Politics, Bank Ads, and fEMG: How Good People Differ

Much has been written about the different demographics and views that Clinton and Trump supporters hold of our changing nation. Add to that now an indication that Clinton and Trump supporters may also differ in how they process messaging. In a new study, Trump supporters showed higher levels of positive emotional response and lower levels of negative emotional response than Clinton supporters when looking at apolitical bank advertising. Continue Reading →

Eden Tea

Many ideas but
little space; best ads focus
on what matters most.


An ad that is based
on art rather than craft, looks
good but sells little.

New fEMG Study Shows Value in Combining Neuromarketing and Survey-Based Advertising Testing

In a new study of advertising content that combined both neuro-physiological measures and traditional copy test measures, G&R has found that the two assessment approaches can yield different guidance when evaluating copy effectiveness. Commercials with strong emotional activation as measured by facial electromyography (fEMG) may not have high recall or persuasion, and visa-versa. In other studies, we have found positive correlations between fEMG and recall or fEMG and persuasion. Continue Reading →


Too many ideas
in one ad can confuse and
turn off the reader.

EEG and fEMG: What Facebook’s and Expedia’s Different Takes Say about Consumer Neuroscience Today

Facebook has conducted a series of studies to show the relative value of mobile advertising over television advertising. The studies are based on EEG.

Expedia has opened a dedicated neuroscience lab to look at what influences how people decide to travel. The Lab is based on fEMG.

What does the use of these two fundamentally different neuroscience measures by these two very successful companies say about the current state of applied neuroscience? Continue Reading →