31- Neu­ro­mar­ket­ing

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A study pub­lished in the Septem­ber 2015 edi­tion of the jour­nal So­cial Cog­ni­tive and Af­fec­tive Neu­ro­science found that re­searchers were able to pre­dict ac­cu­rately the largescale out­comes of an anti-smok­ing cam­paign by mea­sur­ing brain re­sponses us­ing an FMRI ma­chine. Com­pared to tra­di­tional meth­ods, the brain data more than dou­bled the re­searchers’ abil­ity to pre­dict re­sponses to the anti-smok­ing cam­paign—a hugely sig­nif­i­cant and largely un­prece­dented re­sult for such a study.

More bou­tique neu­ro­mar­ket­ing firms have also emerged in re­cent years. New York-based firm Neuro-in­sight has part­nered with Ad­news to study how the brain re­sponds to nom­i­nated ads us­ing a tech­nique called steady-state to­pog­ra­phy, and Nielsen bought the Bos­ton-based neu­ro­science firm In­ner­scope Re­search in May

Why it’s in­ter­est­ing:

Thync by Isy Gold­wasser and Jamie Tyler

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