In this module you will delve into the potential of approaches, based on research that intertwine psychology and economics, which study choices and which could allow managers to directly probe the thoughts, feelings and intentions underlying both their decisions and those of customers.

1. Start with the Agency case E_EYE, which you find as the first document, you find a challenge based on creative decision making.

2. The immersive phase of creative decision-making that you found in the E_Eye Agency case asks you to delve into the new frontiers of marketing. On what basis do people make choices, what are 'mental shortcuts'?

Watch the first video Steve Jobs Announces iPad Price which illustrates the anchoring effect, a heuristic used to influence our purchases through words and images.

There are many heuristics that guide Decision Making, read “What are heuristics”?

Behind a decision there is not only a logical and rational choice, which requires knowledge of all relevant alternatives, but the influence of 'mental shortcuts'. All of us, whether we make a choice at the supermarket or as entrepreneurs, are subjected to heuristics, especially when the decision required is quick and the information is scarce. They exploit pure simplification processes: the brain gives priority to the information it considers primary before making a choice. They are convenient and quick shortcuts extrapolated from reality that lead to quick conclusions, while cognitive biases are abstract prejudices that are not generated on real data, but are acquired a priori without criticism or judgement; they are linked to our need to create and recognize patterns in the world around us.

3. Test yourself with some heuristics and biases: download the Heuristics_Excercises file

The basis of the best advertising strategies is the knowledge of human cognitive biases and the resulting weaknesses. This can allow us to anticipate choices, behaviors, but above all the satisfaction of needs.

    • How do advertising strategies use cognitive biases? Watch the second video How Bias is built into marketing & affects your choices 

Now you know that irrational processes unconsciously influence decisions and greater or lesser buying interest, or emotional involvement with a brand.

4. Explore the techniques: Did you know that Neuroimaging, a technique that records brain activity, applied to marketing, is used to visualize and measure consumers' emotional reactions when they are exposed to marketing messages?

• See how Neuromarketing works in the third video Neuromarketing
• Read two case studies in this doc: Neuromarketing_Case studies.

Neuromarketing is based on the idea that 90% of decisions are made at a subconscious level, precisely these mechanisms lead us to make associations with different brands, connecting them to certain smells, sounds, colors, sensations or emotions. If a brand manages to speak directly to our "instinct", by passing reason, it will sell more products.

5. Some examples of practical applications of Neuromarketing, that can be found on the site at this link “15 Powerful examples of Neuromarketing in action” are:

•     Product Development: product features or design changes that best resonate with consumers' subconscious inclinations.
•     Advertising Targeting: by understanding hidden preferences, advertisements are better targeted to speak directly to the audience's    unconscious desires.
•     Optimization of Points of Sale: the sales environment, from background music to the arrangement of products and lighting, activates consumer preferences.

6.  “Nudging”, studies the processes by which a 'simple alteration' in an appropriate way of the choices available in an environment, and also by the presentation of information, positively influences the choices that others will make, with minimum effort and maximum outcome.

For example, the architecture of shops and points of sale, to be immediately effective and persuasive towards the consumer, must encourage rapid and impulsive purchasing rather than slow and rational purchasing, must recall the characteristics of the brand and focus on sensorial experiences.

• Watch the fourth video “What is nudging?”
• Read this article: Nudge: How Small Changes Can Significantly Influence People’s Choices

“The architecture of choices” does not limit freedom of choice, but poses ethical implications (even if used for social, health, political reasons).

7. Conclude. With this information you have immersed yourself in the second phase of the creative decision-making process for the E_EYE case. "Immersion" is often an internal (thinking deeply about generating and interacting with ideas) and external (going out into the world to gather the necessary data, resources, materials and skills) process. 

- gathered information and materials on how we are influenced by certain factors in making choices

- identified sources of inspiration and gained knowledge on how behavioural sciences in business try to understand people to achieve business results

Now you can move on to the next stages of creative decision-making: incubation, enlightenment and implementation and verification, to decide creatively and outside the box, a bold and well-informed solution. Good work!