How neuroscience can spark creativity

This article argues that neuroscience insights need to be integrated into the early stages of developing creative concepts in order to produce better and more effective ads.

How neuroscience can spark creativity

Neil AdlerMosaic Group

Educating creatives on how to integrate neuroscience insights at early-stage creative development will help close the knowledge gap between conscious and unconscious feedback, and create consumer behaviour change by engaging attention, eliciting emotion persuasively, and strengthening associations in long-term memory.

After an exceptional display of athleticism in college or professional sports, the Entertainment and Sports Programming Network (ESPN) periodically produces a television segment called Sports Science to explain scientifically what happened. In these segments a physicist analyses an athlete's skills on the field to understand the underlying mechanics of their play....

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