Healthy Skepticism Library item: 9025

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

Publication type: Journal Article

Lee N, Broderick AJ, Chamberlain L.
What is 'neuromarketing'? A discussion and agenda for future research.
Int J Psychophysiol. 2007 Feb; 63:(2):199-204
http://www.sciencedirect.com/science?_ob=ArticleURL&_udi=B6T3M-4K5JVM3-1&_user=10&_coverDate=02%2F28%2F2007&_rdoc=1&_fmt=full&_orig=search&_cdi=4950&_sort=d&_docanchor=&view=c&_acct=C000050221&_version=1&_urlVersion=0&_userid=10&md5=21ae2817b71153ae848a75410f28d920

Abstract:

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research—what has come to be called “neuromarketing”—has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.

Keywords:
Neuroscience; Neuromarketing; Neuroeconomics; Marketing; Neuroimaging Publication Types: Review MeSH Terms: Advertising/ethics Advertising/methods* Brain/physiology* Brain Mapping/methods* Cooperative Behavior Humans Interinstitutional Relations* Neurosciences/ethics*