Sharing is caring!’s journalist Christopher Johnston has just published a great post article about neuromarketing, more precisely about David Lewis-Hodgson, D.Phil. who is considered to be the father of neuromarketing, essentially, the study of the human brain on shopping.

He started working on the subject in the early ‘80s, performed pioneering research using EEGs to measure brain activity related to anxiety and stress. Some of the experiments involved testing people’s responses to television commercials, which he considered to be ideal examples of short, carefully structured messages. The BBC and several advertising publications featured his work, and thus neuromarketing was born.

Today, he runs Mindlab International in Sussex, which uses the same laboratory at the university that is now equipped with much more sophisticated technology and analytical software that he has developed.

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