Unconscious Purchasing Urges Revealed by Brain Scans

A neuroscience article from New Scientist covering purchasing urges and brain scans offers useful information to neuromarketing.  According to the research, brain scans revealed the purchasing intentions correctly nearly 75% of the time after initial images were presented.  An excerpt from New Scientist is offered below to get you started.

You spend more time window shopping than you may realise. Whether someone intends to buy a product or not can be predicted from their brain activity – even when they are not consciously pondering their choices.

The ability to predict from brain scans alone what a person intends to buy, while leaving the potential buyer none the wiser, could bring much-needed rigour to efforts to meld marketing and neuroscience, says Brian Knutson, a neuroscientist at Stanford University in California who was not involved in the research.

Neuromarketing, as this field is known, has been employed by drug firms, Hollywood studios and even the Campbell Soup Company to sell their wares, despite little published proof of its effectiveness.

Rather than soup, John-Dylan Haynes at the Bernstein Center for Computational Neuroscience in Berlin, Germany, attempted to predict which cars people might unconsciously favour. To do so, he and colleague Anita Tusche used functional MRI to scan the brains of two groups of male volunteers, aged 24 to 32, while they were presented with images of a variety of cars.

One group was asked to rate their impressions of the vehicles, while the second performed a distracting visual task while cars were presented in … (read more)

Source: New Scientist

Author: Ewen Callaway

Software to measure emotional reactions to Web


University of Montreal’s Aude Dufresne led team that designed technology used by Bell

Montreal, June 9, 2010 – While most people have intuitive reactions to Web sites, a group of Canadian scientists is developing software that can actually measure those emotions and more. 

Aude Dufresne, a professor at the University of Montreal Department Of Communications, led a team of researchers that are designing a new software to evaluate the biological responses of Internet users. 

Simply put, the new software measures everything in Web users from body heat to eye movements to facial expressions and analyzes how they relate to online activities. The technology is now being tested at the newly opened Bell User Experience Centre, which is located at the telecom giant’s Nun’s Island campus. Bell will use the University of Montreal technology to investigate how people react to Web sites. Such studies will provide companies with facts on how they can improve online experiences. 

“With e-commerce and the multiplication of retail Web sites, it has become crucial for companies to consider the emotions of Web users,” says Professor Dufresne. “Our software is the first designed to measure emotions at conscious and preconscious levels, which will give companies a better sense of the likes and dislikes of Web users.” 




Partners in research: 

This research was supported by the Natural Sciences and Engineering Research Council of Canada and Bell Canada. 


On the Web: 

Cyberpresse video: http://lapresseaffaires.cyberpresse.ca/videos/?mediaid=711331
Study abstract: http://lrcm.com.umontreal.ca/dufresne/Publications/MeasuringBehavior2010.pdf
Aude Dufresne Lab: http://lrcm.com.umontreal.ca/dufresne/
University of Montreal Department of Communications: www.com.umontreal.ca/presentation-en.html

Contact: Sylvain-Jacques Desjardins
University of Montreal

Canada Neuromarketing: The Science of Marketing Without Marketing


Here is a small neuromarketing video from Canada.

Canada Neuromarketing: The science of marketing without marketing.

What are your thoughts on this Neuromarketing Agency video? Was it effective as a slide show?  Did the creators of the video use any effective neuromarketing tactics on us, the viewers?