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1、Fulfillment and Unboxing Excitement:Neuroscience Explains Your Competitors Customer Engagement StrategyBy Dotcom Distributionwith Vincent P.de Luise M.D.,F.A.C.S.Assistant Clinical Professor,Yale University School of Medicine,Adjunct Clinical Assistant Professor,Weill Cornell Medical College Humanit

2、ies and Medicine Committee,Weill Cornell Medical CollegeTable of Contents Introduction 1 Unboxing:Inside the Customers Brain 2 The Engaged Customer:Chemically Motivated To Share 5 The Viewer:Your Next Customer 6 Implications for Marketers:The Key To Creating Brand Advocates 7 Methodology 8About Dotc

3、om DIstribution 81IntroductionFor many smartphone-wielding consumers,receiving an e-retail package is not a simple event.They want an experience,one worthy of documentation and the opportunity to strengthen connections to their online communities on platforms like YouTube or Facebook.In fact,accordi

4、ng to a Google survey,1 40 percent of online shoppers would be willing to engage in this“unboxing”experience after receiving a package.Simply stated,nearly half of consumers are willing to put your product on display,documenting and sharing the experience as they open a well-presented package you pr

5、ovide.These public testimonials are invaluable to emerging and established brands as they generate excitement,establish trust and provide the opportunity to reach even more customers.Though many e-retailers and their customers are familiar with the unboxing phenomenon,the management team at Dotcom D

6、istribution wondered why so many consumers would want to share the seemingly commonplace experience of opening a package.Perhaps more so,we wondered why other people would want to view these videos and images.Most importantly,we hoped to identify ways that our clients and other retailers could lever

7、age this motivation to best engage their own customer base and to supply further justification emerging and established brands might need to invest in their customers in-home brand experience.Going forward,weve selected the phrase“unboxing excitement”to describe the energy that induces a consumer to

8、 record and share a video or photo of themselves unwrapping a purchase delivered to their home.We will explore:How fMRI scans identify the brains reaction to other similar stimuli.Connections to how these reactions can be used to build a nearly addictive brand loyalty.How the brains desire to solve

9、puzzles should be leveraged to extend the consumers interest.How the happiness trifecta of dopamine,serotonin and oxytocin may be exploited to encourage social media sharing.How an investment in an unboxing experience can pay off by increasing the lifetime value of a customer.2Unboxing:Inside the Cu

10、stomers BrainAny study of unboxing excitement should begin with an examination of the different pleasure systems in the brain and how they work together to make opening a well-presented package pleasurable,fun and even addictive for some.Pleasure experiences can be studied neurologically,using a typ

11、e of non-invasive brain scan called functional magnetic resonance imaging,or fMRI.This tracks changes in blood flow(hemoglobin)to various brain regions as a result of a stimulus.The more hemoglobin(and therefore,the more oxygen)to a specific brain site,the more activity there is.Four specific pleasu

12、rable stimuli have been studied extensively using this technology.These are:eating chocolate,listening to music that causes frissons(goosebumps),sexual climax,and taking addictive drugs like cocaine and heroin that stimulate the brains mu-opioid or cannabinoid systems.Amazingly,all four of these dis

13、parate,pleasure-inducing stimuli activate exactly the same areas of the brain in a region called the medial forebrain(MFB).(Figure 1)These four brain areas are part of what cognitive Figure 1Consider that:There are more than 20 million search results on YouTube for the terms“unboxing”+“video.”Those

14、videos had 1 billion views in 2014.6 There are entire online communities dedicated exclusively to unboxing.The website Unboxing Therapy archives dozens of videos of iPhone 6 and iPhone 6 Plus unboxings,each of which has millions of views.5 The highest-earning member on YouTube is an unnamed woman,kn

15、own as DC Toys Collector,who displays only her fingers as she unboxes and unwraps Disney toys.She is not affiliated with the Disney Corporation in any way.The DC Toys Collector account earned$4.9 million in 2014.6 The unboxing trend is growing.According to Googles YouTube Insights blog in November 2

16、014:“Unboxing video views have grown 57%over the past year,and uploads have grown more than 50%.”73neuroscientists describe as the Pleasure-Reward System.This system tells the memory centers in the brain to pay attention to everything associated with a pleasurable experience so it can be repeated in

17、 the future.The Pleasure-Reward System is activated and controlled by molecular neurochemicals called neurotransmitters(specifically dopamine,serotonin and oxytocin,but largely by dopamine).These three neurotransmitters mediate every pleasurable moment,including the giving experience.2Most pleasure

18、experiences like eating chocolate,listening to music,gift-exchange(giving and receiving),and the pleasure experienced by those who take addicting drugs,are expressed in our brain by enkephalin and anandamide.The wanting or desire component is largely mediated by the same dopamine involved in drug ad

19、diction to cocaine and heroin.If we think of the online shopping experience as“liking”ideally leading to additional“wanting,”then the wanting part of the system is mediated by dopamine while the liking side of the transaction works through two other neurotransmitters,enkephalin and anandamide.3 Dopa

20、mine contributes more to motivation(wanting)than to the actual sensation of pleasure itself,3 meaning that the release of dopamine during the experience of pleasure likely has more to do with the desire to repeat the experience than the actual act of enjoying it.The reward system is an ancient pathw

21、ay.The use of dopamine to interconnect behavioral responses to natural rewards has also been observed in various types of worms and flies,whose ancestors lived two billion years ago.The idea that dopamine would serve to connect a reward(in the form of unboxing excitement)to the behavior of placing a

22、n online order is well-supported by research and indicates that there is a neurological connection between a positive unboxing experience and the desire to repeat it.From the online retailers perspective,customers may be inclined to engage so deeply with a well-designed unboxing experience because o

23、f the increased amount of pleasure experienced as compared to normal shopping.The evidence shows we are chemically programmed to repeat a pleasurable experience.Therefore,retailers can anticipate some amount of future benefit from the“addictive”qualities of dopamine released during the experience as

24、 customers brains are essentially trained to seek out the experience again.DOTCOM TIPS Online retailers should focus on extending a positive brand experience into the consumers home,leveraging the brains chemical inclination to repeat pleasurable experiences.Consider the experience,encouraging consu

25、mers to interact with packaging.While packaging should obviously be attractive and suggest the form of the purchase within,it should also be pleasant to hold.The designer should consider the sound of the tabs separating,the sound of tissue being unwrapped or the depth of the box to create for the re

26、ceiver the experience of“exploring”the content.4The Engaged Customer:Chemically Motivated to Share The act of gift-exchange causes the same chemical reactions as eating chocolate,making clear the reasons consumers enjoy receiving and opening their e-commerce orders.Still to be examined are the possi

27、ble motivations behind the desire to share this experience with strangers over social media.After all,unpacking is a solitary activity,but unboxing is by definition a social one.As examined earlier,dopamine,serotonin and oxytocin(or the Happiness Trifecta)are responsible for causing the boost in moo

28、d and for generating happiness during pleasurable activities.The first transmitter,dopamine,is connected to motivation,reward,and arousal,while serotonin is associated with memory,learning,sleep,and appetite.An answer to questions about the motivation to share lies in an examination of the effects o

29、f the third transmitter,oxytocin.Oxytocin,nicknamed“the holiday hormone,”has a powerful effect on the brain and the body.When oxytocin begins to flow,“blood pressure decreases,bonding increases,social fears are reduced,and trust and empathy are enhanced.”2Because the release of oxytocin has been doc

30、umented to increase the desire to form bonds,to reduce social fears,and to enhance trust and empathy,it certainly covers the list of environmental factors needed to create the perfect environment for sharing a personal experience with strangers.It is important to note that these effects only last on

31、ly about as long as the oxytocin is present,and so it is key for retailers to time any calls to action(post recommendations,hashtag suggestions,etc.)as close as possible to the actual act of opening the box in order to capitalize on the sharing conditions created in the e-retail cycle.Figure 2Figure

32、 35The Viewer:Your Next CustomerThe discussion above,exploring the workings of various neurotransmitters and hormones,explains why e-retailers should focus on the in-home brand experience.It improves the chances that consumers will want to repeat and share their excitement.However,this leaves a few

33、other unboxing related questions unanswered:Why would someone want to watch another person open a package?Why do so many people search for and consume these videos?How can retailers improve the chance that this excitement will be shared beyond their current customer universe?The answer can be drawn

34、from exciting research involving the way anticipation and desire are expressed in our brains.Unboxing an item,or watching someone else unbox something,appears to tickle“anticipation circuits.”These circuits,sometimes called“mirror neurons”are complex neural networks and a key part of the Wanting/Lik

35、ing System.To understand the transmission of unboxing excitment,we must explore mirror neurons.In 1992,neurophysiologists Giacomo Rizzolatti,Giuseppe Di Pellegrino and colleagues at the University of Parma in Italy made an unexpected and astonishing discovery.12 They were studying an area in the mac

36、aque monkey brain called F5 to monitor brain activity during motor actions,specifically grasping at food.Before one of the experiments,a researcher got hungry and took out an ice cream cone from the refrigerator near the lab.As he did so,he noticed that one of the monkeys attached to the DOTCOM TIP

37、Be direct when encouraging shares.Calls to action that encourage sharing through unboxing videos,social media posts,product reviews,etc.should be presented as close to the initial experience of pleasure as possible to leverage the temporary feelings created by the environment of gift exchange.Figure

38、 46electrophysiology machine was looking at him.Its neurons were firing wildly in the same area of the monkeys pre-motor cortex that had shown activity when the monkey itself had made a similar grasping movement.12The monkey was sitting quietly and watching the researcher grasp the ice cream cone.Ye

39、t,the monkeys brain was discharging neuronal activity as if the monkey itself was grasping the ice cream.The same brain area that fires during an action was firing as the monkey observed the action.12Since then,neuroscientists at several different laboratories have corroborated the existence of a mi

40、rror neuron system in humans as well.Mirror neurons are a special class of brain nerve cell that are activated when an individual performs an action and also when that same individual simply observes someone else make the same movement.13 It is mirror neurons that may help explain our fascination wi

41、th unboxing videos.We are not only watching the unveiling of someone elses gift or order.In our own minds,we are doing the unwrapping and unboxing ourselves.Martin Lindstrom,author of the New York Times bestseller“Buyology:How Everything We Believe about Why We Buy Is Wrong,”has observed,catalogued

42、and analyzed the many subconscious effects on buying.He also believes that the unboxing phenomenon is a result of mirror neurons.14 Lindstrom has also demonstrated that what we like and what we end up buying are almost totally the result of subconscious and reflexive neurological activities,and far

43、less of our conscious and subjective decision-making.14 He advises his marketing clients to make their packaging design as exciting as the product itself.Dopamine and anandamide,the pleasurable brain chemicals produced when we reward ourselves,are released into our systems only fleetingly unless the

44、 product we buy involves sustained excitement,such as the prolonged psychological journey of an unboxing experience.Neuromarketers know to include this element of adventure in their packaging to extend anticipation and to engage multiple senses,making the experience more memorable and hopefully Figu

45、re 5Thats the appeal of unboxing:when you watch other people doing things on the Internet,you feel like youre doing it yourself.Lindstrom“7increasing the likelihood that a consumer will want to repeat,and share,his or her experience.Packaging,presentation and additional engaging elements should not

46、be an afterthought,as they can often be as important to a successful marketing program as the product itself.Just like the monkey,whose brain reacted to the sight of an ice cream cone being grasped as though he were grasping it,we react to the excitement of opening a new package as though we are ope

47、ning it.We share the experience of digging into the box,listening to the sound of seals and tape,and we feel the texture of the items as we dig through layers of product and well-designed accompaniments like branded samples and giveaways.DOTCOM TIPS Help your customer make their unboxing images and

48、videos more engaging for their followers.Include colors,sounds and inserts with which they can interact.This will allow viewers to better experience the excitement for themselves,establishing empathy between unboxer and follower.Appeal to the subconscious by challenging your customers brain with puz

49、zles and a layered experience.Consumers may never negatively comment about your plain poly bags or brown boxes online.Surveys may indicate that packaging isnt a priority,but psychology and neuroscience indicate that it should be.Implications for Marketers:The Key to Creating Brand AdvocatesSmart mar

50、keters recognize the value of the empathy and trust created between an influential unboxer and their followers.They capitalize on this relationship by focusing on extending the customer experience into the home,by utilizing the effects of the excitement created,and by gently nudging their customers

51、to share as advocates for their brand.According to studies,brand advocates have been found to be worth up to five times the usual lifetime value of a customer to the retailer.18 If you are a marketer,you can follow the tips offered to engage your customers and convert them into champions for your br

52、and.Realistically,not every customer is an advocate waiting to be converted.But,as mentioned earlier,40 percent of online shoppers said they would be willing to post an unboxing video or image.That alone has value,particularly to e-commerce brands that hope to establish trust with new shoppers.Accor

53、ding to a survey of U.S.Internet users,61 percent of customers read online reviews before making a purchase decision.In addition,consumer reviews are nearly 12 times more trusted than descriptions from manufacturers.19 Customer content is far more trusted than formal marketing.8ConclusionMany links

54、along the e-retail chain contribute to the feeling of fulfillment.The excitement created by an engaging online experience;the anticipation of waiting for the package;the rush of transmitters and hormones that allow us to experience the pleasure of gift exchange;and the hormones that increase our des

55、ire to bond and share all play a part in generating the experience of pleasure for our consumers.Smart marketers know how and when to leverage that excitement to establish trust and capitalize on an opportunity to reach more customers and create new advocates.Methodology:Dr.Vincent P.de Luise,an ass

56、istant clinical professor at the Yale University School of Medicine,and an adjunct clinical assistant professor at Weill Cornell Medical College where he also serves on the Humanities and Medicine Committee,contributed substantially to this paper.The results of Dr.de Luises research serve as the fou

57、ndation of this document and for a series of videos hosted on the Dotcom YouTube channel at more information on Dotcom Distribution,visit .About Dotcom DistributionDotcom Distribution is a premier provider of logistics,fulfillment and photography services to growing retailers and manufacturers.With

58、a boutique feel and enterprise scale,Dotcom works with brands such as Adore Me,Bliss and Carols Daughter to deliver on brand experience from order fulfillment to package delivery.Dotcom leverages its strategically located Edison,NJ warehouse to provide most clients with same-day order shipping and a

59、n average 1-to 3-day delivery times via standard ground service to 70 percent of the U.S.population.On par with New York City studios,Dotcoms on-site Photo Studio offers creative services that drive e-commerce conversions at significant cost savings.Including model staffing and stylists,360Plus came

60、ra views,video capabilities and retouching,Dotcoms Photo Studio customizes photo shoots per individual retailer requests.Dotcoms combination of fulfillment services and e-commerce photography enables retailers to more efficiently engage with and deliver packages to consumers.9References1 YouTube Ins

61、ights.https:/ 2014.2 Dunn,E.,Aknin L,and Norton,M.,Spending Money on others Promotes Happiness,Science 319:1687-1688,2008.3 Ritvo,E.,Psychology Today,April 20,2014.https:/ Kringelbach,M.and Berridge,K.,The Joyful Mind,Scientific American,August 2012.5 The Idea Channel http:/ https:/ https:/ http:/ h

62、ttps:/ Maria Haggerty http:/ Dec 19,2014.10 Willis,S.A Primer for Daily Life,New York,Routledge Book,1991.11 Ellison,C.,Unboxing Desire:The Psychology Behind packaging https:/ gy-behind-packaging/12 http:/ Di Pellegrino G.,Rizzolatti G.,et al,Understanding Motor Events.A Neurophysiological Study.Exp

63、erimental Brain Research.1992:91:176-18014 Mirror Neurons.The Society of Neuroscience.http:/www.brainfacts.org/brain-basics/neuroanatomy/articles/2008/mirror-neurons/15 Lindstrom,M.Buyology:How Everything We Believe About What We Buy Is Wrong,New York Random House,resissued 2012 (also published unde

64、r the title,Buyology:Truth And Lies About What We Buy).16 Svoboda,E.What Makes a Hero?The Surprising Science of Selflessness,New York,Current Books,2013.17 Svoboda,E.,http:/ 045418 Zahn,R.,and Graffman,J.et al,The Neural Basis of Human Social Values:Evidence from Functional MRI(fMRI),Cerebral Cortex,19:276-283,2009.19 http:/ https:/ CreditsFigure 1:http:/ 2:http:/ 3:Eva Ritvo,Psychology Today,April 24,2014Figure 5:http:/