This week, I have a special treat for The Brainfluence Podcast listeners. My guests are the three lead researchers from Temple University’s Center for Neural Decision Making at the Fox School of Business. Professors Angelika Dimoka, Paul Pavlou and Vinod Venkatraman have received a $286,000 research grant from the Advertising Research Foundation (ARF), a non-profit group that provided TV ads from major sponsor companies in the consumer-goods, financial, technology, travel, and pharmaceutical industries.
Their mission was to test all of the popular neuromarketing technologies and see which could actually predict consumer behavior after viewing the ads. The results may surprise you!
Angelika is the Director of the Center for Neural Decision Making and an Associate Professor at the Department of Marketing in Fox School of Business at Temple University. Paul is a Professor of Information Technology and Strategy and the Associate Dean of Research in Doctoral Programs at the Fox School of Business. Vinod studies decision making and how methods such as fMRI and eye tracking can help understand the science behind decision making as the Assistant Professor in the Marketing Department at the Fox School of Business.
Today, these three talented professors and researchers are here to discuss their mission, how they formed their team and some of the incredible results they are finding in their studies. We talk about some of the methods they used to determine why people make their decisions and why, even though the brain’s buy button is a myth, through their research, they have found an area of the brain that is actually turning out to be a good predictor of whether an ad will be successful.
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On Today’s Episode We’ll Learn:
- Which one of many neuromarketing technologies predicted success better than simply asking.
- Which area of the brain is the key differentiator in ad success.
- How fMRI is becoming more accessible to business uses.
- How CNDM researchers steer clear of the taint of neuromarketing as pseudoscience.
- Why sometimes small sample sizes can still be predictive.
- Fox School of Business: Fox researchers use brain data to predict real-life success of TV ads
- Fox School of Business: Center for Neural Decision Making
- Fox School of Business
- Temple University
- Connect with Angelika Dimoka: Twitter | LinkedIn
- Connect with Vinod Venkatraman: Twitter | LinkedIn
- Connect with Paul Pavlou: LinkedIn
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