Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context.

Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia

Dr Shaun Seixas Peter Pynta David Hearn Dr Richard SilbersteinNeuro-Insight / Dentsu Mitchell

Cultural diversity in modern consumer markets the world over has become a key planning consideration at every level of an organisation – from community groups to federal governments; local traders to multi-national corporates.

Advertisers face a significant challenge with the inherent need to appeal to a mass-market audience while ensuring personalisation through global and cultural sensitivities. 

P&G's recent admission that they had overly targeted through Facebook advertising is a prime example of how striking this...

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