Neuromarketing Reaches “World Forum”-Status

Venlo, Netherlands, February 01, 2013 --( The field of neuromarketing is developing rapidly. The term Neuromarketing was only coined in 2002 but in only 5 weeks, the second edition of the Neuromarketing World Forum is organized. From 6-8 March neuromarketing scientists and businessmen gather in São Paulo to share their latest insights.

“The first edition in Amsterdam was more or less an industry event. This year we are very happy to welcome a large group of regular business people,” according to Professor Richard Silberstein, president of the Neuromarketing Science & Business Association (NMSBA). “Managers, CMO’s and consumer insight professionals are traveling from all over the world to São Paulo to learn more about the application of consumer neuroscience to their business.”

Neuromarketing is the so-called marriage of behavioral neuroscience (‘why do we do what we do?’) and marketing (‘why do we buy what we buy?’). It uses biometric techniques like EEG, eye tracking, facial coding and fMRI to learn more about what consumers really think about products, services and communications. Biometrics measurements of unconscious responses turn out to be a better predictor of future purchases than for instance self-report.

These insights can be revolutionary: professor Rafal Ohme (Poland) found general small cues that affect consumer’s choices. Not only in the FMCG industry, where impulsive buying behavior is a known phenomenon, but he found that these rules apply for choices of auto brands, financial services or domestic appliances as well. Dr Yener Girişken (Turkey) and professor Victor Lamme (The Netherlands) both found independently that the some generic rules of thumb for marketing apply to multicultural and multinational commercials.

The Neuromarketing World Forum takes place in the Renaissance hotel in São Paulo and is organized by the NMSBA and FGV Projetos. More information:

The NMSBA is the global trade association for those with a professional interest in the field of Neuromarketing and aims to build a bridge between the field of consumer neuroscience and market research. More information:

FGV Projetos - is the technical assistance unit at Fundação Getulio Vargas University, responsible for implementing the academic knowledge generated and accumulated in its schools and institutes. More information:
Carla Nagel
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