Conscious Processes Subconscious Processes Unconscious Processes Advance NeuroImaging

? איך הצרכן חושב Conscious Processes Subconscious Processes Unconscious Processes

Advance Neuro-Imaging of Marketing Comunication

“Half the money I spend on advertising is wasted; the trouble is I don't know which half” John Wanamaker (1838 - 1922)

The response to communicated stimulus (how we encode the message) matters more than the stimulus itself because the response is what is left behind

Source Brain Target Brain

Z - normalization NS SN ZH ZD TH Average Time course

TR=3000; Lag=3 sec; Threshold>1. 5

Superior temporal sulcus Auditory cortex

Visibility Index Money

Memorability Effect Best vs Worst 15 Subjects

Average Time Course

Controls Best vs Worst – Balanced length Best versus Worst RE, p <0. 005

Self report measures 1. Relevance 2. Ad liking (Aad) 3. Cognitive response 4. Affective response 5. Purchase intention

Worst Best Relevance Liking Cognition Emotion Intention

Psychophysics Affect Predictor

Psychophysics & Memorability Effect Memory effect Affect effect

ADvantage POST-TEST ™

ADvantage PRE-TEST ™