Dr. Christophe Morin

This lecture discusses how ads affect the brain of adolescents. Drawing from his research on public health effectiveness, Dr. Morin explains why some ads work and others don't. While this course can provide valuable ideas to marketers that are specifically selling to adolescents, it also raises some important ethical and professional questions.

This course is especially important to assess how adolescents are affected by advertising in general. Research on adolescent behavior is very difficult to do. The compliance issues are daunting. Teens are not comfortable reporting their feelings. Which is why Dr. Morin's preference is to use methods that do not require the cognitive participation of subjects… but draw insights from their brains..

Dr. Morin is convinced that more should be revealed about the true effect of advertising on adolescents by considering the effect persuasion has on their brains, especially their autonomous nervous system, the branch responsible for the most primitive, instinctual types of responses they experience while processing varying stimuli.

Dr. Morin was the lead author of the code of ethics for the neuromarketing industry and has always promoted three critical objectives:

1/stop unfair advertising practices towards adolescents and children in general

2/raise ethical standards for advertising worldwide

3/improve effectiveness of public health campaigns