On 16 December the Neuroscience, Neuromarketing and Neuroevents seminar was held at the Royal Tapestry Factory for the over 200 companies associated with Madrid Convention Bureau (MCB). The event was organised by MCB.
MCB’s educational seminars have become a new tradition, an event that enables the generation of business synergies and the promotion of new event venues, in addition to helping boost the professionalism of the various players in the business tourism market.
This final seminar of the year gave attendees a chance to discover the latest advances in neuroscience applied to event organisation. These were presented by experts including Javier de Felipe, a research professor at Instituto Ramón y Cajal, which is attached to the CSIC; Mónica Deza, Global CEO of Bendit Thinking and President of the Ibero-American Association of Neuroscience Applied to Communication and Economics (AINACE); and Raimond Torrents, CEO of the Event Management Institute.
Lectures and round tables explored the importance of emotions in the decision-making process and how neuroscience can be of great help in defining the messages that must be communicated at events in order to transmit the right feelings.
Events, which can communicate messages through the five senses and generate stimuli that trigger emotional responses, constitute a comprehensive and complex communication tool for companies. The educational seminar was aimed at understanding this tool a little bit better.