Brain science challenges media neutrality

Technology such as fMRI is helping to identify brain functions that can steer campaign practice and enhance campaign strategy.

Brain science challenges media neutrality

Mike West and Graham Spickett-Jones

Psychologists have known for decades that many of our decisions have little to do with rational thought. Marketers also recognise some of these issues; some advertising models suggest that it might be better to attempt to communicate with consumers using emotional messages and humour, rather than hope for thoughtful reflection on a brand.

Psychologists and marketers also tend to agree that three major components combine in the decision-making process: thought, emotion and behaviour. However, true understanding of how the human mind physically reacts in response to marketing stimuli,...

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