Samenvatting

This research assesses how neuromarketing might offer a suitable marketing method for Loyalty Makers. It does so by examining what neuromarketing consists of and how it can be used. Especially, it is investigated what techniques and tactics exist in the field of neuromarketing and to what extent they are applicable for Loyalty Makers. Loyalty Makers are specialists in loyalty programs, business gifts and communication. It is a creative full service agency for successful integrated loyalty marketing that creates increased loyalty in targeted business groups with a wide range of tools and resources.
For this thesis desk research has been conducted. Topics that have been investigated are: what neuromarketing is about, how the brain works, available neuro research techniques, and commonly applied neuromarketing tactics. Whereafter it was found out that there are two ways of looking into neuromarketing, namely the technical approach and the pragmatic approach. The neuromarketing tactics that were found during the desk research and are explained in this thesis are:
• the six principles of influence by Cialdini;
• colour psychology;
• the use of texts and images;
• the Decoy Effect;
• choice stress;
• Social Proof;
• and loss framing.
Furthermore field research was conducted, whereby several methods were used to test the theory of the desk research in practice. First, together with the ST&T neuromarketing agency, a test was performed with electroencephalography (EEG) and Eye Tracking. For this test the website of a subsidiary company of Loyalty Makers called LegendaryYourLife was used to investigate the decision-making process of the respondent when choosing a product. In addition, an A-B test has been executed with a neuromarketing tactic, called the Decoy Effect, to confirm its efficiency and effectiveness in practice. The product used for this test is Tony Chocolonely’s chocolate bar, whereby 50% of the respondents were asked to make a choice out of two options and the other 50% out of three options. Respondents consisted of customers of Loyalty Makers, students and other adults. Moreover, in order to find out why a certain choice was made by the respondent in the A-B test, small interviews were conducted. Finally, in order to substantiate the research further, discussions with specialists in the field of neuromarketing were performed.
Moreover the field research concerning the EEG and Eye Tracking has resulted in 3 main findings. First, people are enthusiastic about the products offered. However secondly, the general website flow creates a lot of confusion and thirdly the checkout process is not perceived as a positive experience. These results from the 'LegendaryYourLife' website may be translated back to the case of Loyalty Makers, stating that these points should be taken into account for their new website. Furthermore the A-B testing with the Decoy Effect confirmed it effectiveness described in the theories in practice, since the most expensive option was chosen when an additional third option was added. The most expensive option with three chocolate bars has increased by 137%.
KLEIN SCHIPHORST, FLOORTJE 5
In conclusion, neuro-research techniques such as EEG, Eye Tracking and A-B testing are best applicable for Loyalty Makers. In addition it is recommended for neuromarketing tactics, Loyalty Makers could best make use of three of the six principles of Cialdini; commitment and consistency, Social Proof and authority. Colour Psychology on the other hand, is more complex to implement, because a company must take the company house style into consideration. Further it is recommended that using less texts and more images on the website and in the proposals of Loyalty Makers, could have a considerable positive impact for Loyalty Makers on. Moreover Social Proof and loss framing can be combined with the principles of Cialdini. Finally, Loyalty Makers could prevent choice stress by offering less options in, for example, a proposal.
Finally, the research with EEG and Eye Tracking has shown that these are interesting methods to apply in practice and to analyse cases. This analysis provides input to optimize the checkout process to ensure a positive feeling, and the website flow in itself. Therewith it is recommended to consider to implement one or both methods. Since the A-B test showed that it is effective in practice, it is recommended to first test neuromarketing tactics to see if this actually applies to a company.