October 25, 2014

Neuro Against Smoking (NAS)

Neuro Against Smoking Project – a noble fight for a good cause

NMSBA, NEUROHM, Haystack Dubai and 30 other participating countries leap ahead with the first Neuro Against Smoking (NAS) Project

With 31 participating countries being represented by companies and universities, Neuro Against Smoking is the world’s biggest international neuro study dedicated to health issues yet.

About the project

The NAS Project aims at promoting healthy lifestyle, supporting the tobacco free environment and thus aiding societies and governments in their fight against smoking. Specifically, it brings new valuable insights to the existing discussion on cigarettes warnings. By integrating traditional survey methods with implicit measures (Reaction Time – which allows to explore consumers’ impulsive and automatic attitudes), the research will monitor the impact and effectiveness of anti-tobacco warnings presented on cigarette packs. Methodology and study design are provided by NEUROHM.

Carla Nagel, Director of the NMSBA: “I am proud of NMSBA Members for uniting around a noble cause with such a great enthusiasm and for investing their time and money in the NAS Project.”

Rafal Ohme, founder of NEUROHM: “In three months from now 31 countries will come in possession of knowledge that was not available ever before. We will have the indications what type of cigarette warnings perform best both on rational explicit and emotional implicit levels. Moreover, we will discover what is globally universal and what is culture/country unique.”

Field work starts November 1st, the first results are due the end of December.

About Neuromarketing Science & Business Association (NMSBA)

The NMSBA is a global membership based trade association for those with a professional interest in the field of neuromarketing. It aims to bridge the gap between consumer neuroscience, marketing and market research. For more information: www.nmsba.com.


NEUROHM is a global neuro research & consultancy company emerged from innovative R&D started in 1997 by Dr. Ohme. NEUROHM develops and licenses new research methods based on brain waves analysis (EEG) as well as skin conductance (GSR), eye tracking (ET) and reaction times (RT). The methods have been validated in studies carried out since 2008 in 20 countries on 5 continents.

For more information about this project, please contact Eleanor Woods.