By: Carla Nagel |
| NMSBA News
NEUROMARKETING CRASH COURSE
‘Introduction to Neuromarketing’
Amsterdam, November 7, 2018
Over the last few decades, neuroscientists have made remarkable progress in understanding how our brains shape and determine our behavior. The introduction of brain scanners in the latter part of the last century allowed scientists to peer inside the human brain during normal behavior and uncover the mechanisms by which we feel, think and act. We now know that over 90% of our behavior is driven by subconscious brain processes and that our emotions, not our conscious thoughts, are largely responsible for the decisions we make.
In this course, participants will learn how the new tools in the field of neuromarketing are being applied across a wide range of industry sectors and at all stages of the brand journey, to capture consumers’ implicit or subconscious feelings, biases and beliefs about products, brands and marketing messages. They will learn how memories are formed and influenced, how perception can be influenced by subtle environmental cues and how to measure and extract these powerful subconscious responses that can predict subsequent purchasing behavior with greater accuracy than spoken feedback.
Participants will also learn about the pros and cons of the different neuromarketing tools, the questions that each method is typically best placed to address as well as how to commission research from practitioners in this field.
- Nov. 7, 2018 14:00-17:00 (pre-conference of the Shopper Brain Conference)
- Hotel Casa, Eerste Ringdijkstraat 4, 1097 BC Amsterdam, The Netherlands
- Registration costs: 350 euro + taxes
Seats are limited. Register today »
About the Instructor
Gemma A. Calvert is currently a Visiting Professor at the Nanyang Business School at NTU and Managing Director of Neurosense Group and CEO, Neurosense Asia Pacific. She is also a Fellow of the Royal Society for Arts and Business and a Member of the Global Agenda Council for Neuroscience and Behaviour at the World Economic Forum. Professor Calvert is an internationally acclaimed neuroscientist and foremost pioneer of Neuromarketing. She has a BSc in Psychology from the London School of Economics, and DPhil in Functional Brain Imaging from the University of Oxford. She was the Director of the Multisensory Imaging Lab at the University of Oxford from 2001-2007 where she held senior fellowship positions funded by the Medical Research Council of Great Britain and the Wellcome Trust, UK. In 2007 she was appointed to a Chair of Applied Neuroscience at the University of Warwick and her research on the neuroscience and psychology of consumer behaviour has been featured widely by the international media including The Economist, Time Magazine, Newsweek, CBS 60 Minutes and the BBC. Professor Calvert has also published over 50 academic papers on human brain function, including in the prestigious journals Science and Nature.