Word: brammer
(lookup in dictionary)
(lookup stats)
Dates: during 2000-2009
Sort By: most recent first
(reverse)
...processes images and messages and reaches decisions potentially gives marketeers a new tool that can be used to fine-tune ads and marketing campaigns, bolster or extend brands, or design better products. "It can give valuable information that's not particularly easy to access by other techniques," says Michael Brammer, Neurosense's chairman and co-founder. "It's no surprise that some of these bits of information are interesting commercially...
...there limits to neuromarketing's reach? FMRI studies are expensive. Brammer says a medium-sized study could cost between $94,000 and $188,000. Less-expensive options can also answer some marketing questions, however. For Unilever, Vienna's Walla recently used a startle-reflex method that measures muscle control of eye blinks to determine that eating ice cream makes people happier than eating yogurt or chocolate. Another drawback of scanners: lying in one is hardly a natural environment to watch TV or spot brands. But anticipated smaller versions that let subjects sit up under contraptions that resemble salon hair dryers...
Walla rejects the idea of a buy button as "science fiction," and most researchers say the technology only allows them to observe how brains work, not control them. Adds Brammer: "I have got a lot of respect for the power of the human spirit to resist being manipulated." Also, Smidts maintains, "A lot of advertising doesn't work. It's hard to persuade and influence people...