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Dent, Canisius to study how consumers make decisions

Dent Neurologic Institute and Canisius College will work together on a research study that uses neuroimaging techniques to better understand why consumers purchase one product over another.

Dent is teaming up with the college’s Center for Professional Development on the project. It combines approaches used in psychology and neuroscience to better grasp and identify how the unconscious mind responds to advertisements, brands, products and buying decisions, Dr. Kenneth R. Murray, the electroencephalography, or EEG, program medical director at Dent, said in a statement. EEG is one of the techniques used by neuroimaging researchers, along with functional magnetic resonance imaging, or fMRI; eye-tracking; and psychophysics, which studies stimulus-response relationships.

Canisius said corporate giants such as Google, JetBlue, Coca-Cola and Microsoft are using this technology. The partners are beginning to work on customized projects with local clients and will offer a public seminar, “Use Neuromarketing to Improve Your Marketing Results,” on Feb. 24. It runs from 9 a.m. to 4 p.m. at the Center for Professional Development, 300 Corporate Parkway, Amherst. To register, call 888-8490.

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