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Advertising Research Foundation Develops Standards for Neuromarketing Research
Date:3/22/2011

ng sponsor brands included American Express, Campbell Soup, Chase, Clorox, Colgate-Palmolive, General Motors, Hershey's and MillerCoors.

This is the first major validation study designed to assess neuroscience as it applies to media and advertising response. Methods used in this study included facial coding, biometrics, electroencephalography (EEG), quantitative EEG, facial electromyography (fEMG), steady-state topography (SST) and functional magnetic resonance imaging (fMRI).  Participating neuromarketing-suppliers included Innerscope, Mindlab International, MSW/LAB, NeuroCompass, Neuro Insight, Neurosense/decode, Sands Research and Sensory Logic. Media sponsors included ESPN, MTV Networks, NBC and Turner Broadcasting.

"Neuromarketing, when done properly, is extremely valuable in providing learning regarding consumer attention and involvement, and emotional reactions," said Horst Stipp, EVP, Global Business Strategy at the ARF.  "But, the application of this complex science to marketing is still developing and there are a number of questions and concerns that surround the field. Marketers can use the insights from this project to become educated consumers in regards to the use of neuromarketing techniques."

NeuroStandards Project Insights:

These results indicate many reasons that an evaluation process is essential:

  • Commercials and video materials contain rapidly-changing images, words and music; complex stimuli generate complex viewer reactions that can make it difficult to isolate elements that cause specific reactions
  • Different images elicit reactions with different lag times: the brain reacts to the image of potential danger (such as the image of a snake) faster than less threatening imagery (a pleasant landscape). Also, the viewer's reaction at a given point may reflect anticipation of the next images rather than a reaction to images seen at that moment.

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SOURCE Advertising Research Foundation (ARF)
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