Talk: How neuroscience challenged marketing rules
How important is attention to advertising? What’s more relevant, explicit brand recall or implicit brand associations? Why aren’t consumers always rationale? Recent advances in psychology and neuroscience are challenging the way businesses interact with consumers. Using learnings gathered by Nielsen IQ’s neuroscience team, Dr Balsters will address these questions, highlighting where our brains’ rebel against principles of marketing.
- Consumer neuroscience
- Copy testing
Over the last 15+ years, Dr Joshua Balsters has published extensively on almost every aspect of neuroscience – brain imaging methods, clinical neuroscience, and the psychology & neuroscience of attention, memory, and social interaction. Now, he’s taken his passion for neuroeconomics and behavioural science outside of academia and begun applying his wealth of experience to consumer insights as Director of Neuroscience for Nielsen IQ.