Neuroscience and advertising: Redefining the role of the unconscious1
Cristina de Balanzó Bono and Nuria Serrano AbadTNS London and Sra Rushmore, Madrid
This paper revises and questions the usually negative perception of the relationship between the unconscious and advertising. The objective is to acknowledge the relevance of the unconscious in the behavior of consumers, by providing a new point of view based on the innovative findings of cognitive neuroscience and biometric techniques. Specifically, the paper highlights recent studies on emotion, (implicit) memory, and creativity, focusing on their implication in the advertising process. The intention of this...