Brain Signals of Desire
June 22, 2017 10:00 AM

Much of the excitement that surrounds the field of consumer neuroscience stems from the notion that measures of brain activity may provide more reliable indices of actual “purchase intent” than those which can be obtained by recording consumers’ conscious articulated statements. Researchers utilizing different methodological approaches (e.g. EEG and fMRI) have identified brain signals that to some degree deliver on that promise. For example, over the last 20 years a large body of work has demonstrated that EEG indices of relatively greater left-hemisphere pre-frontal activation can be associated with approach motivation, or being drawn towards a stimulus, whereas relatively greater right hemisphere activation can be associated with avoidance or the withdrawal of engagement with a stimulus. 

In this talk, Michael E. Smith, Vice President, Nielsen Consumer Neuroscience, will show scientific evidence from such approaches suggest that both types of signals simply reflect different aspects of a common distributed neural network underlying consumer decision making. 

Audience takeaways:

• Understanding of brain measures as indices of purchase intent
  
• Deeper insights in the possibility to predict consumers' purchase intent
  
• Applications in the field of shopper marketing
  

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