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The Neuro intelligence Group has scanned the brains of consumers while they were presented with the Bavaria commercial depicting Hugh Hefner. The most prominent findings and their translations into managerial implications are described in order to answer the following questions;

  • What is de potential of the commercial in terms of return on investment?
  • To what extent is the commercial capable of inducing wanting and buying intention?
  • Does the narrative of the commercial evoke celebrity endorsement effects?
  • Is the branding moment optimal?
  • What can we learn from unconsiuous brain processing that occured during the viewing of the commercial?

When the data from the brainscanner, free-recall test, and subjective measures are combined it is concluded that;...

  • The Bavaria commercial leads to the highest rate of conversion, and outperforms all other commercials which we tested.
  • Hugh Hefner is an excellent choice of celebrity to associate your brand with, he evokes positive associations, and causes deeper memory encoding.
  • The narrative causes extensive X-systems involvement.
  • The brand integration at the end is ideal, the brand is part of the plot.
  • The commercial succesfully activates reward processing in the Nucleus Accumbens, imbedding positive associations with the brand.

Cindy Crawford for Moulinex turned out to be a bad choice.

Furthermore,

  • Making use of celebrities can be an excellent strategy. The brain automatically detects famous faces and attaches labels to the products such as important and valuable.
  • The celebrity should posses the following qualities: trustworthy, expert, image in line with product/service, physically attractive, role model, well known.
  • The brain response is fast, unconsious, and automatic. Leading to a deeper encoding of the product and better memory.
  • Brainscanning is an effective tool to measure the celebrity effect. The ammount of activity in the Orbito Frontal Cortex predicts buying behavior, preferences, and positive associations in response to celebrities.

Second day, cued recall and willingness to buy.

In 2007, 27 young subjects listen to new pop-songs before they were released while their brains were scanned with fMRI. Activity in the Orbito Frontal Cortex predicted cumulative sales over the period 2007 - 2011.

First day, brain scanning session.

Klucharev et al. (2008)

Berns & Moore, Journal of Consumer Psychology (in press)

Activity in the Orbito Frontal Cortex predicts succefull transfer of positive affect from a celebrity to the product or brand.

Plassmann et al. , Journal of Consumer Psychology (2012)

This is a structural high resolution scan from our subject 14, a Bavaria consumer. When you click on the picture, you will see his brain!

To illustrate the increasingly prolific use of fMRI in neuroscientific research, a search on PubMed for “functional magnetic resonance imaging” returns 1,666 results within the first 5 months of 2010 alone, more than 11 articles per day!

  • The results are presented in graphs and in brainscans. The grahps always represent group data, the highest bar stands for best performance on the dimension.
  • The brainscans are statistical maps overlayed on a standard brain (MNI).
  • The statistics are based on two comparisons. first each version is compared with commercials from the competition. Second, each version is compared to a baseline formed by noise.
  • The two neurological measures are summed to form a single performance score per dimension.
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