Brain science – neuromarketing and the media maze
Keren PriyadarshiniGfK Healthcare Asia, Singapore
INTRODUCTION
Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Are women subconsciously drawn to the sight of a bikini-clad model hawking beer on television? Researchers hope to unravel media mysteries like these with neuro-marketing – a new spin on market research, which turns away from customer surveys and focus groups in favour of technologies such as functional magnetic resonance imaging (fMRI) which helps peer directly into consumers' brains. This technique,...