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The Celebrity Power of Music in Advertisements

Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.

Perspectives: A Small Change Makes a Big Difference

Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.

Perspectives: Lessons from the Auto Show – for All Marketers

How many things can you say for certain that you're paying attention to, or even seeing, at any given moment? Our brains just aren’t good at recalling the kinds of details marketers need to evaluate their efforts in a complex world. That’s where the right neuroscience tools can help.

Uncommon Sense: The Emotive Power of Marketing

Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.

Uncommon Sense: The Case for Resonance

Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising...

The Brains Behind Better Brands

It’s the next big thing, studying consumer brainwaves to predict behavior. See how companies can use consumer neuroscience to up their game!