Print vs. Digital: Another Emotional Win for Paper - Neuromarketing. by Roger Dooley. "... The latest findings come from Temple University consumer neuroscience researchers. In a study conducted for the U.S. Post Office, they found significant differences in the way our brains process the two ad formats. ... " . I think this is place where neuromarketing can be best used, to get broad understanding of what works, rather than precision analysis of particular ads.
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