“Market researchers increasingly understand the importance of non-conscious processes in consumer decision making. A number of concepts and models are being adopted from cognitive neuroscience, such as conceptual and motivational priming and processing fluency…This paper briefly describes the theoretical background to how these ideas are being applied, as well as each main technique, with its potential uses, strengths and weaknesses.”
Posts Tagged ‘neuroscience’
Type: Reading List | 873 views
“Thinking, Fast and Slow takes us on a groundbreaking tour of the mind and explains the two systems that drive the way we think. System 1 is fast, intuitive, and emotional; System 2 is slower, more deliberative, and more logical.”
Type: Reading List | 875 views
The Emotional Life of Your Brain: How Its Unique Patterns Affect the Way You Think, Feel and Live – and How You Can Change Them
“For more than thirty years, Richard Davidson has been at the forefront of brain research. Now he gives us an entirely new model for understanding our emotions, as well as practical strategies we can use to change them.”
Type: Articles & Papers | 1,336 views
Neuroeconomic researchers at the University of Pennsylvania have used fMRI techniques to identify a specific part of the brain, the ventromedial frontal lobe (VMF), as responsible for making decisions involving value.
Type: Reading List | 1,399 views
“Harvard psychologist Howard Gardner, whose work has revolutionized our beliefs about intelligence, creativity, and leadership, offers an original framework for understanding exactly what happens during the course of changing a mind–and how to influence that process.”
Type: Reading List | 1,009 views
“One of the world’s leading experts on the neurophysiology of emotion, Professor Damasio shows how our consciousness developed out of the development of emotion brilliantly wide ranging, with fascinating case-studies, the book presents a humane and subtle view of the facility that makes us most profoundly human.”
Type: Articles & Papers | 1,868 views
This paper investigates the way brand choices are made using fMRI scanning. It shows emotional and rational processes operate in parallel, but where previous emotional experiences of a brand exist, these have a strong influence on the choice outcome.
Type: Articles & Papers | 1,916 views
Research undertaken in the 1980s investigated emotions and subconscious thought processes in relation to advertising, but failed to gain widespread uptake. Gordon (2006) revisits this work and finds it is scientifically valid and informative for marketing initiatives.