Neuromarketing: the hope and hype of neuroimaging in business

By Dan Ariely, Gregory S. Berns. Nature Reviews Neuroscience, 2010

942 citations recorded by the source corpus.

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.

Subfields: Cognitive Neuroscience, Experimental and Cognitive Psychology, Sensory Systems

View Paper: https://www.semanticscholar.org/paper/099f73585f23b1c923f4b68c03c064928e0ac616

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In Cognitive Neuroscience

In Experimental and Cognitive Psychology

In Sensory Systems

Citations in the corpus

Social Consumer Neuroscience: Neurophysiological Measures of Advertising Effectiveness in a Social Context (2017, positive): “Consumer neuroscience, the use of neurophysiological and biological methods of research, offers access to consumers’ mental processes and is therefore often used to complement traditional self-reported measures (Ariely and Berns 2010).”
Neuroimaging Techniques in Advertising Research: Main Applications, Development, and Brain Regions and Processes (2021, background): “Neuromarketing: the hope and hype of neuroimaging in business Ariely and Berns [27] Berns and Moore [29] 13”
Brain Computer Interfaces, a Review (2012, background): “In addition, neuromarketing may be a source of more accurate information on the underlying preferences of the users, rather than data from standard market research studies [319].”
The next frontier in tourism emotion research (2019, background): “…studies is becoming cheaper and more convenient for evaluating marketing material effectiveness, providing information that is not achievable by self-report methods alone, with evidence suggesting it can provide hidden information about emotions in the customer experience (Ariely & Berns, 2010).”
Using EEG to Predict Consumers’ Future Choices (2015, background): “Two promising avenues for such a contribution have been previously identified (Ariely and Berns 2010).”
Branding the brain: A critical review and outlook (2012, background): “…debates of whether this hybrid field benefits its parent disciplines (consumer psychology and neuroscience) and, within them, what forms these benefits might take (Ariely & Berns, 2010; Kenning & Plassmann, 2008; Lee, Broderick, & Chamberlain, 2007; Plassmann, Ambler, Braeutigam, & Kenning, 2007).”
Neuromarketing and consumer neuroscience: current understanding and the way forward (2015, background): “2010; Vecchiato 2011), and new product development (Ariely and Berns 2010).”