Live events prompt different human responses - study

MICE News
Wednesday, 23 September 2020
At live events such as an exhibition, the brain invests in the communication message, according to research during the Huishoudbeurs and at the University of Amsterdam.

In a unique study, five event organisers commissioned brain research into the effect of an exhibition visit on the subconscious. 
Neuroscience agency Neurensics compared the value of live events with other forms of commercial information exchange such as video and commercials. With the medical device NIRS and MRI scanning they showed that the value of a live contact is of a different order, more unconscious awareness of the message, than that of a delayed or digital contact. It also became clear that video cannot replace an event, but it does extend the lifespan of an event. 

Initiators Eventbranche.nl and partners RAI Amsterdam, DPG Media, D&B Eventmarketing and Party Rent Group want to scientifically substantiate the added value of live events.

Personal and direct contact is more effective

Study results found when someone is approached personally, the brain 'consciously' searches at an exhibition for the processing of information. This information is then evaluated in order to reach a conclusion. For example, storing the new information or buying something. To see whether this effect applies specifically to a live event, or whether it also applies to forms of advertising such as TV commercials, for example, the experiment was extended with the second study. 

"A special area of the brain participates actively in a live event, which is not or much less activated when watching a video", said Martin de Munnik co-founder of Neurensics. "This part of the brain is mainly involved in assessing the factual information provided. The energy used by the brain for this purpose is much greater than that of the control group. We see this as an investment that the brain makes in acquiring knowledge. It’s also the explanation for the fact that a personal and direct contact is much more effective than a delayed contact."

Live events prompt different human responses - study

MICE News
Wednesday, 23 September 2020
At live events such as an exhibition, the brain invests in the communication message, according to research during the Huishoudbeurs and at the University of Amsterdam.

In a unique study, five event organisers commissioned brain research into the effect of an exhibition visit on the subconscious. 
Neuroscience agency Neurensics compared the value of live events with other forms of commercial information exchange such as video and commercials. With the medical device NIRS and MRI scanning they showed that the value of a live contact is of a different order, more unconscious awareness of the message, than that of a delayed or digital contact. It also became clear that video cannot replace an event, but it does extend the lifespan of an event. 

Initiators Eventbranche.nl and partners RAI Amsterdam, DPG Media, D&B Eventmarketing and Party Rent Group want to scientifically substantiate the added value of live events.

Personal and direct contact is more effective

Study results found when someone is approached personally, the brain 'consciously' searches at an exhibition for the processing of information. This information is then evaluated in order to reach a conclusion. For example, storing the new information or buying something. To see whether this effect applies specifically to a live event, or whether it also applies to forms of advertising such as TV commercials, for example, the experiment was extended with the second study. 

"A special area of the brain participates actively in a live event, which is not or much less activated when watching a video", said Martin de Munnik co-founder of Neurensics. "This part of the brain is mainly involved in assessing the factual information provided. The energy used by the brain for this purpose is much greater than that of the control group. We see this as an investment that the brain makes in acquiring knowledge. It’s also the explanation for the fact that a personal and direct contact is much more effective than a delayed contact."