Pre-testing, copy testing: Physiological effects, br...

 

Bio-sensory metrics are emerging to assess engagement and emotion in advertising pretesting and development. Mainstream use in research thus far, however, has been limited by small sample constraints, ...

In this article two proponents of the neuromarketing movement - Thom Noble, co-founder of Neuroco, and Melissa Mullen, director of international research at 20th Century Fox Films - discuss how EEG sc ...

Graham Page, global director of research and development at Millward Brown, attempts to look behind the buzz of neuroscience for copy testing, and examine what the technology really can deliver. He r ...

Building on the new understanding of the mind provided by brain science, David Penn, managing director and co-founder of Conquest Research, looks at the conscious/unconscious divide in advertising pro ...

In this concisely written article Janis Wilson describes a new way to consider brands and their positioning based on the triune brain model, developed originally in the 1970s, that splits the brain o ...

This paper describes a method to identify potential branding moments in television commercials. It involves the convergence between two fundamentally different nonverbal moment-by-moment measurement t ...

This article continues the debate concerning the validity of using brain imaging to identify scenes in a commercial that are likely to be encoded (or processed) in long term memory. The authors respo ...

This article comments on 'Brain-imaging detection of visual scene encoding …' by Rossiter et al (2001), and proposes considerable caution before accepting their conclusions. The authors submit that f ...

The authors report on experimental research using a new brain imaging technique (steady-state probe topography or SSPT) to investigate whether patterns of brain activity in the left or right frontal h ...