How cognitive neuroscience can affect consumer decision-making

28 September 2015  100 views    4 min read Nir Wegrzyn shares three tips to successfully apply cognitive neuroscience to branding. Cognitive neuroscience is the study of how we, as human beings, actually make decisions. Although science and creative don’t traditionally go hand in hand, it’s now undeniable that applying learnings from this branch of science to our creative executions in the brand design world can help to successfully influence consumer decision-making for commercial success. By now, most of us in the marketing and design world who are interested in behavioural economics and cognitive neuroscience have heard that the vast majority of decisions we make are not rational. However, that doesn’t necessarily mean we understand the implications of the consumer irrationality at the point of purchase. The marketing industry constantly tries…

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