Part two of my take-aways from The Vlerick Informeel Lecture (16 June 2009)
Why people prefer Coca-Cola over Pepsi?
Unconscious thoughts have clearly a big impact on our actions. Neuromarketeers try to study this impact in different ways. On the one hand they make use of psycho physiological measures: they study eye movements and the size of the pupil in the eyes and measure if a certain stimuli evokes a reaction in the skin or voice. The problem with those psycho physiological measures is that they do not reveal any information about emotions.
In a previous life, I studied cognitive psychology. I have always been intriged by the functioning of the brain and how it effects human behaviour. I experimented with eyetracking, implicit measurement through reaction times and EEG. During my internship at the neuropsychology department of the UZ Gent Hospital I even conducted an fMRI study in order to learn more about emotions. Given my background, I was therefore immediately enthusiastic when I saw the invitation for the Vlerick Informeel Lecture in cooperation with Baqmar about Neuromarketing.