What’s significant about this research is that it captured people in their
natural environments, giving an accurate read on their levels of arousal.

The research shows we are more aroused when we’re out of home - our antennae are up.
There’s more to react to, therefore we’re more likely to act.
We’re wired to scan the environment for events that can impact on us or
things that are linked to our goals. It’s a primal thing – survive and thrive.

This is important news for marketers as we know arousal drives attention and memory
encoding, both of which are key factors that underpin advertising message impact.

Dr. Phil Harris – leading consumer neuroscientist
and Honorary Fellow at the University of Melbourne