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.
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.
Is measuring reactions in the brain useful if you want to predict the impact and success of advertising or a product? Maarten Boksem and Ale Smidts investigated how brain reactions to movie trailers predict the commercial success of a movie; This research was published in the Journal of Marketing Research (2015). A managerial summary in Dutch was published in Tijdschrift voor Marketing, 31 March 2016, pg. 44.
Ale Smidts was quoted in an article on Neuromarketing of "De Kennis van Nu", a scientific programme of NTR.