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What is "neuromarketing"? A discussion and agenda for future research.

Authors
  • Lee, Nick
  • Broderick, Amanda J
  • Chamberlain, Laura
Type
Published Article
Journal
International Journal of Psychophysiology
Publisher
Elsevier
Publication Date
Feb 01, 2007
Volume
63
Issue
2
Pages
199–204
Identifiers
PMID: 16769143
Source
Medline
License
Unknown

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.

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