Hello again, this is a lecture number five on learning and memory. We're, we're going to go through two studies and one single method. We are going to talk about a study by Samuel McClure one of those famous neuro marketing studies that are part of the foundation of neuro marketing in modern days. And we will talk about a study by about the effect of cognitive load on, a part of her study at least looking at the effect of cognitive load or workload, memory workload on consumer choice. And we will talk about eye tracking as a method [NOISE] One of the those famous studies of neuro marketing relies on the basic knowledge that and basic insights, historically, that if people are given a blind test of tasting Coke. They're given Pepsi Cola or Coca Cola but they're, they don't really know. People are very poor at distinguishing between the kinds of coke. We might think we are good at it but in reality we are not that really good at distinguishing. And even more so if we are blind testing and just saying our preference. We tend to prefer Pepsi Cola slightly more than Coca Cola, if we're blind testing, probably because it contains a bit more sugar than Coca Cola. But if people are believing they are tasting Coca Cola, they tend to prefer that much more than if they believe that they're tasting Pepsi Cola. Even though we aren't giving them a different coke. So this effect was the interest of Sam McCleur and his colleagues. Looking at the, the, the, brain responses underlying this effect. This is a study that was published in the prestigious, prestigious journal called Neuron in 2004. What the researchers were doing was first they do a blind test session and then they were doing what we can call the branded session. When the researchers initially had participants inside the scanner they first of all gave them some drinks in the FMRI, during the FMRI session. And ask them to rate how much they liked the, the the taste. Now at this time they didn't know what they were tasting. So they were given Pepsi Cola, Coca Cola and so forth without knowing. The more they enjoyed the taste of the cola the stronger activation they found in the medial pre frontal cortex as you can see here. And also the towards the, the bottom those are ventral medial prefrontal cortex. As you can see here on the left side, brain activation in two different, versions of that task. Stronger activation is part of the region. This part of the brain was related to stronger preference and to stronger liking, so to speak. As we saw in the last, in the last session when we talked about the Kurk and Owl paper we saw. Approximately the same part of the brain being engaged when people enjoyed art more. So this again is a highly, a preference region per se. Then the researchers turned to the branding effect. They informed people that now you're going to taste Coca Cola or now you're going to taste Pepsi Cola. And when people believed that they were going to taste Coca Cola and were drinking it, of course first of all they did show a stronger preference for when they believed it to be Coca Cola. What the researchers found was a stronger activation of what's called the hippocampus on both sides. So it's a bilateral hypocamus activation, and a stronger activation of what we know to be the dorsal lateral prefrontal cortex. The DLPFC here. On the far right. What this shows us is that the stronger activation of these regions is related to what we know as the a memory structure, memory network. So the hippocampus is a well known memory structure, and the dorslatertural prefocal cortex is also highly related to things like working memory. And the cones of workload for example. So this suggests then that the effects of people being affected by the brand relies on the memory structures of the hippocampus and the low. The total Prefrontal cortex. The interesting thing is, is of course that when the participants believed that they were tasting Pepsi Cola, no such effect was happening. So it shows that the way in which Coca Cola has a stronghold on people's preference is through the memory system. And that Pepsi does not have that effect at all. And you can see that as the complete empty brain is not because there is no brain activation, but there is no effect as they found when people believed that they were tasting Coca Cola. In the second study here, we are talking about the millimeters of the average paper. Written together with [INAUDIBLE] [INAUDIBLE] and Koch and In this study, we're going to focus just on the small part of that study. The study itself was looking at different exposures and different levels of visceral saliencies, how bright and how. How, a, how forthcoming or forth standing a particular product was on people's preference. Part of that study has already demonstrated that the more salient something is the more people will pay attention to it and the more likely people are going to choose it. What the researchers in a sub study wanted to look at is whether people's work load can affect those choices. So people, first of all, they have their stated preference. So, they have their brand preference, so to speak. And then they also have their the, the duration of how long they actually saw the, the product. What the researchers found was, as you can see on the right side here, that during just a very brief presentation such as a hundred milliseconds, which is more than enough to have a good impression of the actual product. At this point, the saliency effects of the more salient the product was had a stronger effect on people's preference. They was much more likely to, to buy the product during, if, if, if it was salient, during the 100 milliseconds. During 300 and 500 milliseconds duration, they, there was no real difference between the salient effect and the preference effect on people's choice. And even at longer durations such as a thousand milliseconds, especially during these cognitive workload tasks, we saw, they saw that the the, the innate preference, the stated preference had a much more stronger effect on people's preference. Now the cognitive task that people did at this time was to do a pretty simple, but still demanding mathematical task depending on, so they had to focus on the screen while they were looking at the products. And in between there would be some, some stimuli would ask them to do certain simple mathematical computations, but enough, at least, to, to have them cognitively loaded, so to speak. And during those instances we can see that when the, when these stima are short, people tend to rely on the, how salient and how visually appealing the, the package is. While if they had a bit more time up to a second, they tend to have to rely more on their innate preferences. So what this shows is that you can think about this in a store environment for when people are choosing a piece of chocolate, for example, or they are choosing a product in general, we see that if people are stressed, if people are thinking about other things, they're talking in their mobile phone and so forth. Things are more salient, things that are more bright, they're standing forward relatively to, to competitors are more likely be chosen. While, if people have are are are taking a bit more time, they can deliberate just for a second, they tend to focus more and choose things that they already have a conscious stated preference for. So now let's move on to the methods and if we talk about eye tracking I think this is one of those most well known methods that is not unique to neuro marketing per se but it's really good to use as neuro marketing. Because it really provides,, a good index of, not only where people are looking, but as we'll see, some other things as well. We tend to at least distinguish between stationary eye tracking and mobile eye tracking. The stationary eye tracking is, as you can see here. This is the, the Tobii, one of those Tobii eye trackers where you have the you have the eye tracker mounted underneath the screen. It's an, infrared two infrared cameras that are tracking people's eyes. You need to calibrate the system so you need to know and learn where people are looking. Typically you position people something like 60 cm away from the, from the screen and they have to be relatively stable, relative to that screen. And that allows you to then generate heat maps. You can track where people are looking in both as a group and you can do group comparisons for example. Other things that the eye trackers like these allows you to do is to measure things like pupil dilation. And even the distance to the screen, so if people are moving forward or backward to, relative to the screen you can track that as well. The other solution is of course the mobile eye tracking solution. We are, you're seeing two different solutions for example the big picture is theTobii the new Tobii Glasses forthcoming very soon. And the other solution is the so called ASL. Eye-tracking glasses. Both of these are tracking people's eyes. They are also having, as you can see, a camera that is pointing away from peop, people, so you can both look at. You have a camera that is capturing the direction of, of sight, and then you can overlay where people are actually looking. Relative to whether the, the the, the environment, so to speak. We'll, we'll, show you something [INAUDIBLE] with that. When you're making a extension is set up, so using the eye tracker as such you can see that the eye tracker provides you then you can do this with a high turnaround, you can look at several people, like in this example on the top here for example. Where we have tested a hundred people and as you can see here you can look at both the distribution and the concentration of eye tracking results to products, to people, to crucial information and so forth. And as you can see here this is a way to both visualize. But also to quantify people's attention. So not only where are people looking but you can then start quantifying. As so how much time are they spending before looking at a particular region. How much time are they spending overall. Things like that. And what you can also do, once you do that, you can start to do group comparison. There can be gender differences, there can be ethical differences, there can be cultural differences and so forth. So as soon as you now have the data points, as you can see here, it allows you to do many more sophisticated analyses than you could do just by asking people about where they're looking. One example's from one of the studies we've just completed in, in my lab by Samir Karsasi, is looking at people, where people are looking and reading, when they are reading. Financial reports. So these are trained people who ha, who normally look at financial reports and are evaluating companies. And normally you would expect them to look at the very bottom, the bottom right here to look for. The net forwarding revenue, for example. And, this is sort of what they state, themselves, is that, yes, they're actually looking at the very bottom, to look at the end results, for example, for that company. What we can see here in the heat map is that what people are actually looking very much for is the, the profit, and the, they key numbers for profit. So, this is a kind of a tell-tale, that one thing is what you get when you ask people. They should have been looking much more at the, the revenue the net forward revenue, but what they tend to look for is some, key numbers there are at the, initially at the profit. Another way to look at these data is to look at, this as an individual, so this is for one person. You can look at where the person has been looking. So this is a study we completed recently on the evaluation of abstract art and the effect of hunger being on people's attention towards different kinds of foods. So the task of the people were to just look at the abstract art and then to and to basically rate the art but then we have people who had been have been hungry at different levels they hadn't eaten, eaten for several hours. Some of them, some had recently, had some food. Then we also showed as a distractor we showed either high calorie foods like the ones you can see here or some healthy foods such as salads for example. And what this shows you is that although the task is to look at the abstract art you can easily see that well they, they, they can't avoid looking at sometime here at the, the delicious food. And what we, the results, preliminary results are showing is that the more people are hungry, the more they are distracted by, especially by high calorie food, but not so much by the healthy food, per se. As I noted once we have these data points, we have a data point for every something like every 16 millisecond or something per person. It allows us to quantify attention in, in an unprecedented way. What we could do is we can go to videos so we can go to images for example like this ads and we can, we can draw what's called areas of interest like this. the, the different areas of interest here allows us then to see okay how much time did it take before people looked at this, how much time did they spend overall and so forth. For example the TTFF here is, is an acronym for time to first fixation. So it tells us how much time did actually go pass by before people looked at this particular area. As you can see here the one here is the, it took something 1.2 seconds for people to look at the boy here. The second one, the at the bottom right, the, the brand and the product it takes off like 2.1 seconds. And then finally the airplane 2.5 seconds. And, you can also say they spent less than the second here but also they also spent you know, the, the plane, for example, they only spent 0.2 seconds. That really tells you if people if people need to connect some things in an ad like this, they need to connect the boy standing with the bat and they also need to, to connect that with the plane, and also to the product itself. If they don't do that, well, that is a poor design of the ad and you need to, to do some more work. As I mentioned finally that what you can do with in store environments is, of course that, you can measure people's eyes fixation while they are in the store environment using eye tracking glasses. This allows you to then see where they're looking while they are in the store environment. And you can correlate that with things like EG responses. You can see track all even what they are saying for example. And yeah, this is just a, a whole plethora of different tools you can use to measure where people are looking
