The Prosper Foundation Supports Advancement of Neuromarketing Research at Northwestern

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Prosper's latest grant provides more insight Into media influence as a means for better advertising outcomes.

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Neuromarketing is the next frontier for marketers.

With its latest grant, the Prosper Foundation is pleased to continue to support the initiatives of the Applied Neuromarketing Consortium (ANC) at Northwestern University. The consortium consists of leading academics from the Medill School, Kellogg School and the Feinberg School of Medicine. This grant provides access to a new dataset of unique findings based upon questions around the International Affective Picture System (IAPS). It has been integrated with a 4,000 person subset from Prosper’s annual Media Behavior & Influence™ (MBI) Study of more than 15,000 participants. The goal is to better understand and use media influence as a means for achieving improved advertising outcomes.

The Prosper Foundation has long supported academic and scholarly work at Northwestern, having worked closely with the Integrated Marketing Communications program since 2004. Together, Prosper and professors at Northwestern have written several books, made countless industry presentations at the ARF, ESOMAR, AMA, WOMMA and numerous other conferences, and written many articles which have been published in prestigious academic peer reviewed journals.

Recently, Prosper began expanding its relationship with the team at Northwestern to include the ANC. Several exciting findings and innovations have come about from this collaboration and some have been accepted and published by Frontiers in Neuroscience. There is much for marketers to gain from the knowledge that comes from the brains of people who are their customers. In the words of Dr. Hans Breiter, a Feinberg School of Medicine member of the ANC team, “the brain doesn’t lie; it does what it does.”

The ANC team has been studying Prosper’s MBI Study for several years and has verified Prosper’s unique influence measure as a key component in the redefinition of Neuromarketing to the Science of Integrated Influence. In addition, the recent grant has helped to prove with empirical data the link between unconscious latent preferences and expressed preferences in the marketplace.

“Neuromarketing is the next frontier for marketers,” said Gary Drenik, CEO, Prosper. “By supporting the work of the Applied Neuromarketing Consortium, additional scientific evidence to help marketers better understand consumers, their behaviors, and how to influence them can be anticipated.”

About The Prosper Foundation
The Prosper Foundation is a Not-for-Profit organization that supports entrepreneurship & innovation. It facilitates transdisciplinary collaboration using consumer insights as the common language.
Founded in 1993 by Gary Drenik & Philip Rist, the Prosper Foundation provides information
grants to 16 leading academic institutions. For more information: http://goprosper.com/prosperfoundation.html

Contact:
Chrissy Wissinger, Director, Communications
chrissy(at)goProsper(dot)com
614-846-0146

Stacie Nelson, Client Services & Marketing Director
stacie(at)goProsper(dot)com
614-846-0146

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