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

1. Attention,
emotion and
brand
decisions

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

10. Long-Term Memory Encoding

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

21. Deliver emotional intensity2

22. Delivery emotional intensity2

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

24. Make it personal3

25. Make it personal3

26. Make it personal3

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

36. Avoid “uncanny valley”7

37. Avoid “uncanny valley”7

38. Never forget gender differences8

39. Never forget gender differences8

40. So, to sum up…

41. Thank you!
Any questions?