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Evaluate Physiological Measures with Us at the 2025 Workshop in D.C.

Mark your calendar for the 2025 ACR Pre-Conference Workshop in Washington, D.C. on October 8-9, 2025.
Martin Reimann and Joel Huber are editing an issue for the Journal of the Association for Consumer Research titled "EVALUATING PHYSIOLOGICAL MEASURES FOR CONSUMER WELFARE AND MARKET BEHAVIOR". Prospective authors will receive pre-submission feedback at this workshop. Participants will travel to D.C. on Wednesday, October 8 for a welcome dinner, with the main workshop taking place in the AM of Thursday, October 9.
Curation of fMRI Research in Marketing

A Functional Magnetic Resonance Imaging Study of Neural Dissociations Between Brand and Person Judgements
Yoon et al.
Curiosity Tempts Indulgence
Wiggin, Reimann, & Jain
Crazy-Funny-Cool Theory: Divergent Reactions to Unusual Product Designs
Warren & Reimann
Predicting Advertising Success Beyond Traditional Measures: New Insights from Neurophysiological Methods and Market Response Modeling
Venkatraman et al.
Insights into the Experience of Brand Betrayal: From What People Say and What the Brain Reveals
Reimann et al.
Can Smaller Meals Make You Happy? Behavioral, Neurophysiological, and Psychological Insights into Motivating Smaller Portion Choice
Reimann, MacInnis, & Bechara
How We Relate to Brands: Psychological and Neurophysiological Insights into Consumer-Brand Relationships
Reimann et al.
Aesthetic Package Design: A Behavioral, Neural, and Psychological Investigation
Reimann et al.
Individual Differences in Marketing Placebo Effects: Evidence from Brain Imaging and Behavioral Experiments
Plassmann & Weber
Cost Conscious? The Neural and Behavioral Impact of Price Primacy on Decision Making
Karmarkar et al.
Reducing Self-Control Depletion Effects Through Enhanced Sensitivity to Implementation: Evidence from fMRI and Behavioral Studies
Hedgcock et al.
Trade-Off Aversion as an Explanation for the Attraction Effect: A Functional Magnetic Resonance Imaging Study
Hedgcock & Rao
Brands on the Brain: Do Consumers Use Declarative Information or Experienced Emotions to Evaluate Brands?
Esch et al.
A Sales Force-Specific Theory-of-Mind Scale: Tests of Its Validity by Classical Methods and Functional Magnetic Resonance Imaging
Dietvorst et al.
Suspicious Minds: Exploring Neural Processes During Exposure to Deceptive Advertising
Craig, Loureiro, & Venderia
From “Where” to “What”: Distributed Representations of Brand Associations in the Human Brain
Chen et al.
Neural Profiling of Brands: Mapping Brand Image in Consumers’ Brains with Visual Templates
Chan et al.
Neural Correlates of Susceptibility to Group Opinions in Online Word-of-Mouth Recommendations
Cascio et al.
A Neural Predictor of Cultural Popularity, Journal of Consumer Psychology
Berns & Moore
Genetic and Neurological Foundations of Customer Orientation: Field and Experimental Evidence
Bagozzi et al.
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Official Sponsor
The Association For Consumer Research
The mission of the Association for Consumer Research (ACR) is to advance consumer research and facilitate the exchange of scholarly information among members of academia, industry, and government worldwide.
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Workshop Facilitators
Martin Reimann
University of Arizona
Joel Huber
Duke University
Past Workshops

2023
2022
2020
2018
2017
2016
The Neurophysiological Basis of Feelings and Emotions from Marketing Stimuli
During the sixth ACR Pre-Conference Workshop on Consumer Neuroscience on October 26, 2023, Chris Cascio, Adam Craig, Alex Genevsky, Nikki Sullivan, and Martin Reimann discussed how different marketing stimuli evoke distinct emotional and physiological responses, which can influence consumer behavior. The presenters provided an in-depth analysis of recent experiments that utilized techniques like fMRI and EEG to track how specific advertising elements affect the human brain's emotional processing centers. They highlighted how subtle variations in ad content, such as color and music, can significantly alter consumer feelings and ultimately their buying decisions.
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