Effective ads: new technology answers old questions
Erasmus Centre for Neuroeconomics
The Erasmus Centre for Neuroeconomics
Economics, psychology, and neuroscience are converging today into the unified discipline of Neuroeconomics with the ultimate aim of providing a single, general theory of human choice behaviour. Neuroeconomics can provide social scientists and future managers with a deeper understanding of how they make their own decisions, and how others decide. How does our brain arrive at a “good” or “fair” decision? What does our brain perceive as valuable and how do we learn the value of features of our environment? Is it possible to use recordings from consumers' brains to predict their purchasing intentions? Research at the Erasmus Centre for Neuroeconomics aims to answer these questions.
Esther Eijlers and Hang-yee Chan will present their work at the NeuroPsychoEconomics Conference in Antwerp, June 8-9.
Linda Couwenberg will present her work on Diversification at the ISDN conference at Stanford, June 2-3.
Ale Smidts will speak at the pre-conference workshop "Introduction to Neuromarketing" at the Neuromarketing World Forum '17 in London on March 29.
What is it about a TV advert that triggers people to find the product online? Scanning consumers’ brains has allowed Linda Couwenberg of the Erasmus Centre for Neuroeconomics to discover that a TV advert works best when it both highlights a product’s functional benefits and triggers the viewer’s imagination. This particular combination of elements activates specific parts of the viewer’s brain most intensely, she found, which makes the advert more effective.