Martin de Munnik. How can we be Sure our Ad Concept is Going to Sell?

In 2012, Neurensics’s scientists recorded the ingredients of a TV commercial that pays off by studying the ”neural signature“ of effective ads, using functional MRI. Neurensics showed and proved that effective TV commercials have a distinctive pattern of neural activity (Lamme & Scholte, submitted). This technique and its derivative benchmark allows us to predict the effectiveness of ads before they are broadcasted. But instead of post-testing ads you want to...

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Michal Matukin. NMSBA - Can Neuro Tools Stop Market Share Loss?

The story began almost two decades ago when our client, a major international food company, acquired a local snack brand. The brand had dominated in its category with 26% of the market share. It offered numerous flavor variants and was truly appreciated by its contented customers. Nevertheless, starting from 2004 a decreasing trend appeared, leading eventually to a dramatic drop to 16% in 2011. This became a catalyst for change and a decision to renew the brand’s image was made. A re-lau...

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Wenda Kielstra. Influencing Subconscious Behavior by Music and Lighting in a Restaurant

The number of restaurants in the Netherlands is increasing every year, however customers are spending less. This makes it important for restaurants to differentiate themselves from the competitors. The traditional focus is often on product range, location, service and price. However, recently a new element has started to gain popularity: environmental cues affecting subconscious behavior. Consumatics were asked to conduct an experiment in a restaurant in one of the biggest theaters in the Nether...

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James MacKillop. The Behavioral Economics and Neuroeconomics of Alcohol Use Disorders

Abstract   Behavioral economics and neuroeconomics bring together perspectives and methods from psychology, economics, and cognitive neuroscience to understand decision making and choice behavior. Extending an operant behavioral theoretical framework, these perspectives have increasingly been applied to understand the alcohol use disorders (AUDs), and this review surveys the theory, methods, and findings from this approach. The focus is on 3 key behavioral economic concepts: delay discounting (...

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Rumen Pozharliev, Willem J.M.I. Verbeke, Jan W. Van Strien, Richard P. Bagozzi. Merely Being with You Increases My Attention to Luxury Products: Using EEG to Understand Consumers’ Emotional Experience of Luxury Branded Products

Abstract Past electrophysiological and hemodynamic studies provide substantial evidence for dissimilar brain responses when viewing emotional compared to neutral pictures. This study investigated consumer brain responses underpinning passive viewing of luxury (high emotional value) versus basic (low emotional value) branded products when participants were Alone or with another person (Together). Conforming to social facilitation theory and using EEG methods, event-related potentials (ERPs) were ...

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Maarten A.S. Boksem. Can brain responses to movie trailers predict success?

Decades of research have shown that much of our mental processing occurs at the subconscious level, including the decisions we make as consumers. These subconscious processes explain why we so often fail to accurately predict our own future choices. Often what we think we want has little or no bearing on the choices we actually make. Now a new study provides the first evidence that brain measures can provide significant added value to models for predicting consumer choice. Neuroecon...

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