Maarten Boksem

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Maarten Boksem

Dr Maarten Boksem is associate professor of marketing management in the department of marketing management at Rotterdam School of Management, Erasmus University (RSM). He has a PhD in cognitive neuroscience and his current research focuses on decision-making and the brain.

All in the mind?

Measuring the emotional impact of brand image and video engagement through neuroscience

Hang-Yee Chan, Maarten Boksem, Ale Smidts

Posted: 16 September 2019

Essentially, communication is about channelling your message into someone’s mind.

Businesses spend considerable resources on crafting and broadcasting messages, but how much do we know has gotten into the consumer’s head, and how much has...