Jun
Nowadays, it’s growing increasingly common for businesses to turn to neuroscience to address their marketing needs, especially since it seems that business has
challenges only neuroscience can solve. Behaviorists will tell us that humans are irrational creatures—we often make decisions based on information that is incomplete. We also take mental shortcuts.
Why we err in the first place, however, is not completely explained by behavioral science or economics. However, neuroscience can really help us gain a foothold in understanding why and how consumers make certain decisions. Neuroscience adds value to business; it provides us with long sought after causal explanations for behavior. It also provides several methods that we can use to assess our unconscious mental processes.
May
In the search to better understand emotional reactions to stimuli and the workings of the subconscious, marketing researchers have turned toward the use of numerous technologies. Here we discuss one of them, facial electromyography, also known as fEMG.
Facial electromyography is a technology that enables researchers and medical professionals to measure muscular activity in the eyes. The process quantifies the tiny electrical impulses that are generated by actively contracting muscle fibers. Because fEMG monitors movement in the facial area, researchers can gain a greater understanding of the subtle emotional responses participants feel towards a particular stimulus. In particular, fEMG studies two types of muscles: Certain activity of the corrugator muscle is usually associated with negative feelings, and activity of the zygomatic muscle is usually correlated with positive emotions.
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