Gemma Calvert: The irrational idea of rational consumer decision-making
The second Neuromarketing World Forum 2013 (Sao Paulo) gathered over 200 delegates from 22 diferent countries that share a passion for this field.
Thanks to Neuromarketing Science & Business Association (NMSBA), this is the third video material of this year’s forum (first was Roger Dooley’s presentation on Neuromarketing applied to online marketing, and second was Rafał Ohme‘s presentation on How buying behavior is triggered by subtle sounds, gestures or images).
So you can find below the video of Prof. Gemma Calvert (Founder of Neurosense Limited) on The irrational idea of rational consumer decision-making:
At Neurosense, they conduct research on brands (extension, position, comparison, tracking), ads (effectiveness, responses), packaging (responses, attributes), media (attributes, comparison), general tracking and cross-cultural / age / language studies. Gemma Calvert talked about green neuromarketing (together with insights from behavioral economics, neuromarketing is being used to improve public health campaigns) and cross-cultural neuromarketing (scientists are finding cross-cultural differences in brain structures and function which help explain behaviour). We also found out that a new research article published in PLOS One on February 2013 states that brain scans predict voting preference with 82.9% accuracy. In order to find out more, watch the video above.