A couple of professors at the Berkeley-Haas School of Business who are pioneering the use of neuroscience to sort out how consumers think and feel about companies and products were recently drafted to help the Oakland Raiders assess what happens in the minds of the team’s loyal fans, and how that might be duplicated among fans who sit more on the sidelines.
Ming Hsu, an assistant professor of marketing, and Leif Nelson, the Ewald T. Grether Professor in Business Administration and Marketing, worked with colleagues from Northwestern University’s Kellogg School of Management to measure the brain activity of eight volunteers wearing special skullcaps with brain-monitoring electrodes while watching the Raiders play the Kansas City Chiefs at the Oakland Coliseum on Dec. 6, as well as videos carrying Raiders marketing messages.
Read more from Berkeley News | February 10th, 2016: https://news.berkeley.edu/2016/02/10/understanding-raiders-mind-fans-as-consumers-and-neuromarketing/