Persuasion: Affect, decisions and Neuromarketing MS3305

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Persuasion Affect, decisions and Neuromarketing
MS3305
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Persuasion

1. Recapping Affect (MS2306)
2. The Techniques of Neuromarketing
3. Independent Reading Notes on Gabriel Tardes
   Society of Imitation

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Affect and Deciding

• Recap from MS2306

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• To Influence?
• To Affect?

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• What was affected?
• What was influenced?
• Scores go down with sound turned off

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The Atmosphere of Affect

• Insubstantiality of affect makes it difficult to
  touch. It has no substance, but it does have an
  influence a force

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Affect, Communication and the Senses
Regarded as top of the hierarchy of the senses
Pheromones affect behavior or physiology
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Pheromones and Decisions
Firm adds smell to video games
See also Jussi Parikka Insect Theory of Media
An Archaeology of Animals, Technology and
Cultural Theory. To be published by Minnesota
University Press - Posthumanities Series
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HCI

• The focusing of
• Attention
• Understanding
• Memory
• Cognitive framework to understand decision making
  processes

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Emotional Design

• Still focusing on decision-making processes
• But moving increasingly towards emotional
  experiences

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• Subconscious, beneath conscious awareness
• Affect (visceral)
• Rapid judgments, determined by environmental
  pressures
• Safety
• Danger
• Gut Feelings
• Queasy, uneasy, tense, edgy, shocked, jolted,
• Muscles tighten
• Digestive system upset
• Jump out your skin affect

• Cognitive
• Consciousness, arrives late, after affect
• Info processing
• Interpretation
• Making sense of the world
• Decision-making?

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MS3305

• Need to consider emotional design in terms of the
  module debate
• As part of consumer economy
• The essays

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Emotional Design Brands

• Normans Emotional Design occurs in the world of
  products
• Brands are all about emotions
• They draw the consumer towards the product
• Emotional branding is about building
  relationships with users
• (Norman pp. 59-60)

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New Media Producer/Consumer Relation Nigel
Thrift (2008)

• Producers of commodities and brands establish
  passionate, affective relationship with consumers
  (p. 245).
• The corporate exploitation of noncognitive and
  pre-discursive realm of the user

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Thrift

• Corporations are in the business of making
• hormonal splashes through increasing contact
  with consumers'

• Attempts to manipulate the emotional mood of
  consumers

Consumer arousal
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The generation of passions
The added value of emotions and affects
Sensory design of commodities
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Sensory Design
Scented laptops
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Normans claimYou cannot escape affect

• All three levels interact with each other
• Bottom up driven by perception and gut
  feelings/reactions
• Top down driven by thought
• Everything has a cognitive and affective component

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You cannot escape affect

• Cognitive assigns meaning culturally learned
  responses
• Affective assigns value changes how we think

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Persuasion and the New Media

• Techniques of neuromarketing
• Shifts in cognitive science/neuroscience

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Watch this one http//www.youtube.com/watch?vQBD
vj2L7eb4 http//www.youtube.com/w
atch?vCBLb3NZu1_4 Damasio speaks at the
Neuromarketing World Forum 2014 http//viralcontag
ion.wordpress.com/2014/02/28/damasio-does-neuromar
keting/ Nielson Neurofocus http//www.youtube.com
/watch?vq_74vS5Zsis

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White Paper on Persuasionposition paper for
neuromarketing

• Persuasion and Engagement
• Watchwords of advertising
• Consumers spend less time in captive environments
• Focus on grabbing the ever-thinning slice of
  consumer attention
• Understanding the level to which consumers are
  engaged and persuaded in the brief moments they
  interact with the brand, product, service, or
  show

• TV advertising
• Radio advertising
• Print advertising
• Billboards
• Live event advertising
• Internet banners and text advertising
• Interactive content
• Product placement

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Eye-Mind Hypothesisvision, attention, conscious
thought

• Just Carpenters Eye-mind hypothesis (1976)
• What a person is looking at is assumed to
  indicate the thought on top of the stack of
  cognitive processes
• Eye-movement recordings can provide a dynamic
  trace of where a persons attention is being
  directed in relation to a visual display'
• i Poole, A. Ball, L. J. (2005). Eye Tracking
  in Human-Computer Interaction and. Usability
  Research Current Status and Future Prospects. In
  Ghaoui, Claude (Ed.). Encyclopedia of Human
  Computer Interaction. Idea Group, pp. 211-219

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Traces pathway between what enters the eye and
the mind

• Follows a glint in the eye of the consumer emits
  an infrared light which reflects onto the eye (a
  corneal reflection)
• Fixations records duration of attention
• Saccades measures movement from one fixation to
  another
• Scanpaths fixations saccadic movements
• Heat Map
• most attention hot
• less attention cold

Feature of usability testing and interface design
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Heat Maps
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Cognitive approach in HCI

• If we know that people are distracted, often
  involuntarily, how is it possible to get their
  attention again without allowing them to miss the
  window of opportunity
• (Preece et al p. 101)

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Blending techniques like EEG and Eye-Tracking

• However, since mid-1990s, measuring what is being
  attended to has extended beyond reasoned
  consciousness
• Tapping into unconscious responses
• Eye tracking EEG
• Attention spontaneous and unconscious
• attraction
• affective engagement
• emotional responses

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Blending EEG with other Physiological Measures
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Methods

• The preferred method
• EEG
• (Electroencephalogram -
• (l k tr - n-s f -l -gr m)
• Measures electrical voltage in brain activity
  directly linked to the activity of neurons

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\

• A system developed around emerging ideas within
  neurophysiology, neuroscience and cognitive
  science in recent decades concerning the relation
  between cognition and emotion

Watch James Bond Test EEG Eye Tracking
Output.mov Automatic emotion recognition
software Demo download http//www.visual-recogniti
on.nl/ "If It Feels Good Do It" Using
Neuromarketing to Go Beyond
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Gabriel Tarde
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Why Tarde?

• Provides a persuasion theory of affect,
  suggestibility and imitation

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Two Sociologies (in a nutshell)

• Durkheim

• Tarde

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Durkheim grasps the social as distinct from
psychology biology

• every time a social phenomenon is directly
  explained by a psychological phenomenon, we may
  rest assured that the explanation is false.
  Durkheim, RMS, 1894 129

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Microsociology

• Tarde provides an understanding of social
  associations, of co-operation, with no
  distinction made between Nature and Society (See
  Lazzarato, 2005 p. 17)

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Tarde the Neuroscientist?

• Nothing, however, is less scientific than the
  establishment of this absolute separation, of
  this abrupt break, between the voluntary and the
  involuntary, between the conscious and the
  unconscious. Do we not pass by insensible degrees
  from deliberate volition to almost mechanical
  habit?
• Preface to the Second Edition of The Laws of
  Imitation xi

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Tardean Persuasion Theory

• The magnetic pull of points of fascination,
  intoxicating glories and celebrity narratives

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Tardean Persuasion Theory

• Imitation-suggestibility
• Passions transmitted through media, mostly
  unawares
• Occurs at intersection between
• Culture of attraction
• Biologically hardwired inclination
• Both of which can be manipulated
• i Thrift, Nigel Pass it On Towards a
  Political Economy of Propensity. A conference
  paper delivered at the Social Science and
  Innovation Conference Royal Society of the Arts
  (RSA), London. Paper archived on the conference
  website at http//www.aimresearch.org/uploads/File
  /Presentations/2009/FEB/NIGEL20THRIFT20PAPER.pdf
  (accessed August 2009). p. 2

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Mirror neuron hypothesis

• We are connected by brain circuitry that fires
  when we either perform a given action or see
  someone else perform the same action (Lakeoff p.
  39)

Tina Gonsalves
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Mirror Neurons Empathy

• The mirror neuron hypothesis
• Adds theoretical support to explanations of how
  empathy might work, particularly in terms of the
  sharing of feelings, compassion, admiration and
  even mind reading.
• Lakeoff p. 39.

• a plausible neurophysiological explanation for
  the means by which the existence of the other is
  etched into the brain so that we are able to
  intuit what the other is thinking we are able
  to mindread - not only because we see others
  emotions but because we share them
• Thrift Pass it On p. 8.

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Stanley Milgram on obedience, authority and
imitation
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Further readingpersuasion profiling

• http//www.wired.com/magazine/2011/04/st_essay_per
  suasion_profiling/

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TRYING (week six)

• Create simulations and prototypes to help
  empathize with people and to evaluate proposed
  designs.

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Modes of users trying out

1. EMPATHY TOOLS
2. SCENARIOS
3. NEXT YEARS HEADLINES
4. INFORMANCE

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EMPATHY TOOLS
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EMPATHY TOOLS

• Use tools like clouded glasses and weighted
  gloves to experience processes as though you
  yourself have the abilities of different users.
• This is an easy way to prompt an empathic
  understanding for users with disabilities or
  special conditions.

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Uses?

• Example Designers wore gloves to help them
  evaluate the suitability of cords and buttons for
  a home health monitor designed for people with
  reduced dexterity and tactile sensation.

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SCENARIOS
http//www.usabilitynet.org/tools/scenarios.htm
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SCENARIOS

• Illustrate a character-rich storyline describing
  the context of use for a product or service.
• This process helps to communicate and test the
  essence of a design idea within its probable
  context of use. It is especially useful for the
  evaluation of service concepts

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Uses?

• Example Designing a community Web site, the team
  drew up scenarios to highlight the ways
  particular design ideas served different user
  needs.

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NEXT YEARS HEADLINES
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NEXT YEARS HEADLINES

• Invite employees to project their company into
  the future, identifying how they want to develop
  and sustain customer relations.
• Based on customer-focused research, these
  predictions can help to define which design
  issues to pursue for development.

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Uses?

• Example While designing an Intranet site for
  information technologists, the team prompted the
  client to define and clarify their business
  targets for immediate and future launches.

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INFORMANCE
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INFORMANCE

• Act out an informative performance scenario by
  role-playing insights or behaviours that you have
  witnessed or researched.
• This is a good way to communicate an insight and
  build a shared understanding of a concept and its
  implications.

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Uses?

• Example A performance about a story of mobile
  communications shows the distress of a frustrated
  user.

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Task

• Comparing self reporting with biometric output
  (EEG and GSR)
• http//static.guim.co.uk/interactivestore/2013/3/2
  6/1364311758117/422623/bin-tmp/index.html