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Neuromarketing News

  1. The Three Rs Pushing Consumers’ Eco-Friendly Carts

    Kathryn Ambroze

    From plant-based burgers to paper straws, environmental initiatives are expanding to meet the demands of the conscious consumer. Indirect suggestions known as behavioral nudges emphasize positive characteristics, such as eco-friendliness, to impact the decision-making process. Yet, do consumers prioritize environmental incentives enough to break pre-existing routines? How can marketers encourage consumers to value eco-efficient products? Exploring the gap between what consumers say and do may provide some context into the intentionality behind the shopping experience and reveal if marketers are polluting or promoting a greener lifestyle.

    The Three Rs  Pushing Consumers’  Eco-Friendly Carts
  2. Honda: Embedding Neuro-Aesthetic Apps Into the Creative Optimization Proces

    Louise Furneaux, Chris Christodoulou and Thom Noble

    Over recent years, like all global car brands, Honda has been experiencing market pressures and a rapidly and profoundly changing business and marketing environment. One of the challenges is adapting to the decline of the physical garage showroom and the evolution of its “virtual”, online equivalent.

    Honda: Embedding Neuro-Aesthetic Apps  Into the Creative Optimization Proces
  3. The Brain and Branded Content

    Shauna Houlton and Kevin Keane

    Branded entertainment, branded content, brand integrations, product placements. Sponsored posts, experiences, advertorials. There are many terms to describe the increased blending of advertising and entertainment. This explosion of interest and popularity has led many advertisers to call for a better understanding of performance. The research and measurement industry has answered the call in a number of ways.

    The Brain and Branded Content
  4. How the new IKEA Paris City Store was Conceptualized with Brain-pleasing Marketing

    Lluis Martínez-Ribes

    Opening a small store, in the city center, IKEA Paris could not hold everything a typical IKEA store has to offer. It used brain-pleasing marketing methods and created a new retail concept. Here's how.

    How the new IKEA Paris City Store was Conceptualized with Brain-pleasing Marketing
  5. Uncovering the Why of Consumer Behavior: From Neuroscience to Implementation

    Christian Scheier and Enrique Strelow

    Neuroscience has identified the core drivers of consumer behavior. The challenge for marketing is to make these insights actionable in day to day marketing. Using an FMCG case study, this paper introduces a systematic approach that leverages neuroscience insights to uncover the why of brand choice, helping to evaluate communication at touchpoints and maximize marketing effectiveness in driving fit to brand and sales.

    Uncovering the Why of Consumer Behavior: From Neuroscience to Implementation
  6. Unlocking the Unconscious Codes of Leader Digital Ads

    Eda Ocak

    The main drivers and effects of digital and TV were blurred in the minds of brands. In order to shed a light on marketers’ questions, ThinkNeuro designed a research study. The main purpose was to understand when to use which communication media, the reasons for that choice and the potential different perceptions and unconscious reactions towards different screens. The research aimed to find common unconscious patterns behind the ads hitting YouTube Ads Leaderboard

    Unlocking the Unconscious Codes of Leader Digital Ads
  7. Purpose Driven Marketing. What is it Exactly?

    Femke van Zandvoort

    If you ask several Corporate Marketing Officers to define purpose-driven marketing precisely, you will probably get a different answer from each of them. The term is widely used, but the meaning is not always the same. What is ‘purpose’ in a business context?

  8. Using Neuroscience to Optimize Visitor Experience in a Museum

    Geoffrey Gill

    Smartphones and the internet are fundamentally disrupting many industries like art museums, resulting in declining attendance and membership. To take visitor experience to the next level, they are relying on neuroscience.

    Using Neuroscience to Optimize Visitor Experience in a Museum
  9. Taking a Stand: The Value of Neuroscience in Socially-Charged Advertising

    Danielle Kolberg

    More than ever, consumers are looking to purchase from brands that align with their own values, in both message and deed. 64% of consumers around the world are “belief-driven” buyers, suggesting that consumers are willing to pay for brands committed to social change or who take a stand on important issues. This article gives shows how two brands have navigated the challenges that come with taking a stand as a brand, using neuroscience insights.

    Taking a Stand: The Value of Neuroscience in Socially-Charged Advertising
  10. Context and Advertising

    Shazia Ginai

    Neuroscience has opened up a new world of opportunity when it comes to analyzing marketing effectiveness, particularly when it comes to the context in which content is consumed.

    Context and Advertising
  11. How to Nudge People to Make Healthy Choices

    Juliano Laran

    People are not always consciously aware of their goal, and need to rely on nonconscious processes to help them make the right choice consistently. This study shows how to nudge people in the right direction.

    How to Nudge People to Make Healthy Choices
  12. Branding in the Virtual Consumption World

    Steffen Schmidt, Philipp Reiter, Gesa Lischka, Astrid Mewes, Frank Buckler, Jonathan Mall

    How to become the preffered brand of choice? For any marketer, one - if not the - key success indicator in marketing is to build customer-based brand equity. 

    Branding in the Virtual Consumption World
  13. Frontal Brain Asymmetry and Willingness to Pay

    Ramsoy TZ, Skov M, Christensen MK & Stahlhut C

    The purpose of this study was to unravel the neural mechanisms of WTP calculation, and the idea that frontal asymmetry could be related to such choices.

    Frontal Brain Asymmetry and Willingness to Pay
  14. Can fNIRS predict future behavior?

    Burns SM, Barnes LN, Katzman PL, Ames DL, Falk EB, & Lieberman MD

    the goal of this study was to replicate prior persuasion neuroscience research in a new neuroimaging technology, called functional near infrared spectroscopy (fNIRS). 

    Can fNIRS predict future behavior?
  15. The Three Rs Pushing Consumers’ Eco-Friendly Carts

    Kathryn Ambroze
    The Three Rs Pushing Consumers’ Eco-Friendly Carts
  16. How to Predict the Future Perspective of Retail Tenants?

    Michał Matukin
    How to Predict the Future Perspective of Retail Tenants?
  17. Optimizing the Shopper Path to Purchase

    Dr. David Rosenstein
    Optimizing the Shopper Path to Purchase
  18. How to Guide Attention in a World Full of Distractions

    Stefan van der Stigchel
    How to Guide Attention in a World Full of Distractions
  19. The Art and Neuroscience of Building Brand Trust

    Neil Adler and Daryl Weber
    The Art and Neuroscience of Building Brand Trust
  20. The Attention Resource Problem: Applications for Consumer Neuroscience

    David Rosenstein and Erik du Plessis
    The Attention Resource Problem: Applications for Consumer Neuroscience
  21. Customer Effort and Journeys

    Prof. Anil Pillai
    Customer Effort and Journeys
  22. Your Brain Wants it Physical

    ICN Agency
    Your Brain Wants it Physical
  23. Robot Sales Assistants

    Gaia Rancati & Isabella Maggioni
    Robot Sales Assistants
  24. Six Ways Digital Media Impacts the Brain

    Saga Briggs
    Six Ways Digital Media Impacts the Brain
  25. The Effect of Visual and Musical Suspense on Brain Activation and Memory During Naturalistic Viewing

    The Effect of Visual and Musical Suspense on Brain Activation and Memory During Naturalistic Viewing
  26. Neuro on pricing

    Femke van Zandvoort, with input from Leigh Caldwell, Michael E. Smith and Leon Zurawicki
  27. Color and Emotions

    Thomas J. Baker
    Color and Emotions
  28. You’ll Market Better and Be More Persuasive Knowing These 10 Brain Facts

    Thai Nguyen
    You’ll Market Better and Be More Persuasive Knowing These 10 Brain Facts
  29. Cracking the Code of Packaging Success

    Tom van Bommel
    Cracking the Code of Packaging Success
  30. Marketing to the Senses, Driving Engagement Through Food Imagery

    Walnut Unlimited
    Marketing to the Senses, Driving Engagement Through Food Imagery
  31. Audio Branding

    Karsten Kjems
    Audio Branding
  32. 5 Ways to Build Digital Trust

    Roger Dooley
    5 Ways to Build Digital Trust
  33. The Impact of Logo Colors

    Kathryn Ambroze
    The Impact of Logo Colors
  34. Measuring Motivation at Work

    Stephen Genco
    Measuring Motivation at Work
  35. Attention in a Digitizing World: Six Case Studies

    Bart Schutz
    Attention in a Digitizing World: Six Case Studies
  36. Ad is in the Air

    Pere Navalles
    Ad is in the Air
  37. All You Need Is Emotion. Really?

    Phil Barden
    All You Need Is Emotion. Really?
  38. Brands in the Consumers Mind

    Hang-Yee Chan
    Brands in the Consumers Mind
  39. Your Brain on Movies

    Christoforou, Papadopoulos, Constantinidou & Theodorou
    Your Brain on Movies
  40. Memory: Much More Than Recall

    Cristina De Balanzó & Nuria Serrano Abad
    Memory: Much More Than Recall
  41. Audio Neuro-Optimization

    Darren Bridger & Thom Noble
    Audio Neuro-Optimization
  42. Brand equity is becoming an increasingly important driver

    Andries R. Van der Leij
    Brand equity is becoming an increasingly important driver
  43. Sample Size in Neuromarketing

    Carla Nagel
    Sample Size in Neuromarketing
  44. The Neuroscience of Habits

    Neale Martin
    The Neuroscience of Habits
  45. Humanizing the Machine

    Dr. David Rosenstein
    Humanizing the Machine
  46. Re-launching a Brand With the Use of Neuroresearch

    Eda Ocak
    Re-launching a Brand With the Use of Neuroresearch
  47. A Journey to Build the Conviction to Convince

    Barbara Monteleone
    A Journey to Build the Conviction to Convince
  48. Neuro Optimization of the Bottom Line

    Richard Silberstein
    Neuro Optimization of the Bottom Line
  49. The Brain is Primed to Take What is Handed to us

    Sergio Romijn
    The Brain is Primed to Take What is Handed to us
  50. Big Data vs. Neuromarketing

    Carla Nagel
    Big Data vs. Neuromarketing
  51. Rice Krispies Treats: Positively Influencing Consumer Purchasing Decisions In-Store

    Danielle Kolberg
    Rice Krispies Treats: Positively Influencing Consumer Purchasing Decisions In-Store
  52. Unlocking the Power of Scent

    Andy Myers
    Unlocking the Power of Scent
  53. Neuropricing and the Effect of In-store Offers on Brand Values

    Eamon Fulcher & Gemma Calvert
    Neuropricing and the Effect of In-store Offers on Brand Values
  54. Mood and Money

    Thokozane Mdebwe
    Mood and Money
  55. The Eye-Tracking Evaluation of Outdoor Ads

    Rei Ryou
    The Eye-Tracking Evaluation of Outdoor Ads
  56. Determining Winning Sensory Stimuli

    Jonathan Jacobs
    Determining Winning Sensory Stimuli
  57. EEG-Based Emotion Recognition Algorithm

    Igor Zimin
    EEG-Based Emotion Recognition Algorithm
  58. Blocking the Blockers: An Empirical Study of Mobile Video Ad Placement and Delivery

    Ken Raj Leslie
    Blocking the Blockers: An Empirical Study of Mobile Video Ad Placement and Delivery
  59. Validating Product Claims Through Behavioral and Physiology Studies

    Leanne W.S. Loijens
    Validating Product Claims Through Behavioral and Physiology Studies
  60. Marketing Placebo Effects: Evidence from a Cosmetic Test using Neuromarketing Methods

    Billy Nascimento
    Marketing Placebo Effects: Evidence from a Cosmetic Test using Neuromarketing Methods
  61. Can Advertising Help Reduce Implicit Bias?

    Aaron Reid
    Can Advertising Help Reduce Implicit Bias?
  62. Connection for Action

    Ani Leroncig and Elissa Moses
    Connection for Action
  63. Influencing Architecture Preference by Changing Project Concept

    Juan Roberto Castro
    Influencing Architecture Preference by Changing Project Concept
  64. Moment-by-Moment Detection of Emotional Responses to Audiovisual Content

    Eamon Philip Fulcher
    Moment-by-Moment Detection of Emotional Responses to Audiovisual Content
  65. The Impact of Mobile Ad Deliveries

    Diana Lucaci
    The Impact of Mobile Ad Deliveries
  66. Time is the Answer: How to Improve Sale Force Performance

    Michal Matukin
    Time is the Answer: How to Improve Sale Force Performance
  67. Influence of Video Stream Quality on Viewers’ Emotional Engagement

    Gawain Morrison
    Influence of Video Stream Quality on Viewers’ Emotional Engagement
  68. Assess the Effectiveness of a New Haircare TV advert and Give Specific Advice for Improved Effectiveness

    Duncan Smith
    Assess the Effectiveness of a New Haircare TV advert and Give Specific Advice for Improved Effectiveness
  69. Finding the Edge of the Creative Cliff

    Nikki Westoby
    Finding the Edge of the Creative Cliff
  70. Closing the Gap Between Explicit and Implicit Market Research - Increased Cross-sell and NTB Business

    Ana Iorga & Anil Pillai
    Closing the Gap Between Explicit and Implicit Market Research - Increased Cross-sell and NTB Business
  71. Advertising in Times of Crisis

    Billy Nascimento
    Advertising in Times of Crisis
  72. Improving Advertising Effectiveness

    Peter Pynta
    Improving Advertising Effectiveness
  73. Flower power! The influence of mood elevation on shopping

    Elissa Moses
    Flower power! The influence of mood elevation on shopping
  74. Youth and Social Networks

    Becky Hutchins
    Youth and Social Networks
  75. Understanding Shopper Happiness

    Yener Girisken
    Understanding Shopper Happiness
  76. Multi-Layer Neuro-Design Optimization

    Angela Westley & Thom Noble
    Multi-Layer Neuro-Design Optimization
  77. Integrated Consumer Neuroscience: Seeing the Whole Elephant

    Michael E. Smith
    Integrated Consumer Neuroscience: Seeing the Whole Elephant
  78. Bricks & Mortar vs the Online Retail

    Peter Steidl
    Bricks & Mortar vs the Online Retail
  79. Decision-Making in Management Teams

    Andries van der Leij
    Decision-Making in Management Teams
  80. Neuro Against Smoking

    Members of the NMSBA
  81. A Bias for Action

    Diana Lucaci
  82. Effects of Pre-Exposure to Advertising on In-Store Behavior

    Thomas Zoëga Ramsøy
  83. Improving Recycling Habits at Work

    Duncan Smith
    Improving Recycling Habits at Work
  84. Evaluating Picture-in-Picture Advertising

    Carl Marci
    Evaluating Picture-in-Picture Advertising
  85. Comparing Print and Tablet Newspaper Reader Behavior

    Heather Andrew
  86. Psychometric and Biometric Tools in Real Estate Projects

    Juan Roberto Castro
  87. Re-evaluating the Role of Radio in the Media Mix

    Thom Noble
    Re-evaluating the Role of Radio in the Media Mix
  88. How Can We Be Sure an Ad Concept is Going to Sell?

    Martin de Munnik
  89. Influencing Subconscious Behavior by Music and Lighting in a Restaurant

    Wenda Kielstra
  90. Reducing Fear in Advertising Shelter Pets

    Michael E. Smith
    Reducing Fear in Advertising Shelter Pets
  91. Advanced Packaging Design Through Neuroscience

    Gesa Lischka
  92. The Zero Moment of Memory

    Diana Lucaci
  93. Neuromarketing in India

    Anil V. Pillai
  94. Implicit Measures - What is it? How to use it?

    Femke van Zandvoort
  95. Vision (Im)Possible

    Michael St. Germain
    Vision (Im)Possible
  96. What Does Eye-Tracking Reveal About Impulsive Buying?

    Hayk Khachatryan
  97. Emotional Spillover Effects in TV-Commercials

    Bernd Weber & Christian Holst
    Emotional Spillover Effects in TV-Commercials
  98. Optimizing Website Design

    Krystle Farrugia
    Optimizing Website Design
  99. Effects of Ad Exposure on In-Store Behavior

    Thomas Zoëga Ramsøy
    Effects of Ad Exposure on In-Store Behavior
  100. Voice Analyses and Facial Coding to Optimize Consumer Experiences

    Christophe Morin
  101. Neural Ad Testing With Storyboards

    Victor Lamme
    Neural Ad Testing With Storyboards
  102. In-store Neuro Research

    Steve Sands
    In-store Neuro Research
  103. Reviving a Declining Confectionery Brand

    Peter Pynta
    Reviving a Declining Confectionery Brand
  104. Do High Attention-Prone Products Appeal More to Customers?

    Ying-Chun Chen
  105. How is the Ambiance of a Coffeeshop of Influence to Sales

    Wenda Kielstra
    How is the Ambiance of a Coffeeshop of Influence to Sales
  106. Fragrance Concept Testing

    Rebecca Schmidt
  107. Usability of M-Commerce Applications

    Diana Lucaci
  108. Better Understand the Success of Discounters

    Roeland Dietvorst
    Better Understand the Success of Discounters
  109. Don't Blink

    Carl Marci
    Don't Blink
  110. Reality, the Great Illusion

    Ana Iorga
  111. There is No Magic Bullet

    Peter Steidl
  112. The Usage Gap: Addressing a Habit Imbalance in Shopper Behavior

    Kyle Morich
    The Usage Gap: Addressing a Habit Imbalance in Shopper Behavior
  113. Judgement and Decision-Making

    Stefan Bode, Jutta Stahl, Daniel Bennett, Carsten Murawski
  114. Why the Subconscious Matters

    Duncan Smith
  115. Millennial Marketing Insights: The Millennial Generation Becomes Parents

    Barkley
  116. Customizing the Shopping Experience: Red & The Holidays

    Carla Nagel
    Customizing the Shopping Experience: Red & The Holidays
  117. Quick Decisions in Retail

    Werner van Zyl
  118. Exploit Social Validation

    Sara Fay
  119. Turning Expectations Into Customer Satisfaction

    Hilke Plassmann
  120. Appoint the Relevant Areas of Promise

    Steve Genco
  121. Turn Your Employees into Ambassadors

    Karin Glattes
  122. Get more ROI on Your Brochures

    Martin de Munnik
  123. Involve the Pricing Story and Environment

    Kai-Markus Mueller
  124. Computer Can Read Letters From the Brain

    Carla Nagel
  125. Keep Your Customers Shopping...With Chocolate!

    Roger Dooley
  126. The Neuro-Logic of a Purchase Decision

    Phil Barden
  127. Who are you and why should I buy?

    Karin Glattes
  128. Intuitive Consumers Aren’t Rational, but...

    Steve Genco
  129. No More Product Packaging

    Walter Limpens
  130. Stress and Customer Response

    Anil Pillai
  131. Subconscious Mechanisms at the Point of Sale

    Katharina Kuehn
  132. Stephen Sands Makes In-store Measurement

    Mirjam Broekhof
    Stephen Sands Makes In-store Measurement
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