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In search of the unconsious mind – How to conduct neuromarketing?

Posted on June 30, 2009 by Annelies Verhaeghe

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 search of the unconscious mind – We think less than we think

Posted on June 22, 2009 by Annelies Verhaeghe

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.
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