We all know what the placebo effect is - give a group of patients a sugar pill instead of a medication with active ingredients, and some of them will show an improvement in their symptoms. Drug researchers treat the placebo effect as an annoying artifact that must be eliminated by using double-blind studies. Other health care advocates see it as…

"About 95% of all thought, emotion, and learning occur in the unconscious mind - that is, without our conscious awareness." -Gerald Zaltman, in How Customers…

Side-to-side eye movements have been shown to improve memory, according to researchers in the UK and the US. They speculate that the eye movement causes…

How does marketing to high-testosterone males differ from pitching their lower testosterone counterparts? And who are those testosterone-rich individuals?…

Why We Buy - The Science of Shopping, by Paco Underhill, isn't exactly what the title might imply. It's not a neuromarketing text, it doesn't delve deep into…

Continuing our survey of neuromarketing books, we recently finished Brand Sense - Build Powerful Brands through Touch, Taste, Smell, Sight, and Sound, by…

Emotional Branding - The New Paradigm for Connecting Brands to People by Marc Gobé isn't a new book - it dates back to 2001. Nevertheless, those interested in…

Much of what we write about here at Neuromarketing is research that helps explain behavior. In other words, the neuroscientists take known human behavior and…

Paul Zak, Director of Claremont?s Center for Neuroeconomic Studies, was awarded a $1.5 million grant from the John Templeton Foundation to continue researching,…

Often, neuromarketing and neuroeconomic research seems to mostly confirm what we already knew, but a study at the University of Oregon produced results that are…