Roger Dooley's "Habit, Persuasion, & Neuromarketing" deck from the 2015 Habit Summit held at the Stanford Faculty Club in Palo Alto, CA. The focus of this presentation was to explain why understanding unconscious motivation is important and describe the range of neuromarketing tools available now and in the near future.

1. Habit, Persuasion,
& Neuromarketing
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley

2. #HabitSummit
@rogerdooley

5. “Then a friend sent me a link to
College Confidential.
Frank, graphic and deeply addictive, it
feels like a cross between college
admissions, porn and heroin. Check it
out at your own risk. “

6. “She might as well have sent crack.
I was hooked. “

8. NOT
ME!

17. Daniel Kahneman

18. System 1 System 2

19. Right/Left Brain?
Emotion
Art
Non-conscious
Creativity

20. Right/Left Brain?
Speech
Logic
Conscious
Math

21. Reality: It’s Complicated

24. 5% Conscious

25. 95% Non-conscious

26. How much of the brain are you
designing for?
#HabitSummit @rogerdooley

27. The
Persuasion
Slide™
#HabitSummit @rogerdooley

28. Gravity
-
Motivation

29. First a Nudge

30. Angle = Motivation
Conscious
&
Non-conscious

31. Friction
#HabitSummit @rogerdooley

32. The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model

33. The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model

34. The HOOK Canvas
1. What internal trigger is
the product addressing?
2. What external trigger
gets the user to the product?
4. Is the reward fulfilling,
yet leaves the user
wanting more?
3. What is the simplest
behavior in anticipation
of reward?
5. What “bit of work” is done to
increase the likelihood of
returning?
Nir Eyal’s Hook Model

35. How can we know what’s going
on here?
#HabitSummit @rogerdooley

36. Surveys & Focus Groups

37. Why did you buy that?
• It tastes better!
• I like the smell!

38. Neuromarketing
a.k.a.
Consumer Neuroscience
a.k.a.
Decision Science

39. Brain
Psychology & Social Science
ResponseStimulus
Neuroscience

40. EconomicsNeurosciencePsychology
NeuroeconomicsNeuropsychology
Neuromarketing

46. Biometrics

47. Future of
Biometrics?

48. Facial
Coding

50. 40%
Positive
Emotion
70%
Positive
Emotion
Sensory
Logic

51. Web/App-based

54. Try a face reading demo:
rgr.cc/1xL7khv
(redirects to:
https://labs.affectiva.com/superbowl/affdexweb.html)

55. Implicit & Timed Testing

56. Implicit Association &
Latency Response
?

57. Implicit Association &
Latency Response
547 msec

58. There’s an
app for that!

59. Try an implicit association test:
rgr.cc/w82nR9
(redirects to:
https://implicit.harvard.edu/implicit/demo/ )

60. Latency Response

61. Forbes Consulting: Mindsight

62. Quick! This brand makes you feel…
(Concept only, NOT actual Mindsight images)

63. Caution: science still emerging

64. New Study

66. Predicting ad success
1. fMRI
2. Traditonal surveys
3. EEG, Biometrics, Implicit, Eye
tracking

67. Study “clearly
demonstrates the
potential of
neurophysiological
measures” to
predict ad success.

69. Academic
Respect
-
Credible
Data

70. Scalability

71. Lower Cost

72. If you remember just
one thing …

73. Change is constant and
accelerating…

74. Communication
50 Years

75. Media
50 Years

76. Mobile!
Big Data!
Social
Media!

77. Our Brains
NO Change in 50,000 Years!

78. Habits are in your
your customer’s brain
- design for how the
brain really works!
#HabitSummit @rogerdooley

79. Habit, Persuasion,
& Neuromarketing
Roger Dooley
rogerdooley.com
rogerd@dooleydirect.com
@rogerdooley