What can advertisers learn from neuroscience?
Hilke PlassmannCalifornia Institute of Technology
Tim AmblerLondon Business School
Sven BraeutigamUniversity of Oxford
Peter KenningWestfalian Wilhelms-University of Muenster
INTRODUCTION
Advertising has been the subject of formal research for over a century but the powerful insights of neuroscience are only just becoming available. This paper seeks to consolidate the contribution so far. Advertising, if it is effective at all, works in two ways. It may elicit a direct response, such as calling a number shown on the TV screen, and/or it changes the respondent's mindset such that behaviour may be affected...