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Videos
Games as an emotionally driven experience
Games are emotionally driven experiences. Immersion theory states that game elements such as narrative determine whether or not players commit emotionally to the game world. Conversely, flow theory focuses on game mechanics and how they bring players...
Catalogue: Congress 2014: What Inspires?
Authors: Danny Wang, Ruihong Tang
June 15, 2014
Research papers
Old meets new
Markets are becoming global and there is a need to develop products that easily convey information across cultures. By combining techniques from different fields (psychology, marketing, neuroscience and behaviour science) it is possible to develop a...
Catalogue: Congress 2013: Think Big
Authors: Alejandro Salgado-Montejo, Carlos Velasco, Sebastián Olier, Milena Sabogal, Charles Spence
September 26, 2013
Videos
Old meets new
Markets are becoming global and there is a need to develop products that easily convey information across cultures. By combining techniques from different fields (psychology, marketing, neuroscience and behaviour science) it is possible to develop a...
Catalogue: Congress 2013: Think Big
Authors: Alejandro Salgado-Montejo, Carlos Velasco, Charles Spence, Sebastián Olier, Milena Sabogal Uribe
June 15, 2013
Research papers
Opening the black box
Over the past 5-10 years, neuroscience in general, and biometric tools in particular, have become a valuable tool in the marketing process. However, several methods within this toolbox lack transparency, making it difficult for clients to understand...
Catalogue: Congress 2012: Accelerating Excellence
Authors: Gemma Calvert, Steve Watkins, Cristina De Balanzó
Company: KANTAR TNS Malaysia
September 13, 2012
Research papers
From the bottom of the heart!
Homo sapiens' first attempts at passing information through time took the form of paintings. In India emotions speak louder than words. Words hold less meaning in such a culture and fewer ideas can be communicated or elicited through them alone. If...
Catalogue: Congress 2012: Accelerating Excellence
Authors: Jaisy Desai, Akash Sahu, Michael Sack
Company: Ipsos MRBI
September 13, 2012
Research papers
Imagine that we can test imagination!
The paper describes the process of integrating traditional pre-testing methods with neuroscientific ones, which are based on brain waves (EEG), skin conductance (SC) and eye-tracking (ET) measurements. Study results are discussed with regard to the...
Catalogue: CEE Research Forum 2012: Global Fuel For Local Boost!
Authors: Rafal Ohme, Cristina De Balanzó, Henk Eising
Company: KANTAR TNS Malaysia
March 26, 2012
Research papers
