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SXSW 2019

Cognitive Conflict: The Real Secret to Creativity

What makes content stick in our memory? How do we define creativity? Although conflict generally has negative connotations, when it comes to advertising, neuroscience research suggests that this doesn’t have to apply.

Bringing together the world of science and advertising, HeyHuman will present the latest research from the Multi-Sensory Research Group at UPF Barcelona, revealing the neural correlates of creative effectiveness and how brain activity can predict great creative work.

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  1. What is cognitive conflict and why is it relevant for advertising?
  2. What are the neural correlates of creative effectiveness?
  3. How can brain activity predict great creative work?



Aoife McGuinness, Neuroscience advisor, HeyHuman Agency

Meta Information:

  • Event: SXSW
  • Format: Dual
  • Track: Brands & Marketing
  • Level: Advanced
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