Ideas from Stallen, Mirre

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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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