Neuromarketing

Using neuroscience in marketing

Neuromarketing


James Hurman, Admap, February 2015

This article discusses the importance of storytelling, in the context of Daniel Kahneman's theories about how experiences create memories.


Emily Barley, Event Reports, Smart Marketing, December 2014

This event report looks at how an understanding of memory encoding – which measures what goes into the brain, unlike ad recall which measures what comes out – can help marketers increase brand equity and purchase intent.


Lena Roland, Event Reports, Smart Marketing, December 2014

This event report looks at how marketers can use an understanding of the consumer’s subconscious mind to both refine ads at an early stage of development and also to build brands in the longer term.


Lena Roland, Event Reports, Smart Marketing, December 2014

This event reports looks at how brands can utilise an understanding of how the brain works to produce more effective work using human senses and emotions.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the second in a three-part series, explores ways of creating new habits in our lives, either via contextual changes, or using an existing habit to trigger another, or creating a reward for a new behaviour.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the third in a three-part series, demonstrates why it is useful to be able to measure the strength of existing habits and how to do so.


Crawford Hollingworth, Warc Exclusive, The Behavioural Architects, October 2013

This article, the first part of a three-part series, describes how humans form habits and how they can be broken.


Warc Trends, Toolkit 2015

This article, taken from the Warc Toolkit 2015, outlines progress of neuroscience research techniques in marketing, including key findings, recent developments and advice for brands that would like to test ads.


Dr Robert Heath, Admap, December 2014

This article argues that the most effective ads are emotionally appealing as these are processed subconsciously and build empathy.

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A discussion on how to apply neuro-techniques


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Neuroscience in practice

The definitive neuroscience guide for marketers