What can advertisers learn from neuroscience?

By H. Plassmann, T. Ambler, S. Braeutigam, Peter Kenning. 2007

153 citations recorded by the source corpus.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Marketing

View Paper: https://www.semanticscholar.org/paper/83e107dd51a99c3a8dbfc45f2dce9d23484116f3

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Cognitive Neuroscience

1. Mirja Hubert
2. Peter Kenning
3. Hila Riemer
4. Thomas Zoëga Ramsøy
5. Peter B. Reiner
6. Judy Illes
7. Emily R. Murphy
8. C. Fine

In Experimental and Cognitive Psychology

1. Mirja Hubert
2. Peter Kenning
3. C. Fine
4. H. Plassmann
5. Milica D. Milosavljević
6. A. Nairn

In Marketing

1. Mirja Hubert
2. Peter Kenning
3. Hila Riemer
4. C. Fine
5. H. Plassmann
6. Tomer Bakalash
7. A. Nairn

Citations in the corpus

• Neuroethics of neuromarketing (2008, methodology): “…EEG analyses have been used to assess consumer behavior (Smith et al., 2002; Dickhaut et al., 2003; McClure et al., 2004; Mast and Zaltman, 2005; Ahlert et al., 2006; Knutson et al., 2007; Koenigs and Tranel, 2008; Plassmann et al., 2007; Renvoisé and Morin, 2007; Schaefer and Rotte, 2007a, b).”
• Branding the brain: A critical review and outlook (2012, background): “Most of the abovementioned studies found that a brain system consisting of the vmPFC and the dlPFC encodes behavioral preferences (Camus et al., 2009; Plassmann et al., 2007; Plassmann et al., 2010; Wallis & Miller, 2003).”
• A current overview of consumer neuroscience (2008, methodology): “…outcome of experiments to date needs to be further validated and expanded, because of the complex data analysis required, the relatively small number of existing studies, and the relatively simple experimental setting that is necessary for conducting brain imaging studies (Plassmann et al., 2007a).”
• Who’s messing with my mind? (2008, background): “8–10 and 11–14-year-old boys, Ross et al. (1984) found no evidence for stronger influence in the younger age group in terms of preference for the advertised toy over others.”
• Exploring Ad-Elicited Emotional Arousal and Memory for the Ad Using fMRI (2013, background): “The application of neuroscientific approaches in general, and particularly fMRI, has gained attention among consumer researchers in the past several years (e.g., Kenning et al. 2007; Plassmann et al. 2007; Schaefer et al. 2006; Yoon et al. 2006; for a review, see Egidi, Nusbaum, and Cacioppo 2008).”