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“Measuring narrative engagement: The heart tells the story” Does audio or video content material generate greater person engagement? What humans claim versus what their biometric information shows, the authors found, doesn’t align. For their study, the researchers identified equivalent audiobook and film scenes from variations such as Game of Thrones and The Silence of the Lambs. They selected“emotionally charged scenes” in which the audio and video had been nearly identical. (The audio portions, inevitably, lasted longer than their video counterparts; the authors evaluated relative time charts that aligned scene content.) While participants rated the video segments as, on average, 15% “more engaging,” the physiological measures cautioned otherwise: "In terms of raw measures, their average heart rate was higher when they were listening to audiobooks by about two beats a minute; they had a greater range of heart rate by about 4 beats per minute; they were roughly 2 degrees warmer in their body temperature (1.66°C), and their skin conductance (EDA) was higher by 0.02 microsiemens.Why? The authors hypothesized that “listening to a story is a more active process of co-creation (i.e. via imagination) than watching a video.” Thus: The act of listening to the narrative recreated the same basic pattern of brain activity as telling the story, suggesting that listening to the story is qualitatively and quantitatively similar to experiencing the speaker’s memory of the events. Moreover, activation was not limited to regions of the brain classically related to language, but also involved emotional, sensory and motor systems consistent with the notion that at some level, the listener actually experiences the story." Adapted from: Richardson, D.C., et al. (2018) Measuring narrative engagement: The heart tells the story. Department of Experimental Psychology, UCL. London.

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Which is a better predictor of purchasing behavior—qualitative research or fMRI scans? Simone Kuhn, Enrique Strelow, and Jurgen Gallinat began their study with 18 women between the ages of 23 and 56, all self-described weekly chocolate buyers. The women were shown a product picture and six related communications, including a control (a toothbrush). The product picture appeared for 2 seconds, followed by a 3-second display of a marketing communication, then the product again for 2 seconds. Researchers used fMRI imaging of several brain areas during the test. Afterward, the participants were asked to order the communications according to their liking. The researchers created three sales forecasts: one based on stated preference, one based on brain activity during viewing of the communications, and one based on fMRI changes to product viewing before and after communications. German supermarkets displayed each test treatment for one week, with researchers recording actual sales. The strongest correlation between forecasted and actual sales came from the fMRI signals during communications; the pre- and post-messaging fMRI data was second. The subjects’ stated preference finished last. While the researchers drew only tentative conclusions about the ability of neuroimaging tests to predict sales and the poor correlation between stated preference and sales, they highlighted the potential power of small sample sizes in neuromarketing: The present results demonstrate the feasibility to use neuroimaging methods in a relatively small sample of participants to forecast the influence of communications on the actual consumer behaviour at the point-of-sale. (op.cit. Gleason:2018.) Reference: Kuhn, S. et al. (2016). Multiple ‘buy buttons’ in the brain: Forecasting chocolate sales at point-of-sale based on functional brain activation using fMRI. Neuroimage.

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The excessive number of brands on the market leads to information overload. Technical specifications on most products prevent a regular consumer from determining the product’s real value. Urbanisation of a modern society creates an environment with too many shops offering similar products. This is precisely why it is essentially important to explore the methods of a neuroscientific discipline, in order to find out whether marketing choices that have been made lead to maximum consumer satisfaction. Neuromarketing, as a scientific discipline in the field of marketing research, represents an implementation of neuroscientific methods, with a purpose of a better understanding of human behaviour. As a sublimation of two scientific disciplines-consumer behaviour and neuroscience - neuromarketing replaces the traditional types of marketing research. The purpose of this article is to introduce the postulates and the methodology of neuromarketing application, from the scientific and professional point of view. Therefore, it offers an overview of empirical research, analysis of techniques used in practise while conducting neuromarketing research, and the effect of their mutual interaction on the economy. With a comparative analysis of the influence neuromarketing has on the promotion of a marketing campaign, this paper determines the technological and general limitations in doing research, which have a direct influence on: product development, graphic design, distribution and promotion of products/services in general. In conclusion, we could claim that neuromarketing is a discipline that represents a quality addition to marketing research, in which the provided data analyses can be used in a way for companies to produce and sell products in accordance with consumer preferences. Scientific paper you can find here: Šola, H.M(2014). Neuromarketing-science and practice. FIP Scientific journal of Effectus College for Law and Finance with international peer-review.ISSN: 1849-241X. Volume 1. Issue 1., pp.25-35.

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