Fuel session: CB and Creative Fuel team to host online chat with neuroeconomist Paul J. Zak + Innocean’s Uwe Gutschow at 9am EST, June 12
Can we love brands? Does a single, ancient, neurochemical called oxytocin have a role to play in making us love ads? Uwe Gutschow (right) Innocean USA’s VP of digital and engagement strategy, will explore these areas with world-renowned neuroeconomist professor Paul J. Zak (left) in a live, online chat Thursday 12 June at 9.00am AEST.
This fuel session is being organised by the teams at Campaign Brief and Creative Fuel, in the lead up to Creative Fuel, an inaugural conference for the creative community on 28 July at Carriageworks, Sydney.
In their half hour chat, Zac and Gutschow will look at the relationship between oxytocin and consumers’ ability to trust and connect with brands. People are welcome to write in with their questions.
Zak is the founding director of the Center for Neuroeconomics Studies, professor of economics, psychology and management at Claremont Graduate University in Southern California, and professor of neurology at Loma Linda University Medical Center. He has degrees in mathematics and economics from San Diego State University, a PhD in economics from University of Pennsylvania, and post-doctoral training in neuroimaging from Harvard.
Zak is credited with the first published use of the term ‘neuroeconomics’ and has been a vanguard in this new discipline. In 2004, his lab discovered that an ancient chemical in our brains, oxytocin, allows us to determine whom to trust. This knowledge is being used to understand the basis for modern civilisations and modern economies, improve negotiations, and treat patients with neurological and psychiatric disorders.
Gutschow will present at the ADMA Marketing and Advertising Forum on Wednesday 30 July on ‘the science and art of next generation advertising.’