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Article

This article looks at how neuromarketing can now accurately and cost-effectively predict consumer intentions with no conscious bias in purchase decision influencers by using low-cost biometric and psychometric tools.

Article

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

News

SYDNEY: It's time for brands to think beyond art and embrace science, as neuroscientific research can now show how creative choice in ads can actually drive away potential customers, an academic has said.

Article

This article explores the link between long term memory encoding and commercial effectiveness, and how marketers can use neuroscience to create more effective campaigns.

News

NEW YORK: Electrophysiological research methods can help marketers more deeply understand consumers' emotional responses but will require further study going forwards, a paper in the Journal of Advertising Research (JAR) has argued.

Article

This article presents advances in 3D, VR and AR technologies that are providing auto marketers with powerful experiential tools capable of generating deeper and more intuitive insights which can better engage consumers emotionally.

News

GLOBAL: The use of neuroscience techniques alongside a traditional qualitative approach to ad testing has helped Heineken, the brewing giant, develop a new understanding of how consumers respond to its advertising.

Article

This article details how Heineken pre-tested a TV commercial for one of its international beer brands with three different methods: a traditional quantitative pre-test and two different neuroscience-led approaches.

Research Paper

This paper discusses how best to use 'non-conscious' methods of research, including misconceptions of such methods and the damaging trend for researchers to claim they are using them when they are not.

Article

This event report covers the neuroscience event, Brainy Bar 3, which explored some of the latest thinking in the applications of neuroscience in advertising.

Article

This article explores the emerging use of neuroscience in market research, a discipline capable of exposing the underlying motivations behind consumer decision making.

Research Paper

Current practice in the field of neuromarketing either regards physiological measures as superior to self-reporting or uses just one type of measure.

Research Paper

Marketers and advertisers increasingly acknowledge that a large proportion of human decision making is intuitive, automatic, and often without conscious control or effort.

Research Paper

Existing research suggests that when assessing consumer responses to advertising, neuroscience and physiological measurements offer more objectivity than traditional self-report measures and, hence, may be more predictive of audience response.

Research Paper

Neuromeasures show promise for measuring responses to advertising that respondents cannot accurately verbalize, but their application to advertising is in its infancy.

Research Paper

This article aims to determine the effectiveness of popular content-led marketing solutions, revealing that they can deliver positive emotional engagement and a dramatic impact on advertising brands.

Article

This article argues that customers are much more receptive to content-led marketing, which displays the brand; new technologies in facial coding are aiding the development of affecting content.

Article

This article offers the video presentations of three speakers at BrainyBar, an event showcasing the challenges and implications behind the latest techniques in neuroscience and implicit testing, and exploring how they are driving successful insights in the world of marketing.

Article

This article looks at how marketers are turning to new neuro-tools to uncover fresh insight at the non-conscious level in order to better understand touchpoint effectiveness.

Article

This short article discusses the ways in which brands can use neuroscientific research.

Article

This article discusses a project that used neuroscientific research to track the effectiveness of Volvo's 'Epic Split', one of the most celebrated ads of recent years.

Article

This article presents guidance on how understanding neuro-scientific cues can equip brands to influence their audience's subconscious.

Article

This article shares findings from neuroscience research into the role of packaging in shaping consumer perception and triggering purchase, using an example from Tesco, the UK supermarket chain.

Research Paper

This paper reviews a variety of neuroscience studies - mainly involving the use of electroencephalogram (EEG) - in which participants were exposed to marketing communication, and concludes this method can yield valid, reproducible inferences about consumer engagement.

Article

This article explains how brands can use behavioural economics to be more successful.