Subject Index
 

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs ...

Neuroscience has begun to study the effect of brands on consumers, and tries to understand what happens physically when we relate with a product, logo or advertising message. In other words, it aims t ...

Marketing research is often still limited to traditional methodologies or qualitative techniques that can fall prey to subjectivity and purely descriptive analysis. Medical methodologies - such as the ...

This paper presents the major results of a qual-quant survey conducted in Europe on the women's fragrance market. The results highlight the importance of the self-image that women wish to project thro ...

This paper discusses the role of fragrance descriptions versus other messaging elements as drivers for two common fragranced products - detergents and fragranced soaps. These two product areas have ve ...

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 ...

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of ...

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 ...

Robert Heath, Bath University School of Management, and Paul Feldwick produce a crushing indictment of traditional information-processing models for how advertising works. They show that theories, suc ...

Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases. Nonetheless, the majority of women feel under-represented and negative ...

Most marketers and researchers have experienced situations where a market or a brand behaves in a manner they cannot decipher. Market research, both past and present, continues to highlight dissatisfa ...

This paper is about how dominant marketing thinking shapes our underlying assumptions about human behaviour, and continues to predominate in the face of the challenges at the current 'inflexion point' ...

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 ...

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 ...

The research methodologies engineered around the structured, homogenous post-war societies of the 1950s have been losing their relevance and predictive power over the past 40 years as society becomes ...

The use of artificial neural networks (ANN) as an alternative approach to multiple regression has gained popularity in different fields, and some studies have demonstrated the superiority of ANN over ...

This paper illustrates how online insight management techniques are supporting the research and planning effort of a spring bottled water company in planning new bottled waters. The paper describes th ...

Innovative methods of artificial intelligence such as artificial neural networks (ANNs) have been increasingly adopted to predict consumer responses to direct marketing. However, appropriate learning ...

This paper introduces a form of neural network known as the self-organising map (SOM), which has been used extensively outside of marketing. The SOM clusters data in a manner similar to cluster analys ...

This paper examines the potential of the Kohonen self-organising map (SOM) in a marketing context. It deals specifically with consumer attitudes towards direct marketing. The SOM belongs to the genera ...

This paper describes an operational model used within the scope of a budget process for a warranty extension product. The model is built on a database containing a record of the costs incurred with se ...

The paper performs a comparison of data mining tools with conventional tools. It is focused on the analysis of issues such as if the new techniques are better than the older ones, if so, in which sens ...

Customer satisfaction analyses often suffer from the fact that it is difficult to compress the large amount of gathered data material into relevant, concrete action recommendations for decision makers ...

We shall look for a segmentation of small car buyers with similar product expectations in France. After discussing the difficulties, we shall describe the data collection upon which the segmentation i ...

A lucid and non-technical account of neural network systems: how they work, how they differ from other statistical procedures such as regression analyses, why they should be part of a data analyst's t ...