Neuromarketing: the hope and hype of neuroimaging in business.
Journal Article (Journal Article)
The application of neuroimaging methods to product marketing - neuromarketing - has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released - when it is just an idea being developed.
Full Text
Duke Authors
Cited Authors
- Ariely, D; Berns, GS
Published Date
- April 2010
Published In
Volume / Issue
- 11 / 4
Start / End Page
- 284 - 292
PubMed ID
- 20197790
Pubmed Central ID
- PMC2875927
Electronic International Standard Serial Number (EISSN)
- 1471-0048
International Standard Serial Number (ISSN)
- 1471-003X
Digital Object Identifier (DOI)
- 10.1038/nrn2795
Language
- eng