Building Brands Through “Neuromarketing”

Martin Lindstrom, CEO of the Lindstrom Company, addressed the opening breakfast on Thursday, outlining the impact that “non-conscious” decision making can have on sales, marketing, and brand effectiveness. To find out what people really think about a product, Lindstrom scanned the brains of consumers using functional magnetic resonance imaging (fMRI)—a special type of MRI scan that measures neural activity in the brain. “fMRI shows how areas of the brain change while the experiment change,” Lindstrom says. By using fMRI, Lindstrom...

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