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September 11, 2007

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Andreas

I believe that to link neuroscience to advertisement is possible. However, what is not possible in front of a TV by measuring the brain waves are the reaction of the individual to the "real thing" in a real purchase or shopping environment.

This is also the challenge with "normal" focus groups where consumers are quizzed about their behaviour or attitudes. Change the environment or the context, and their reaction is totally different. It is here, where the measurement should get started.

Alternatively, there are the mental filters in our mind, that come to bear in a normal conversation, or when you ask the individual to go back in their mind's eye to a shopping experience. Mental filters as mentioned first in Peter Senge's book the Fifth Discipline.

Language and behaviour is expressed different if different mental filters run - e.g.; a person that is proactive act differently from someone who is extremely reactive.

I haven't read the respective article yet, but will do so immediately :)

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