Neuroscience Research

Can some scents reduce stress? Brain scientists are now confirming what herbalists and aroma researchers have long believed. Japanese researchers, using near-infrared spectroscopy, tested the effect of a “pleasant, floral green” aroma on…

In Brain Rules by John Medina, one of the more amusing anecdotes is an informal experiment by Medina on the potency of scent to enhance the formation of memories. Medina conducted the test while teaching a complex molecular biology topic…

Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School by John Medina (Pear Press, 320 pages) is a highly readable guide to using the latest neuroscience research to improve your life and work. Medina's prose…

Since the early days of advertising, it's been axiomatic that pictures of babies grab the attention of readers more effectively than any other kind of image. This has led to baby pictures being used in ads for just about any kind of…

Is Scratch 'n Sniff Starbucks in our future? No industry focuses as much on olfactory marketing as the coffee business. Starbucks recently dumped its breakfast eggs because their smell didn't pair well with the coffee aroma. Nestle unit…

The basic concept of facial coding is that a trained observer can detect fleeting facial movements that indicate the true emotions that the subject is experiencing, even if the subject is trying to conceal those emotions. I've written…

Evidence continues to pile up demonstrating that our brains process information without our conscious awareness, and that our behavior can be affected by these stimuli. Last month, a study sponsored by the National Institute on Drug Abuse…

Researchers at the University of Florida have published the results of their first advertising study using fMRI, a project intended to try to relate brain scan data to specific emotions being experienced by the subjects while viewing ads.…

Years ago, I worked with a group of field representatives selling industrial equipment, and found that many had interesting adaptations to local culture in different parts of the U.S. One based in Texas always kept a Western-cut sheepskin…

All too often, writing the copy for an ad campaign seems to be an afterthought. As any skilled copywriter knows, though, good copy will outperform mediocre text every time. Now, Read Montague, professor of neuroscience at Baylor College of…