It was Paul Ekman, a well-known professor of psychology at the University of California, who began studying facial expressions in the 1960s.

It was 1984 when Robert Cialdini, professor of Psychology and Marketing at Arizona State University in the United States published his Influence: The Psychology of Persuasion.

Based on the speech by Yener Girisken, ThinkNeuro Neuromarketing and Seda Cetin, Pepsico Turkey at CERTAMENTE 2020

fMRI is a technique that investigates the anatomy or function of the brain to determine which areas of it are activated when performing a task.

Generally referred to collectively as “biofeedback”, HR and GSR measure the body’s biological feedback in reaction to a stimulus.

Based on the speech by Jessica Southard, Mars and James Hodder, Nielsen Consumer Neuroscience at CERTAMENTE 2020