Professor Radboud University Nijmegen - Neuromarketing

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Professor Radboud University Nijmegen - Neuromarketing

Professor Radboud University Nijmegen


1. Unconscious influences on behavior

2. Unconscious attitudes

3. Unconscious decision making


Who’s the most

competent?


Wells & Petty (1980)

Jogging versus cycling

Shaking versus nodding

Higher versus lower tuition


Wells & Petty (1980)


The framing effect:

There is a deadly disease. 600 people are infected. With

medication A 200 people will be saved. With medication B, there a

one-third probability that all lives will be saved and a two-thirds

probability that no one will be saved.

What medication do you choose?


The framing effect:

There is a deadly disease. 600 people are infected. With

medication A 400 people will die. With medication B, there a onethird

probability that no one dies and a two-thirds probability that

all will die.

What medication do you choose?


Some questions…

Who painted “La Guernica”?

Dali

Miro

Picasso

Velasquez

What is the capital of Bangla Desh?

Dhaka

Bangkok

Hanoi

Yangon

What is the largest planet of our solar system?

Uranus

Saturn

Venus

Jupiter


How to win a game of Trivial pursuit….

Dijksterhuis & van Knippenberg, 1998, JPSP


“Let’s say you pick up a rock and you

throw it. And in midflight you give that

rock consciousness and a rational

mind. That little rock will think it has

free will and will give you a highly

rational account of why it has decided

to take the route it is taking”

Tom Wolfe


Behavior is influences by many processes

of which we are not conscious.

What are the implications for behavioral

change?


Where does behavior originate?

Reasoning

Associations (implicit attitudes)

Environment


How do you change behavior?


A case study: Burger’s Zoo

(with Good Food Alliance).

Goal: Reduce consumption of meat


Implicit versus explicit attitudes.

De IAT…..

Put your hands on your knees:

Slap your left knee when you see:

an English name

a positive word

Slap your right knee when you see:

a Moroccan name

a negative word


John

dead

beautiful

Murat

sick

war

Mehmet

nice

Ahmed

Tim

Mohammed

Peter

sweet

Paul

good

pain


Implicit versus explicit attitudes.

De IAT…..

Put your hands on your knees:

Slap your left knee when you see:

an English name

a negative word

Slap your right knee when you see:

a Moroccan name

a positive word


John

dead

beautiful

Murat

sick

war

Mehmet

nice

Ahmed

Tim

Mohammed

Peter

sweet

Paul

good

pain


Who’s winning?


Thank you

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