How food advertising best stimulates the senses Christina de Balanzo

Neuroscience tells us that to engage viewers, food advertisers should consider showing the products in their messy, authentic glory by Dr Christina de Balanzo. From the golden, elastic mozzarella dripping from crispy pizza dough to the glossy chocolate sauce oozing from the centre of a sponge pudding, it goes without saying that brands are keen to leave an aftertaste in our brains through clever and creative marketing campaigns.  But how exactly do these images impact our view of a brand, or change how likely we are to buy the product? Consumer neuroscience allows us to go beyond traditional ‘self-report’ methodologies and delve deeper into how people’s brains react to images of food. We generally assume that food is primarily associated with our sense of taste, but marketers must rely on…


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