Subject Index
 

When we view an ad, how does it affect our emotions? This paper argues that this question is so fundamentally different from those such as 'What do you think about the ad?' or 'Do you like the ad?' th ...

This paper provides key learnings of 'Parentesi', the project led by P&G Italy and 'Acqua e Sapone', the Italian drug specialist leader. The project aimed to design and to implement a new in store lay ...

Synaesthesia is the branch of neuroscience that studies anomalies of perception: subjects who have a multi-coloured vision by listening to a voice, or see numbers and letters in colour, hear a sound b ...

This paper speculates whether, and how soon, biometric technology (especially facial recognition and layered voice analysis) will supplant traditional methods in advertisement pre-testing or qualitati ...

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 ...

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 ...

Describes what is now known about brain science (neuroscience) and discusses its implications for market and advertising research, especially that `affect’ is important in brand choice and is largely ...