Academic Profile

Academic Profile

Prof Gemma Anne Calvert

Professor (Practice), College of Business (Nanyang Business School)

Prof Gemma Anne Calvert

Professor Gemma Calvert is an internationally renowned cognitive neuroscientist and pioneer of the application of neuroscience to marketing. She has a BSc in Social Psychology from the London School of Economics and a DPhil in Neuroscience from the University of Oxford. Gemma is a Board Member of the Neuromarketing Science and Business Association (NMSBA) and a Council Member of the Global Agenda for Neuroscience and Behaviour at the World Economic Forum.

From 1998-2004, Gemma was the Director of the Multisensory Neuroimaging Group at the University of Oxford. In 2004 she moved to a Readership in Psychology at the University of Bath and in 2008, was appointed to the Chair of Applied Neuroscience at the University of Warwick. In 1999, she founded Neurosense, the world’s first neuromarketing agency, which has worked with many of the world’s leading brands applying neuroscience to help develop, market and sell their clients products and services. In 2008, she was appointed as a Fellow of the Royal Society for Arts and Business in recognition of her pioneering work in this area. Professor Calvert has published extensively in the field of human brain imaging, including in Science and Nature Neuroscience, and co-authored the seminal Handbook on Multisensory Processes. Her research on the power of the implicit brain has been widely covered in the international press and television media, including Time, Newsweek, The Economist, CBS 60 Minutes, the BBC World Service, BBC Radio 4 and several world class documentaries on the brain in business.
Research Interests
Consumer neuroscience
Implicit processing
How brands work in the brain
Current Projects
  • Evaluation Of The Utility Of Novel Implicit Market ResearchTools To Evaluate Cross- Cultural Responses To Brands And Marketing Communications Amongst Asian ConsumersInnovation Asia 50% and New Silk Road 50%
Selected Publications
  • Koh, J. Z., & Calvert, G. (2017). Can thinking of the past help us cope with modern life?Institute on Asian Consumer Insight.
  • Koh, J. Z., & Calvert, G. (2017). Embracing digital in Asia: The Fourth Industrial RevolutionInstitute on Asian Consumer Insight.

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