Article : What is ‘neuromarketing’? A discussion and agenda for future research
  • Auteurs
    Nick Lee, Amanda J. Broderick, Laura Chamberlain
  • Année de publication
  • Journal
    International Journal of Psychophysiology
  • Abstract (dans sa langue originale)

    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

    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.

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  • Apparait dans la controverse
    Le neuromarketing augmente-t-il significativement l'efficacité de la publicité ?
  • Comment les contributeurs jugent la qualité scientifique de cette référence :