title: What is "neuromarketing"? A discussion and agenda for future research.
abstract: Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research--what has come to be called "neuromarketing"--has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.
authors.affiliation: Marketing Group, Aston Business School, Aston University, UK. n.j.lee@aston.ac.uk
authors.forename: Nick
authors.initials: N
authors.lastname: Lee
authors.forename: Amanda J
authors.initials: AJ
authors.lastname: Broderick
authors.forename: Laura
authors.initials: L
authors.lastname: Chamberlain
mesh_terms: D000329:Advertising / Q000941:ethics / Q000379:methods*; D001921:Brain / Q000502:physiology*; D001931:Brain Mapping / Q000379:methods*; D003299:Cooperative Behavior; D006801:Humans; D007373:Interinstitutional Relations; D009488:Neurosciences / Q000941:ethics*