University of Bath School of Management University of Bath School of Management

Dr Robert Heath delivers keynote at Neuromarketing World Forum

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Dr Robert Heath

Dr Robert Heath will be delivering the keynote address at the Neuromarketing World Forum in Barcelona on 25 March 2015. The Neuromarketing World Forum brings together marketing clients and practitioners of neuroscience from all over the world to discuss this most exciting new way of evaluating advertising. Last year’s keynote speaker was Professor Antonio Damasio.

Speaking of Dr Heath, the NMBSA (Neuromarketing Science and Business Association) President, Rafal Ohm, said:

“Robert Heath is a pioneer in our industry. With the publication of his monograph The Hidden Power of Advertising in 2001, he was the first person to identify the importance of Low Attention Processing and the influence of emotive content in advertising. His thinking laid the foundation for the use of neuroscience in measuring advertising effectiveness, a practice which is now the fastest growing area of advertising research in the world.”

Dr Heath’s research, which shows amongst other things that advertising high in emotional content does not generally get higher levels of attention, has challenged the traditional view that advertising is primarily a means of message communication. His recent book Seducing the Subconscious – the psychology of Emotional Influence in Advertising (Wiley Blackwell 2001) has been cited as an explanation for the failure of highly emotionally charged advertising during the 2015 Super Bowl.

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For further information / press enquiries, contact:

Email: pr@management.bath.ac.uk
Tel: +44 (0) 1225 386856/ 3841

General Notes For Editors:

The School of Management is one of the UK's leading business schools. Currently ranked 1st for Student Experience (Times Higher Education 2015) and 1st for Business Studies (The Times & Sunday Times University Guide 2016), we are a leading centre for management research - placed 8th in the UK in the latest REF2014.

We are one of a select number of international business schools accredited by EQUIS, the European Foundation for Management Development's quality inspectorate and the Bath MBA has been accredited by the Association of MBAs (AMBA) since 1976.

The centrality of research to teaching is an essential feature of all our programmes. The School offers a full range of programmes from undergraduate to postgraduate up to PhD level and post-experience programmes including the world-ranked Bath MBA. The School also provides tailored executive development programmes for middle and senior management.

The School of Management has a faculty of over 100 teaching and research staff, including visiting academics, with a professional support team of around 90 managerial and administrative staff. Research income averages £2 million per annum. There are approximately 2,400 students in total comprising some 150 MBA students, over 500 Master’s students, 250 full- and part-time research students, and over 1500 undergraduates following BSc degrees.