Neuroscience has been tapped to help brands understand consumer purchasing decisions for several years now, with methods from healthcare and academia such as EEG and biometrics applied to study the motivations of consumers. Marketing insights company Nielsen, for example, even has a branch devoted to neuroscience called Consumer Neuroscience headed by Harvard Medical School neuroscientist Dr. Carl Marci. But what have market researchers actually learned from all these efforts that can help brands?

Some very interesting research results have come from a Baylor College of Medicine study. A team of neuroscientists presented 40 subjects with vignettes of actions taken by both humans and corporations to monitor brain scans of their responses. This research originally stemmed from the inquiries into the legal implication of “corporate personhood” and fact that the American legal system has extended the rights of individuals to corporations and held corporations, as a collective unit, liable. Funding for this work came from the “Initiative on Neuroscience and the Law”.

Our Brains Use Different Areas to Process People and Objects

The study went like this: The vignettes given to the participants showed actions that were positive and pro-social such as donating money, neutral such as purchasing office equipment, or anti-social such as law breaking. There was also a control of vignettes about inanimate objects such as fruit or an ironing board. Baylor College’s website reported: ”When participants made judgments about people, specific areas of the brain involved in social reasoning became active. In contrast, when participants reasoned about an object, activity in these areas was diminished.” 

The Human Brain Experiences Corporations as People

The study found that people essentially used similar parts of the brain to understand corporate and human behavior. This study which originally had to do with law has applications to how consumers relate to brands – if they’re using similar parts of the brain to understand corporate and individual human behavior, they’re essentially equating brands with people! You can read the entire paper “Are Corporations People Too?” written by Mark Plitt, Ricky R. Savjani and David M. Eagleman here.

Companies Need to Work on Reputation, Loyalty and Trust

This study gives some radical insight into how people view brands; one author of the study, David Eagleman, says it tells us that companies need to work on reputation, loyalty and trust. We’re excited to say that Eagleman, host of PBS’ The Brain and NYT best selling author will be at The Market Research Event this October. Eagleman’s talk is called: “Emotion, Motivation, and Reputation: What Matters to the Mind of the Consumer.” 
We are excited to announce that FUSE 2017 will take place in Miami on April 4-6th. As we begin to layout the program and select speakers, we want to ensure we are meeting your current needs. Please take a few minutes to fill out the survey below and share your thoughts on what you want to learn and experience, and who you want to hear from and meet at FUSE 2017.

As a thank you for your feedback, you'll receive a 20% discount off the 2017 FUSE Miami event.

Win a Free Pass to FUSE 2017: In addition to the 20% discount- If you choose to share your contact details at the end of the survey, you will be entered to win a complimentary pass to FUSE 2017. 
Please complete survey by Sept 15th to be entered to win. You can view the survey here:

Interested in Speaking at FUSE 2017?

Are you a brand/client side company? If you are interested in participating as a 2017 speaker please email the event producer Romina with your topic and contact details at . Please submit no later than Sept 28th.

Are you a vendor/ solution provider/ consultant? If you are interested in speaking or hosting one of the various networking events please reach out to Liz Hinkis to find out more. She can be reached at . Please note that vendor participation on the FUSE program is a part of paying sponsorship ONLY. Liz can provide further details on what those costs will be.

Thank you for sharing your feedback and I look forward to seeing you in Miami next April!


The FUSE Team
We are starting a "Color of the Month" series featuring Color Marketing Group's monthly Color Alerts on our blog. 

September's color alert is Golden "Maíz," which is a substance for life, glowing, abundant, and fulfilling. This hue resonates with history, and the future, as this color can embrace everything from food to precious metals. As a color of sustenance and wealth, warmth and health, it is a leading design hue for 2016 with the ability to change its look with materials and finishes. 


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