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Tap into the power of NeuroMarketing
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Colleen Backstrom, Managing Director
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Popular Article:
NeuroMarketing, eyes, brain, business
Ref Harvard Business School Article 11 Feb 2013: http://hbswk.hbs.edu/item/7168 written by Carmen Nobel, senior editor of Harvard Business School Working Knowledge.
At first glance, a neuroscientist and a business school might seem an odd fit. But in fact economists have been paying increasing attention to how the brain works. Christine Looser discusses her research on how the brain detects aliveness and the possible implications for organizations and advertisers.
How the brain works
“What I’m interested in is how and why the brain evolved to pay attention to other people,” says Looser, a fellow at Harvard Business School who sports a PhD in cognitive neuroscience.
At first glance, a neuroscientist and a business school might seem like an odd fit. But the fact is that the business world has been paying increasing attention to how the brain works. The field of neuroeconomics has gained ground in the past 10 years, with work exploring the brain processes that underlie decision-making. There is the nascent but fast-growing field of neuromarketing, which uses brain-tracking tools to determine why consumers prefer some products over others. And there is neuroleadership, which applies neuroscience to management research. Looser is looking to integrate insights from social psychology, neuroscience, and business. “The big-picture question for me is in how we interact with other people,” she says. “It’s hard to come up with any business transaction you can do alone.”