Paulo Rita, director of Marketing Analytics Lab of NOVA IMS, gave an interview for the Visão magazine, under the theme: "Neuromarketing - The science that even influences Hollywood trailers".

In this article it is mentioned that cognitive neuroscience studies have contributed to improve the effectiveness of marketing campaigns applied to the consumer.

According to Professor Paulo Rita, by studying the reactions of the nervous system to various advertisements, it is possible to discover the best message to pass on to the consumer and what are the chances of success.

Read the full article here.