Neuromarketing
...all about
03
3. History
03
4. Why Neuromarketing
06
5. Directions for scholarly Neuromarketing research
. 08
6. The Four Steps
12
7. Selling Probability
16
8. Examples
17
9. Interpretation
18
10. Top 7 Insights to Unlocking Your Customer's Brain for Instant Sales
. 19
11. Problems, Issues and threats
21
12. Neuromarketing: Evolution or unethical use of medical technology? .
23
13. Concluding remarks
25
1. Introduction
Recent years have seen an explosion in the abilities of neuroscientists to directly study cortical activity in terms of frequency, time, and space. The psychological and physiological sciences have been quick to apply such techniques to make startling advances in our understanding of the brain and cognition. However, most social sciences have yet to adopt neuroimaging as a standard tool or procedure for research. In particular, while economics has begun to utilize neuroimaging techniques in its research resulting in the creation of neuroeconomics'. Marketing science has been far slower to wake up to the benefits of imaging research, despite both fields of study sharing many common concerns regarding decision making and exchange.
There are a number of possible reasons for the lack of take-up of brain imaging methodologies in marketing science. From the perspective of the marketing academic, neuroscience and cognitive psychology in general can be intimidating subjects. Furthermore, many marketing academics may see imaging techniques as simply unattainable' to them in their own...
View Full Essay
