Brain science…that's interesting…so, what do I do about it?

Describes what is now known about brain science (neuroscience) and discusses its implications for market and advertising research, especially that `affect’ is important in brand choice and is largely unconscious.

Brain Science, That's Interesting, But What Do I Do About It?

David Penn

INTRODUCTION

There is a new buzzword in marketing and advertising: brain science. Market research has caught the buzz too, with quite a number of good papers and articles...