Implications of Advances in Neuromarketing for Marketing Research

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.