Attention: Brain Response in the Digital World
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This keynote by Heather Andrews was presented at Adido's annual Attention summit in April. Neuroscience, a new frontier explored in this presentation through memory coding uses patterns and repetition to change behavior and decision making, as well as emotional intensity to design personal and emotive strategies and experiences. Watch the keynote here: https://www.youtube.com/edit?video_id=mdaU42UoeGo
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Attention: Brain Response in the Digital World
- 2. Neuroscience - a new frontier
- 3. The subconscious is key
- 4. Brain imaging gives new perspectives
- 5. Attention, emotion and decisions
- 6. Attention only gets you so far
- 7. Gaming is a good example
- 8. Adding emotion helps, but…
- 9. … it only tells part of the story
- 11. Memory encoding links to behaviour
- 12. Not the same as recall
- 13. Not just facts – emotions too
- 14. Decisions involve emotion & memory
- 15. Brand impact relies on understanding both
- 16. Maximising the impact of brands in the brain
- 17. Don’t rely on shouting loudest1
- 18. Don’t rely on shouting loudest1
- 19. Don’t rely on shouting loudest1 0 20 40 60 80 Control Explicit Implicit Numberofchoices McDonald's Burger King The implicit conditioning of consumer attitudes: Logo substitution effect Rafal K. Ohme: Polish Psychological Bulletin
- 20. Don’t rely on shouting loudest1
- 23. Deliver emotional intensity2 100 165 0 20 40 60 80 100 120 140 160 180 Index Emotional response to the same content tweeted live and later Video originally seen live, retweeted in non-live groups Live video viewed in context
- 27. Use interaction to drive response4
- 28. Use interaction to drive response4
- 29. Use interaction to drive response4 100 129 0 20 40 60 80 100 120 140 Static ads FreeWall® ads Index Peak level of left long-term memory encoding
- 30. Use patterns and repetition5
- 31. Use patterns and repetition5
- 32. Use patterns and repetition5
- 33. But don’t tell the brain it’s over…6
- 34. But don’t tell the brain it’s over…6
- 35. But don’t tell the brain it’s over…6
- 38. Never forget gender differences8
- 39. Never forget gender differences8
- 40. So, to sum up…