Meyer conducted where he put two ropes
in a room and they were far apart and
people had to connect them when they
couldn’t come up with a solution anymore
he would walk into the room he would
touch the rope and it would like swing a
little bit he then left
people realized hmm okay they never
realized they could put them in motion
and then they were able to connect the
ropes he then came back and asked them
how they came up with a solution only
1/3 realized that the search did they
were suggested with the solution that
they were Prime with the solution the
2/3 other 2/3 they came up with complete
stories like oh I remember a
physics class from back in the day you
know it just didn’t understand they
didn’t know that subconsciously
they were primed with a solution and if
you ask people to explain why they liked
something or why they dislike something
and you ask them to explain it with
words that might screw their ability to
understand why they like something and
realize why why they don’t that can also
change their opinion about something if
you ask them to explain it with words
they really have to dig deep into their
emotional and primal psyche and
translate it into a language of like
higher logical and more the more
rational work world of words and
sentences that sometimes they don’t have
the vocabulary or the understanding for
so if I ask you for example explain me
why you really like a song or a certain
piece of art you might not have the
words for it and it might be difficult
for you but if I force you to tell me in
words you will come up with something
you will tell me something but it might
be or you might just not
understand you tell me it’s the lyrics
you tell me it’s the beat when in
actuality it could be the emotional
attachment that you have as we just
discussed in an example before and you
just don’t know about it so thinking
that you know yourself that you know why
you are the way you are and that you
know how you will react in certain
circumstances it’s not true experience
have shown and that’s something called
the interest by introspection illusion
okay that was last year summer hit most
people probably know it and most people
the young crowd in here probably really
loved it too and that’s because they’ve
heard it so many times it’s the mayor
exposure effect the more you hear
something the more you develop a liking
for it and the music industry knows that
and they brainwash our brains in buying
up radio plays which is technically
illegal but still happening and they
also understand and use that scientific
you know ear worm to create pop songs
that are very sticking in a study in
2011 it was an MRI study has shown that
the emotional part of the brain the
reward center of the brain are more
active when you hear songs that you
already know and that you can anticipate
what’s going to happen so familiarity
breeds liking the more you like the more
you hear something the more you like it
and you will always pick something that
you’re more familiar than something that
you’re unfamiliar with so an exposure of
stimuli be it with places or people or
also fashion I mean thinking back if I
look at things that I hated I love now
you know the more exposure the more you
like it however there can be
overexposure as well and if you over
expose something it can be irritating
and people start ignoring the message so
again marketers have to be very very
careful when doing studies and when
doing a marketing campaign and how they
conduct it now I want to talk about
something I have touched up on a few
points I want to talk about why like why
do we perceive certain things the way we
do what is happening so we are designed
to survive and to escape pain and we
also don’t understand what we want and
what we need so there’s a new branch of
marketing that’s called neuromarketing
and what they tell you is that we have
like three cells three brains that’s the
neural cortex that’s our newest brain
it’s like 4 or 5 million years old and
that’s the logical part of the brain a
little bit deeper inside
the middle brain which is the emotional
part of our brain and very deep inside
sight is the reptilian brain and that’s
the extinction brain and the extinction
part mostly you know has more influence
over ourselves than the logical part or
even the emotional self that’s very
important to consider so the reptilian
part and the amygdala within overpowers
the cortex the amygdala is is the part
that gets activated for flight-or-fight
you know when there’s a bear you got to
run away you know you got to survive so
that’s what’s activated and that’s a
reptilian part and most of our choices
correspond to that reptilian part of the
brain the stupid part of the brain and
also interesting to know is that our
visual senses are faster than our than
our auditory senses fifty times faster
if we see and hear something at the same
time we correspond to what we see first
now another thing is that we use
different parts of our brains
depending on the situation so if we see
it funny pictures of our friend and we
have to create meaning and we have to
understand it we probably just use the
reptilian brain because it’s very easy
to understand if we see a very complex
like medical equation or something we
would use the logical part but sometimes
you know the parts in our brains compete
and I have a picture that I’d like to
show now when you look at this and ask
what’s darker a or B most people would
probably say a but next picture they’re
the same color our reptilian brain
fooled us so we are competing and we
have something that we have to consider
not only as marketers but also as
consumers we can easily be fooled how do
we learn from this well I’m a marketer
and I’ve really I love research also in
my private life I research everything
but it is important to understand
where’s the study coming from how was it
conducted and also who sponsored the
study that’s something also to consider
right
and we have to understand that sometimes
if we just ask people what they like or
don’t like
we might risk that we throw out an idea
that could have been very very
meaningful and revolutionary just
because we ask people but you know what
when we ask people they really don’t
know what they want and what they like thank you
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