Offers for companies

Life & Brain is not only involved in medical research. Embedded in the neuroscience centre in Bonn, our research group wants to make an important contribution to the research area of neuromarketing and neuroeconomics. Besides the fundamental research in these areas, we actively work together with companies to investigate relevant questions. For that reason we are endued with high professional competence and distinguished technical equipment. 

If you should be interested in a cooperation in the area of neuromarketing or neuroeconomics, we gladly invite you to contact us.

1. Offers in the area of neuromarketing

Which effects have pictures and faces in the advertisement? We were dealing with that question in the context of a pilot study for our first partner, the Siegried Vögele Institute Königstein, a daughter company of the Deutsche Post Worldnet Corporation which is specialized in direct marketing.

Customarily it is assumed that logos as much as faces activate the non-linguistic functions in the brain and thus the customer can be addressed in a broader manner.

The examination of this brought other unexpected results. Logos activate only the left sided, language related brain functions but faces activate the other hemisphere as well. Only faces were found to significantly activate memory and emotion associated areas in the depths of the temporal lobe. In the sense of an all-embracing brain physiological activation faces prove to be more important in comparison to logos; and they do not have to be celebrities!

The temporal, personal and financial costs of a project have to be calculated in every individual case.

2. Offers in the area of neuroeconomics

The area of neuroeconomics has been recently established. As we know the deciding behaviour in marketing is of central importance. As a result one can ask the question under which conditions the characteristics of a product dominate other factors in the buying decision. 

Not only in consumer-decisions but in all economic aspects the decision-behaviour is of central importance (e.g. on capital markets). In the context of game theories the research of social interaction is of main interest. How does an employee or contractor behave in a negotiation if the outcome of its decision is dependent on other persons as well? Which role does sex play, the attractiveness or the mimic of the negotiant? Do emotional or cognitive processes play the leading part in that context?

These and other questions can be investigated more profoundly with the help of magnetic resonance imaging. The use of two MRI-scanners establishes suspenseful possibilities in this area.