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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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The cognitive timeline, part 3: Deliberating and analyzing

April 1, 2015 0 Comments
The cognitive timeline, part 3: Deliberating and analyzing

Before the discovery of the nonconscious, people believed they had full access to their thoughts and feelings, or at least access enough to be able 
to express accurate observations about their internal mental states. In the process of deliberation, people simply query their own minds to determine what they’re thinking or feeling about something. Market […]

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The cognitive timeline, part 2: Determining meaning and value

March 22, 2015 0 Comments
The cognitive timeline, part 2: Determining meaning and value

When we bind impressions with meanings and value, we create concepts or conceptualizations of those impressions. This process of conceptualizing is so fast and automatic that we barely realize it’s happening. But it’s incredibly important to how we interpret and respond to the world. Early psychologists used to think of conceptualization as just another part […]

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The cognitive timeline, part 1: Forming impressions

March 12, 2015 0 Comments
The cognitive timeline, part 1: Forming impressions

“Common sense” tells the average non-scientist that our eyes and ears act like video recorders, creating an accurate recording of the world around us that we then access through memory when and where we need to. The feeling we all have in our conscious minds is that we pretty accurately perceive everything in the world […]

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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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How our brains take in and interpret the world around us

March 2, 2015 0 Comments
How our brains take in and interpret the world around us

This is the first is a series of posts about the cognitive processes that underlie consumer responses to marketing, advertising, products, brands, shopping, and entertainment. In contrast to earlier models of thought that focused only on conscious mental processes, modern neuroscience, social psychology, and behavioral economics give us a much more realistic, but also more […]

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The Future of Neuromarketing 2015

The Future of Neuromarketing 2015

By Dr. Kimberly Rose Clark & Matthew L. Tullman Editor’s Note: This excellent article was originally posted in LinkedIn Pulse on January 14, 2015. I thought it was important enough to try to make it a little more available to neuromarketing readers, so I asked for permission to re-post it here. The authors kindly obliged. I think […]

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The Human Brand: Evolution, Neuromarketing and Cosmetics

January 26, 2015 0 Comments
The Human Brand: Evolution, Neuromarketing and Cosmetics

Copyright Daniel B. Yarosh, Ph.D. 2014. All Rights Reserved. Editor’s note: I had the pleasure of spending some time with Dan Yarosh when we were both speakers at a conference in Lima, Peru last November. Dan’s presentation was a big hit, and I recently discovered he had posted a version of it on his website at www.danyarosh.com. I asked […]

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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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Reverse inference: a bridge, not a barrier, between academic and commercial neuro research

June 12, 2014 0 Comments
Reverse inference: a bridge, not a barrier, between academic and commercial neuro research

Last week I had the pleasure of attending the 4th annual Interdisciplinary Symposium on Decision Neuroscience (ISDN), held at Stanford University. The event was jam packed with cutting edge decision research, presented by a mix of leading academics and commercial neuromarketing vendors. One participant, a psychologist from Cal Tech, told me the two-day event contained […]

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