Here are some overall neuroscience findings to date:
About 95% of decisions are made subconsciously through the emotional side of the brain and cannot be articulated. When a respondent takes a market research survey, the rational side of their brain takes over and responses may not be an accurate representation of their actual thoughts and reactions.
Creatives tailored to the context of the environment allow for greater advertising impact. A simpler advertising message/creative will perform better within a content heavy environment; and a more complex message will benefit from a web page that has less interfering elements.
The order of the medium in which advertising is seen makes a difference in how the consumer is affected by the advertising. For example, if someone sees a brand’s advertising online before watching it on TV, the details in the TV ad will stand out. However, if that same person sees the ad on TV without any prior online exposure, the global features of the TV ad will be more noticeable
The alignment of advertising with its targeted audience is crucial – misplaced advertising targeting the wrong audience will solicit a negative reaction rather than just a non-reaction.