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Brad Pitt, the first male to front a Chanel No. 5 perfume campaign, 2012 (source: The Sun)

Celebrities in Advertising: Neuroscience Insights

Idea posted: July 2013
  • Finance
  • Learning & Behaviour
  • Marketing

Companies pay celebrities large sums of money to endorse their products and ‘star’ in their advertising campaigns. Until recently, however, little was known about the processes that underlie the persuasiveness of fame. Now, research in neuroeconomics (a field that crosses the disciplines of psychology, economics, marketing and neuroscience) is providing insights into the neural effects of celebrity endorsement — and suggesting ways advertisers can best use celebrities to influence consumers and their decisions.

Idea #183
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Officer cadets from Serbia's Military Academy, Belgrade, Serbia, 2010 (Source: Wikimedia Commons)

Social Influences on Decision-Making: Neuroscience Insights

Idea posted: July 2013
  • CSR & Governance
  • Finance
  • Learning & Behaviour

Decision-making is often strongly influenced by social factors, and research in the nascent field of neuroeconomics (which crosses the disciplines of psychology, marketing, economics and neuroscience) is helping to explain why. ‘In-group conformity’ is mediated by signals in the brain associated with emotion and reward and can be stimulated by the so-called ‘love hormone’, oxytocin. Neurobiological insights like these raise important questions for strategy design — in both the private and public sectors. 

Idea #184
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Exercises in Tábor, 1924, photographed by Šechtl and Voseček (Source: Wikimedia Commons)

Co-operative Behaviour: Neuroscience Insights

Idea posted: July 2013
  • CSR & Governance
  • Finance
  • Leadership & Change
  • Learning & Behaviour

Co-operation is essential for the functioning of human societies — and several current public policy initiatives, including health and lifestyle and environmental campaigns, depend upon it. Many attempts to persuade people to co-operate and collaborate, however, fail — or succeed for only a limited time. Understanding the neural mechanisms for co-operation can help in developing more effective ways of promoting collective behaviour and in designing policies to achieve societal aims.

Idea #185
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Good and Evil (Courtesy Suzanne van Gils)

Instilling Morality In Organizations

Idea posted: July 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour

The ethical climate of an organization is not solely a reflection of the personality and morality of the leader. It is also a product of relationships. The interplay between leaders and followers and co-workers can cause the aggregate level of morality in an organization to rise and fall. People are motivated — and demotivated — to do the right thing partly by their environment and those around them. To reduce moral failures in organizations, you have to understand the bigger picture of human interaction.

Idea #164
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Female Leader

Fostering Diversity and Inclusion with Respectful Leadership

Idea posted: July 2013
  • CSR & Governance
  • Leadership & Change
  • Learning & Behaviour

Both anecdotal evidence and empirical research suggest that demographic differences can make it harder for leaders and followers to collaborate and cause levels of employee engagement to fall. The problems are greatest where male employees report to a female boss. Overcoming them depends on moral leadership. People who demonstrate respect for others can transcend demographic differences and combat prejudices. As the workforce becomes more diverse, moral and respectful leadership becomes an even bigger imperative for organizations. 

Idea #165
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GINKS Focus Group, Ghana (Source: Wikimedia)

Managing Workforce Ideas Effectively

Idea posted: April 2013
  • Innovation & Entrepreneurship
  • Learning & Behaviour

The effective management of employees’ ideas encourages people to participate in the organization, beyond the scope of their job. For organizations to sustain success in their markets, and in order to survive, they need to utilize their workforce as effectively as possible particularly by stimulating and implementing employees’ ideas for improvement and innovation. The results not only benefit the organization, but also contribute to employee satisfaction.

Idea #131
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