Neuromarketing

With such tools as eye tracking, skin conductance, heart rate, and actual brain imaging, researchers now can see the precise focus—and reactions—of consumer attention when exposed to advertising, delivering greater ability to increase the effectiveness of advertising.

• The Strata Model Predicting Advertising Effectiveness Thomas J. Reynolds (University of Texas at Dallas) and Joan M. Phillips (Barry University)
• Building a Foundation for Neuromarketing and Consumer Neuroscience Research Thomas Zoëga Ramsøy (Neurons, Inc., Singularity University)
• Best Measures of Attention to Creative Tactics in TV AdvertisingSteven Bellman, Magda Nenycz-Thiel, Rachel Kennedy, Nicole Hartnett (Ehrenberg-Bass Institute), and Duane Varan (MediaScience)

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