NEW 3rd International Edition - Jan 2009

Max Sutherland's book is written for advertisers, agencies & consumers.

Used by students of marketing, advertising, journalism and mass communications.
Read a samplechapter

What's Unique?

Conclusions from tracking the effects of many hundreds of ad campaigns continuously, week by week, over a period of nearly 15 years in America, Asia, Australasia and Europe. Ad campaigns for companies like Gillette, Campbells Soup, McDonalds, AT&T, General Motors, Kodak, Shell and Qantas.

Draws on academic research into communication psychology and buyer behavior but reduces the 'fog index' to make the findings clearer and more actionable.

This is what readers say.

Dr. Max Sutherland is an independent marketing psychologist and consultant in the U.S.A. and Australia, a regular columnist for trade publications and Adjunct Professor of marketing at Bond University.

More... about the author.


Advertising Principles

Erik du Plessis

Nigel Hollis

Mind Hacks

Sex in Advertising (Tom Reichert)

TED Ideas worth spreading


Google Ads

Dr Max Sutherland

Monthly column

Receive Max Sutherland's column by email - free subscription


Neuromarketing in the Press

RSS Feed iconReceive new posting via RSS feed. >Click the icon on the left to subscribe.
(Or right click the icon to copy and paste the link into your rss reader)

This page, tracks the reports of neuromarketing in the media.

To find out, 'what is neuromarketing', click here.

For simple explanations of brain imaging methods, click here.

Max Sutherland's columns on neuromarketing are:

Neuromarketing: What's it all about?

Brands on the Brain

Neuromarketing in Retreat

Press Reports:

Refers to fMRI studies by Neurosense to determine a) whether viewers respond to ads differently at night than in the morning b) whether particular ads are more effective when shown in compatible program environments. Another study for Viacom looked at nine regions of the brain that supposedly control such functions as attraction, long- and short-term memory and understanding. One counterintuitive result: commercials generated more activity in eight of those nine cortical regions than the programs did. Also reprinted in Time 17th Sept 2006 as "What Makes Us Buy?"

"Brand new brain game" by James Morgan in The Herald (UK) 4th July 2006. (Also picked up by Business Week, July 13) A somewhat 'sensationalist', hyped report on neuromarketing including the development of a so called 'mind reading' capability by computers from our facial expressions captured via camera. The computer infers our current emotional state (excited, surprised, sad etc) in order to respond with adverts connected to that emotional state.
"Market research: Mind reading" by David Tiltman, 23 Nov 200 in Brand Republic Design Bulletin. Reports on various studies including:
  1. One set up by Millward Brown to test and compare an EEG study of consumers' responses to ads with Millward Brown's Link pre-testing methodology. The results were said to be "remarkably similar" and the conclusion was that " the EEG study, though interesting, delivered little added insight".
  2. A study conducted for Viacom to examine how the brain responds to TV programmes and advertising.
  3. An fMRI study by Media planning agency PHD into how the brain responds to different media. This resulted in the development of a planning tool .
  4. Also describes an exploratory EEG study conducted in-store where a subject wore a pair of glasses containing a microscopic video camera to track her actions thus enabling the correlation of these with her EEG brain patterns.