Gemma Calvert
Head of the Multisensory Research Group in the Department of Psychology at the University of Bath.
- Date:
- Feb. 6, 2009
- Time:
- 12:00 - 12:30
- Lecture:
- FMRI - The facts behind the ficton: 10 years in the game
- RESEARCH INTERESTS
- Integration of information from different senses, including audio-visual, visuo-tactile and visual-olfactory integration, crossmodal plasticity and re-organisation; Neuromarketing and Neuroeconomics, using techniques developed in the area of cognitive neuroscience and methods which tap into implicit preferences and decision making processes.
- PROFESSIONAL INTERESTS
- Recently joined WMG from the university of Bath to establish the world’s first Applied Neuroimaging Group based in Warwick’s new Digital Laboratory. Professor Calvert started out in the marketing and advertising industry, working for FKB- Carlson, before returning to Psychology at the London School of Economics. She undertook her DPhil at the University of Oxford which she was awarded in 1998, the University first thesis involving the use of functional magnetic resonance imaging (fMRI) to study human brain function.
Over the next seven years she built and ran a lab based of multisensory integration- including work involving olfaction, flavour, perception and how visual images (colours; packing etc) can influence what we hear, feel, smell and taste.
In 1997, Professor Calvert established the world’s first neuromarketing consultancy, Neurosense Limited, which has undertaken numerous fMRI studies for clients in advertising, marketing and pharmaceutical industries. Among the company’s clients there are Unilever, Viacom Brand Solutions, GMTV, Omnicom, Quest International and McDonald’s Europe. This expertise has formed the basis for establishment of a dedicated academic group at WDL which aims to help marketers and manufactures understand how the brain responds to products/fragrances, brand extensions, packing design and marketing messages.
- PUBLICATIONS
- She has been a co-author of a number of articles in top journals such as: Neurosince, Neuroimage, Brain Research, Human Brain Mapping, Journal of Neurophysiology, Cognitive Processing, Journal of Cognitive Neuroscience, Nature Neurosciences, Aromachology Review, Cerebral Cortex, Cognitive Brain Research, Current Biology, Psychiatry Research, Proceedings Royal Society London, Neuroreport, Trend in Cognitive Sciences.
