Applied neuroscience: From novelty to must-use

This article presents findings and recommendations from the Advertising Research Foundation's Neuro 2 study, which examined the effectiveness and value of neuroscience based marketing research.

Applied neuroscience: From novelty to must-use

Horst StippAdvertising Research Foundation

Admap: Applied neuroscience

This article is from the September 2014 issue of Admap, which focuses on the application of neuroscience in marketing and features eight big brand case studies.

Amex: Recognise conceptual closureStuart Peters and Richard SilbersteinDe Hypotheker: Pretest using fMRILeslie Hogeveen and Martin de MunnikFeeding America: Recruiting angelsMichael E Smith, Patty Goldman and Stephanie RathMTV: Capture viewers' subconscious Helen Rose and Professor Gemma Calvert

PepsiCo: Testing product launchesStephen Springfield Sr and Aaron ReidHovis: Researching autopilot purchaseMatt...

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