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British Science Association launches global study on Consumer Behaviour

British Science Festival
British Science Festival

20th August, 2010 

The British Science Association today launches a study of world-wide behaviours, investigating the influence of advertising on our decision to go through with a purchase.

 The study, ‘Adlab’  investigates what it is about a particular advertisement that appeals to different types of people – are some more influenced by celebrity?  Or the scientific argument?  Or the beauty of the person seen in the advert?  

The experiment aims to understand more about how humans interpret different types of information and whether or not this can lead to behaviour change – as well as how the process may work.

Adlab is the brainchild of the co-editor of the European Journal of Marketing, Professor Nick Lee, and a leading cognitive neuroscientist, Dr Carl Senior, both from Aston University in Birmingham.

Professor Nick Lee Said; "Adlab is an exciting attempt to understand how advertising works, but also more importantly how we react to different types of messages - in particular whether we do it rationally or not. However, in order to draw any firm conclusions, we need a huge amount of people to take part - the more opinions we have, the more confident we are about our findings. The study is really short, and might even be a little bit of fun! So please do take part, we really value it!"

The findings from Neuromantics will be presented during the British Science Festival (14-19 September) in Birmingham.

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For more information, please contact Dhiren Katwa, Press Officer, Aston Business School, on 0121 204 4954 or email d.katwa1@aston.ac.uk



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