Behavioral Research Blog

Jason Rogers

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The man in the maze: A behavioral science journey into consumer studies

Posted by Jason Rogers on May 20, 2015

By Jason Rogers, Ph.D.

As a researcher, one of my biggest thrills was being able to predict how someone was going to behave, especially without asking him or her. This was a learned skill, forged in the long hours of maze-running on the 11th floor of the Behavioral Science Building at the University of Utah. You see, you cannot ask a rat how he solved a maze, but with a clever design and an observant eye, you just know how he did. It was especially amazing to watch that moment of insight, of AH-HA, when he just ‘got it’ and started running perfectly. But in order to truly understand that moment, I had to have my own AH-HA moment, and it happened five thousand miles from my mazes in Utah.

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Topics: emotion recognition, FaceReader, facial expression analysis, consumer behavior, consumer behavior research, emotions

Making Sense of the Senses: The Real Cost of Paying Attention

Posted by Jason Rogers on Nov 11, 2014

By Jason Rogers, Ph.D.

We live in a demanding world: the snort of an email, the squeal of a text, fare alerts, breaking news, SQUIRREL! What was I saying? Oh yes, we live in a distracted world. With DVRs holding thousands of hours of entertainment; phones and tablets keeping us occupied while we watch those thousands of DVRed hours, it seems that something always has our attention. But what does that really mean? The term itself is used a bit like a commodity: always demanding that we pay for it. The affectionally dubbed “Brain Bank” allows a controlled bit of withdrawal at any given moment. We are literally trapped in a world bombarded by sensory information. As you read this, you are neglecting your world in order to process these words. What do you hear right now? What sweater are you wearing? Now are you thinking about what you are going to wear tomorrow? Or what’s on your calendar? SQUIRREL! Please allow me to withdrawal a bit of currency from your Brain Bank to discuss the real cost of paying attention.

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Topics: autism research, consumer behavior, Neuromarketing, consumer behavior research, neuropsychology

What does the Moment of Truth mean to your business?

Posted by Jason Rogers on Oct 14, 2014

By Jason Rogers, Ph.D.

Recently, I was leaving the University of Kentucky, about to head back to my home in Cincinnati a mere 90 miles away. It was in the mid-afternoon and I had been on campus all day. Having been with the researchers in the Rodent Behavioral Core, I had no time to eat and water was not allowed in the facility. A complicating matter was the fact that I needed to get home as soon as possible to pick up the little one from school and get her to soccer practice. Needless to say, I was in a bit of a hurry and I was ravenously hungry. I didn’t want to sit down to eat, I just wanted something on the go. We’ve all been there: close to the freeway on-ramp were several choices of the usual variety. I quickly made my decision (“Oh, new grilled chicken sandwich”, I said predictably), rolled through the drive thru, picked an item from the pictures provided, and hit the freeway with my food in hand. Only when I unwrapped my package, what stared back at me was a sad excuse for the chicken sandwich I had ordered. On the menu, it was plump, juicy, full of ripe red tomatoes, crisp lettuce, and a hearty bun. What I held in my hand was a squashed bun, grease limply holding what used to be a chicken breast and some soggy lettuce. It had a dash of mayo and a puny tomato. Not exactly gourmet. It tasted the same as it looked. I was hungry, already in route, and out my sunk cost of lunch. But fool me once, shame on you.

To this day, I refuse to return. Fool me twice, shame on me. The moment at which I consumed my sandwich directly influenced my decisions of what to purchase in the future. I’m not alone in this example. It was sadly parodied in Michael Douglas-staring film, Falling Down, and recently demonstrated by CNN. It is in these moments, however, where we can understand consumer choice and its influence upon buying behavior.

You want people to choose your product. The world requires many choices and you want to win. Every time. Fast food, grocery store, internet providers, etc. But how do you win them over? Understanding that choice point is the first key to winning their business. But is that all there is to it? Of course not. Once you have them, you want to ensure to keep them coming back for more. This is the second key to ensuring a long term customer. But how do these two keys interact to unlock the consumers’ hearts (and wallets)? The goal of the present article is to highlight some of the ways Noldus Consulting can help win at the three “Moments of Truth” (MOTs). First, I will present some existing findings into MOT research, then demonstrate how Noldus solutions, and our collaborators, can help you achieve new insights into customer behavior.

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Topics: emotion recognition, facial expression analysis, consumer behavior, emotions, moments of truth, shopping behavior, market insights

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