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Key reading

neuroscience

Neuroscience in practice: The definitive guide for marketers

This paper examines the field of neuromarketing in detail. It looks at the methods currently in day-to-day use for measuring non-articulated consumer response. These range from highly technical applications such as fMRI to those that measure reactions in other parts of the body.

Applied neuroscience: From novelty to must-use

Findings and recommendations from the Advertising Research Foundation's Neuro 2 study.

The reliability of neuro measures of advertising effectiveness

Why buyers in search of neuromarketing solutions often face a series of daunting decisions.

The application of neuroscience in marketing

Advances in neuroscience marketing research, how brands are using them and what challenges remain.

Neuro, implicit testing and decision science

New developments in market research techniques, and how brands are taking these techniques on board.
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Latest articles

Building brands through differentiated salience

This article challenges commonly held views in order to provide a more nuanced perspective on the concepts of brand differentiation and salience.

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This article discusses findings to the question of what makes gaming so engaging, and does it hold potential as an advertising medium.

Cultural embeddedness of products: a new measurement of culture and its effects

This paper develops a measurement of culture on the product category level, called the cultural embeddedness of products (CEP) scale, and progresses the scale in accordance with standard procedures.

Turner uses neuroscience to track March Madness ROI

This event report addresses how Turner Broadcasting has used neuroscience to track the effectiveness of TV ads during the "March Madness" basketball tournament.

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