Neuroscience: The Hot New Advertising Research Myth

A new ad research messiah has appeared with claims that it answers all the most fundamental questions about advertising. (Meaning, mostly, that agencies are interpreting this research to tell them what they want to hear rather than the complex and uncomfortable things they hear through other research.)

Today’s savior is neuroscience and the research that records activity in various areas of the brain. MRI’s, CAT scans, & PET scans are now casually thrown around advertising discussions. And we are told that these colored pictures of the brain reveal everything about what motivates consumers. Right… Read more of this post