Canisius, Dent Neurologic Institute partner to investigate neuromarketing

Thu, Dec 17th 2015 01:55 pm The Canisius College Center for Professional Development and Dent Neurologic Institute have partnered to investigate consumer research using neuroimaging techniques, particularly electroencephalology (EEG). By understanding the human brain, researchers can better understand consumers and why they choose some products over others. Neuromarketing is a fast-growing field that provides a new breakthrough in obtaining marketing and sales results. Companies including Google, Yahoo!, Microsoft, Cocoa-Cola, Jet Blue and Volkswagen are using this new technology. Neuroimaging uses a combination of techniques found in psychology and neuroscience to comprehensively and objectively investigate the factors driving purchasing decisions. Neuroimaging researchers use techniques including fMRI, EEG, eye-tracking and psychophysics to better pinpoint the pros and cons of consumer products and advertising campaigns. “We are very proud of our partnership with…


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