This year’s Advertising Week (October 3-7, 2011 in New York City) will be hosting a special forum dedicated to neuromarketing. The program will be held on monday, the first day of the week-long event and will include presentations about neuromarketing, more precisely how to best use neuromarketing research to generate valuable, valid insights.
Advertising Week is the world’s premier annual gathering of marketing and communications leaders each year in New York City. The neuromarketing forum on monday (October 3, 9:00 am – 11:00 at Hearst Corporation Headquarters) is organized by the Advertising Research Foundation and absolutely free to both members and non-members of ARF. The forum will be a continuation of the groundbreaking NeuroStandards Collaboration Project launched at last year’s Advertising Week. The project is an unprecedented research to provide much-needed transparency about biometric and neurological research methods.
More detailes of the neuromarketing forum can be found on ARF’s website.
What is neuromarketing? – Neuromarketing is a new field of marketing that studies consumers’ sensorimotor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (fMRI) to measure changes in activity in parts of the brain, electroencephalography (EEG) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in one’s physiological state (heart rate, respiratory rate, galvanic skin response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it.