Contemporary Marketing is the method developed by Dr. Gaetano Lo Presti, PhD — The Father of Contemporary Marketing: six instrumented layers that measure the nervous system, prove causality, and let artificial intelligence predict human response before any budget is committed.
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Contemporary Marketing measures what actually drives a purchase: what the brain notices, what it remembers, what it trusts — then proves with data which actions caused sales, and uses AI to predict the next ones before money is spent.
Standard scientific acronyms and units (EEG, fMRI, ms, Hz) remain in their internationally used form; all explanations are in your language.
01 — The thesis
Ninety-five percent of decision processing is non-declarative. Every method that relies on questionnaires, focus groups and last-click attribution is therefore measuring the narrative the brain invents after the decision — not the decision itself.
Contemporary Marketing replaces that inference chain with direct measurement: cortical and autonomic response as ground truth, causal experiments as proof, artificial intelligence as the extrapolation engine, and an explicit neuroethical gate as the constraint.
Operational definition
Contemporary Marketing is the proprietary method developed by Dr. Gaetano Lo Presti, PhD. It produces falsifiable predictions about human behaviour by fusing neurophysiological measurement, causal inference and machine learning — and refuses any claim that cannot be tested.
02 — Architecture
Measure the brain before it explains itself.
Every Contemporary Marketing decision starts from non-declarative evidence: cortical activation, autonomic arousal, oculomotor behaviour. The layer captures the biological signature of attention and desire before language distorts it.
Fluency is the cheapest form of persuasion.
Working-memory load, processing fluency and semantic priming determine whether a message is decoded or discarded. We model the cognitive cost of every asset and reduce it until comprehension becomes automatic.
Emotion is not decoration. It is the encoding mechanism.
Memory consolidation is amygdala-gated. Valence, arousal and dominance are modelled dimensionally, then mapped to the narrative structure so that the emotional peak coincides with the brand-encoding moment.
Correlation is a hypothesis. Causality is the deliverable.
Behavioural telemetry is fused with neurometric evidence in a single causal graph. Uplift, incrementality and counterfactual simulation replace vanity attribution.
Models that predict the nervous system, not the click.
Multimodal models are trained on neurometric ground truth, so creative is scored pre-flight against predicted cortical response, not against opinion. Generation is constrained by neuroscientific priors.
Influence without consent is not science. It is manipulation.
The final layer converts measured intention into behaviour through choice architecture, friction removal and habit design — under an explicit ethical protocol: transparency, reversibility, and no exploitation of vulnerability.
03 — Epistemology
A marketing claim that cannot be falsified is not a strategy — it is advertising folklore. Every hypothesis in the method is stated so that an experiment can destroy it.
The brain is measured before the story is written. Narrative is a consequence of evidence, never a substitute for it.
Attribution dashboards describe coincidence. The method delivers counterfactuals: what would have happened without the intervention.
No single signal is trusted. Neurophysiology, behaviour and model prediction must converge before a decision is authorised.
Knowledge of the nervous system is power over people. The method refuses exploitation of vulnerability and preserves the audience's agency by design.
Neuro-diagnostic console
Enter measured or estimated values and the engine returns the Neuro-Marketing Quotient, layer coherence, composite indices, structural risks and the ethical gate verdict.
Run the analysis