Your Brain on Ads -- Neuromarketing fMRI

Neuromarketing - Wikipedia, the free encyclopedia

Neuromarketing is a new field of marketing that studies consumers' sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one's physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.


The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity. The main reason is to inspire the desired reaction in person’s perception as deeply as possible.

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95% of consumers purchasing
behaviours are guided by unconscious
buying process

Euronews-science, september 2011 - Tv report

Neuromarketing - Ads That Whisper to the Brain - NYTimes.com

WHAT happens in our brains when we watch a compelling TV commercial?

For one thing, certain brain waves that correlate with heightened attention become more active, according to researchers who have used EEGs, or electroencephalographs, to study the brain’s electrical frequencies. Brain waves that signal less-focused attention, meanwhile, tend to subside.


If pitches are to succeed, they need to reach the subconscious level of the brain, the place where consumers develop initial interest in products, inclinations to buy them and brand loyalty, says A. K. Pradeep, the founder and chief executive of NeuroFocus, a neuromarketing firm based in Berkeley, Calif.


A handful of neuromarketing firms, like EmSense, Sands Research, MindLab International and NeuroSense, now specialize in the latest mind-mining techniques — EEGs, M.R.I.’s, eye-tracking — or in older biometric methods that track skin, muscle or facial responses to products or ads.