Sao Paulo, May 4 (EFE).– The use of concepts and experiences from neuroscience is one tool that “optimizes” advertising campaigns resulting in reduced costs and production time, Spanish expert Manuel Garcia said Monday.

“Our brains determine our behavior, so the science of the brain helps explain all human behaviors,” Garcia, the director of Neuroscience for Nielsen in the United States, told Efe.

Neuroscience techniques known for more than 100 years are being developed in Brazil to use in the consumer market and several companies in the South American giant are using them to better understand consumer behavior and its relationship to brands and products.

According to Garcia, purchasing decisions are made by the brain and are heavily influenced by “implicit associations that the consumer has with products and brands.”

Also, “incorporating neuroscience measurements of consumption makes it possible to explore the advertisements so that they can be more attractive and memorable,” he added.

To measure consumer reactions, Garcia said, electroencephalograph tests are currently being used whereby the electrical currents generated in the brain are recorded, along with “eye-tracking,” a method used in studying reading based on eye movements.

“With those tests, we can identify what works or doesn’t work in creating (advertisements) and, so, that type of tool is common in (ad) agencies to transform a good creation into something even better,” he said.

The Nielsen lab in the United States contributed to an ad campaign for the Brazilian non-governmental organization AACD to help reduce a one-and-a-half-minute video spot to 45 seconds after using brain analysis.

“The changes in the campaign allowed it to be done more efficiently, and made possible the reduction of the (video’s) duration, which obviously resulted in a cost savings for the institute,” said Garcia. EFE