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JournalISSN: 1342-5641


About: Eureka is an academic journal. The journal publishes majorly in the area(s): Fuzzy logic & Decision support system. It has an ISSN identifier of 1342-5641. Over the lifetime, 134 publication(s) have been published receiving 3277 citation(s).
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07 Jun 2005-Eureka

1,704 citations

07 Jun 2005-Eureka

897 citations

07 Jun 2005-Eureka

176 citations

Journal ArticleDOI
09 Mar 2010-Eureka
Abstract: Neuromarketing is an emerging interdisciplinary field connecting psychology and neuroscience with economics. The goal of neuromarketing is to study how the brain is physiologically affected by advertising and marketing strategies. In order to evaluate the effectiveness of these strategies, brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG). Neuromarketing studies usually measure preference between products in terms of brand familiarity or product preference. In traditional marketing studies, measures such as the product preference for a particular advertisement is sometimes difficult to measure, as a viewer may hold a cognitive bias. However, brand familiarity and product preference have been correlated with neural activity. The field of neuromarketing is still viewed with caution from consumer protection groups as well as many academics due to the possible ethical implications of designing advertisements to intentionally cause specific neurological effects.

63 citations

07 Jun 2005-Eureka

49 citations

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