Decoding Brain Reactions to Corporate Social Responsibility

25 marca, 2021 @ 6:00 pop - 7:30 pop UTC+0 Zastonj
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Corporate Social Responsibility (CSR) has become an integral part of companies’ DNA around the world. Fortune Global 500 firms spend approximately 20 billion USD on CSR activities annually with many predicting an upward trend in the next years. Consequently, evaluating the effectiveness of CSR activities is a key issue in CSR investment as corporations, and other stakeholders, try to understand if their activities work or not.

This webinar presents the findings of a cutting-edge neuromarketing study of millennials concerning CSR videos. Seven videos from global commercial brands promoting environmental causes were selected and shown to millennials in Greece. While millennials watched the videos their brain and body reactions were measured with electroencephalogram and eye-tracking technologies. At the end of the neuromarketing test, participants were also asked about their conscious opinions on the videos.

  • How neuro-technology is used to identify the effectiveness of communications. 
  • If the millennial brain approved the CSR videos of global brands.
  • The level of engagement, or importance, that the videos had for the brain. 
  • If the videos were received and processed easily by the brain or not. 
  • Differences between brain reactions and conscious opinions.
  • Differences between female and male respondents.
  • Strategic implications of the results for better CSR communications 

Format: interactive webinar via Zoom with active participation

When: March 25, 2021 at 6 p.m – 7.30 p.m 

The webinar is free of charge.





25 marca, 2021
6:00 pop - 7:30 pop UTC+0