Dr. Ingrid Nieuwenhuis

Head of Science (Alpha.One)

The Neuroscience of Advertising: How “What we Know” changes “What we Perceive”

People don’t always do what they say. To gain a deeper understanding of the behaviour of consumers, we have to take a closer look at the organ that forms our thoughts and decisions: the brain. Neuromarketing is a new field which uses medical technologies to see your brain’s responses to marketing stimuli. Brain activity can tell why consumers buy certain things and what part of the brain is telling them to do so.

“In this talk, I will present an overview of todays neuroscience research used to investigate online advertising of products and the effectiveness of advertising.”

Dr. Ingrid Nieuwenhuis

is Head of Science at Alpha.One, where she is developing a platform for quantification of brand value generated by advertising.

She has a PhD in neuroscience and worked as a postdoctoral researcher at the University of California, Berkeley. As Director of Neuroscience at Nielsen Consumer Neuroscience, she helped top Consumer Packaged Goods (CPG) companies to incorporate neuroscience methods.

Subsequently, she worked at Facebook’s Marketing Science Department in New York where she was responsible for the quality of neuroscience research investigating online advertising products.


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