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Tag: methods

Neuromarketing for the Rest of Us: Darren Bridger’s Decoding the Irrational Consumer

October 7, 2015 0 Comments
Neuromarketing for the Rest of Us: Darren Bridger’s Decoding the Irrational Consumer

When Peter Steidl, Andrew Pohlmann, and I wrote Neuromarketing for Dummies back in 2013, we took to heart the “for Dummies” axiom that we were writing for people who might have no previous experience with our topic. So we presented a bottom-up overview that was both broad and shallow. We tried to communicate the wide […]

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The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

April 10, 2015 0 Comments
The cognitive timeline, part 4a: Speaking (the dangers of self-reporting)

Two kinds of expressions are critical to marketing and market research: Verbal expression: Self-reporting of opinions, attitudes, preferences, and predictions of future behavior Consumer behavior: Shopping, buying, and using products and services Market researchers used to think that these two kinds of expressions were closely connected. The rational consumer model assumes that all our decisions […]

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From measures to metrics: A fresh look at automated facial coding

March 4, 2015 2 Comments
From measures to metrics: A fresh look at automated facial coding

Recently one of my favorite neuromarketing methodologies, automated facial coding (AFC), seems to have burst into the research mainstream. Within one week in January, Rana el Kaliouby, co-founder of Affectiva, was the recipient of a glowing profile in the New Yorker and Paul Ekman, undisputed guru of facial coding and scientific advisor to Emotient, received […]

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Firming Up the Foundations of Neuromarketing: Thomas Ramsøy’s Introduction to Neuromarketing and Consumer Neuroscience

August 12, 2014 0 Comments
Firming Up the Foundations of Neuromarketing: Thomas Ramsøy’s Introduction to Neuromarketing and Consumer Neuroscience

An Introduction to Neuromarketing and Consumer Neuroscience by Thomas Ramsøy — the most thorough, yet accessible, scientific introduction to the field yet written. Originally posted on GreenBook Blog, August 12, 2014. Editor’s Note: Dr. Thomas Ramsøy is a friend, frequent blog contributor, and one of the most brilliant people that I have ever met. It’s with very great […]

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Be smart about combining self-reporting and nonconscious measures in media research

June 5, 2014 3 Comments
Be smart about combining self-reporting and nonconscious measures in media research

Combining self-reporting and nonconscious measures is something everybody agrees is A GOOD THING, but nobody seems to say much about how to do it, or how not to do it. I recently came across a terrific exception — Robert Potter and Paul Bolls’ 2011 book with the mouthful title Psychophysiological Measurement and Meaning: Cognitive and […]

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When good science goes bad: fMRI and neuropolitics

August 12, 2013 0 Comments
When good science goes bad: fMRI and neuropolitics

(This post comes from a long time ago, July 5, 2008, but represents some issues that are still relevant today, including the important problem of reverse inference.) Eventually the chickens come home to roost.  Or insert your favorite aphorism here.  It looks like a full backlash is officially underway regarding some of the more, shall […]

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Priming and the plight of public opinion polling

July 20, 2013 0 Comments
Priming and the plight of public opinion polling

Public opinion polling has, well, issues that it needs to work through. Cengiz Erisen got his PhD in political science at SUNY Stony Brook in 2009.  He recently published an article based on his dissertation in Political Psychology, co-authored with two of his Stony Brook professors, Milton Lodge and Charles Tabor.  Titled “Affective Contagion in Effortful Political […]

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