Does the price has an influence on the perception of a product taste ?

Thanks to the unique capabilities of fMRI scanners, scientists claim to have found new evidence of how parts of our brain attempt to ‘trick’ us into thinking a higher price tag means better wine. Dr. Hilke Plassmann is a professor at the international business school INSEAD, she studies marketing by collaborating with neuroscientists to learn […]

Does fMRI can allow us to better understand the odor masking problem?

Odor masking is a very prominent problem in our daily routine, mainly concerning unpleasant sweat or toilet odors. This article shows that the use of fMRI will provide answers and lines of thinking to this odor masking problem. In odor masking, a pleasant odor is used to mask an unpleasant odor, and it is expected […]

Does neuromarketing can allow to advancing consumer neuroscience?

In the first decade of consumer neuroscience, strong progress has been made in understanding how neuroscience can inform consumer decision making. Indeed, researchers have succeeded, in just a few years, to achieve a sophisticated understanding of how the brain computes the value of choice options and compares these values leading to choose and how context […]

Does the strength of a brand have an influence on the taste of a product?

Professor McClure from the DNL (decision neurosciences lab) in the department of psychology at Arizona State University and his co-workers have decided to study on Coca-Cola (Coke) and Pepsi, because consumers were having strong preferences over one another, although their formulas are almost the same. With this, came the question of how cultural messages affect […]

Is neuromarketing the new science of consumer behavior?

In this paper Dr. Christophe Morin, CEO of Sales Brain (neuromarketing company) discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world. Neuromarketing is an emerging field that bridges the study of consumer behavior with […]