Neuromarketing

Information and insights on the use of neuroscience in marketing

Neuromarketing


Gabriel Aleixo and Flavio Marcondes, ESOMAR, Latin America, Buenos Aires, April 2014
This paper describes the development of tools to track the effectiveness of campaigns by Coca-Cola, the beverage multinational, surrounding its sponsorship of the 2014 FIFA World Cup in Brazil. Coca-Cola wanted to be able to measure the effectiveness of its integrated communications plans, including understanding the contribution of each campaign and campaign medium.

Will Headley, Tom Ewing and Alain Samson, Market Research Society, Annual Conference, 2014
This paper describes Regulatory Focus Theory as a powerful model for optimising the effectiveness of brand communication strategies. Humans are motivated to approach good things and avoid bad things.

Geoffrey Precourt, Event Reports, ARF Re:Think, March 2014
This event report discusses two rounds of neuroscience research conducted by the Advertising Research Foundation, which have together provided deeper insights into the way that advertising works - including the role of emotion as a driver of attention and memory. More specifically, the first such study, through analysing spots such as a commercial for The Shelter Pet Project, was able to optimise the creative used by ensuring that viewers were not overwhelmed by emotional triggers.

Stephen Whiteside, Event Reports, Neuromarketing World Forum, March 2014
This article describes how Estée Lauder, the global cosmetics company, has used neuromarketing research to understand the appeal of cosmetics to women and market products in response. The research found biological drives across cultures which makes certain facial features attractive in women.

Dr. Carl Marci, Warc Exclusive, MAP, March 2014
This presentation explains how neuroscience techniques can be combined with self-report research to give a fuller understanding of consumer decision making and behaviour. Neuroscience is important in providing understanding of unconscious thought processes that people may not be aware of, and especially emotional processes.

Kendall Goodrich, Journal of Advertising Research, Vol. 54, No. 1, 2014
Prior research suggested that males are more selective information processors and females are more detailed processors, but effects on advertising attention and attitudes have been largely unstudied. In particular, mere-exposure effects (more favorable attitudes with little or no advertising attention) are expected to be more pronounced for males than for females, due to less comprehensive heuristic processing by males.

Peter Pynta, Shaun A. S. Seixas, Geoffrey E. Nield, James Hier, Emilia Millward and Richard B. Silberstein, Journal of Advertising Research, Vol. 54, No. 1, 2014
Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. In today’s household, it is a common occurrence to share viewing experience across at least two screens: the television and secondary Internet-enabled devices.

Andrew Tenzer, Admap, February 2014
This article describes how Channel 4, the UK TV broadcaster, devised a gamified quantitative survey in order to understand the impact of product placement. Product placement in the UK was new, and its unique regulatory environment meant conclusions could not be drawn from learnings in other markets.

Dr David Lewis, Admap, February 2014
This article discusses the difference between rational and impulsive decision making, arguing that most decision making is impulsive. A number of studies have assessed how small differences can suggest a higher or lower quality product, and impact on how consumers regard it.

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