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Virtual Customer Journey Influencing Buying Decisions

Understand the brain's buying circuits through the virtual customer journey to match products with consumers, establish sustainable relationships, and address customer needs effectively. Learn about the phases of consultative selling process and willingness to purchase scale. Explore brain activation in different sales phases using visual stimuli and fMRI studies. Discover how valuation, memory, and pre-motor areas are activated during decision-making processes.

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Virtual Customer Journey Influencing Buying Decisions

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  1. Virtual Customer Journey evokes brain’s buying circuits Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J 1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, FinlandContact information: jyrki.suomala@laurea.fi

  2. Match products and services with consumers(Ariely & Berns 2010)

  3. Tyranny of freedom(Schwartz 2000)

  4. Cooperative motivational orientation and sales performance(Chakrabarty 2010)

  5. Experienced utilityPleasure and displeasure are attributes of each moment of experience, --(Kahneman, Wakker & Sarin 1997)

  6. 1. Create a connection to the customer 5. Establish a sustainable consumer relationship 2. Understand customer needs 4. Close the sale 3. Address customer needs

  7. How brain activation differs in different phases of consultative selling process?

  8. + Introductory video for the phase of the selling process 1.8-5.4s baseline 3.6s representation 3.6s valuation 3.6s Action selection Degree ofWillingness to purchase Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Pienempi Pienempi Pienempi ? 4 ? Suurempi Suurempi Suurempi 1 = lower 6 = higher engl. What is your willingness to purchase in scale 1-6?

  9. Methods • General Electric Signa ™ EXCITE™ 3 T MR scanner • Visual stimuli back-projected onto a screen through a mirror • Randomized jitter +1,8s to 5,4s was used to decorrelate the model regressors for each stimulus

  10. Preprocessing & analysis • SPM8 • GLM with 6 vectors of stimulus onsets • T-test on individual and group level • FWE correction, p<0.05, extent threshold 10 voxels

  11. Results - overview 1. Visual 2. Memory 3. Valuation 4. Pre-motor

  12. Resultsvisual area

  13. Resultsmemory

  14. Resultsvaluation

  15. Resultspremotor area

  16. Discussion * * * * Figure not depicting temporal sequence of activation

  17. Gates & Yoon 2005. Distinct and shared cortical regions of the human brain activated by pictorial depictions versus verbal descriptions: an fMRI study. NeuroImage24, 473-486

  18. Christopoulos et al 2009. Neural Correlates of Value, Risk, and Risk Aversion Contributing to Decision Making under Risk. The Journal of Neuroscience 29(40), 12574-12583

  19. Mikä on ostohalukkuutesi asteikolla 1-6? Mikä on ostohalukkuutesi asteikolla 1-6? Pienempi Pienempi ? ? Suurempi Suurempi Rangel, Camerer & Montague 2008. A framework for studying the neurobiology of value-based decision making. Nature Reviews Neuroscience | AO P, published online 11 June 2008; doi:10.1038/nrn2357

  20. Virtual Customer Journey evokes brain’s buying circuits Palokangas1, L, Numminen2, J., Heinonen1, J & Suomala1, J 1 Laurea University of Applied Sciences, Finland2 Hospital District of Helsinki and Uusimaa, FinlandContact information: jyrki.suomala@laurea.fi

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