What can advertisers learn from neuroscience?

Hilke Plassmann, Tim Ambler, Sven Braeutigam and Peter Kenning

The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far.

What can advertisers learn from neuroscience?

Hilke PlassmannCalifornia Institute of Technology

Tim AmblerLondon Business School

Sven BraeutigamUniversity of Oxford

Peter KenningWestfalian Wilhelms-University of Muenster

INTRODUCTION

Advertising has been the...

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