Measuring the Emotive | BTalk

Last Updated May 10, 2010 4:58 PM EDT

Podcast

Prof Richard Silberstein

Prof Richard Silberstein

(Episode 492; 15 minutes 41) When it comes to making purchase decisions we might think we're rational human beings, but advertisers think differently. They spend a lot of money trying to tap into your emotion. The problem is, how do they know they're doing it well or not?

The answer, perhaps, lies in neuroscience. Measuring brain wave patterns can determine whether you like something, have affinity with it and, just as importantly, whether you'll remember it. For an advertiser it all sounds too good to be true -- but is it ethical?

Today on BTalk I talk to Professor Richard Silberstein, who has more than 30 years experience in neuroscience. He is the CEO of Neuro Insight, who provides this sort of analysis for Australian advertisers.

He explains what it can achieve, as well as answering that question on the ethics of it all. Perhaps it can provide the answer to that problem "half of my advertising is wasted, I just don't know which half".