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THE SCIENCE OF PERSUASION

Getting to Know Neuromarketing: EEG

It’s the same in almost every sci-fi movie. The protagonist is strapped to a chair, kicking and screaming, and subdued just long enough for an array of wires and electrodes to be strapped to his head. Despite his best efforts, the antagonists begin to read his thoughts. Thankfully, this terrifying depiction is a far cry from the technology that is now par for the course in many neuroscience studies and neuromarketing practices. (In any case, it’s REALLY easy to mess up an EEG reading, so our hero is probably fine!) What is it? EEG (electroencephalography to the Spelling Bee winners out there) is the translation of the electrical activity of your brain’s surface onto paper, virtual or otherwi

Getting to Know Neuromarketing: Facial Coding

Joy and surprise or fear and disgust: imagine knowing exactly how a consumer feels about an advertisement, website or mobile app moment to moment as they experience it. It's not science fiction, it's Facial Coding. Facial Coding is a technique that makes it possible to detect and qualify emotions and their intensity based on the observation of the facial expressions of an individual. How does it work? Facial Expression Analysis, as the Facial Action Coding System, was originally developed by Carl-Herman Hjortsjö in the late 60’s and early 70’s and pioneered by Paul Ekman and Wallace Friesen in the 70’s, where facial expressions are analyzed, mainly through changes in specific categories of f

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