From fairy tales to philanthropy: How neuroscience is reframing gifting culture

by Pinzhang Wang and Gemma Calvert 

Neuromarketing fuses neuroscience and marketing. By understanding how the brain processes concern for others, it is possible to design more effective charitable marketing campaigns, say NTU’s Pinzhang Wang and Gemma Calvert.

• Highly engaged social consumption behaviors, like giving, must be recognized as being largely influenced by the subconscious.
• Motivations for giving are often complex and multifaceted, leading to what is known as “motivational confusion.”
• The interplay between the conscious desire to help and subconscious influences can drive or deter philanthropic actions.

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Physiological Self-Tracking Makes People More Likely to Donate Organs

by Samah Kochhar, Chi Hoang, Gemma Calvert and Sharon Ng

Key takeaways:

1. Tracking physical stats through devices like Fitbit or Apple Health can make individuals more receptive to the idea of organ donation
2. Monitoring one’s body helps people perceive their body as separate from their identity, easing worries about losing a part of themselves through donation
3. Younger individuals, women and those with religious beliefs are particularly inclined to view their body as distinct from their sense of self, making them more receptive audience for promoting organ donation

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Redefining Insights: How AI is Shaping the Future of Social and Consumer Research

By Professor Gemma Calvert

The ability to uncover authentic, unfiltered insights has long been a challenge in social and consumer research. Traditional methods often fall short due to biases and constraints inherent in human interactions. However, a groundbreaking study which we conducted in collaboration with Research Network and powered by Listen Labs’ AI platform offers a glimpse into a transformative future.

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