Can neuroscience make your advertising more effective?

Horst Stipp

Research has shown that emotion is often the driver of consumer response and marketing, and that the number of companies applying biometric and neurological science and research to marketing research is growing.

Can neuroscience make your advertising more effective?

Horst StippAdvertising Research Foundation

The Advertising Research Foundation's Horst Stipp reports on an ARF project that examined the value of neuromarketing research and highlights its best usage.

The application of biometric and neurological science and research to marketing research is not a new development. Ever since marketers employed research to assess and increase the power of their messages and communications, there was a desire to go beyond verbal reports and find out what consumers were thinking and, even more intriguing, what their unconscious reactions might be.

However, there has been a large...

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