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……

Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions

Sales Presentation Anxiety, Cortisol Levels, Self-Reports, and Gene-Gene Interactions

We study sales presentation anxiety (SPA) using multilevel analysis of a quasi-natural field experiment: the final exam of an executive training course where sales professionals (n = 128) compete in teams to present an account plan to a critical audience who then ask questions and evaluate their performance. The best team is announced the winner of the competition. Compared to pre-presentation levels, overall cortisol (C) levels first increased after the question period and subsequently decreased 20 and 50 minutes after, indicating a relatively fast recovery rate. Negative significant correlations were found between self-reported experience of stress and C levels in periods 3 and 4 which might indicate affect labeling, a coping technique that focuses on the underlying physiological response. Using two candidate genes, DRD2 and DRD4 , we investigated associations between C levels in the four periods. Carriers of DRD2 Taq A1 + and DRD4 7R + alleles had lower C levels compared to non-carriers, both right after the question period and 20 minutes later which might indicate flexibility in……

A field experiment on financial incentives for short and long term gym attendance

A field experiment on financial incentives for short and long term gym attendance

This paper presents a field experiment to analyze whether financial incentives, conditional on attending the gym, can increase gym attendance of members of an off-campus gym both in the short run (two quarters of a year) and in the long run (the next two quarters of the year). The incentivized subjects received a rebate of approximately 10% of the average membership fee conditional on attending the gym at least once per week in 11 of the 13 weeks of the first quarter of 2010. In the second quarter of 2010 the incentive was repeated, allowing subjects a second chance to earn a rebate. In both quarters they received a rebate of €25 instead of €15 conditional on attending the gym at least twice a week in 11 of the 13 weeks. Gym attendance was recorded both during the intervention period, and during the two quarters after. We compared the conditional incentive to attend the gym with an unconditional incentive where subjects would receive the 10% rebate per quarter merely for……

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……

A Functional Neuro-Anatomical Model of Human Attachment (NAMA): Insights from First- and Second-Person Social Neuroscience

A Functional Neuro-Anatomical Model of Human Attachment (NAMA): Insights from First- and Second-Person Social Neuroscience

Attachment theory, developed by Mary Ainsworth and John Bowlby about seventy years ago, has become one of the most influential and comprehensive contemporary psychology theories. It predicts that early social interactions with significant others shape the emergence of distinct self- and other-representations, the latter affecting how we initiate and maintain social relationships across the lifespan. A person’s attachment history will therefore associate with inter-individual differences in emotional and cognitive mechanisms sustaining representations, modeling, and understanding of others on the biological and brain level. This review aims at summarizing the currently available social neuroscience data in healthy participants on how inter-individual differences in attachment associate with brain anatomy and activity across the lifespan, and to integrate these data into an extended and refined functional neuro-anatomical model of human attachment (NAMA). We first propose a new prototypical initial attachment pathway and its derivatives as a function of attachment security, avoidance, and anxiety. Based on these pathways, we suggest a neural attachment system composed of two emotional mentalization modules (aversion and approach) and……

Using the Job Demands-Resources Model To Predict Burnout and Performance.

Using the Job Demands-Resources Model To Predict Burnout and Performance.

The job demands-resources (JD-R) model was used to examine the relationship between job characteristics, burnout, and (other-ratings of) performance (N=146). We hypothesized that job demands (e.g., work pressure and emotional demands) would be the most important antecedents of the exhaustion component of burnout, which, in turn, would predict in-role performance (hypothesis 1). In contrast, job resources (e.g., autonomy and social support) were hypothesized to be the most important predictors of extra-role performance, through their relationship with the disengagement component of burnout (hypothesis 2). In addition, we predicted that job resources would buffer the relationship between job demands and exhaustion (hypothesis 3), and that exhaustion would be positively related to disengagement (hypothesis 4). The results of structural equation modeling analyses provided strong support for hypotheses 1, 2, and 4, but rejected hypothesis 3. These findings support the JD-R model's claim that job demands and job resources initiate two psychological processes, which eventually affect organizational outcomes. (PsycINFO Database Record (c) 2016 APA, all rights reserved).   Read Full Article Here Bakker, A.……

Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?

Drivers of sales performance: A contemporary meta-analysis. Have salespeople become knowledge brokers?

It has been 25years since the publication of a comprehensive review of the full spectrum of sales-performance drivers. This study takes stock of the contemporary field and synthesizes empirical evidence from the period 1982–2008. The authors revise the classification scheme for sales performance determinants devised by Walker et al. (1977) and estimate both the predictive validity of its sub-categories and the impact of a range of moderators on determinant-sales performance relationships. Based on multivariate causal model analysis, the results make two major observations: (1) Five sub-categories demonstrate significant relationships with sales performance: selling-related knowledge (β = .28), degree of adaptiveness (β = .27), role ambiguity (β = −.25), cognitive aptitude (β = .23) and work engagement (β = .23). (2) These sub-categories are moderated by measurement method, research context, and sales-type variables. The authors identify managerial implications of the results and offer suggestions for further research, including the conjecture that as the world is moving toward a knowledge-intensive economy, salespeople could be functioning as knowledge-brokers. The results seem to back this supposition and indicate how it might inspire future research……

Metabolites and you

Metabolites and you

People leave molecular wakes that may give away their secrets Genes can tell tales about you, from who your ancestors were to how likely you are to develop a range of diseases. And it seems probable that in the future they will tell more: your personality type, perhaps, or your intelligence. For these reasons, many countries have laws limiting what use employers and insurance companies can make of such information. America, for example, has the Genetic Information Nondiscrimination Act, which makes it illegal for health insurers and employers to use genetic information to discriminate against customers and employees.   There is much, however, that genes cannot reveal. They are blind to what you eat, how you exercise, how safe the place you live in is, how you unwind at the end of the day and which god you worship. Just as well, you might think, considering how easy it is to obtain samples of dna from saliva, sweat or hair, and how cheap it is becoming to analyse such samples. But it is……

Epigenetic modification of the oxytocin and glucocorticoid receptor genes is linked to attachment avoidance in young adults

Epigenetic modification of the oxytocin and glucocorticoid receptor genes is linked to attachment avoidance in young adults

Attachment in the context of intimate pair bonds is most frequently studied in terms of the universal strategy to draw near, or away, from significant others at moments of personal distress. However, important interindividual differences in the quality of attachment exist, usually captured through secure versus insecure – anxious and/or avoidant – attachment orientations. Since Bowlby’s pioneering writings on the theory of attachment, it has been assumed that attachment orientations are influenced by both genetic and social factors – what we would today describe and measure as gene by environment interaction mediated by epigenetic DNA modification – but research in humans on this topic remains extremely limited. We for the first time examined relations between intra-individual differences in attachment and epigenetic modification of the oxytocin receptor (OXTR) and glucocorticoid receptor (NR3C1) gene promoter in 109 young adult human participants. Our results revealed that attachment avoidance was significantly and specifically associated with increased OXTR and NR3C1 promoter methylation. These findings offer first tentative clues on the possible etiology of attachment avoidance……

Exploring the role of self- and customer-provoked embarrassment in personal selling

Exploring the role of self- and customer-provoked embarrassment in personal selling

We investigate the role that embarrassment, a self-conscious emotion, plays within a selling context. First, we consider what SC-emotions in general are and whether embarrassment might have positive as well as negative impacts on selling behavior. Next, we examine how embarrassment differs from sales call anxiety (SCA). The results show that embarrassment is manifest as an awkward, abashed chagrin provoked either by what a salesperson does that is inappropriate (self-provoked embarrassment) or what a customer does that is inappropriate or offensive to a salesperson (customer-provoked embarrassment). Self- and customer-provoked embarrassment each induce distinct coping responses and both diminish adaptive resource utilization during interactions with customers; this in turn promotes avoidance of future contact with the customer (especially for customer-provoked embarrassment). Implications of the research for practitioners are discussed.   Read Full Article Here Verbeke, W., & Bagozzi, R. P. (2003). Keywords Embarrassment, Self-conscious emotions, Sales call anxiety, Personal selling  …

Genetic and neurological foundations of customer orientation: field and experimental evidence

Genetic and neurological foundations of customer orientation: field and experimental evidence

We explore genetic and neurological bases for customer orientation (CO) and contrast them with sales orientation (SO). Study 1 is a field study that establishes that CO, but not SO, leads to greater opportunity recognition. Study 2 examines genetic bases for CO and finds that salespeople with CO are more likely to have the 7R variant of the DRD4 gene. This is consistent with basic research on dopamine receptor activity in the brain that underlies novelty seeking, the reward function, and risk taking. Study 3 examines the neural basis of CO and finds that salespeople with CO, but not SO, experience greater activation of their mirror neuron systems and neural processes associated with empathy. Managerial and research implications are discussed. KeywordsKnowledge brokering–Opportunity recognition–Genetics–Customer orientation–Neuroscience–Biomarkers–Personal selling–Marketing concept.   Read Full Article Here Bagozzi, R. P., Verbeke, W. J. M. I., van den Berg, W. E., Rietdijk, W. J. R., Dietvorst, R. C., & Worm, L. (2011).   Keywords Biomarkers, Customer orientation, Genetics, Knowledge brokering, Marketing concept, Neuroscience, Opportunity recognition, Personal selling……

Big Data Study for Gluten-Free Foods in India and USA Using Online Reviews and Social Media

Big Data Study for Gluten-Free Foods in India and USA Using Online Reviews and Social Media

Celiac disease, gluten-allergy or gluten-sensitivity is caused due to glutamine protein from the grains like wheat, rye and barley (collectively called gluten). This protein damages the small intestine and causes stomach pain, bloating, weakness etc. Celiac disease, gluten-allergy or gluten-sensitivity has never really been taken seriously in developing countries like India. However, in developed nations like UK, USA, Canada and other parts of Europe, gluten-free foods have become quite popular. With a prevalence rate of about one in 100 - 133 people worldwide, celiac disease is widespread across the globe and life-long consumption of gluten-free food is recommended treatment for this allergy. Apart from celiac-disease patients, gluten-free foods are also consumed by health conscious people for weight management and high protein diet and by the patients for diabetes, autism and food allergies. Apart from gluten-free flour, biscuits, cookies and snacks, product innovations like gluten-free beers are becoming very popular. Big data including online blogs, articles, and reviews have played a major role in increased sales of gluten-free foods. Thus, analysis……

Immune System Function and its Relation to Depression

Immune System Function and its Relation to Depression

Using data of 2, 057 participants in the Dutch Lifelines database we explore the relationship between innate immune system response and acute (depressed for 2 weeks) or chronic (depressed for 2 years) depression in people. We then explore how riding a bicycle, a popular sport and mode of transport in the Netherlands, moderates this relationship. Focusing on acute depression, we found it associated with higher eosinophil, neutrophil and basophilic granulocyte cell counts but not with monocyte cell count. Increased cell count in innate immune responses in the case of depressed people comes from the fact that depression increases pro-inflammatory cytokines (e.g., IL-1, IL-6 and TNF-α) which are secreted by innate immune system cells. However, when a depressed person regularly rides a bike, the cell counts of both eosinophil and neutrophil granulocyte increased to secrete anti-inflammatory cytokines like IL-6 and IL-10 which help to reduce the effects of depression. Chronic depression is associated with increased cell counts of basophilic, eosinophil, neutrophil granulocytes and monocytes. Again, regular cycling increases cell counts of……

When intelligence is (dys)functional for achieving sales performance

When intelligence is (dys)functional for achieving sales performance

Using two samples of salespeople, the authors investigate how a combination of general mental ability (GMA) and specific skills and capabilities (social competence and thinking styles) enables salespeople to reach their sales goals. The study finds evidence for an interaction between GMA and social competence. When combined with high social competence, high GMA leads to the highest sales performance; when combined with low social competence, high GMA leads to the lowest sales performance. In addition, the authors find interaction effects between GMA and a judicial thinking style. Salespeople with a high GMA have the most potential for attaining high levels of sales performance when combined with specific skills; when salespeople with a high GMA lack these skills, they may become the firm's worst performers. Read Full Publication   Verbeke, W. J., Belschak, F. D., Bakker, A. B., & Dietz, B. (2008b). Keywords cognitive ability, general mental ability, job performance, knowledge-based marketing, sales personnel, selling, shaping, social aspects, social competence, social skills, work skills…

Evolutionary-shaped goal orientation in Homo sapiens

Evolutionary-shaped goal orientation in Homo sapiens

How life sciences contribute to a better understanding of salespeople as knowledge brokers Life sciences uses the Latin name Homo sapiens to describe humans, an animal species. First, we discuss how “popular beliefs” about the brain have inhibited the progress of life science applications in the field of selling. Subsequently, we present the Tinbergen’s evolutionary perspective of life sciences and use “ultimate” and “proximate” explanations to understand the salesperson’s main goal of becoming a knowledge broker. First, an ultimate explanation describes how the Homo sapiens evolved to acquire a big brain through natural selection processes, which led to the emergence of multiple cultures. This evoked a runaway selection of genes affecting brain functioning called “cultural drive hypothesis.” The big brain shapes people’s goal orientation and leads to better cooperation and exact copying of knowledge. Both are constitutive for the exponential emergence of innovations within and across cultures through multiple generations. Second, the proximate view explains how, for example, neural-endocrine mechanisms modulate knowledge brokering. We explore five hard-wired processes associated with a salesperson’s skill in……

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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