Questioning Behaviour

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June 22, 2020  

Ep 10. Neuromarketing (ft. Matt Johnson)

June 22, 2020

Sarah Bowen and Merle van den Akker interview Matt Johnson on how behavioural science is applied to marketing, and the domain of neuromarketing.

Matt Johnson is the Professor of Consumer Neuroscience & Neuromarketing at Hult International Business School. His research specializes in the application of neuroscience and psychology to the business world. Matt is also co-founder of the Neuromarketing Blog, PopNeuro and co-author of the neuromarketing book Blindsight.


Finding Matt:




Matt’s new book (!) "Blindsight: The (Mostly) Hidden Ways Marketing Reshapes Our Brains":


Links mentioned:

Phineas Gage:

Neuroscience applied to movie trailers:

Font designed to be difficult to read: 

The effect of wine price on experience and enjoyment:

Coke vs. Pepsi:

Diana Tamir (Princeton):

Alan Watts speech “Being God”:


Reading list:

Nisbett, R. E., & Wilson, T. D. (1977). Telling more than we can know verbal reports on mental processes. Psychological Review84(3), 231.

Gregory S. Berns, Sara E. Moore. A neural predictor of cultural popularity. Journal of Consumer Psychology, 2011; DOI: 10.1016/j.jcps.2011.05.001

Weisberg, D. S., Keil, F. C., Goodstein, J., Rawson, E., & Gray, J. R. (2008). The seductive allure of neuroscience explanations. Journal of cognitive neuroscience20(3), 470-477.

McClure, S.M., Li, J., Tomlin, D., Cypert, K.S., Montague, L.M., & Montague, P.R. (2004). Neural correlates of behavioural preference for culturally familiar drinks. Neuron, 44, 379-387.

Vecchiato, G., et al. (2011). On the use of EEG or MEG brain imaging tools in neuromarketing research. Computational Intelligence and Neuroscience, 1-12.

Garvey, A. M., Germann, F., & Bolton, L. E. (2016). Performance brand placebos: How brands improve performance and consumers take the credit. Journal of Consumer Research42(6), 931-951.


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Music: Derek Clegg “You’re the Dummy”