Theories of research: Psychology, neuroscience

 

In all social communication, emotion comes before thought, and is a two-way process. This is illustrated by the way babies and children develop and learn by watching their mothers, and the emotional i ...

This article offers a critical discussion of neuromarketing (the application of neuroscience to marketing). Since 2003, there appears to have been little progress to justify the prediction then made t ...

This article evaluates neuroscience, and argues that we are only at the beginning of its application to advertising: we should therefore be cautious about big claims, but open-minded about its future ...

Brain-scanning has been able to show neurological processes responding to communications. It is still a laboratory process, and we do not know clearly what the responses mean; thus, in practice, brain ...

A number of marketers are quoted as believing that neuroscience techniques, especially brain imaging, give a more objective view (or hard evidence) of emotional responses to an ad. This is seen in som ...

The subject for this Comments section is a continuation of the discussion of neuroscience and advertising research begun in IJA 26(1). In the first commentary, Max Sutherland, of Bond University, Aust ...

Since the 1960s, the focus in market and social research has been on the search for deep motivations that underpin attitudes and behaviour, and, ultimately, decision making. This paper proposes an alt ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

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 ...

The subject for this issue's Comments section is neuroscience and advertising research. Three researchers who have explored this topic in depth provide their views, showing the benefits that neuroscie ...

This paper addresses what cognitive neuroscience really means for marketing and assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic perspec ...

Market research has its roots in psychological theory and method, but there is a growing gap between psychological understanding and market research practice. Marketers today often rely on implicit or ...

With the advent of increasingly advanced and available brain-scanning technology and the reported emergence of ‘neuromarketing’, this paper seeks to critically examine the basis on which marketing res ...

Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Researchers hope to unravel media mysteries like these with neuromarketi ...

David Penn, managing director of Conquest Research, says we should distinguish between brain science, which is a new way of understanding the consumer mind, and neuromarketing, which through observing ...

Consumers increasingly control the dialogue with brands. This means the old intrusion/interruption model upon which communication planning has been historically based is increasingly less effective. W ...

This paper is born out of frustration at outdated models of thinking that are alive and well today instead of being dead and buried (and a source of amusement). The marketing community obstinately cli ...

Neuromarketing - brain wave or brain scam? This paper explores the role and relevance of different brain scanning technologies and their appropriateness to research, marketing and corporate decision-m ...

Advances in brain science now make it possible to measure a brand's impact on consumers' unconscious emotions and decisions. This presentation shows how these advances can be translated into real-worl ...

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 ...

Mike Flynn, principal of Flynn Consulting, explains how the brain processes sensory stimuli, and why this is important to marketers. He discusses the thinking behind sense-based brand experiences and ...

Because the vast majority of our cognitions, including decision making and emotional reactions, occur below the level of conscious awareness, Peter Laybourne and Dr David Lewis (from Neuroco, a neurom ...

Dr Tamsin Addison, head of research at RSM Robson Rhodes Business Consulting, reviews the current neuromarketing literature and investigates how, and with what effect, neuromarketing is being used. Sh ...

Erik du Plessis, CEO of Millward Brown South Aftrica, believes that new brain-scanning techniques and new thinking on emotion are revolutionising advertising practices. Using the theories of the neuro ...

In this introduction to Admap’s focus on ‘the consumer brain’, Roderick White argues that many recent insights into how the brain processes and stores advertising (or fails to) resonate with earlier t ...

Sue Elms and John Svendsen, from Carat Insight, describe a planning framework that has been developed from current thinking on communication processing. They introduce the concept of hierarchical res ...

This paper predicts that an explosion of marketing creativity is on its way, fuelled by advances in neuroscience to help create much more effective, more creative brand messages and the increasing abi ...

Between 1980 and 1990, radical new thinking emerged about how advertising `works’, yet it failed to take root. The first part of the paper re-visits the key hypotheses and analyses why they were rejec ...