University Neuromarketing Lab Opens

Gerdin Business Building, Iowa State University

Iowa State University has officially opened their new neuromarketing laboratory in the Gerdin Business Building on their Ames campus. The new lab, led by marketing professor Terry Childers, will use EEG to study consumer decision-making. One early study looks at how consumers react to pictures vs. text in advertising:

“If you see an ad in a magazine or the newspaper or even on the Internet, some of it will be in graphic form, some of it will be in text form,” Childers said. “We’re interested in understanding to what extent the information that is conveyed through the picture interacts with what is presented in the text and how that information is utilized when people are making decisions about what restaurant potentially to go to.” [From Iowa State Daily - Study shows brain waves, effects on customer decisions.]

For the nascent neuromarketing industry, there are a couple of significant aspects to this announcement. First and foremost, having independent academic research on using EEG brain scans to predict behavior can’t help but boost the credibility of commercial neuromarketing ventures. Second, it’s good to see that Iowa State isn’t shying away from using “neuromarketing” to describe what it is doing in the lab; this, too, is good for an industry that has been so criticized for lack of scientific rigor that some academics prefer to avoid the term. (We’re prejudiced, but we kind of like “neuromarketing” better than “consumer decision science” or similar monikers.)

email

This post was written by:

— who has written 959 posts on Neuromarketing.

Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and behavioral research to make advertising, marketing, and products better. He is the primary author at Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.

Contact the author

Brainfluence: 100 Ways to Persuade and Convince Consumers with Neuromarketing Get 100 amazing brain-based marketing strategies! Brainfluence is recommended for any size business, even startups and nonprofits!
Guy KawasakiRead this book to learn even more ways to change people's hearts, minds, and actions.   — Guy Kawasaki, author of Enchantment and former chief evangelist of Apple
Brainfluence Info

{

6 responses to "University Neuromarketing Lab Opens" — Your Turn

}

Andrew Kennedy 28. January 2011 at 7:47 pm

This is great to hear! I am a neuroscience/marketing student at Dalhousie University looking for a career in neuromarketing. Any suggestions?

Reply

Roger Dooley
Twitter: rogerdooley
28. January 2011 at 11:39 pm

What kind of opportunities are you seeing at Dalhousie, Andrew? I hate to suggest transferring to Iowa State.

Roger

Reply

Ron Wright
Twitter: Sands_Research
29. January 2011 at 3:36 am

Roger this is great news. There are constant requests about where an individual can go to learn / start a career in neuromarketing. Go Cyclones!

Reply

irene 24. May 2011 at 6:41 am

hi, I am a neuroscience/psychology student looking for a neuromarketing program for PhD, is there any other suggestion besides Iowa?

Reply

Andy García Peña 27. September 2011 at 7:38 pm

I would like to study neuromarketing

Where could I study?

Plesea send me information…

Thanks.

Reply

Laura Guillén 10. December 2012 at 7:20 pm

Hello,

I am Laura from Barcelona. I studied a International full time MBA specialized in Marketing and I am very interested in Neuromarketing. Mixing Neuroscience and Marketing sounds amazing for me. I have some experience on it but I want to study more about it. What are the options here? Program? Time? Price?

Thank you very much,

Laura Guillén

Reply

Leave a Reply

{

1 response to "University Neuromarketing Lab Opens" — Your Turn

}