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It is fascinating that the techniques of neuro science is being applied to maximise the client's advertising expenditure. As a result it may well give the ARN a competitive advantage when giving its clients "bang for the buck". That is unless other media implement a neuro science department.
The ARN laboratory has been known to the public since December 2020. Dr Bosshard's paper on neurological responses to audio stimulus was published in 2019.
An article on the ARN laboratory indicates that consumers react to 'shocking' ads.
In that same article, I as "Anthony The Koala" asked the question about long and sustained campaigns causing adverse responses in consumers. The author, Dr Bosshard kindly responded saying that advertising fatigue is a topic for further research.
The paper is also a demonstration of STEM science where neuro science meets statistical analysis.
Sources:
https://www.radiotoday.com.au/arn-neuro-lab/
The 2019 paper is at https://www.researchgate.net/publication/333054230_Can_Evaluative_Conditioning_Change_Well-Established_Attitudes_Towards_Popular_Brands_Your_Brain_Says_Yes_Even_Though_Your_Mouth_Says_No
(highlight and copy from 'https' to '_Says_No' and paste in brower)
A final remark, when mouth says 'no' but the brain says 'yes' is analogous to "Actions speak louder than words" OR "You know them by their fruits" (Matt 7:20)
Thank you,
Anthony of researching and exciting Belfield
I often see stats comparing personalised and dynamic audio to a "standard ad." What are these "standard ads" and can we hear them? Because if they're anything like the typical ads heard on Australian radio, I'm not surprised a little more relevance helps it perform better. But if you REALLY want to see some brain activity, test an ad with cut-through creativity, relevant cleverness and long term branding.