Neuromarketing

Using neuroscience in marketing

Neuromarketing


Heather Andrew, ARF Experiential Learning, Re:think, March 2015

This paper argues that premium digital out-of-home media has a valuable 'priming' capability that makes people more receptive to other ad formats.


Terrae Schroeder, Dave Healing and Sarah Sarkar, ARF Experiential Learning, Re:think, March 2015

This paper explains how Pringles, the snack brand, used research into emotional associations with summer to understand why a campaign had been successful in Europe in order to extend it globally.


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.


Pippa Bailey, Admap, April 2015

This article encourages marketers to ensure there is consonance between their brand, packaging and product experience on a sensory level, to make sure consumer expectations are met.


Thom Noble, Admap, April 2015

This article outlines research into radio and multisensory responses, which found that audio can trigger imagination and rich multisensory experiences.


Neil Gains, Admap, April 2015

This article explains how marketing in Asia often uses metaphor to build a sensory and emotional experience, and asserts that sensory experience it rooted in local culture.


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.


Gemma Calvert and Abhishek Pathak, Admap, April 2015

This article explores multisensory marketing, which can improve memory encoding and trigger desirable brand associations by appealing to different senses.


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

This article examines types of useful and effective priming tools that can be leveraged in marketing and market research.

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