Professional Documents
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human emotions. The rationale behind neuromarketing is that human decision making is not so much a
conscious process and the idea of the homo economicus, basis for the majority of economic models around,
is out dated. Instead, there is more and more prove that the willingness to buy products and services is an
emotional process where the brain uses a lot of short cuts to accelerate the decision making process.
Neuromarketing studies which emotions are relevant in human decision making and uses this knowledge to
make marketing more effective. The knowledge is applied in product design, enhancing promotions and
advertising, pricing, store design and the improving the consumer experience in a whole.
The field lies on the intersection of neuro economics, neuroscience, consumer neuroscience and cognitive
psychology.
Neuromarketing in Pricing
Marketers know for a very long time, that price is an important variable in the success of product and service.
Knowledge on how price information is perceived and processed is the added value of neuromarketing in this
part of the marketing process.
price does not always win the quote. Neuromarketing brings in some heuristics on how to act for a better
quality. Or for a better perceived quality, because most of the time the decision is taken before the service is
delivered.
Neuromarketing in Advertising
Neuromarketing applied to advertising uses neuromarketing principles to develop ads and campaigns. While
advertising is mainly a creative process, neuromarketing can add value by a better understanding the effects of
ads on human beings. Neuromarketing is well developed in ad-testing on effectiveness. Predicting how well it is
related to likability and sales.
Neuromarketing is currently looking for ways to apply the knowledge around to apply knowledge on ad
effectiveness in an earlier stage of the creative process. Neuromarketing in Consultancy Neuromarketing
consultants use their knowledge from consumer neuroscience and apply it in consultancy jobs in the different
areas of marketing. Neuromarketing in Business to Business It is rather unusual to state that purchase
decisions in B2B environments are (at least partly) emotional. But these purchase decisions are made by the
same brains as consumer decision making and it is unlikely that the principles for consumer decision making
suddenly disappear once entering the office. Although there is currently not so much research around on this
topic, it is expected that neuromarketing in B2B will grow in this area too.
ORGANIZATIONAL STRUCTURE
The NMSBA is an official not-for-profit association since August 2014. Foundation documents and bylaws
below:
Foundation documents
NMSBA bylaws
Steve Genco
Christophe Morin
Rafal Ohme
Richard Silberstein
Ale Smidts
More on the Advisory Board
Earlier Boards
Gemma Calvert
Christophe Morin
Martin de Munnik
Rafal Ohme
LOCAL CHAIRS
The NMSBA has members in 84 different countries and local representatives in 38 countries. Country pages
will be added to this website in November. Local chairs are elected for a term of 3 years. Next elections for nonrepresented countries will be organized in January 2015.
The executive team and staff of the association consists of people that do have a passion for organizing, but do
not have a commercial interest in the field of neuromarketing. It is their task to promote neuromarketing,
organize events, publish the quarterly 'Neuromarketing Theory & Practice' and the yearbook and run the
association in general.
Executive Team:
Carla Nagel, Executive Director
Jeroen Imming, Finance Director
Sara Hoeflaken, Sponsoring and Exhibition Coordinator
Staff:
Femke van Zandvoort, Project and Membership Coordinator
Simone Oude Luttikhuis, Marketing Coordinator