| 9:25 |
Welcome back (the below is the old agenda, before postponing, we are communicating with all speakers and try to have as few updates as possible, we'll keep you posted) |
| THE SCIENCE BEHIND CONSUMER DECISION MAKING | |
| 9:45 |
The Science of Retail Displays Combining marketing, behavioral economics, neuroscience, and psychology to improve consumer communication • The neural differences between browsing a set and buying from it • How people think about the value of individual products vs. multi-item displays • Insights on consumer attention vs. purchase behavior in a retail setting Uma R. Karmarkar, Assistant Professor, Rady School of Management |
| 10:10 |
Sensates on the Skin: a Touchy Subject • An exciting new study on how consumers respond to sensory stimuli • Insights into consumers’ evolving response to a sensate applied to the skin • Implications for customer connections and future product development Jonathan Jacobs, Symrise |
| 10:35 |
Music Neuroscience to Capture Consumer Attention • How music neuroscience can help you capture attention and drive engagement • Using music to engage multiple age groups simultaneously • Best practices to employ music for a better experience and more engagement Julia Jones, Founder, Found in Music |
| 11:00 | Coffee break |
| THE NEUROSCIENCE OF STORYTELLING | |
| 11:30 |
What Makes a Good and Motivating Narrative? • The role of intuitions and conflict play in decision-making processes • How to measure narrative appeal at scale? • Consequences for movie/ad performance models Frederic R. Hopp, Senior Researcher, Neuroscience Lab |
| 11:55 |
Telling More Impactful Stories with Digital Ads • The unconscious dynamics of the most successful digital ads • Differences between storytelling in TV and digital advertising • Guidelines for your 360-degree TV and digital media plan Yener Girişken, CEO, ThinkNeuro |
| 12:20 | Lunch break |
| FROM NEURO TO ACTIONABLE TACTICS | |
| 1:50 |
Breaking the 10-Second Attention Span Barrier • Why cat videos no longer do the trick • How to harness the power of psychology to boost conversion and revenue • Tangible ways to attract customers and increase engagement in 10 seconds Hope Horner, Founder, Lemonlight |
| 2:15 | The Persuasion Code: How to Apply Neuroscience for More Effective Communication? • Why most efforts to persuade others are not optimized for the brain • How customers use their brain to make (buying) decisions • How to develop better marketing and sales messages based on neuroscience Christophe Morin, CEO, SalesBrain |
| 2:40 | Coffee break |
| MEMORY, BRANDING, AND BEING TOP OF MIND | |
| 3:10 |
How LinkedIn Uses Neuro to Understand Brand Impact • Comparing a brand’s impact in the context of online platforms • How EEG was used to compare ad effectiveness • Understanding the concept and impact of “trust” on advertising Rogier Verhulst, Senior Director Market Research, LinkedIn Bradley Vines, Director Neuroscience, Nielsen Consumer Neuroscience |
| 3:35 |
Value of a Memory: Theory and Applications • The importance of a brand or product to be "top-of-mind" • How being top-of-mind influence consumer choice remains challenging. • A novel computational neuroscience model of memory • Precisely and accurately predicting the value of being top-of-mind Ming Hsu, Associate Professor, and William Halford Jr. Family Chair in Marketing at the University of California |
| 4:00 |
Wrap-up, the announcement of the 2021 destination Start networking drinks: 16:15 |
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