Brain science - neuromarketing and the media maze

Why do people who prefer the taste of Pepsi faithfully buy Coke? Will the Catwoman movie trailer make you want to see the film? Researchers hope to unravel media mysteries like these with neuromarketing - a new spin on market research, which shuns customer surveys and focus groups in favour of technologies such as functional magnetic resonance imaging (fMRI) to peer directly into consumers brains.

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...