The Neuromarketing World Forum
Where science meets business
  • Home
  • Agenda
  • Speakers
  • Digital Expo
  • News & Blog
  • Sponsors
  • Info
  • Register

Consumer Neuroscience 2.0

Agenda

  • Pre-Conference Activities
  • Day 1 (cancelled)
  • Day 2 (cancelled)

Consumer Neuroscience 2.0:
from brain activity to psychological constructs
Th. March 8 15:00  'The Glass House'


« review the Neuromarketing World Forum 2018 agenda

Within consumer neuroscience, relationships between brain activity and stimuli are used to predict consumer behavior and preferences. Typically, these links consist of linear or near-linear relationships. In these relationships, for instance, activity within the nucleus caudate, fMRI or an EEG response is seen as relating directly to what the consumer perceives as valuable. An approach that has been the main driver for the development of consumer neuroscience over the last 10 years, and one that provides a fascinating first order approximation of automatic behavior. 

However, within the brain, as in modern artificial intelligence systems, behavior is generated by non-linear transformations and interactions. With enough data and modern modeling approaches, it’s possible to build hierarchical models that are both capable of predicting behavior more accurately and linking brain data, via basic psychological processes, to high-level concepts such as “reliability” and “friendly”. 

Throughout his presentation, Andries van der Leij will discuss a number of these approaches – and how they perform. He will also explain how consumer-brand relationships are formed in accordance to the hierarchical modelling models he and his team have been developing: the pyramidal model. This model not only gives clearer insights and improved behavioral prediction, it also makes it possible to evaluate the degree to which advertisement material activates concepts such as “reliable” in the brain.

Audience takeaways: 

- Gain knowledge about a revolutionary new modelling approach that can be used in consumer neuroscience
- Discover the ways how this new model can be used
- Understand how the presence of high-level associations (such as friendly) can be measured using BOLD-MRI.
« review the Neuromarketing World Forum 2018 agenda
NMSBA Events B.V. | +31(0)30 274 5848 | office@nmsba.com
  • Home
  • Agenda
    • Pre-Conference Activities
      • Opening Dinner
    • Day 1 (cancelled)
      • Keynote by world-leading neuroscientist Antonio Damasio
      • The Branded (Content) Brain
      • The Neural Mechanisms Behind Engagement
      • Emotion Polling with Photos
      • Measure Emotions in Focus Groups
      • Neuro’s Reliability in Testing Digital Ads
      • Validating Neuro Indicators on Media Touchpoints
      • Shaping Implicit Minds to Influence Consumer Behavior
      • Future-Proof Your Customer Experience
      • Expo Program 2020
      • Conference Dinner
    • Day 2 (cancelled)
      • The Science of Retail Displays
      • Sensates on the Skin: a Touchy Subject
      • Music Neuroscience to Capture Consumer Attention
      • What makes a good and motivating narrative
      • Telling More Impactful Stories with Digital Ads
      • Breaking the 10-Second Attention Span Barrier
      • The Persuasion Code
      • How LinkedIn Uses Neuro to Understand Brand Impact
      • Value of a Memory: Theory and Applications
  • Speakers
  • Digital Expo
  • News & Blog
  • Sponsors
    • Opportunities
  • Info
    • Videos
    • Program Committee
    • Previous Editions
    • Newsletter
  • Register
    • 5 Reasons to Attend the Neuromarketing World Forum
    • Convince Your Company
    • Cancellation Policy
    • NMSBA Fanpoints