Course description
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
With over 30 years of marketing and business development experience, Christophe is passionate about understanding and predicting consumer behavior using neuroscience.
Before joining SalesBrain, Christophe was Chief Marketing Officer for rStar Networks, a public company that developed the largest private network ever deployed in US schools. Previously, he was VP of Marketing and Corporate Training for Grocery Outlet Inc, the largest grocery remarketer in the world.
Christophe has received multiple awards during his career. In 2011 and 2013, he received prestigious speaking awards from Vistage International. In 2011, 2014 and 2015, he received Great Mind Research Awards from the Advertising Research Foundation (ARF).
Christophe holds a BA in Marketing, an MBA from Bowling Green State University, an MA and a PhD in Media Psychology from Fielding Graduate University. He is an expert on the effect of advertising on the brains of adolescents and young adults. He is an adjunct faculty member of Fielding Graduate University where he teaches a Masters/PhD course he created called “The Psychology of Neuromarketing”. He is also a board member of the Neuromarketing Science and Business Association (NMSBA)
For a consultation on how to identify and overcome your customers’ Pain, Christophe can be reached at christophe@salesbrain.com
For a clip of Christophe, click here.