Neuroscience Research

When salespeople hope to close a deal, they may try doing favors for the client. In fact, scientists who study human behavior know that the opposite strategy can work: if you can get someone to do YOU a small favor, they are much more…

When can a Mountain Dew make you smarter than a glass of a nice Pinot Noir? Well, beyond the short-term cognitive boost from the caffeine-rich soft drink, being seen holding a glass of wine can reduce your intelligence - not in real terms,…

The way you display a price has a surprising effect on how consumers gauge the magnitude of the price. It's important to read the price aloud as a consumer might, as more syllables in the price make it seem higher.

While just about every educator would agree that highly engaged students learn more than bored, distracted students, there's been little effort to measure engagement. The Bill & Melinda Gates Foundation has begun to change that with a…

Why is DARPA paying academic researchers to study how Hitchcock suspense films and Clint Eastwood westerns light up our brains?

Having demolished the belief that most people are rational in his last two books, Duke researcher Dan Ariely puts to death the concept that "most people are honest" in his newest book, The Honest Truth About Dishonesty: How We Lie to…

It shouldn't surprise Neuromarketing readers that choice of words is important when writing headlines, taglines, or copy, but brain scans show how specific words can have the same meaning but activate different areas of the brain. Emory…

Those of us involved in social media know that people love to talk about themselves. They seemingly enjoy sharing the trivial, the personal, and occasionally the weird, details of their lives. Sometimes they overshare - as a longtime…

Here's another rare foray into neuro-parenting. In How to Praise Your Child, I described research that showed telling your child he/she is smart could actually backfire and have negative effects on performance. It turns out there's…

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…