Neuroscience in Advertising

Neuromarketing exits 'hype cycle,' begins to shape TV commercials

Neuromarketing has been gaining validity and credit in recent years, and big companies are taking advantage. Samsung recently invested in a study of the brain activity of Samsung and iPhone users and turned their findings into a TV commercial appealing to Apple fans. Mars conducted a study of facial response and eye-tracking, biometrics which predicted real sales 78% of the time versus the 58% success rate for traditional survey testing. Neuroscience researchers have even detected the reason for why we don’t remember the brand behind our favorite Superbowl ads; a “neuro conceptual closure” signal tells us the ad is over before the brand appears, and we lose focus. As neuromarketing validity testing continues, the possibilities are sure to keep growing. (Advertising Age, 04.19.2016)