Themed ‘Making the World a Better Place’, the 2021 Neuromarketing Series brings you insights, inspiration, and engagement - from neuro -and behavioral science- to face the challenges of purpose-driven marketing and business.

In this video, Eda Ocak presents how this research helped to find the most triggering climate change message in terms of visual and semantic representation. Printed ad alternatives that represent climate change with altering tenses, pronouns, messages, and visuals were tested to understand common unconscious patterns behind the behavior-changing approach to climate messages. This study was a crucial part of the most comprehensive climate change project in Turkey that is supported by the European Union. A related peer-reviewed academic paper was published in the International Journal of Global Warming in 2019, June.

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