Using neuroscience in marketing


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.

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.

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.

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.

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.

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.

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.



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