Consumer Neuroscience The use of neuroscience techniques to create better advertising

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Nicole Chlibovytsch


Consumer neuroscience is a growing field that incorporates neuroscience-based research methods to meet the specific needs of different companies. While some companies utilize psychological and neuroscientific information to create an effective product, others choose to use such information in order to create persuasive advertisements. The three most common techniques used are eye tracking, EEG analysis, and fMRI imaging. Each technique exists as a valuable tool to gather specific information that helps build an accurate representation of what goes on in a potential consumer’s mind. While these techniques are useful in improving the effectiveness of an advertisement, they are limited by their ethical concerns, thus leaving many wondering how far is too far when using science to make sales. Analysis of the techniques, their effectiveness, and what exactly they can do is important in determining where the boundaries of consumer neuroscience should lie. 

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Author Biography

Nicole Chlibovytsch

Nicole Chlibovytsch is a rising senior at UIUC majoring in Psychology with a clinical concentration and minoring in Molecular and Cellular Biology. Nicole is involved in research on campus at Sarah Ward’s Morality and Motivation Lab and has served as a Peer Mentor for the LAS Honors program. Nicole joined Brain Matters as a writer because she loves learning about and investigating the correlations between human neural activity and observable behaviors. For her it is fascinating to be able to trace human actions and choices back to the neuroscientific causes that take place within our brains.