Neuromarketing

Using neuroscience in marketing

Neuromarketing


Myriam Martinez-Fiestas, Maria Isabel Viedma del Jesus, Juan Sanchez-Fernandez and Francisco Montoro-Rios, Journal of Advertising Research, Vol. 55, No. 2, 2015
How does the consumer emotionally process and react to messaging intended to prompt responsible behavior toward the environment? This study provided a psychophysiological method to analyze how certain combinations of elements in an advertisement generate different types of response. Psychophysiology is the study of the relationship between the mind and the body.

Duane Varan, Annie Lang, Patrick Barwise, Rene Weber and Steven Bellman, Journal of Advertising Research, Vol. 55, No. 2, 2015
Buyers in search of new neuromarketing methods that potentially can predict advertising effectiveness face a daunting process. Vendors in this evolving industry offer a confusing range of often proprietary differences in methodology.

Horst Stipp, Journal of Advertising Research, Vol. 55, No. 2, 2015
This article argues that, in order to understand neuromarketing fully, it is important to assess today's practice in the context of how far researchers have come in developing the tools that potentially can predict advertising effectiveness. It summarizes the development of neuroscience-based marketing research - from its novelty stages just five years ago to its current mainstream status - and predicts that this process of innovation will continue.

Richard B. Silberstein, Geoffrey Nield, Peter Pynta and Shaun Seixas, ESOMAR, Asia Pacific, Singapore, May 2015

This paper introduces the idea of 'conceptual closure' in television advertising and reveals how small executional changes to a finished advertisement can significantly enhance advertising effectiveness.


Alice He, Qun Ge and Ashok Sethi, ESOMAR, Asia Pacific, Singapore, May 2015

This paper explores the use of EMO Scan, a software-based facial expression recognition tool, as the core passive measurement tool to test a TV program, focusing on the emotional response to the stimuli.


Sandra Bellina and José Antonio Balbin, ESOMAR, Latin America, April 2015

This paper explains how ESIKA, the beauty brand owned by Belcorp, mixed traditional and neuroscience research methods to improve the performance of its catalog in Latin America.


Pablo Verdin and Renata Policicio, ESOMAR, Latin America, April 2015

This paper argues that using biometrics to test emotional response to ads can predict success, based on research from Latin America.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, March 2015

This article examines how behavioural economics can help people adhere to medical advice more consistently, improving their own long-term health and reduce costs to healthcare providers.


Les Binet, Daniel Müllensiefen and Gawain Morrison, Admap, April 2015

This article outlines how skin conductance responses (SCR) - a neuroscience method - tests emotional response to music in advertising, helping to predict business success.

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