NeuroAdvertising – how purchasing decisions are emotionalised by advertising
Modern brain research is becoming increasingly successful at understanding people and even predicting human behaviour. At the same time, marketing is positioning itself ever closer to the consumer with the aim of understanding their subconscious feelings and desires. Neurological and behavioural research offers a completely new approach to this aim. Professor Müller shows how modern brain research optimises marketing measures and identifies quick wins from neuroscience that can be implemented directly.