Neuromarketing

Using neuroscience in marketing

Neuromarketing


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.


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.


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.


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.


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.

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