Cultural Differences in Reading Faces

The hottest new thing in neuromarketing is facial coding – the reading of fleeting facial expressions to determine true emotional reaction. Although the concept isn’t new – it dates to Paul Ekman‘s groundbreaking research in the 1950s to 1970s – the ability to capture and interpret facial expressions automatically with simple cameras and even webcams [...]

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Eye Tracking Shows Cultural Differences

East Asian subjects process a picture differently than their North American counterparts, according to a study published this week in the Journal of Personality and Social Psychology. The study used both eye tracking and conventional survey techniques to show that the Asian subjects paid attention to the background of the image while the North Americans [...]

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Cultural Brain Differences

It appears that neuromarketing practitioners face one more challenge in analyzing brain scans. Research at Stony Brook University, Massachusetts Institute of Technology (MIT) and Stanford University shows that people from East Asian cultures use their brain differently than people raised in the U.S. The study, titled “Cultural Influences on Neural Substrates of Attentional Control,” appeared [...]

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