How ads work: Psychology, neuroscience

 

Technology such as fMRI is helping to identify brain functions that can steer campaign practice and enhance campaign strategy. To measure the effectiveness of direct marketing materials compared with

Planners at PHD have developed a proprietary planning tool called Neuroplanning, to understand influence, rather than reach, by examining how the brain responds to different media stimuli, to see if a

Robin Wright argues that neuromarketing is useful to market research. Results from focus groups can be highly misleading, but within a couple of decades, brain scan research will have evolved to answe

Six years ago, research by neuroscientists comparing what happened in the brain when test subjects blind-tasted Pepsi and Coke - compared with when they were told the brand - was heralded as a market

Understanding the neuroscience behind advertising’s long-term memory effects is critical to learning how brands are constructed in the mind. Research by Ameritest and brainwave measurement firm Sands ...

The article discusses `flashbulb’ memories: the vivid memories people retain of crucial events such as 9/11 or Princess Diana’s death. What are remembered are not so much the events themselves but the ...

This article reviews the historical development of seeking to measure psychological and subconscious influences on people’s responses to advertising and brands. The article covers: tapping into early ...

Advertising awareness, the most used ad efficiency metric, is coming under increasing scrutiny, as it is perceived as being based on old economic theories of consumer behaviour, and no longer useful f ...

In this article, Carlos Grande, of WARC Online, reports on Brandworks University 2008. Among the brands under discussion are Procter & Gamble, Harley Davidson, Philips and the Lindsay, Stone & Briggs ...

Neuroscience has begun to study the effect of brands on consumers, and tries to understand what happens physically when we relate with a product, logo or advertising message. In other words, it aims t ...

Marketing research is often still limited to traditional methodologies or qualitative techniques that can fall prey to subjectivity and purely descriptive analysis. Medical methodologies - such as the ...

In all social communication, emotion comes before thought, and is a two-way process. This is illustrated by the way babies and children develop and learn by watching their mothers, and the emotional i ...

This article offers a critical discussion of neuromarketing (the application of neuroscience to marketing). Since 2003, there appears to have been little progress to justify the prediction then made t ...

This article evaluates neuroscience, and argues that we are only at the beginning of its application to advertising: we should therefore be cautious about big claims, but open-minded about its future ...

Brain-scanning has been able to show neurological processes responding to communications. It is still a laboratory process, and we do not know clearly what the responses mean; thus, in practice, brain ...

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. This is seen in som ...

This paper discusses emotions and brand perceptions in the light of current knowledge from neuroscience etc. In the traditional model of brand communication, the consumer's mind is a blank page on whi ...

Erik du Plessis, chairman of Millward Brown South Africa, reports on an experiment looking at the effects on viewers of fast-forwarded commercials. Firstly he reviews current opinion on the effect of ...

The subject for this Comments section is a continuation of the discussion of neuroscience and advertising research begun in IJA 26(1). In the first commentary, Max Sutherland, of Bond University, Aust ...

Marketers are fascinated with cognitive neuroscience, and understandably so. New brain imaging techniques seem to promise access to deeper insights into how people think about brands and what motivate ...

The insights of neuroscience are only just becoming available for the study of advertising. This paper seeks to consolidate the contribution so far. Advertising works in two ways: it may trigger some ...

Jakob de Lemos, chief technology officer and co-founder of iMotions-Emotion Technology A/S, looks at the issue of measuring emotional response to communications and describes a proprietary eye trackin ...

Starting from the premise that consumers' decision processes rely less on conscious, rational thought and more on subconscious emotional impulse (which cannot be verbalised), Dan Hill, founder and pre ...

In this article two proponents of the neuromarketing movement - Thom Noble, co-founder of Neuroco, and Melissa Mullen, director of international research at 20th Century Fox Films - discuss how EEG sc ...

Robert Heath, Bath University School of Management, and Paul Feldwick produce a crushing indictment of traditional information-processing models for how advertising works. They show that theories, suc ...

Changes in social norms have meant that women are increasingly affluent; responsible for almost 80% of all marketplace purchases. Nonetheless, the majority of women feel under-represented and negative ...

Over the last decade, findings from neuroscience have demonstrated that reason is not separate from the brain, but embodied in it, and is mediated by unconscious emotional influences. As such, if emot ...

The subject for this issue's Comments section is neuroscience and advertising research. Three researchers who have explored this topic in depth provide their views, showing the benefits that neuroscie ...

The present study presents a biologically based measure of audience engagement. The measure is based on a neuroscience informed combination of signal processing methods that yield a continuous time-lo ...

In the past, behaviour was presumed as conscious, sequential and rational, and hierarchy-of-effects (HOE) models of advertising, like AIDA, reflected this thinking. However, recent studies show that e ...