Using neuroscience in marketing


Felicetta Ortica, Thom Noble and Darren Bridger, Admap, October 2015

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Michael E. Smith , ESOMAR, Congress, Dublin, September 2015

This paper reviews a variety of neuroscience studies - mainly involving the use of electroencephalogram (EEG) - in which participants were exposed to marketing communication, and concludes this method can yield valid, reproducible inferences about consumer engagement.

Thom Noble, Gemma Calvert, Andy Dean and Kate Rutter , Warc Webinars, September, 2015

This Webinar, the first of a three part series, provides an introduction to implicit response and association testing, one of the fastest-growing new breed of science-led insight and optimization tools.

Alida Jansen and Lorcan McHarry, WPP Atticus Awards, Winner, Advertising, 2015

This article evaluates communications in the context of long-term affective memory impact which operates at subconscious level.

Dr Sarah Walker with Graham Page, WPP Atticus Awards, Merit, Branding and Identity, 2015

This article explains how brands can use behavioural economics to be more successful.

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.

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.

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.



The appliance of neuroscience

Using the technique in day-to-day brand management


Neuroscience for predictive modeling

Predicting a movie's box office by using neuroscience


Experiential neuromarketing

How mirror neurons trigger the need to experience an action


New opportunities in neuro

A discussion on how to apply neuro-techniques


Neuroscience in practice

The definitive neuroscience guide for marketers