Using neuroscience to improve ad impact: How new research tools can advance cultural marketing

Abstract

Advances in neuroscience and neuromarketing research finally allow us to assess non-cognitive processes, such as emotions, that have long been suspected to be crucial drivers of advertising effects. As we are experiencing rapid changes in technology, media usage, shopping options, consumer behaviour, and society, effective, fact-based decisions on marketing strategies are becoming more important and also more difficult. As a result, we need better, more precise tools that allow us to bring science-based evidence to our decision making. This paper reviews these new tools, the evidence for their effectiveness, and demonstrates how they can be — and why they should be — employed to improve marketing and advertising to multi-cultural and multi-lingual consumers in the USA and other countries.