Editor’s note:Dr. Carl Marci is co-founder, chairman of the board, and chief science officer of Innerscope Research and the former Director of Social Neuroscience for the Psychotherapy Research Program at the Massachusetts General Hospital. He is Assistant Clinical Professor of Psychiatry at Harvard Medical School and is a former Visiting Lecturer at the MIT Program in Media Arts & Sciences.
I often get asked why a Harvard neuropsychiatrist spends so much time talking about emotions and the brain in front of media and marketing research experts. The answer is that we live in an increasingly competitive world, and relying on what consumers tell us is incomplete, and in many cases just plain inaccurate.
Brand managers must understand how consumers engage on an emotional level in order to accurately predict whether their advertising or any other media content will truly resonate.
This is increasingly necessary with the new wave of young consumers. Recent…
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