Okay, so for Week 3, we will walk through two different studies and one new method. This is the Week 3 that is about sensory neuromarketing. So basically, how we can study how different senses are being loaded and used in marketing and branding efforts, and how that can affect consumer behavior. We will talk about first the Morrin and Ratneshwar study that is entitled, does it make sense to use scents to enhance brand memory? And then we will walk through one of my own studies that is looking at the effect of predictable and unpredictable tones on first impressions for brands. And then we will focus on one single method that is the sensory load chart ,which is a method to explore how people are experiencing brands and products. In this set of our Morrin and Ratneshwar, they wanted to basically study if particular scents have an impact on branding and brand memory. If you can imagine that in stores and store environments, and even in packages, there might be some added scents. And the question is, does that scent have an effect on consumer preference and consumer memory? And the other thing is also if whether that scent needs to be specific. So not only does the scent need to be present and pleasant, but does it also need to be relevant for that particular product? Ratneshwar and the Morrin conducted several studies in which they looked at both the time at which the scent was presented but also whether the scent was relevant or congruent with the product type. What they found was basically two things. First of all, having a sense, in general, as you can see here on the top chart, had a lot of impact on people's viewing time. So by measuring where people were looking, whether they looked at particular brands, people tended to look much more towards the brands when there was a congruent scent and in incongruent scent. But as long as there was a scent present, there was much more viewing towards the brand. There was no difference between whether the a scent had to be congruent or not. So what this shows is that people tend to attend the brands more when there was a scent present in exploring people's brand recall. So whether people remembered the brand, there was tentatively an effect of scent on people's brand recall. But again, there was no particular effect of whether that scent had to be relevant or congruent with the actual product. So together, this suggests that in the study by Morrin and Ratneshwar, so just that, yes, there is an effect of scents on brand memory and brand attention. But no, there is no reason to say that you'd need a particular scent. As long as it's pleasant, it doesn't need to be more specific on that. In a new study by myself and my colleagues, Morten Friis-Olivarius, Catrine Jacobsen, and Simon Jensen, and Martin Skov. We studied whether people would be affected by contextual information on their first impressions towards brands. Prior research have demonstrated that if you are exposed to unpredictable sounds, for example, that tends to trigger an activation of the brain's amygdala. Which is connected to other things, such as fear and stress, but also positive emotions. But in general, we see that stronger emotional responses in the amygdala are stronger. Responses in the amygdala are related to negative behavior or negative emotions, and tentatively, avoidance behavior. So what we wanted to test is whether people's first impression of brand logos could be affected by seemingly irrelevant but still present attempts. What we did then was basically to show people different brands, so unknown brands, previously unknown brand logos that people haven't seen before. And just before the logo was played and was shown, and during the presentation of the logo, we also played either a predictable sound or an unpredictable sound. I'll see if I can show that to you here. So either they could listen to this sound. [SOUND] So that would be a predictable sound. So it was highly predictable and even boring. Or it could be a slightly unpredictable sound, which is basically the same kind of sound but just in a more randomized fashion. [SOUND] Still, relatively meaningless sound. So what we found was that when people were listening to the unpredictable sound, relative to the predictable sound, and looking at brand objects or brand logos. Subsequent rating of those logos were lower if people were exposed to the unpredictable sound. We also explored the effect of sound on pupil dilation. And what we found was that for the unpredictable sounds, we saw stronger pupil dilation, which is indicative of a stronger emotional arousal. So this suggests that when you are presented something for the first time, we also see that things that are contextual to the situation [INAUDIBLE] might otherwise be irrelevant. Can still affect things like the first impression towards that brand logo. We then move on to the method section, and we are going to introduce a particular chart, which is a very simple, but yet very powerful and versatile tool. The Sensory Load Chart. Now, imagine that you ask people to rate how much they feel like a product is tapping into their senses. So for example, you have a burger, and you ask them, on a scale from zero to ten, how much are you using your vision, your sight, in order to process those? Lets say something. They would probably say something like eight or seven. Maybe not ten but still quite a lot. Touch, yeah, still would probably be something like a five, six, seven or something. Smell maybe also a five, six. Sound, not very much. That would probably be a two or something. And then taste. Well, hopefully, taste-wise, it's a strong taste, and then you'll have up in the eight, nine, or even ten maybe. If you could take another product, such as Lego, for example. Well, Lego break might have a high sight, high touch, no smell at all, maybe sound, and no taste. So in this way, you can help people rate their different experiences to different products. And as you can see on this next chart, this has been one of the insights from looking at different kinds of products and consumer experiences with, for example, the Nintendo Wii, going to McDonald's, going to the opera, and going to the fair. As you can see here, this is a very powerful way of visualizing how different senses are used by products and how consumers are experiencing them. There's another interesting way of using this sensory load charge. And it is when you are talking to brand managers, for example, or product managers, or product designers, and you ask them, how much are they expecting consumers to experience a particular product or a brand? And when you compare that to consumer responses, you might have a decision. So for example, a brand manager might believe that his or her brand is higher on the rating for touch, for example, while people tend to see that as a very low thing. This is actually very good for understanding consumer responses and collaborating and benchmarking your own expectations to this. There's also other ways to use the chart, for example, in comparing groups, such as men, or in women, or different user groups. There might be expert witnesses, amateurs. There might be different income groups. There might be different cultural groups and so forth. So this is a chart that you can use to look at how people and consumers are experiencing a product or a brand or any other kind of consumer experience. So that wraps it up for Week 3. We had two studies. The Morrin and Ratneshwar study on scents and brand memory. We had the Ramsoy et al paper on predictable and unpredictable sounds on brand first impressions, and then we have been walking through here the sensory load chart.
