Neuromarketing: the hope and hype of neuroimaging in business.

Published

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

  • 20197790

Electronic International Standard Serial Number (EISSN)

  • 1471-0048

International Standard Serial Number (ISSN)

  • 1471-003X

Digital Object Identifier (DOI)

  • 10.1038/nrn2795

Language

  • eng