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Alert mindset in the active space – the science

Alert mindset in the active space – the science. DR AMANDA ELLISON Senior lecturer at Durham University (Psychology department) Author of 'Getting your head around the brain'. How do we really feel outdoors?. How do we really feel outdoors?.

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Alert mindset in the active space – the science

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  1. Alert mindsetin the active space – the science DR AMANDA ELLISON Senior lecturer at Durham University (Psychology department) Author of 'Getting your head around the brain'

  2. How do we really feel outdoors? How do we really feel outdoors? • Existing work and common sense both suggest that the out of home ad viewer is in a more alert mind-set • Today is about a new scientific approach used to prove this theory

  3. Are we more alert in the outdoor space?

  4. More alert, so what?

  5. Why record skin conductance?

  6. Why record eye gaze data?

  7. What did we do? Recording over a day / approximately 7 hours

  8. YES, We are more ‘ALERT’

  9. Jessica

  10. James CENSORED

  11. Luke

  12. Rachel

  13. Mair

  14. Steve

  15. Significantly more alert OOH

  16. Childcare the most ‘engaging' activity

  17. Are we more alert OOH? + 33 %

  18. Conclusions • We really are different outdoors • …more alert, upbeat and energised • …more responsive to stimulus • …brains are working harder • So what does that mean for advertising…

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