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Neuromarketing Proof? UCLA Brain Scans Predict Ad Success

For years neuromarketing firms have been selling their services to help advertisers optimize TV commercials, product packaging, and other media. While these companies all claim success in helping their clients boost sales, there’s been little in the way of published academic research that demonstrates measuring consumer brain activity can reliably predict subsequent behavior. A new study published in Psychological Science brings us closer to that point: scientists using a UCLA fMRI facility analyzed anti-smoking ads by recording subject brain activity. They also asked subjects about the commercials and whether the ads were likely to change their behavior. The researchers found that activity in one specific area of the brain predicted the effectiveness of the ads in the larger population, while the self-reports didn’t. […]

By |April 27th, 2012|

Brain Scans Top Surveys

What’s more accurate than asking people to predict their behavior? According to a new study at UCLA, the answer is, “Scan their brains.” This may not come as a surprise to those engaged in neuromarketing research, but the newly published research is one step in the process of validating brain scan techniques as a market research tool capable of being more accurate than traditional methods. […]

By |June 23rd, 2010|