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Neuromarketing Proof? UCLA Brain Scans
Predict Ad Success
Fri, Apr 27, 2012
Neuromarketing, Neuroscience Research
For years neuromarketing firms have been selling their services to help advertisers optimize TV
commercials, product packaging, and other media. While these companies all claim success in helping
their clients boost sales, there’s been little in the way of published academic research that
demonstrates measuring consumer brain activity can reliably predict subsequent behavior. A new
study published in Psychological Science brings us closer to that point: scientists using a UCLA fMRI
facility analyzed anti-smoking ads by recording subject brain activity. They also asked subjects about
the commercials and whether the ads were likely to change their behavior. The researchers found that
activity in one specific area of the brain predicted the effectiveness of the ads in the larger population,
while the self-reports didn’t.
31
SShhaarree
7
Like Share
7
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
2 of 9 4/30/12 1:59 PM
fMRI Predicts Ad Campaign Performance
The methodology involved comparing brain activity in subjects who viewed ads from three
campaigns to actual performance of the campaigns in increasing call volumes. The researchers
focused on a subregion of the medial prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes. They found that the ad campaign which created the greatest
activity in the MPFC region generated significantly more calls to a stop-smoking hotline. Here’s a
sample ad (sorry, not sure which campaign it’s from):
Experts Failed, Too
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
3 of 9 4/30/12 1:59 PM
The subjects failed to identify which ads would change their behavior; in fact, the most effective
campaign, “C,” was the one judged to be least likely to work. The researchers also asked a group of
industry experts to predict which campaign would work best. Like the experimental subjects, the
so-called experts also predicted that “C” would be the least effective.
Before we get carried away…
A few cautions are in order before we break out the champagne and claim that neuromarketing studies
have been validated and the field has officially come of age:
This was a single study that tested 31 total subjects. (That’s actually a good number for an fMRI
study.) These subjects were smokers who wanted to quit, a group likely to be receptive to the
messaging.
FMRI is rarely used by commercial neuromarketing firms due to equipment cost, lack of
portability, subject immobility, and small sample sizes. Most neuromarketing companies use
EEG, biometrics, and/or other techniques not capable of the 3D brain region localization of
fMRI.
The ads weren’t commercial campaigns and the measured behavior wasn’t a product purchase
or even a brand preference. The same technique might not work for the commercial campaigns
of interest to most marketers.
But still…
Even if this single, small study of smoker behavior can’t be readily extrapolated to campaigns for
BMW or Pepsi, it’s still of great significance in proving neuromarketing studies can actually work. As
the authors note, “The approach described here is novel because it directly links neural responses
with behavioral responses to the ads at the population level.” Simply put, the brain scan data
correctly predicted how the ads would perform in the real world – not just how the subjects would
behave, but the broader public audience. That’s a major milestone.
It’s interesting that the authors never use the term “neuromarketing” in the text of their paper, but
rather refer to their study as a “neural focus group.” That’s actually a rather nice term, as it positions
the idea of using brain scans in a context familiar to traditional marketers. Solid wordsmithing AND
exciting data!
Abstract & Full Text: From Neural Responses to Population Behavior Neural Focus Group Predicts
Population-Level Media Effects by Emily B. Falk, Elliot T. Berkman, and Matthew D. Lieberman.
Post to Facebook
7
Related posts:
1. Brain Scans Predict Buying Behavior
2. Brain Scans Top Surveys
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
4 of 9 4/30/12 1:59 PM
3. More Brain Scans in the News
4. Super Bowl Ads Meet Brain Scans
5. Super Bowl Ads Ranked by Brain Scans
emily falk, fmri, matthew lieberman, mpfc, neural focus group, smoking, tobacco, ucla
This post was written by:
Roger Dooley — who has written 831 posts on Neuromarketing.
Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and
behavioral research to make advertising, marketing, and products better. He is the primary author at
Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.
Contact the author
Get 100 amazing brain-based marketing strategies! Brainfluence is
recommended for any size business, even startups and nonprofits!
Read this book to learn even more ways to change people’s hearts, minds, and actions.
— Guy Kawasaki, author of Enchantment and former chief evangelist of Apple
{
2 responses to “Neuromarketing Proof? UCLA Brain Scans Predict Ad Success” — Your Turn
}
nalts 28. April 2012 at 5:06 am
I used to market to people living with schizophrenia and I met with a few players in this space.
Unfortunately the researchers were not confident in their ability to read this audience. I was
intrigued with the possibility of seeing a lymbic response to our creative, and learning which
activated the memory (although it wouldn’t be clear whether storage or retrieval was being
observed).
nalts recently posted..Gilly?! (sorry)
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
5 of 9 4/30/12 1:59 PM
Reply
Micah
Twitter: MicahChipchase
29. April 2012 at 10:20 pm
It’s going to be fascinating to watch as more studies like this unfold. Really goes to show how
little we understand about our own brains and what makes us tick.
Micah recently posted..The Blog Creation Bible: All Hail The Gods Of The Internet
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Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
6 of 9 4/30/12 1:59 PM
Headline of the day: They’re eating our brains | eats shoots ‘n leaves April 28, 2012
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Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
7 of 9 4/30/12 1:59 PM
8.0 Harvard Lesson: Verbs Beat Adjectives
7.5 Most Desired Brands, via Neuromarketing
7.5 Apologies Really DO Work
7.1 Neuromarketing Fun: Add Your Caption
7.0 Love/Hate: Why Disliked Brands Prosper
6.8 Starbucks Loyalty Fail
6.7 Prediction Power: Asking Gets Results
6.4 What’s Better Than an Excited Customer?
6.2 Put Your Customer in the Ad!
6.2 More Evidence Video Games Help Your Brain
6.1 Better Packaging via Neuromarketing
6.0 Sales Secret: The Best Time to Close
6.0 What’s the Magic Word for Ecommerce Sites?
5.9 Branding: Avoiding Bad Neighborhoods
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Neuromarketing Proof? UCLA Brain Scans Predict Ad Success
Clicks Don’t Count!
The Easiest Way Ever to Boost Your Productivity
Are Marketers Sleazy?
Business, Sport, & Mark Cuban
Finding a College and Choice Architecture
Juice Your Marketing with Dopamine
Love/Hate: Why Disliked Brands Prosper
Brainfluence Price Drop and Reviews
Branding: Avoiding Bad Neighborhoods
Copyright © 2005 - 2012 Roger Dooley. Neuroscience Marketing | Neuromarketing
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85 8
Neuroethics
Neuroscience and Marketing Books
Social Media
Branding
Neuromanagement
Neuroscience Research » »
Brain Fitness
Neuromarketing Proof? UCLA Brain Scans
Predict Ad Success
Fri, Apr 27, 2012
Neuromarketing, Neuroscience Research
For years neuromarketing firms have been selling their services to help advertisers optimize TV
commercials, product packaging, and other media. While these companies all claim success in helping
their clients boost sales, there’s been little in the way of published academic research that
demonstrates measuring consumer brain activity can reliably predict subsequent behavior. A new
study published in Psychological Science brings us closer to that point: scientists using a UCLA fMRI
facility analyzed anti-smoking ads by recording subject brain activity. They also asked subjects about
the commercials and whether the ads were likely to change their behavior. The researchers found that
activity in one specific area of the brain predicted the effectiveness of the ads in the larger population,
while the self-reports didn’t.
31
SShhaarree
7
Like Share
7
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
2 of 9 4/30/12 1:59 PM
fMRI Predicts Ad Campaign Performance
The methodology involved comparing brain activity in subjects who viewed ads from three
campaigns to actual performance of the campaigns in increasing call volumes. The researchers
focused on a subregion of the medial prefrontal cortex (MPFC) but also compared activity in other
brain regions for control purposes. They found that the ad campaign which created the greatest
activity in the MPFC region generated significantly more calls to a stop-smoking hotline. Here’s a
sample ad (sorry, not sure which campaign it’s from):
Experts Failed, Too
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
3 of 9 4/30/12 1:59 PM
The subjects failed to identify which ads would change their behavior; in fact, the most effective
campaign, “C,” was the one judged to be least likely to work. The researchers also asked a group of
industry experts to predict which campaign would work best. Like the experimental subjects, the
so-called experts also predicted that “C” would be the least effective.
Before we get carried away…
A few cautions are in order before we break out the champagne and claim that neuromarketing studies
have been validated and the field has officially come of age:
This was a single study that tested 31 total subjects. (That’s actually a good number for an fMRI
study.) These subjects were smokers who wanted to quit, a group likely to be receptive to the
messaging.
FMRI is rarely used by commercial neuromarketing firms due to equipment cost, lack of
portability, subject immobility, and small sample sizes. Most neuromarketing companies use
EEG, biometrics, and/or other techniques not capable of the 3D brain region localization of
fMRI.
The ads weren’t commercial campaigns and the measured behavior wasn’t a product purchase
or even a brand preference. The same technique might not work for the commercial campaigns
of interest to most marketers.
But still…
Even if this single, small study of smoker behavior can’t be readily extrapolated to campaigns for
BMW or Pepsi, it’s still of great significance in proving neuromarketing studies can actually work. As
the authors note, “The approach described here is novel because it directly links neural responses
with behavioral responses to the ads at the population level.” Simply put, the brain scan data
correctly predicted how the ads would perform in the real world – not just how the subjects would
behave, but the broader public audience. That’s a major milestone.
It’s interesting that the authors never use the term “neuromarketing” in the text of their paper, but
rather refer to their study as a “neural focus group.” That’s actually a rather nice term, as it positions
the idea of using brain scans in a context familiar to traditional marketers. Solid wordsmithing AND
exciting data!
Abstract & Full Text: From Neural Responses to Population Behavior Neural Focus Group Predicts
Population-Level Media Effects by Emily B. Falk, Elliot T. Berkman, and Matthew D. Lieberman.
Post to Facebook
7
Related posts:
1. Brain Scans Predict Buying Behavior
2. Brain Scans Top Surveys
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
4 of 9 4/30/12 1:59 PM
3. More Brain Scans in the News
4. Super Bowl Ads Meet Brain Scans
5. Super Bowl Ads Ranked by Brain Scans
emily falk, fmri, matthew lieberman, mpfc, neural focus group, smoking, tobacco, ucla
This post was written by:
Roger Dooley — who has written 831 posts on Neuromarketing.
Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and
behavioral research to make advertising, marketing, and products better. He is the primary author at
Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.
Contact the author
Get 100 amazing brain-based marketing strategies! Brainfluence is
recommended for any size business, even startups and nonprofits!
Read this book to learn even more ways to change people’s hearts, minds, and actions.
— Guy Kawasaki, author of Enchantment and former chief evangelist of Apple
{
2 responses to “Neuromarketing Proof? UCLA Brain Scans Predict Ad Success” — Your Turn
}
nalts 28. April 2012 at 5:06 am
I used to market to people living with schizophrenia and I met with a few players in this space.
Unfortunately the researchers were not confident in their ability to read this audience. I was
intrigued with the possibility of seeing a lymbic response to our creative, and learning which
activated the memory (although it wouldn’t be clear whether storage or retrieval was being
observed).
nalts recently posted..Gilly?! (sorry)
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
5 of 9 4/30/12 1:59 PM
Reply
Micah
Twitter: MicahChipchase
29. April 2012 at 10:20 pm
It’s going to be fascinating to watch as more studies like this unfold. Really goes to show how
little we understand about our own brains and what makes us tick.
Micah recently posted..The Blog Creation Bible: All Hail The Gods Of The Internet
Reply
Leave a Reply
Name *
E-mail *
Website
Notify me of followup comments via e-mail
Submit
Show my recent blog post
You can add a link to follow you on twitter if you put your username in this box.
Only needs to be added once (unless you change your username). No http or @
{
1 response to “Neuromarketing Proof? UCLA Brain Scans Predict Ad Success” — Your Turn
}
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
6 of 9 4/30/12 1:59 PM
Headline of the day: They’re eating our brains | eats shoots ‘n leaves April 28, 2012
« Previous Entries
Subscribe & Connect!
Enter your Email
Subscribe!
FFoolllloow @rrooggeerrddoooolleeyy 10.6K followers
Like 521 people like this. Be the first of your
friends.
Also visit: Roger Dooley
Neuromarketing Books
Brainfluence
Roger Dooley
Buy New $15.96
Privacy Information
Thinking, Fast and Slow
Daniel Kahneman
Buy New $15.00
Privacy Information
More about Brainfluence
More Neuromarketing Books
Top Posts - PostRank
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
7 of 9 4/30/12 1:59 PM
8.0 Harvard Lesson: Verbs Beat Adjectives
7.5 Most Desired Brands, via Neuromarketing
7.5 Apologies Really DO Work
7.1 Neuromarketing Fun: Add Your Caption
7.0 Love/Hate: Why Disliked Brands Prosper
6.8 Starbucks Loyalty Fail
6.7 Prediction Power: Asking Gets Results
6.4 What’s Better Than an Excited Customer?
6.2 Put Your Customer in the Ad!
6.2 More Evidence Video Games Help Your Brain
6.1 Better Packaging via Neuromarketing
6.0 Sales Secret: The Best Time to Close
6.0 What’s the Magic Word for Ecommerce Sites?
5.9 Branding: Avoiding Bad Neighborhoods
Powered by Postrank
Recent Posts
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success
Clicks Don’t Count!
The Easiest Way Ever to Boost Your Productivity
Are Marketers Sleazy?
Business, Sport, & Mark Cuban
Finding a College and Choice Architecture
Juice Your Marketing with Dopamine
Love/Hate: Why Disliked Brands Prosper
Brainfluence Price Drop and Reviews
Branding: Avoiding Bad Neighborhoods
Copyright © 2005 - 2012 Roger Dooley. Neuroscience Marketing | Neuromarketing
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
8 of 9 4/30/12 1:59 PM
Powered by the Thesis Framework for WordPress
Neuromarketing Proof? UCLA Brain Scans Predict Ad Success ... http://www.neurosciencemarketing.com/blog/articles/neuromark...
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