Neuromarketing: the next step in market research?
TLDR
In this article, the authors used functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) to study how the brain is physiologically affected by advertising and marketing strategies.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.read more
Citations
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Journal ArticleDOI
Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking
Rami N. Khushaba,Chelsea Wise,Sarath Kodagoda,Jordan J. Louviere,Barbara E. Kahn,Claudia Townsend +5 more
TL;DR: This paper investigates physiological decision processes while participants undertook a choice task designed to elicit preferences for a product, and provides a way to quantify the importance of different cracker features that contribute to the product design based on mutual information.
Journal ArticleDOI
Neuromarketing and consumer neuroscience: contributions to neurology
TL;DR: It is argued that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration and neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.
Journal ArticleDOI
Neuromarketing in Haute Cuisine Gastronomic Experiences
TL;DR: Results indicate a favorable influence on emotions when the chef presents the food, and dishes with special presentation have a greater influence at the level of interest than conventional dishes.
Medial prefrontal cortex activity associated with symptom provocation in eating disorders
Rudolf Uher,Tytus Murphy,Michael Brammer,Tim Dalgleish,Mary L. Phillips,Virginia Ng,C. Andrew,Steven Williams,Iain C. Campbell,Janet Treasure +9 more
TL;DR: For instance, this paper found that women with eating disorders identified the food stimuli as threatening and disgusting and had greater activation in the left medial orbitofrontal and anterior cingulate cortices and less activation in lateral prefrontal cortex, inferior parietal lobule, and cerebellum, relative to the comparison group.
Journal ArticleDOI
Neuroethics and Responsibility in Conducting Neuromarketing Research
TL;DR: In this article, a review of the environment of neuromarketing research in both business and academic areas from an ethical point of view is presented, focusing on the ethical issues involving subjects participating in neuroimaging studies, consumers that experience the effects of research results and also researchers that conduct such studies.
References
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