For years, Campbell's researchers asked consumers whether they remembered an ad and whether it made them more likely to
buy a product. But an analysis revealed that ads that consumers said made them more likely to buy a product had little relation to actual sales. People's words didn't fully capture their unconscious
responses, according to Campbell vp of global consumer and customer insights Robert Woodard, so it sought to understand the neurological and bodily responses to an ad.
Technological advances have made neuromarketing research cheaper, faster, and more accessible to more companies, Brat reports. The approach purportedly helps marketers better understand how consumers respond to marketing and advertising.
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