Society 

About: Society is an academic journal. The journal publishes majorly in the area(s): Politics & Public policy. It has an ISSN identifier of 0147-2011. Over the lifetime, 3596 publications have been published receiving 27332 citations. The journal is also known as: societies & Society.

Neuromarketing: The New Science of Consumer Behavior

Abstract: Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world.