Head games

A number of marketers are quoted as believing that neuroscience techniques, especially brain imaging, give a more objective view (or hard evidence) of emotional responses to an ad.

Head games

David Plunkett

For as long as commerce has existed, marketers have sought to get inside the heads of consumers to influence their purchasing decisions. It's a job made more difficult today by the growing number of advertising messages Americans are exposed to on a daily basis. Now marketers hope the cutting-edge science behind the burgeoning field of neuromarketing can take much of the guess-work out of formulating an effective advertising campaign. •Touted as providing the most advanced techniques yet for understanding what it takes to connect with consumers, neuromarketing combines psychological and sociological factors. But over the years,...

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