Neuroscience is great, but advertising needs more rule-breakers

As a species, humans hate uncertainty and love rules. When it comes to the big questions in life, such as “why are we here?”, history shows that we’d far rather make something up, or at the very least develop a theory, than simply admit to ignorance. Uncertainty is a disquieting feeling. However much we might feel like free spirits individually, as soon as we gather together we start making rules. Some rules form almost organically, like standing on the right-hand side of an Underground escalator. Others are written formally into law. Now we’ve new rules to take the uncertainty out of making TV advertising. By measuring brain responses to 150 ads, neuroscience research company Neuro-Insight has established six links between advertising and long-term memory encoding. The findings certainly seem to…

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