I’ve been seeing some interesting articles and videos on the subject of neuro-research and the brain’s physiological responses to potential ads and imagery. A number of these studies use medical technologies such as fMRIs (Functional Magnetic Resonance Imaging), EEGs (Electroencephalogram), or galvanic skin response (tracking electrical conductivity/resistance in the skin) to track the actual physical responses that occur in the brain and body as people view advertising.
Advertisers and their agencies have long wondered whether current research methodologies, that focus on asking respondents questions about commercials or advertisements, force overly-logical, or critical responses, while neglecting emotional or sub-conscious responses.
Martin Lindstrum, author of “Buy-ology” and others, have attempted to look beyond the conscious brain into the actual electro-chemical activity within the brain/body to determine what really motivates human behavior. I’ve attached links to Lindstrum’s YouTube video and those of three other companies below. If you are interested in the role of emotion and the sub-conscious in advertising and brand decision-making, I think you’ll enjoy them.
Terry Mcallister says:
I don’t usually reply to posts but I will in this case, great info…I will add a backlink and bookmark your site. Keep up the good work!