Social Neuromarketing: The role of social context in measuring advertising effectiveness

Social Neuromarketing: The role of social context in measuring advertising effectiveness

This dissertation seeks to examine how social processes influence consumers’ cognitive responses to advertisement. It focuses on the following key constructs: attention, emotion and memory. The different chapters in this dissertation all reflect upon the interaction between physiological processes, biological markers, personality traits and social context. https://repub.eur.nl/pub/95528…

Understanding Salesforce Behavior using Genetic Association Studies

Understanding Salesforce Behavior using Genetic Association Studies

Abstract Using genetic association studies, this thesis aims to investigate the drivers of successful customer-salesperson interactions in a context where knowledge brokering has become crucial to the value creation process. Central to this thesis is the new role of the contemporary sales professional. Coming from transaction-based selling and passing through an era of consultative selling sales strategies, we observe an emerging role for sales professionals as knowledge brokers. Indeed, sales professionals are crucial in linking different parties both within and outside their firm and this creates a flow of knowledge between different members of the network. In line with this, salespeople should be able to shift their strategies from a short-term focus on the (immediate) sale, to a more long-term and customer-centred approach aimed on opportunity identification. The results presented in this thesis suggest that some sales professionals have an innate tendency to make an active effort to spot novel opportunities to help solve customers’ needs. To build long-term, valuable relationships with their customers, they will be most effective if……

The neural mechanisms involved in social intelligence and its relation to the performance of salesprofessionals

The neural mechanisms involved in social intelligence and its relation to the performance of salesprofessionals

Identifying the drivers of salespeople’s performance, strategies and moral behavior have been under the scrutiny of marketing scholars for many years. The functioning of the drivers of salespeople’s behaviors rests on processes taking place in the minds of salespeople. However, research to date has used methods based mainly on verbal self-reports. Advances in techniques from neuroscience such as Functional Magnetic Resonance Imaging (fMRI) suggest that despite their complexity and relative inaccessibility, mental processes can be measured more directly. Theory of Mind and mirror neurons are two mechanisms that operate at an automatic or reflexive level, and are important drivers of social intelligence. We use fMRI and field studies to investigate how individual differences in the functioning of these social intelligence mechanisms relate to the job performance and moral orientations of salespeople. In addition, we use fMRI to analyze the psychometric properties of scales that gauge salesperson-customer interactions. Our results show that when salespeople are presented with social stimuli during fMRI scanning, they display individual differences in the amount of neurological……

Selling knowledge based solutions, the role of knowledge habitats, knowledgebrokering and the development of market wisdom

Selling knowledge based solutions, the role of knowledge habitats, knowledgebrokering and the development of market wisdom

In the current knowledge economy many professional earn a living because they operate as a trusted advisor which allow them to seek their insights to customers. Central in this process is knowledge transfer which implies that the contemporary knowledge broker educates his customers and his organization such that they become smarter professionals in dealing with their customers. Paradoxically from this interaction the knowledge broker also learns and gain expertise in his field. Becoming smarter is not the same as manipulating or influencing: in the latter case it is possible that a professional makes use of the weaknesses of the customer. A trusted advisor tries to show the weaknesses of his customers and helps him/her to cope with it. In this book Willem Verbeke shows what is required from a professional who seeks to operate as an excellent knowledge broker. One important concept in this book is that knowledge is embedded in knowledge habitats. In these knowledge habitats some professionals operate as stars while others operate as regular professionals. Using cases……

Curious leadership: A discovery into the person behind the leader

Curious leadership: A discovery into the person behind the leader

In our current knowledge economy a company can become successful when it is capable to collect and select heterogenous knowledge which then is transformed into knowledge which is valuable for the customer. According to Willem Verbeke, only the curious leaders are capable to take on these tasks and in doing so they help in making their company more profitable. The curious leader can be characterized as a person who is open to ideas and to new developments. Curious leaders have two sides: on the one hand they are a bit recalcitrant and show paradoxical behavior. On the other side they can motivate their colleagues to remain curious and nurture their capacity to blend existing and new ideas with specific observations. If a curious leader can exemplify this latter behavior, then his colleagues-employees might prefer to keep working in the firm as they become excited about their work.  “Curious Leadership” provides the reader with lots of insights about what it means to be a curious leader. Using examples and exercises the……

Back to basics in selling: discovering the neuro-economics behind the successful salesperson

Back to basics in selling: discovering the neuro-economics behind the successful salesperson

By Professor Willem Verbeke   Some time ago I was invited at the Sales Educators’Academy (SEA) at Aston University (England) to deliver a keynote diner speech about selling. During that conference it was very interesting for me to listen to the other speakers, both from Europe and the USA, who were doing very innovative research about personal selling. For me it was striking how thoughtful the speakers were when discussing issues in the field of selling. So what is being thoughtful here? The “it is going all to change gurus” Many managers or professors who like to impress other people frequently start a conversation or speech using the following words: “it is all going to change.” As one speaker at the conference proposed this might sound like a contagious expression and after a while all speakers are also obliged to say: “it is all going to change.” That is why I call these people “it is all going to change gurus” and in doing so I hope that people who read……

You can learn to discriminate less!

You can learn to discriminate less!

How can organizations reduce employee’s discrimination against job applicants? And how can neuroscience contribute to this effort of reducing discrimination?  …

The most successful sellers possess social intelligence

Influencing with a purpose - a book based on behavioral economics and social neuroscience

Influencing with a purpose - a book based on behavioral economics and social neuroscience

Many people believe they are immune to being influenced by others. But the main paradox of being human is that a person cannot not be influenced by others neither can a person not not influence other persons. Every day people influence other people or people are influenced by other people (conspecifics). For some people influencing other people is part of their job -- think about teachers, marketing professionals, politicians or managers – however everybody who wants to influence another person with his/her ideas or wants to change undesirable habits of another person tries to influence others. Subsequently the challenge then is how they can effectively influence others with a specific goal or purpose in mind? More specifically, how do you make sure that you influence the behavior, the preferences or the focus of attention of other people in ways that are desirable for you or that serves your purpose? Willem Verbeke and Lamar Qayoumi developed the six building blocks of influence which can be used to influence individuals or groups……

Successful shaping of key accounts

Successful shaping of key accounts

Successful account managers show leadership by their customers: they do not adapt their organizational processes to that of the customer. But they select and shape key accounts. In order to accomplish this, they need to engage in innovative account planning methods and this takes place through influencing specific people in the customer’s buying center in which these people -- like buyers -- are socially connected (social networks). Verbeke explains clearly what actually is shaping of key accounts and uses specific shaping methods. In addition, this shaping of key accounts only occurs via the implementation of account management systems. Finally, the emphasis is placed on street-smartness and emotional intelligence, both of which are key capabilities for the contemporary key account manager. Verbeke provides the reader with a new perspective on the scientific discipline around account management and therefore the book is a must for every account manager. …

I network therefore I am

I network therefore I am

Self-reflection and social intelligence are the secret weapons of every successful salesperson. Social intelligence allows a salesperson to take a new perspective which is the customer’s perspective. These salespeople operate as knowledge brokers who not only sense that the customers wants but also why they need specific solutions. In the end these are the essential issues which allow that a customer is capable in providing solutions that fit the customer’s need or solves their problems. Social intelligence is not an obvious capability. Gaining social intelligence implies constant work and effort in seeking to understand other people. Simply put: understanding other people it is not easy but it is a skill or capability that people can learn. The book shows how a sales professional can raise his/her social intelligence. The authors show how successful salespeople can cultivate their social intelligence and how they can seize it or master it. Therefore they use the recent developments from biology, psychology and social neuroscience. In this book, theoretical insights are illustrated with different anecdotes……

The effect of attachment styles on human life satisfaction

Why salespeople experience sales call anxiety
How do Machiavellians think?
The relationship between feelings of happiness and attachment styles
From iceberg principle to iceberg illusion

From iceberg principle to iceberg illusion

We frequently hear that people 85% of the time make decisions unconsciously and 15% of the time consciously. We have never understood how people come to this conclusion. Just assume you enter a showroom of a car dealer. Indeed you might experience some specific feelings and you might impulsively buy the car for which you have these specific feelings. This sounds like an intelligent observation but it does not reflect or correspond with reality.  We believe that many customers first think about the budget they have and whether their budget allows them to buy a certain car.  The principle or idea that customers make decisions 85% of the time unconsciously and 15% of the time consciously is exemplified with the picture hereunder. Indeed as an expression goes: a picture is worth more than a thousand words.…

Individual differences in emotional contagion: its effect on performance and burnout
Welcome to the epigenetic revolution

Welcome to the epigenetic revolution

3 March 2018   The first time that the term epigenetics was mentioned in the economic literature was in the year 2007 when the Nobel prize winner James Heckman wrote the article “The economics, technology, and neuroscience of human capability formation (2007).” Heckman wanted to emphasize how the caretaking by the parents (also called early childhood environment) has an effect on the intellectual and emotional capabilities of people that show up later in their life. Heckman argues that it is best to conceive these early lifehood years as “critical periods, ” in which the brain develops neural connections. These connections once formed are difficult to change and affect how a person interacts with the social environment. The question however is what actually is parental care (or education) and what has this to do with epigenetics? Perhaps a more important question for the reader what is epigenetics? I answer these questions stepwise. What is genetics? Before I explain what is epigenetics it is first important to explain what is genetics. I like……

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