{"id":117,"date":"2017-01-06T15:01:45","date_gmt":"2017-01-06T20:01:45","guid":{"rendered":"http:\/\/www.neurocepi.com\/?p=117"},"modified":"2017-07-20T15:43:43","modified_gmt":"2017-07-20T19:43:43","slug":"117","status":"publish","type":"post","link":"http:\/\/www.neurocepi.com\/?p=117","title":{"rendered":"Welcome to Neurocepi"},"content":{"rendered":"

If an individual was asked\u00a0sensitive\u00a0and private questions in an online survey, would they be more likely to answer\u00a0truthfully if:<\/b><\/span><\/p>\n

A.<\/span> The site was a clean, professional looking site with a well known name and a well designed layout?
\nB.<\/span> The site was \u00a0called \u201cR U BaD?\u201d with a horribly designed unprofessional layout and random advertisements all over the page?<\/p>\n

Remember your answer and we will get back to it soon.<\/p>\n

Welcome to A Light in the Rain Ltd<\/em>\u2019s <\/strong>blog: Neurocepi.\u00a0<\/strong><\/p>\n

Our goal is to provide education and knowledge on neuromarketing techniques and research, which can be practically applied in the real world.<\/p>\n

To begin with, we would suggest that when reading this blog you forget everything you think you know about human behaviour. \u00a0Keep an open mind. \u00a0And always remember that research isn\u2019t absolute. Context is always important, and a large part of understanding neuromarketing is learning when<\/strong> to use specific techniques.<\/p>\n

That being said, let\u2019s get back to the question about an individual disclosing personal information\u2026<\/strong><\/p>\n

Did you answer A? If so, you\u2019re incorrect.<\/p>\n

The correct answer is B. \u00a0An answer that often surprises people.<\/p>\n

An\u00a0experiment\u00a0very similar to this was carried out by researchers at Carnegie Mellon University in 2009 [see The Best of Strangers]. \u00a0They had university students take one of two surveys. \u00a0One was called \u201cHow BAD are U??\u201d looking unprofessional and lighthearted, and another was called \u201cCarnegie Mellon University Survey of Ethical Standards\u201d looking professional and clean. \u00a0The results were very clear. \u00a0Those who took the How BAD are U survey were on average 1.7 times more likely to admit to engaging in\u00a0inappropriate behaviours (like using\u00a0cocaine). \u00a0For example, only 15.7% of participants in the professional survey admitted to taking nude pictures of themselves or a partner, whereas 31.8% of those who took the unprofessional and somewhat \u201cshady\u201d survey admitted to it.<\/p>\n

What does it all mean!?<\/strong><\/p>\n

What we can learn from this and many other\u00a0experiments, is that context plays a huge role in marketing. \u00a0By context, we mean how a website, survey, social media page, advertisement, or any other form of media, is presented.<\/p>\n

Consider the following: You are 16, in highschool, and have just cheated on a test. Right after, a 40 year old man you have never met introduces himself to you as a researcher and asks if you just cheated, promising (in a convincing way) that you will not get in trouble if your answer is yes. \u00a0Would you answer honestly? Most teens wouldn\u2019t, due to the man\u2019s age and their distrust of authority figures. \u00a0But what if another 16 year old asked? \u00a0Most teens in that situation would have no problem bragging about how they just successfully cheated.<\/p>\n

This demonstrates that context plays a role in individual decision making and rationality. \u00a0In the previous situation, the man\u00a0guarantees\u00a0that the student won\u2019t get in trouble. \u00a0But the 16 year old wouldn\u2019t trust him, even though the researcher may be legally and ethically bound not to share the information. \u00a0Regardless, due to context, most teens would only be truthful with the 16 year old, who would rationally pose a higher risk for getting caught.<\/p>\n

So what can we learn from all this?<\/strong><\/p>\n

First:<\/span>\u00a0Context matters. \u00a0And if you don\u2019t know how to properly frame things, your business may completely fail online. \u00a0Understanding your target market(s) is key to this.<\/p>\n

Second:\u00a0<\/span>Humans are not necessarily rational. \u00a0And that is what this blog is all about. \u00a0We look at irrationality, why it occurs from a scientific perspective, and how we can use it to benefit your business. \u00a0By understanding human behaviour, and some of the basic neuroscience behind the scenes, you will drastically improve your company\u2019s\u00a0chances for success in a competitive world.<\/p>\n

Sources Cited \/ Further Research<\/b><\/span><\/p>\n

The Best of Strangers: Context Dependent Willingness to Divulge Personal Information\u00a0<\/span>\u2013 Leslie K. Jon, Allesandro Acquisti, George Loewenstein \u2013\u00a0http:\/\/papers.ssrn.com\/sol3\/papers.cfm?abstract_id=1430482<\/a><\/span><\/p>\n

Copyright A Light in the Rain Ltd. 2017<\/p>\n","protected":false},"excerpt":{"rendered":"

If an individual was asked\u00a0sensitive\u00a0and private questions in an online survey, would they be more likely to answer\u00a0truthfully if: A. The site was a clean, professional looking site with a well known name and a well designed layout? B. The site was \u00a0called \u201cR U BaD?\u201d with a horribly designed unprofessional layout and random advertisements […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,5],"tags":[6,8,7],"class_list":["post-117","post","type-post","status-publish","format-standard","hentry","category-blog-post","category-neuromarketing","tag-neuromarketing-2","tag-research","tag-web"],"_links":{"self":[{"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/posts\/117","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=117"}],"version-history":[{"count":10,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/posts\/117\/revisions"}],"predecessor-version":[{"id":218,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=\/wp\/v2\/posts\/117\/revisions\/218"}],"wp:attachment":[{"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=117"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=117"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.neurocepi.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=117"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}