Academic Profile

Professor Gemma Calvert is an internationally renowned neuroscientist and foremost pioneer of neuromarketing. An entrepreneur, academic and seasoned speaker, Gemma has published over 60 scientific papers on human brain function, including in Science and Nature.

She has a BSc in Social Psychology from the London School of Economics and a DPhil in Neuroscience from the University of Oxford. She has also served as a Council Member of the Global Agenda for Neuroscience and Behaviour at the World Economic Forum and inaugural Board Member of the Neuromarketing Science and Business Association (NMSBA). In 2008, she was appointed to a Fellowship at the Royal College of Arts & Business in recognition of her pioneering work in applied consumer neuroscience.

Prof Calvert was conferred a personal Chair as Full Professor at the University of Warwick in 2008 and for the past 9 years she has been based at the Nanyang Business School as a Professor of Marketing.

Gemma was the R&D Director for Singapore’s Institute on Asian Consumer Insight (2014-2018) and co-founded two neuromarketing companies, latterly Split Second Research - a recent tech start-up specialising in mobile implicit technology. 

Her research on the power of the subconscious brain has been widely covered in the international press and television media, including Time, Newsweek, The Economist, The Straits Times, Channel News Asia, CBS 60 Minutes, the BBC World Service, BBC3 Series on Secrets of the Superbrands, BBC Radio 4 and several worldwide documentaries on the brain in business.
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Prof Gemma Anne Calvert
Professor (Practice)

Consumer neuroscience
Implicit processing
How brands work in the brain
  • Evaluation Of The Utility Of Novel Implicit Market ResearchTools To Evaluate Cross- Cultural Responses To Brands And Marketing Communications Amongst Asian Consumers
  • Pathak, A., Calvert, G.A., Motoki, K. (2021) Sound symbolism overrides the in/out effect in taste continuum. Food Quality and Preference, in press.

  • Pathak, A., Calvert, GA., Motoki, K. (2021) Sooo Sweeet: Presence of long vowels in brand names lead to expectations of sweetness. Behavioural Sciences, in press.

  • Calvert, G.A., Trufil, G., Pathak, A., Fulcher, E. (2020). IMPULSE moment-by-moment test: An implicit measure of affective responses to audiovisual televised or digital advertisements.. Behavioural Sciences, 10(73), doi:10.3390/bs10040073.

  • Pathak, A., Calvert, GA., Lim, LKS. (2020). Harsh voice, sound branding: How voiced consonants in a brand's name can alter its perceived attributes.. Psychology & Marketing, 37(6), 837-847.

  • Pathak, A., Calvert, GA., Motoki, K. (2020) Long vowel sounds induce expectations of sweet tastes. Journal of Food Quality and Preference, 86, DOI. 10.1016/j.foodqual.2020.104033

  • Lwin,M., Panchapakesan,C**,.Sheldenkar, A., Calvert, G.A., Lim, LKS., Lu. J. (2020) Determinants of eHealth literacy among adults in China. Journal of Health Communication, 25(4), 1-9.

  • Pathak, A, Calvert, G.A. (2020) Sounds sweet, sounds bitter: How the presence of certain sounds in a brand’s name can alter its perceived taste. Food Quality and Preference; 83, 1-10.

  • Calvert, G.A., Lim, E., Pathak, A., Fulcher,G., & Fulcher E. (2019) Psychological and Emotional Responses to Giving and Receiving Customer Service. Behavioural Science, 9 (10) 109.

  • Pathak, A., Velasco, C. & Calvert, G.A. (2019). Identifying counterfeit brand logos: On the importance of the first and last letters of a logotype. European Journal of Marketing. Vol. 53 No. 10, pp. 2109-2125.

  • Pathak, A., Velasco, C., Petit, O., & Calvert, G. A. (2019). Going to great lengths in the pursuit of luxury: how longer brand names can enhance the luxury perception of a brand. Psychology and Marketing 36 (10) 951-963.