Usman Afzal, Bahria University, Fall 2019

What did we say earlier?

Where did we leave things?
USMAN AFZAL
1 What is wrong with the traditional marketing notion?
2 Neuromarketing and the selling landscape

3 Anatomy of human brain: Relevance for sales people

4 Consumer psychology, hypnosis and modern advertising
5 Reptilian brain and the buy button
The science of human decision:
1. Neurometrics
2. Biometrics
3. Psychometrics
Why neuromarketing is
needed?
MARKETING
WHAT DO
?
YOU
WANT?
Why neuromarketing is needed
YOUR BRAIN

_Rational
_Emotional
_Instinctual
“The reptilian always wins!”
~Dr. Clotaire Rapaille, Psychoanalyst and Medical Anthropologist

“The Amygdala (Reptilian) has more influence on the

Cortex than the Cortex has on the Amygdala!”
~J. Ledoux. Pr. Neuroscience NYC

“Although system 2 (Neocortex) believes itself to be

where the action is, the automatic system 1 (reptilian) is
the hero of the book. Most people choices correspond to
the prediliction of system 1”
~D. Kahneman 2002 Economy Nobel Prize
REPTILIAN NEOCORTEX
• 500 M years old • 3-4 M years old
• Fast but limited • Slow but smart
• Present • Past, Present, Future
• On • On/Off
• Effortless • Effortful
• Unconscious • Conscious
• Uncontrollable • Controllable…Somewhat
24 X 771 =
 READ OUT LOUD THE COLOR
NOT THE LETTER

RED WHITE GREEN BLUE BLACK

GREEN RED BROWN WHITE BLUE

RED WHITE GREEN BLUE BLACK

GREEN RED BROWN WHITE BLUE
BLACK BLUE WHITE BROWN RED
 What Stimulates the Reptilian

EMOTIONAL

SELF-CENTERED

CONTRAST
VISUAL

TANGIBLE

BEGINNING AND END

“The secret to a good movie is a hot opening, a hot
close and…
…just don’t screw in the middle”

~George Lucas (Filmaker)

Relax Refresh Revive
and come back
 Leaks at Amsterdam
Shiphol airport urinals…

…reported a 80 percent
decrease in spillage!
Consumption of olives is decreased by as much as
25 percent simply by changing the serving order!
_People poured/drank 74 percent less juicees is
_Bartenders poured 27 percent less
Chicago North Lake Shore…printing bars on the road
has created the illusion that drivers are speeding
up…
 FOUR STEPS
DIAGNOSE DIFFERENTIATE DEMONSTRATE DELIVER TO THE
THE PAIN YOUR CLAIMS THE GAIN REPTILIAN BRAIN
Thank
Y u!!