Neuromarketing: the hope and hype of neuroimaging in business.
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.
Ariely
Dan
D
Dan Ariely is at the Fuqua School of Business, Center for Cognitive Neuroscience, Department of Economics, and the Department of Psychiatry and Behavioural Sciences, Duke University, Durham, North Carolina 2770, USA.
Berns
Gregory S
GS
D000329:Advertising; D001108:Architecture; D001921:Brain / Q000502:physiology; D002755:Choice Behavior / Q000502:physiology; D003362:Cost-Benefit Analysis; D003466:Cultural Characteristics; D003952:Diagnostic Imaging / Q000379:methods*; D005502:Food; D006801:Humans; D008279:Magnetic Resonance Imaging; D040541:Marketing / Q000379:methods*; D010988:Play and Playthings; D011057:Politics; D012201:Reward