b'TRANSFORMATIVE TECHNOLOGIESThe researchWith that in mind, Hodges began to research thefacial expression, along with three laboratory exper-linguistic properties of effective slogans. His interestiments and an analysis of a large regional grocery in the topic intensified when he discovered there hadstores pricing and sales dates, Hodges found not been little scientific research into effective sloganall customers mentally process 99-ending prices creation. What he found was only surface level andthe same way, and thus, not all 99-ending prices are abstract, such as slogans should be creative andcreated equal. skillfully worded or capture the soul of the brand.His main findings:Thats when Hodges went to work, putting scienceConsumers respond more favorably to prices behind his findings. During his research he usedthat they mentally encode as a fluent number or slogan testing and surprise memorability tests of realnumbers that are familiar. Examples of fluent numbers current slogans, fake YouTube bumper advertise- include 16, 18 and 20 (in contrast to 13, 17 and 19, which ments and eye-tracking technology to track peoplesare less fluent).attention on individual words as they read slogans.Highly numerate consumers (those who are more What he discovered is businesses can improve theircomfortable with numbers) tend to round 99-endings brand recognition by making specific changes toprices up, while less numerate consumers tend to their slogans. For example, slogans that are longer,drop the .99, focusing only on the left digits. include the brand name and use uncommon words are likely to be more memorable among potentialStore managers should customize their prices consumers. Hodges findings also show that slogansbased on their target consumer population to maxi-that are shorter, omit the brand name and use simplermize consumer price response. language are more likely to make the brand moreHodges has also used his biometric research tech-likable in potential consumers eyes.nology to study what types of images and language work best in social media posts (hint: best combi-TRULASKE PROFESSOR MAKES WAVES Hodges has completed five studies that today helpnation is colorful images and moderately complex businesses understand why people like or remember certain slogans better than others. He used similarwords) and how consumers react to logos that USING HIGH-TECH MARKETING RESEARCH research techniques to discover what makes pricesinclude hidden images.ending in 99 cents so attractive to customers.To learn more, contact Hodges atAgain, using cutting-edge biometric research tech- bhodges@missouri.edu.nology that tracks eye movement and analyzes BY SARA DIEDRICH There is science behind why customers prefer certain company slogans, product prices and brand logosand Brady Hodges, assistant professor of marketing at the Robert J. Trulaske, Sr. College of Business, can prove it using high-tech marketing research to get inside consumers heads. How it works As founding director of the Trulaske Biometric and Behavioral Research Lab, Hodges works at the intersection of cognitive psychology and marketing, focusingUsing computer-based eye-tracking analysis is arduous worklandmarks move during a study, the computer program categorizes on how people process numbers and language. At the heart of his research, hebecause Hodges can only test one person at a time and there canthe movements and predicts the likelihood that the participant uses computer-based eye-tracking and facial expression analysis to zero in onbe no distractions, or the results must be discarded. Marketingis experiencing one of seven emotions: contempt, anger, disgust, how people view and react to such marketing tools as slogans, logos and pricesstudents are invited to sign up for the 20-minute test which takesjoy, surprise, sadness and fear.Brady Hodges ending in 99 cents. place in a small, sparse room that is part of the Trulaske Biometric So, why do we care where peoples eyes are looking? Hodges asked. We careand Behavioral Research Lab located in the lower level of CornellIn the future, Hodges could use the same computer software to because the eyes are connected to the brain. When we see what people areHall.measure galvanic skin response, which is the change of electrical looking at, we can get insight into their preferences, choices and what drew theirproperties of the skin occurring under emotional arousal and stress attention. Thats what were interested in as researchers. Participants use a computer that is equipped with an unobtrusiveor the bodys reaction to an image or words. This response can eye-tracking bar that is individually calibrated to accommodatebe computed by applying a small current that measures the resis-Hodges has always been fascinated in what makes people tick. He originallyeach persons height and distance from the screen. Once imagestance of skin between two small electrodes usually placed on the went to college to study sociology but then became interested in linguistics andbegin appearing on the screen, the bar shoots infrared light into thehand. Additionally, an electroencephalogram (EEG) can be used learned Spanish and Mandarin. Eventually, he found his way to marketing, whereparticipants eyes and the corneal reflections that come back helpto measure the brains reaction to images and words. he discovered he could combine all his interests and get a job. He received aHodges determine what the individual is looking at on the screen.The Biometric and Behavioral Research Lab also includes a much bachelors degree in business management and Chinese (with a minor in Spanish)Hodges can also read facial expressions by using computer soft- larger room that is equipped with 40 computers that can be used from Brigham Young University and later received a doctorate in business admin- ware that identifies 31 landmarks on a participants face, such as thefor surveys and other data collection. istration-marketing from Texas A&M University.eyebrows, nose, cheeks and lips. Then, based on how those facial I am fascinated with how people process language and how individual words can shape our whole perception of something, Hodges said. 6 | TRULASKE COLLEGE OF BUSINESS TRULASKE MAGAZINE 2024| 7'