Implications of Advances in Neuromarketing for Marketing Research

P. Raj Devasagayam; Tara Maloney

doi:10.65301/dias.2010.6.2.359

Articles 12th Edition of DTR Oct 2009 – Mar 2010

DOI 10.65301/dias.2010.6.2.359

Implications of Advances in Neuromarketing for Marketing Research

Authors

111 Views

146 Downloads

Published 2009-10-30

Pages 15-21

Abstract

This paper examines the conceptual foundations of neuromarketing which are drawn from social cognitive
neuroscience. We explore the relationship between neuroscience and marketing through extant theories in biological
sciences that are making neuromarketing an ever evolving filed. The paper provides examples o f applications of
neuroimaging in marketing research and strategy and then proceeds to set an agenda for future research. We conclude
by underscoring the need for continued basic research in the area that deals with theories and concepts of neurosciences
and neuroimaging, and stressing the management of ethical and social dimensions ofth is emergent field.

Keywords

Neuromarking, Neuroscience, Strategy, Research

References

Begley, Sharon, “How the Brain Rewires Itself,” TIME Magazine, January 19, 2007.
Briggs, Rex, (2006). Marketers Who Measure the Wrong Thing Get Faulty Answers. Journal of Advertising Research, 46(4), 462–468.
Friston, Karl J., “Models of Brain Function in Neuroimaging.”
Gilbert, Daniel, and Randy Buckner, “Time Travel in the Brain,” TIME Magazine, January 19, 2007.
Hamilton, Joan O’C., “Journey to the Center of the Mind,” Business Week 3879 (2004): 78.
Harris, Rebecca, “Brain Waves,” Marketing Magazine 111 (2006): 15, 17.
Hastie, R., “Problems for Judgment and Decision Making,” Annual Review of Psychology 52 (2001): 653–83.
Haynes, Jennifer, “The Science of Shopping,” CBC Marketplace 2002.
Haynes, Jennifer, “Troubling Science Worries Some,” CBC Marketplace 2002.
Haynes, Jennifer, “What is Neuromarketing?,” CBC Marketplace 2002.
Haynes, Jennifer, “What is the ZMET?,” CBC Marketplace 2002.
Helliker, Kevin, “This Is Your Brain on a Strong Brand: MRI’s Show Even Insurers Can Excite,” Wall Street Journal, Nov 28, 2006, sec. B1.
Herman, Steve, “Selling to the Brain,” Global Cosmet Ind. 173 (2005): 64–66.
“Inside the Mind of the Consumer,” The Economist, June 12, 2004.
Kenning, Peter, Hilke Plassmann, Dieter Ahlert. (2007). Applications of fMRI for market research. Qualitative Market Research, 10(2), 135–152.
Kluger, Jeffrey, “The New Map of the Brain,” TIME Magazine, January 18, 2007.
Lee, Nick, Amanda J. Broderick. (2007). Past, present and future of observational research in marketing. Qualitative Market Research, 10(2), 121–129.
Lieberman, Matthew D., “Social Cognitive Neuroscience: A Review of Core Processes,” Annual Review of Psychology 58 (2007): 259–89.
Nevid, J.S. (1983). Methodological considerations in the use of EEG in advertising research. Psychology and Marketing, Summer, 2, 5–19.
“Market Researchers Make Increasing Use of Brain Imaging,” Nature Neuroscience 7 (2004): 683.
Melillo, Wendy, “Inside the Consumer Mind,” Adweek, 47 (2006): 12.
Moore, Karl, “Maybe it is Like Brain Surgery,” Marketing Magazine 110 (2005): 12.
Park, Alice, “Brain Scans: How Superbowl Ads Fumbled,” TIME Magazine, February 5, 2007.
Park, Alice, “Marketing to Your Mind,” TIME Magazine, January 19, 2007.
Pinker, Steven, “The Mystery of Consciousness,” TIME Magazine, January 19, 2007.
Plassmann, Hilke, Tim Ambler, Sven Braeutigam, Peter Kenning. (2007). What can advertisers learn from neuroscience? International Journal of Advertising, 26(2), 151–175.
Rothschild, M.L. & Hyun, Y.J. (1990). Predicting memory for components of TV commercials from EEG. Journal of Consumer Research, 16(4), 472–478.
Russo, Francine, “Who Should Read Your Mind?,” TIME Magazine, January 19, 2007.
Saxe, R., S. Carey, and N. Kanwisher, “Understanding Other Minds,” Annual Review of Psychology 55 (2004): 87–124.
Senior, Carl, Hannah Smyth, Richard Cooke, Rachel L. Shaw, Elizabeth Peel. (2007). Mapping the mind for the modern market researcher. Qualitative Market Research, 10(2), 153–167.
The Economist. (2004). Inside the mind of the consumer. June 12, Vol. 371, Issue 8379.
Thompson, Clive, “There’s a Sucker Born in Every Medial Prefrontal Cortex,” New York Times, October 26, 2003.
Tierney, John, “Using M.R.I.s to See Politics on the Brain,” New York Times, April 20, 2004.
Wahlberg, David, “Advertisers Probe Brains, Raise Fears,” Center for Cognitive Liberty and Ethics.
Weinstein, S., Appel, V., & Weinstein, C. (1980). Brain-activity responses to magazine and TV advertising. Journal of Advertising Research, 20 (June), 57–63.
Wells, Melanie, “In Search of the Buy Button,” Center for Cognitive Liberty and Ethics.
Wilkinson, Amanda, “Neuromarketing: Brain Scam or Valuable Tool?,” Marketing Week 28 (2005): 22–23.
Yoon, Carolyn, et al., “A Functional MRI Study of Neural Dissociations between Brand and Person Judgments,” Journal of Consumer Research 33 (2006): 31.
Zuckerman, Alan M., and Christine H. Markham, “Why Neuroscience Business Development?,” Healthcare Financial Management 60 (2006): 118–20.

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P. Raj Devasagayam, Tara Maloney . (2009). Implications of Advances in Neuromarketing for Marketing Research. DIAS Technology Review, 6(2), 15-21.

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[1] Begley, Sharon, “How the Brain Rewires Itself,” TIME Magazine, January 19, 2007.

[2] Briggs, Rex, (2006). Marketers Who Measure the Wrong Thing Get Faulty Answers. Journal of Advertising Research, 46(4), 462–468.

[3] Friston, Karl J., “Models of Brain Function in Neuroimaging.”

[4] Gilbert, Daniel, and Randy Buckner, “Time Travel in the Brain,” TIME Magazine, January 19, 2007.

[5] Hamilton, Joan O’C., “Journey to the Center of the Mind,” Business Week 3879 (2004): 78.

[6] Harris, Rebecca, “Brain Waves,” Marketing Magazine 111 (2006): 15, 17.

[7] Hastie, R., “Problems for Judgment and Decision Making,” Annual Review of Psychology 52 (2001): 653–83.

[8] Haynes, Jennifer, “The Science of Shopping,” CBC Marketplace 2002.

[9] Haynes, Jennifer, “Troubling Science Worries Some,” CBC Marketplace 2002.

[10] Haynes, Jennifer, “What is Neuromarketing?,” CBC Marketplace 2002.

[11] Haynes, Jennifer, “What is the ZMET?,” CBC Marketplace 2002.

[12] Helliker, Kevin, “This Is Your Brain on a Strong Brand: MRI’s Show Even Insurers Can Excite,” Wall Street Journal, Nov 28, 2006, sec. B1.

[13] Herman, Steve, “Selling to the Brain,” Global Cosmet Ind. 173 (2005): 64–66.

[14] “Inside the Mind of the Consumer,” The Economist, June 12, 2004.

[15] Kenning, Peter, Hilke Plassmann, Dieter Ahlert. (2007). Applications of fMRI for market research. Qualitative Market Research, 10(2), 135–152.

[16] Kluger, Jeffrey, “The New Map of the Brain,” TIME Magazine, January 18, 2007.

[17] Lee, Nick, Amanda J. Broderick. (2007). Past, present and future of observational research in marketing. Qualitative Market Research, 10(2), 121–129.

[18] Lieberman, Matthew D., “Social Cognitive Neuroscience: A Review of Core Processes,” Annual Review of Psychology 58 (2007): 259–89.

[19] Nevid, J.S. (1983). Methodological considerations in the use of EEG in advertising research. Psychology and Marketing, Summer, 2, 5–19.

[20] “Market Researchers Make Increasing Use of Brain Imaging,” Nature Neuroscience 7 (2004): 683.

[21] Melillo, Wendy, “Inside the Consumer Mind,” Adweek, 47 (2006): 12.

[22] Moore, Karl, “Maybe it is Like Brain Surgery,” Marketing Magazine 110 (2005): 12.

[23] Park, Alice, “Brain Scans: How Superbowl Ads Fumbled,” TIME Magazine, February 5, 2007.

[24] Park, Alice, “Marketing to Your Mind,” TIME Magazine, January 19, 2007.

[25] Pinker, Steven, “The Mystery of Consciousness,” TIME Magazine, January 19, 2007.

[26] Plassmann, Hilke, Tim Ambler, Sven Braeutigam, Peter Kenning. (2007). What can advertisers learn from neuroscience? International Journal of Advertising, 26(2), 151–175.

[27] Rothschild, M.L. & Hyun, Y.J. (1990). Predicting memory for components of TV commercials from EEG. Journal of Consumer Research, 16(4), 472–478.

[28] Russo, Francine, “Who Should Read Your Mind?,” TIME Magazine, January 19, 2007.

[29] Saxe, R., S. Carey, and N. Kanwisher, “Understanding Other Minds,” Annual Review of Psychology 55 (2004): 87–124.

[30] Senior, Carl, Hannah Smyth, Richard Cooke, Rachel L. Shaw, Elizabeth Peel. (2007). Mapping the mind for the modern market researcher. Qualitative Market Research, 10(2), 153–167.

[31] The Economist. (2004). Inside the mind of the consumer. June 12, Vol. 371, Issue 8379.

[32] Thompson, Clive, “There’s a Sucker Born in Every Medial Prefrontal Cortex,” New York Times, October 26, 2003.

[33] Tierney, John, “Using M.R.I.s to See Politics on the Brain,” New York Times, April 20, 2004.

[34] Wahlberg, David, “Advertisers Probe Brains, Raise Fears,” Center for Cognitive Liberty and Ethics.

[35] Weinstein, S., Appel, V., & Weinstein, C. (1980). Brain-activity responses to magazine and TV advertising. Journal of Advertising Research, 20 (June), 57–63.

[36] Wells, Melanie, “In Search of the Buy Button,” Center for Cognitive Liberty and Ethics.

[37] Wilkinson, Amanda, “Neuromarketing: Brain Scam or Valuable Tool?,” Marketing Week 28 (2005): 22–23.

[38] Yoon, Carolyn, et al., “A Functional MRI Study of Neural Dissociations between Brand and Person Judgments,” Journal of Consumer Research 33 (2006): 31.

[39] Zuckerman, Alan M., and Christine H. Markham, “Why Neuroscience Business Development?,” Healthcare Financial Management 60 (2006): 118–20.