To make (TV) commercials more effective, marketers increasingly call for help from brain scientists. According to Ale Smidts, the dubious reputation of neuromarketing is due to of a good number of 'cowboys' creating unrealistic promises, creating the bad image among companies and consumers.


  • Ale Smidts
    Role: Faculty
    Reference type: Quoted

Media Outlets

  • De Ondernemer (Online)