Neuro 101 – German

History of Neuromarketing

The combination of neuro and marketing implies the merging of two fields of study (neuroscience and marketing). The term neuromarketing cannot be attributed to a particular individual as it started appearing organically around 2002. At the time, a few U.S. companies like Brighthouse and SalesBrain became the first to offer neuromarketing research and consulting services advocating the use of methods and knowledge coming from the field of cognitive neuroscience. In simple terms, neuromarketing suggests that understanding and predicting consumer behavior must include the perspective of neuroscience. A growing number of books have been published on neuromarketing, consumer neuroscience, consumer psychology, cognitive neuroscience and other related fields. For more, we recommend you go to our favorite list of books by clicking here.

books

The first scholarly piece of neuromarketing research was performed by Read Montague, Professor of Neuroscience at Baylor College of Medicine in 2003 and published in Neuron in 2004. The study asked a group of people to drink either Pepsi or Coca Cola while their brains were scanned in an fMRI machine. While the conclusions of the study were intriguing, Dr. Montague did not provide a rationale for how our brain handles brand choices. Nevertheless, the study did reveal that different parts of the brain light up if people are aware or not aware of the brand they consume. Specifically, the study suggested that a strong brand such as Coca Cola had the power to “own” a piece of our prefrontal cortex. The PFC manages our attention, controls our short-term memory, and does the best of our thinking–especially planning. So according to the study, when people know they are drinking Coca Cola, they actually say they prefer the Coke brand over Pepsi and their PFC lights up. However, when they don’t know which brand they are consuming, they report that they prefer Pepsi instead. In this latter event, the part of the brain which is most active is not the EF but an older brain structure nestled in the limbic system. This brain area is responsible for our emotional and instinctual behavior.  The Coke and Pepsi study may have not been enough to convince many marketing researchers that neuroscience could help crack the neural code of our decisions, but it was certainly enough to start a new field. Since then, hundreds of studies have been performed confirming the correlation between consumer behavior and brain activity.

Understanding the Brain as an High-Energy Consuming Organ

In fact, the brain is responsible for all our consumer behaviors. To perform these behaviors and choices, the brain needs to use a lot of energy. Even though the brain is only 2% of our body mass, it burns nearly 20% of our energy. But most of the decisions we need to go through a day are managed below our level of consciousness. This explains why nearly 90% of our brain energy is necessary to sustain our rest state or default mode, a critical aspect of brain functioning which is largely performed below our level of awareness.  So it appears that we use about 10% of our brain consciously. Worse, we do not control the bulk of our attention since we are too busy scanning the environment for potential threats. Because nothing matters more than survival, we are in fact largely controlled by the most ancient part of our brain known as the R-complex or the reptilian brain. This structure includes the brain stem and part of the lower limbic system. The reptilian brain has developed over millions of years. It is pre-verbal, does not understand complex messages, and seeks pain avoidance over thrills. It is the part of the brain that makes us extremely selfish and drives our strong preference for mental shortcuts over long deliberations. The most powerful aspect of the reptilian brain is the fact that it is able to process visual stimuli without the use of the visual cortex. This is why we prefer images over words and experiences over explanations. Antonio Damasio, a well-known neuroscientist and respected author once said, “We are not thinking machines that feel, we are feeling machines that think”.

Introduction to the Nervous System

Neuromarketing helps marketers, advertisers and communication experts improve their understanding of the biological basis of persuasion and the effect of media in general on the nervous system. To grasp how neuromarketing delivers on this bold promise, it is important to develop a basic understanding of our nervous system which is what this section of our website is designed to do.

We recommend additional books and papers at the end of this section for those of you who want to improve upon this basic knowledge.

The Nervous System

The nervous system is composed of the central nervous system (CNS) and the peripheral nervous system (PNS). The CNS includes the brain and the spinal cord. The neurons and fibers outside the CNS represent the peripheral nervous system (PNS).

The CNS

The brain has 4 lobes, 3 layers, 2 hemispheres joined by one critical structure called the corpus callosum.

The layers in the brain have evolved over millions of years. To top layer called the cortex is the most recent, the bottom part of the brain (also referred to as the subcortical) is most ancient. While the brain is fully formed at adolescence, the maturation of the circuitry is not considered complete until the mid-twenties. The last part of the brain to mature is the prefrontal cortex (PFC), a critical brain area for focs, attention, risk-assessment and working memory.

The PNS

The purpose of the PNS is to connect the CNS to the limbs and other organs of our body. It is a web of fibers and neurons communicating instructions, information and especially alerts. It is divided in the somatic nervous system (SNS) and the autonomic nervous system (ANS)

The SNS is the part of the PNS controlling our voluntary movements via muscles. The ANS is the part of the PNS responsible for the involuntary or visceral responses. The ANS affects heart rates, digestion, salivation, perspiration, pupillary dilation and sexual arousal. The ANS responses are typically divided in two subsystems: the sympathetic nervous system (SNS) and the parasympathetic nervous system (PNS).

The SNS is responsible for triggering arousal states during which our heart beats accelerate, pupils dilate, more glucose is produced and adrenaline is secreted while the PNS controls opposite responses aiming to bring the SNS to a calm and relaxing state.

Sensory System

The brain is processing an enormous amount of information coming from our senses (hearing, touch, sight, smell and taste). Reality is what the brain makes of it through complex computations performed by neurons often located in specialized areas dedicated to a particular sensory processing function. While we use all senses, visual is considered the most dominant sense since it uses nearly 50% of our entire energy, is supported by millions of fibers connecting the eyes to the back of the brain. Eyes predate the development of the cortex so many scientist consider that vision is still largely controlled by subcortical circuitry, especially for orientation towards or away from rewards and threats.

Chemicals travel from neurons are either excite or inhibit neuron transmission, they are called neurotransmitters (dopamine is a famous one involved in risk-reward responses)

While the visual cortex is responsible for the most sophisticated part of the processing, the brain has the ability to process basic visual stimuli in a tiny brain structure located in evolutionary ancient area called the Superior Colliculus (SC).

Tamietto, M., & de Gelder, B. (2010). Neural bases of the non-conscious perception of emotional signals. Nature Reviews Neuroscience(September), 1-13

Emotion and Cognition

Emotions are considered useful to us because they quickly guide our actions and decisions. The role of the reptilian structure in the production of neurotransmitters and hormones that affect our emotional states is critical. In any situation, we have either a bottom-up response which means that our behavior  is mostly guided impulsively and emotionally, or we recruit higher cognitive functions, in which case the response is described as top-down. While most of us believe we act and decide rationally, the evidence coming from the field of affective neuroscience especially suggests that we are much more emotional and irrational in the way we decide. The neurobiological basis of emotions is a growing field of interest for many neuroscientists. While we can experience thousands of emotions, 8 are often described as the most basic or primal emotions we feel during approach or avoidance states.

Useful Papers on Cognitive Neuroscience, Neuroeconomics and Neuromarketing

AAP. (2006). Children, adolescents and advertising.

Alwitt, L. F. (1985). EEG activity reflects the content of commercials. In L. F. Alwitt, Mitchell, A. A. (Ed.), Psychological processes and advertising effects: theory, research and applications (pp. 209-219). Hillsdale, NJ: Erlbaum.

Ambler, T., Braeutigam, S., Stins, J., Rose, S., & , & Swithenby, S. (2004). Salience and choice: Neural correlates of shopping decisions. Psychology & Marketing, 21(4), 247-261.

Ambler, T., & Burne, T. (1999). The impact of affect on memory of advertising. Journal of Advertising Research, 39, 25-34.

Anders, S., Lotze, M., Erb, M., Grodd, W., & Birbaumer, N. (2004). Brain activity underlying the emotional valence and arousal: A response-related fMRI study. Human Brain Mapping, 23, 200-209.

Anderson, P., de Bruijn, A., Angus, K., Gordon, R., & Hastings, G. (2009). Impact of alcohol advertising and media exposure on adolescent alcohol use: A systematic review of longitudinal studies. Alcohol & Alcoholism, 44(3), 229-243.

ARF. (2010). ARF announces groundbreaking neurostandards study, from http://www.thearf.org/assets/pr-2010-09-24

ARF. (2011a). Neurostandard collaboration initiative, from http://www.thearf.org/assets/neurostandards-collaboration

ARF. (2011b). Neurostandards project: A white paper.

Ariely, D., & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature reviews Neuroscience(March).

Astolfi, L., De Vico Fallani, F., Cincotti, F., Mattia, D., Bianchi, L., Marciani, M. G., . . . Babiloni, F. (2008). Neural basis for brain responses to TV commercials: A high-resolution EEG study. Neural Systems and Rehabilitation Engineering, 16(6), 522-531.

Bagozzi, P. R., & Moore, P. D. (1994). Public service advertisement: emotion and empathy guide prosocial behavior. Journal of Marketing, 58, 56-70.

Bagozzi, R. P., Gopinath, M.,, Nyer, P.U. (1999). The role of emotions in marketing. Journal of the Academy of Marketing Science, 27(2), 184-206.

Bar, M., & Neta, M. (2008). The proactive brain: Using rudimentary information to make predictive judgments. Journal of Consumer Behaviour, 7, 319-330.

Bartels, A. Z., S. (2000). The neural basis of romantic love. Neuroreport, 11(17), 3829-3834.

Bechara, A. (2003). The Role of Emotion in Decision-Making: Evidence from Neurological Patients with Orbitofrontal Damage. Brain and Cognition(55), 30-40.

Beckmann, S. (2010). Regulation on food marketing and advertising to children: Regulations in Norway: Norwegian Ministry of Health and Care Services.

Bengley, S. (2011). The new science behind your spending addiction. Newsweek.

Berridge, K. C. (2004). Motivation concepts in behavioral neuroscience. Physiology & Behavior, 81, 179-209.

Berridge, K. C., & Winkielman, P. (2003). What is an unconscious emotion? (The case for unconscious “liking”). Cognition & Emotion, 17(2), 181-211. doi: 10.1080/02699930244000273

Berry, B., & McMullen, T. (2008). Visual communication to children in the supermarket context: Health protective or exploitive. Agriculture and Human Values(25), 333-348.

Biener, L., Ji, M., Gilpin, E. A., & Albers, A. B. (2004). The impact of emotional tone, message, and broadcast parameters in youth anti-smoking advertisements. [Article]. Journal of Health Communication, 9(3), 259-274. doi: 10.1080/10810730490447084

Biener, L., & Siegel, M. (2000). Tobacco marketing and adolescent smoking. American Journal of Public Health, 90, 407-411.

Breau, L., McGrath, P. J., Craig, K. D., D., S., Cassidy, K., & Reid, G. (2001). Facial Expression of Children Receiving Immunizations: A Principal Components Analysis of the Child Facial Coding System. The Journal of Clinical Pain, 17(2), 178-186.

Brown, J. D., & Bobkowski, P. S. (2011). Older and Newer Media: Patterns of Use and Effects on Adolescents’ Health and Well-Being. Journal of Research on Adolescence, 21(1), 95-113. doi: 10.1111/j.1532-7795.2010.00717.x

Cabeza, R., Kingstone, A. (2006). Handbook of functional neuroimaging of cognition. Cambridge, Mass: MIT press.

Cacioppo, J. T., Losch, M. L., Tassinary, L. G., & Petty, R. E. (1986). Properties of affect and affect laden information processing as viewed through the facial response system. In R. A. Perterson, W. D. Hoyer & W. R. Wilson (Eds.), The role affect in consumer behavior: Emerging theories and applications. Lexington, MA: D.C Health.

Calvo, M. G., & Lang, P. J. (2004). Gaze Patterns When Looking at Emotional Pictures: Motivationally Biased Attention. Motivation and Emotion, 28, 221-243.

CAMY. (2010). Youth Exposure to alcohol advertising on television, 2001-2009. In J. H. B. S. o. P. Health (Ed.). Baltimore, MD.

Carlson, N. R. (2007). Physiology of behavior (9th ed.). Boston, MA: Pearson Education.

Carr, N. (2008). Neuromarketing could make mind reading the ad-man’s ultimate tool. The Guardian.

Carretie, L., Hinojosa, J. A., Martin-Loeches, M., Mercado, F., & Tapia, M. (2004). Automatic attention to emotional stimuli: neural correlates. Human Brain Imaging, 22(4), 290-299.

Casey, B. J., Rebecca, M. J., & Todd, A. H. (2008). The adolescent brain. Annals of the New York Academy of Sciences, 1124(1), 111-126.

Collin, S. P., Knight, M. A., Davies, W. L., Potter, I. C., Hunter, D. M., & Trezise, A. E. O. (2003). Ancient colour vision: Multiple opsin genes in the ancestral vertebrates. Current Biology, 13(22), 864-865.

Cook, D. T. (2008). The missing child in consumption theory. Journal of Consumer Behavior, 8(2), 219-243.

Coricelli, G. (2007). Brain, emotion and decision making: The paradigmatic example of regret. Trends in Cognitive Sciences, 11(6), 258-265.

Crick, F. C., & Koch, C. (2005). What is the function of the claustrum? Philosophical Transactions of the Royal Society, 360, 1271-1279.

Dehaene, S., Changeux, J., Naccache, L., Sackur, J., & Sergent, C. (2006). Conscious, preconscious, and subliminal processing: a testable taxonomy. Trends in Cognitive Sciences, 10(5), 204-211.

Dijksterhuis, A., Aarts, H., & Smith, P. K. (2005). The power of the subliminal: Subliminal perception and possible applications. In J. U. In R. Hassin, & J.A. Bargh (Ed.), The New Unconscious (pp. 77-106). New York: Oxford University.

Dobbs, D. (2011). Beautiful teenage brains. National Geographic, 220, 36-59.

Draganski, B., Gaser, C., Kempermann, G., Kuhn, H. G., Winkler, J., Buchel, C., & May, A. (2006). Temporal and spatial dynamics of brain structure changes during extensive learning. The Journal of Neuroscience, 26(23), 6314-6317.

No available papers.

Falk, E., Berkman, E., Mann, T., Harrison, B., & Lieberman, M. D. (2010). Predicting Persuasion-Induced Behavior Change from the Brain. Journal of Neuroscience, 30(25), 8421-8424.

Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2008). The power of strangers: The effect of incidental consumer-brand encounters on brand choice. Journal of Consurmer Research, 35(5), 729-741.

Fisher, P., Greitemeyer, T., Kastenmüller, A., Vogrincic, C., & Sauer, A. (2011). The effects of risk-glorifying media exposure on risk-positive cognitions, emotions, and behaviors: A meta-analytic review. Psychological Bulletin(February), 1-24.

Friestad, M., & Wright, P. (2005). The next generation: Research for twenty-first century policy on children and advertising. American Marketing Association, 24(2), 183-185.

FTC. (2011). Interagency working group, Preliminary proposed nutrition principles to guide industry self-regulatory efforts, request for comments.

Gakhal, B., & Senior, C. (2008). Examining the influence of fame in the presence of beauty: An electrodermal neuromarketing study. Journal of Consumer Behaviour, 7, 331-341.

Gallopel-Morvan, K., Gabriel, P., Le Gall-Ely, M., Rieunier, S., & Urien, B. (2009). The use of visual warnings in social marketing: The case of tobacco. Journal of Business Research, 64, 7-11.

Gantz, W., Schwartz, N., Angelini, J. R., & Rideout, V. J. (2007). Food for thought: Television food advertising to children in United States. In K. F. Foundation (Ed.). Menlo Park, Ca.

Gazzaniga M. S., I. R. B., Mangun G. R. (2009). Cognitive neuroscience: the biology of the mind (Third Edition ed.). New York, NY: W. W. Norton & Company.

Glascher, J., & Adolphs, R. (2003). Processing of the arousal of subliminal and supraliminal emotional stimuli by the human amygdala. The Journal of Neuroscience, 23(32), 10274-10282.

Glimcher, P. W. (2009). Neuroeconomics: decision-making and the brain. London, UK: Elsevier.

Hammond, d., & Parkinson, C. (2009). The impact of cigarette package design on perceptions of risk. Journal of Public Health(July), 1-9.

Hanewinkel, R., Isensee, B., Sargent, J. D., & Morgenstern, M. (2011). Cigarette advertising and teen smoking initiation. Pediatrics, 127(2), 271-278.

Hare, T., Camerer, C. F., Knoepfle, D. T., D’Doherty, J. P., & Rangel, A. (2010). Value computations in Ventral Medial Prefrontal Cortex during charitable decision making incorporate input from regions involved in social cognition. The Journal of Neuroscience, 13(January), 583-590.

Hare, T. A., O’Doherty, J., Camerer, C. F., Schultz, W., & Rangel, A. (2008). Dissociating the role of the orbitofrontal cortex and the striatum in the computation of goal values and prediction error. The Journal of Neuroscience, 28, 5623-5630.

Harris, J. L., Bargh, J. A., & Brownell, K. D. (2009). Priming effects of television food advertising on eating behavior. Health Psychology, 28(4), 404-413.

Hazlett, R. L., & Hazlett, S. Y. (1999). Emotional response to television commercials: facial EMG vs. self-report. Journal of Advertising Research(March-April).

Hernandez, M. D., & Minor, M. S. (2011). Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches. Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches, 14(2), 207-217.

Hess, U. (2009). Facial EMG. In E. H.-J. J. S. Beer (Ed.), Methods in social neuroscience (pp. 70-91). New York: The Guilford Press.

Hewig, J., Trippe, R., Hecht, H., Coles, M. G. H., Holroyd, C. B., & Miltner, W. H. R. (2007). Decision-making in Blackjack: An electrophysiological analysis. Cerebral Cortex, 17, 865-877.

HHS. (2011). Research with Children – FAQs  Retrieved 11/13/2011, 2011, from http://answers.hhs.gov/ohrp/categories/1570

Hollingworth, A., & Henderson, J. M. (2002). Accurate visual memory for previously attended objects in natural scenes. Journal of Experimental Psychology: Human Perception and Performance, 28(1), 113-136.

Horgen, K. B. (2001). Television food advertising: targeting children in a toxic environment. In D. G. S. J. L. Singer (Ed.), Handbook of children and the media (pp. 447-461). Thousand Oaks, Ca: Sage.

Hudson, S., Hudson, D., & Peloza, J. (2008). Meet the parents: A parents perspective on product placement in children’s films. Journal of Business Ethics(80), 289-304.

Huesing, B., Jamcke, L., Tag, B. (2006). Impact assessment of neuroimaging. Zuerich: Hochschulverlag.

Iacaboni, M., Freedman, J., Kaplan, J., Jamieson, K. H., Freedman, T., Knapp, B., & Fitzgerald, K. (2007). This is your brain on politics, The New York Times. Retrieved from http://www.nytimes.com/2007/11/11/opinion/11freedman.html?_r=1&sq=marco%20iacoboni%202007&st=cse&oref=slogin&scp=1&pagewanted=all

Jain, A. (2010). Temptations in cyberspace: New battlefields in childhood obesity. Health Affairs, 29(3), 425-429.

Jordan, A., Kramer-Golinkoff, E., & Strasburger, V. C. (2008). Do the media cause obesity and eating disorders? Adolescent Medical State Art Review, 19(3), 431-449.

Kable, J. W., & Glimcher, P. W. (2010). An “as soon as possible” effect in human intertemporal decision making: Behavioral evidence and neural mechanisms. Journal of Neurophysiology, 103, 2513-2531.

Kaestner, E., & Polich, J. (2011). Affective recognition memory processing and event-related brain potentials. Cognitive, Affective & Behavioral Neuroscience, 11(2), 186-198.

Kaiser, F. G., Byrka, K., & Hartig, T. (2008). Attitudes as behavioral dispositions: Consolidation of Campbell’s paradigm for attitude research. [Submitted for publication.].

Kenning, P., Plassmann, H., Ahlert, D. (2007). Applications of functional magnetic resonance imaging for market research. Qualitative Market Research, 2, 135-152.

King III, C., Siegel, M., Jernigan, D. H., Wulach, L., Ross, C., Dixon, K., & Ostroff, J. (2009). Adolescent exposure to alcohol advertising in magazines: An evaluation of advertising placement in relation to underage youth readership. Journal of Adolescent Health, 45, 626-633.

Kiss, M., & Eimer, M. (2008). ERPs reveal subliminal processing of fearful faces. Psychophysiology, 45(2), 318-326.

Klucharev, V., Smidts, A., & Fernández, G. (2008). Brain mechanisms of persuasion: how ‘expert power’ modulates memory and attitudes. Social Cognitive Affective Neuroscience, 3(4), 353-366.

Knutson, B., & Peterson, R. (2005). Neurally constructing expected utility. Games & Economic Behavior, 52, 305-315.

Knutson, B., Rick, S., Wimmer, E. G., Prelec, D., & Loewenstein, G. (2007). Neural predictors of purchases. Neuron, 53, 147-156.

Knutson, B., Wimmer, G. E., Kuhnen, C. M., & Winkielman, P. (2008). Nucleus accumbens activation mediates the influence of reward cues on financial risk taking. NeuroReport, 19(5), 509-513.

Koordeman, R., Kuntsche, E., Anschutz, D. J., van Baaren, R. B., & Engels, R. C. M. E. (2011). Do we act upon what we see? Direct effects of alcohol cues in movies on young adults’ alcohol drinking. Alcohol & Alcoholism, 46(4), 393-398.

Kouider, S., Dehaene, S., Jobert, A., & Le Bihan, D. (2007). Cerebral bases of subliminal and supraliminal priming during reading. Cerebral Cortex(September), 2019-2029.

Krugman, H. E. (1971). Brain wave measures of media involvement. Journal of Advertising Research, 1, 3-9.

LaBarbera, P. A., & Tucciarone, J. D. (1995). GSR reconsidered: A behavior-based approach to evaluating and improving the sales potency of advertising. Journal of Advertising Research, 35, 13-21.

Lang, A., Chung, Y., Lee, S., Schwartz, N., & Shin, M. (2005). It’s an arousing, fast-paced kind of world: The effects of age and sensation seeking on the information processing of substance-abuse PSAs. [Review]. Media Psychology, 7(4), 421-454. doi: 10.1207/s1532785xmep0704_6

Lau, J. Y., Britton, J. C., Nelson, E. E., Angold, A. A., Ernst, M., Goldwin, M., . . . Pine, D. S. (2011). Distinct neural signatures of threat learning in adolescents and adults. Proceedings of the National Academy of Science, 108(11), 4500-4505.

Ledoux, J. E., & Phelps, E. A. (2004). Emotional networks in the brain. In M. L. J. M. Haviland-Jones (Ed.), Handbook of emotions. New York: Guildford.

Lee, N., Broderick, L., & Chamberlain, L. (2006). What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 200-204.

Lee, N., Senior, C., Butler, M., & Fuchs, R. (2009). The Feasibility of neuroimaging methods in market research.   http://hdl.handle.net/10101/npre.2009.2836.1

Leibowitz, J. (2008). Marketing food to children and adolescents: A review of industry expenditures, activities, and self-regulation. FTC Commissioner Jon Leibowitz Retrieved from http://www.ftc.gov/speeches/leibowitz/080729foodmarketingtochildren.pdf.

Lesica, N., & Stanley, B. (2004). Encoding of Natural Scene Movies by Tonic and Burst Spikes in the Lateral Geniculate Nucleus. The Journal of Neuroscience, 24(47), 10731-10740.

Levine, R. J. (2008). Research involving adolescents as subjects. Annals of the New York Academy of Sciences, 1135(June), 280-286.

Libet, B. (2006). The Timing of Brain Events. [Editorial Material]. Consciousness and Cognition, 15(3), 540-547. doi: 10.1016/j.concog.2005.03.001

Liddell, B. J., Williams, L. M., Rathjen, J., Shevrin, H., & Gordon, E. (2004). A temporal dissociation of subliminal versus supraliminal fear perception: An event-related potential study. Journal of Cognitive Neuroscience, 16(3), 479-486.

Lin, P., Sparks, N., Morin, C., Johnson, W. D., & Zak, P. J. (2010). Oxytocin increases the influence of advertising. [Submitted for publication].

Lu, Y., Zhang, W., Hu, W., & Luo, Y. (2011). Understanding the subliminal affective priming effect of facial stimuli: an ERP study. Neuroscience Letters, 502(3), 182-185.

Mayer, B., & Merckelbach, H. (1999). Unconscious processes, subliminal stimulation, and anxiety. Clinical Psychology Review, 19(5), 571-590.

Methods in Social Neuroscience. (2009). New York: The Guilford Press.

Micu, A. C., & Plummer, J. T. (2010). Measurable emotions: How television ads really work. Journal of Advertising Research, 50(2).

Milosavljevic, M., Koch, C., & Rangel, A. (2011). Consumers can make decisions in as little as a third of a second. Judgment and Decision Making, 6(6), 520-530.

Mongeau, P. (1998). Another look at fear arousing messages. In M. P. Allen, R. (Ed.), Persuasion: Advances through meta-analysis (pp. 53-68). Cresskill, NJ: Hampton Press.

Montgomery, K., & Chester, J. (2008). Interactive food and beverage marketing: Targeting adolescents in the digital age. Journal of Adolescent Health, 45, 18-29.

Montgomery, K., & Chester, J. (2011). Digital food marketing to children and adolescents: Problematic practices and policy interventions: National Policy & Legal Analysis Network (nplan).

Morin, C. (2011). Neuromarketing: The New Science of Consumer Behavior. [Article]. Society, 48(2), 131-135. doi: 10.1007/s12115-010-9408-1

Morris, J., Woo, C., Geason, J., & Kim, J. (2002). The power of affect:: Predicting intention. Journal of Advertising Research, 42, 7-17.

Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behavior, 7, 293-302.

NAAG. (1998). Master Settlement Agreement (MSA), from http://www.naag.org/backpages/naag/tobacco/msa/msa-pdf/MSA%20with%20Sig%20Pages%20and%20Exhibits.pdf/file_view

Nairn, A. (2009). Changing the rule of the gaim: implicit persuasion and interactive children’s marketing. In B. M. S. Group (Ed.). Berkeley, Ca.

Nairn, A., & Fine, C. (2008). Who’s messing with my mind? The implications of dual-process models for the ethics of advertising to children. International Journal of Advertising, 27(3), 447-470.

Nelson, C. A. (2008). Incidental findings in magnetic resonance imaging (MRI) brain research. Journal of Law, Medecine and Ethics(Summer), 315-319.

Nighswonger, N. J., & Martin, C. R. (1981). On using voice analysis in marketing research. Journal of Marketing Research, 18, 350-355.

Ohman, A. (2004). Fear and anxiety: Evolutionary, cognitive and clinical perspectives. In M. L. J. M. Haviland-Jones (Ed.), Handbook of emotions. New York: Guilford.

Ohme, R. (2003). Subliminal facial clues. Warsaw: IP PAN and SWPS.

Ohme, R. (2007). Subconscious affect. Sopot: GWP.

Ortigue, S., Bianchi-Demicheli, A. F., Hamilton, A. F., & Grafton, S. T. (2007). The neural basis of love as a subliminal prime: An event-related functional magnetic resonance imaging study. Journal of Cognitive Neuroscience, 19(7), 1218-1230.

Panksepp, J. (1998). The foundations of human and animal emotions. New York: Oxford University.

Panksepp, J. (2004). Affective consciousness: Core emotional feelings in animals and humans. Consciousness and Cognition, 14, 30-80.

Paus, T. (2000). Functional anatomy of arousal and attention systems in the human brain. Prog ?? Brain Research, 126, 65-77.

Pechmann, C., Levine, L., Loughlin, S., & Leslie, F. (2005). Impulsive and self-conscious: Adolescents’ vulnerability to advertising and promotion. Journal of Public Policy and Marketing, 24(2), 202-221.

Pellicano, E., Jeffery, L., Burr, D., & Rhodes, G. (2007). Abnormal Adaptive Face-Coding Mechanisms in Children with Autism Spectrum Disorder. Current Biology, 17(17).

Pessoa, L. (2005). To what extent are emotional visual stimuli processed without attention and awareness? Current Opinion In Neurobiology, 15, 188-196.

Pierce, J. P., Choi, W. S., Gilpin, E. A., Farkas, A. J., & Berry, C. C. (1998). Industry promotion of cigarettes and adolescent smoking. JAMA, 280-422.

Pierce, J. P., Messer, K., James, L. E., White, M. M., Kealey, S., Vallone, D. M., & Healton, C. G. (2010). Camel No. 9 cigarette-marketing campaign targeted to young teenage girls. Pediatrics, 125(4), 619-626.

Pieters, R., & Wedel, M. (2004). Attention capture and transfer in advertising: Brand, pictorial and text-size effects. Journal of Marketing, 68, 36-50.

Plutchik, R. (1991). The emotions. Lanham, Maryland: University Press of America.

Pradeep, A. K. (2010). The buying brain: secrets for selling to the subconscious mind. Hoboken, NJ: John Wiley & Sons, Inc.

No available papers.

Ravaja, N. (2004). Contributions of psychophysiology to media research: Review and recommendations. Media Psychology, 6(2), 193-235.

Rideout, V. J., Foehr, U. G., & Roberts, D. F. (2010). Generation M2: Media in the lives of 8 to 18 year olds. In K. F. Foundation (Ed.). Menlo Park, Ca.

Robinson, T. N., Borzekowski, D. L. G., Matheson, D. M., & Kraemer, H. C. (2007). Effects of fast food branding on young children’s taste preferences. Archives of Pediatrics & Adolescent Medicine, 161(8), 792-797.

Russell, T. G., Rowe, W., & Smouse, A. D. (1991). Subliminal self-help tapes and academic achievements: An evaluation. The Journal of Mind and Behavior, 7, 379-396.

Sergent, C. (2005). Timing of the brain events underlying access to consciouness during the attentional blink. Nature Neuroscience, 8, 1391-1400.

Sethuraman, R., Tellis, G. J., & Briesch, R. (2010). How well does advertising work? generalizations from a meta analysis of brand advertising elasticity. Journal of Marketing Research, 20, 257-267.

Shadel, W. G. (2009). How does exposure to cigarette advertising contribute to smoking in adolescents? The role of developing self-concept and identification with advertising models. Addictive behaviors(34), 932-937.

Shevrin, H. (1986). Subliminal perception and dreaming. The Journal of Mind and Behavior, 7, 379-396.

Silberstein, R. B., & Nield, G. E. (2008). Brain activity correlates of consumer brand choice shift associated with television advertising. International Journal of Advertising, 27, 359-380.

Skandrani-Markouzi, I., & Markouzi, Y. (2010). Subliminal emotional priming and decision making in a simulated hiring situation. Swiss Journal of Psychology, 69(4), 213-219.

Smith, R. E., & Swinyard, W. R. (1983). Attitude-behavior consistency: The impact of product trial versus advertising. Journal of Marketing  Research, 20, 257-267.

Stewart, P. A., & Schubert, J. N. (2006). A study testing the effect of precognitive prime “RATS” in a 2000 presidential advertisement. The Harvard International Journal of Press/Politics, 11(103), 103-114.

Strasburger, V. C. (2009). Why do adolescent health researchers ignore the impact of the media? Journal of Adolescent Health, 44, 203-205.

Strasburger, V. C., Jordan, A. B., & Donnerstein, E. (2009). Health effects of media on children and adolescents. Pediatrics, 125(4), 756-767.

Strasser, A. A., Cappella, J. N., Jepson, C., Fishbein, M., Tang, K. Z., Han, E., & Lerman, C. (2007). Experimental evaluation of antitobacco PSAs: Effects of message content and format on physiological and behavioral outcomes. Nicotine and Tobacco Research, 11(3), 293-302.

Tamietto, M., & de Gelder, B. (2010). Neural bases of the non-conscious perception of emotional signals. Nature Reviews Neuroscience(September), 1-13.

Tusche, A., Bode, S., & Haynes, J. D. (2010). Neural responses to unattended products predict later consumer choices. Journal of Neuroscience, 30(23), 8024-8031.

No available papers.

van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children’s cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42. doi: 10.1016/j.intmar.2011.04.005

Vecchiato, G., Astolfi, L., De Vico Fallani, F., Toppi, J., Aloise, F., Bez, F., . . . Babiloni, F. (2011). On the use of EEG and MEG brain imagin tools in neuromarketing research. Computational Intelligence and Neuroscience, 2011(March), 1-12.

Vecchiato, G., Astolfi, L., Tabarrini, A., Salinari, S., Mattia, D., Cincotti, D., . . . Babiloni, F. (2010). EEG Analysis of the Brain Activity during the Observation of Commercial, Political, or Public Service Announcements. Computational Intelligence and Neuroscience, 2010(985867), 1.

Verwijmeren, R., Karremans, J. C., Stroebe, W., & Wigboldus, D. H. J. (2010). The workings and limits of subliminal advertising: The role of habits. Journal of Consumer Psychology, May, 1-9.

Walsh, D., & Gentile, D. A. (2003). Slipping under the radar: advertising and the mind. In L. R. I. Obot (Ed.), Drinking it in: Alcohol and yound people. Geneva, Switzerland: World Health Organization.

Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing Research. Psychology & Marketing, 25(2), 197-232.

Warren, C. (2009). Subliminal stimuli. perception, and influence: A review of important studies and conclusions. American Journal of Media Psychology, 2(3/4), 189-210.

Wills, T. A., Gibbons, F. X., Sargent, J. D., Gerrard, M., Lee, H., & Dal Cin, S. (2010). Good self-control moderates the effect of mass media on adolescent tobacco and alcohol use: Test with studies of children and adolescents. Health Psychology, 29(5), 539-549.

Wilson, R. M., Gaines, J., & Hill, R. P. (2008). Neuromarketing and consumer free will. The Journal of Consumer Affairs, 42(3), 389-410.

Winkler, T., & Buckner, K. (2006). Receptiveness of gamers to embedded brand messages in advergames: Attitudes towards product placement. Journal of Interactive Advertising, 7(1), 24-32.

No available papers.

Yong, L., & Wei-Na, Z. (2011). Understanding the subliminal affective priming effect of facial stimuli: an ERP study. Neuroscience Letters, 502(3), 182-185.

Yoo, C. Y. (2008). Unconscious processing of web advertising: effects on implicit memory, attitude toward the brand, and consideration set. Journal of Interactive Marketing, 22(2), 2-17.

Zigmond, D., & Stipp, H. (2010). Assessing a new advertising effect: measurement of the impact of television commercials on internet search queries. Journal of Advertising Research, 50, 162-168.

Zurawicki, L. (2010). Neuromarketing. New York: Springer.

Take the Next Step with SalesBrain

Where would you like to go from here?

Have Questions?

We’re ready to tell you more about neuromarketing and how it will drastically transform your selling approach. Just fill out the form and we’ll contact you promptly.

New to Neuromarketing?

Learn about the field of neuromarketing and see what science is telling us about your prospect’s decision making process.

Ready to Start?

Take a moment to tell us a bit about you and your needs. From there, we’ll set up a call with the right team to get things fast-tracked.

Visit Us On LinkedinVisit Us On InstagramVisit Us On TwitterVisit Us On FacebookVisit Us On Youtube