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

By Nick Lee, Amanda J. Broderick, Laura Chamberlain. International Journal of Psychophysiology, 2007

782 citations recorded by the source corpus.

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.

Subfields: Marketing, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/69439ea923e9356e21ce2758965ddd92d2175ed3

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Citations in the corpus

Neuromarketing: a layman's look at neuroscience and its potential application to marketing practice (2007, background): “Such a model appears to be far in the future at this point although some preliminary conceptualization of neuroscience and the broader field of marketing science are explored by Lee et al. (2007)”
What Does the Brain Tell Us About Trust and Distrust? Evidence from a Functional Neuroimaging Study (2010, methodology): “Functional brain imaging has been proposed as a promising tool to measure brain activation directly and shed light on unanswered questions in economics, psychology, and marketing (e.g., Camerer 2003; Glimcher and Rustichini 2004; Lee et al. 2006; Zaltman 2003).”
A Neural Predictor of Cultural Popularity (2012, background): “These results suggest that the neural responses to goods are not only predictive of purchase decisions for those individuals actually scanned, but such responses generalize to the population at large and may be used to predict cultural popularity.”
The Multilevel Nature of Customer Experience Research: An Integrative Review and Research Agenda (2018, neutral): “The emerging field of neuromarketing (Ariely and Berns 2010; Lee et al. 2007) applies methods from neuroscience to a better understanding of consumers’ sensory, emotional and cognitive reactions at a neurological level.”
Neuromarketing: the hope and hype of neuroimaging in business (2010, background): “Although advertising has been investigated in a few neuroimaging studie”
Evolutionary neuromarketing: darwinizing the neuroimaging paradigm for consumer behavior (2008, background): “It seems that human product choice is a complex process, which calls on multiple capacities of the mind (Lee et al., 2007).”
The application of physiological observation methods to emotion research (2007, background): “This has been acknowledged by both marketers (Lee et al., 2007) and psychologists who have called for a “collaboration among social, cognitive, developmental and neuroscientists” (Cacioppo and Gardner, 1999, p.”
A current overview of consumer neuroscience (2008, background): “For example, numerous conferences, calls for papers from prominent scientific journals, and calls for research by institutes such as the Marketing Science Institute, the Institute for the Study of Business Markets (Lee et al., 2007), and the World Advertising Research Centre focus on this subject.”
Neuromarketing and consumer neuroscience: current understanding and the way forward (2015, background): “Consumer neuroscience is an emerging interdisciplinary field that combines psychology, neuroscience, and economics to study how the brain is physiologically affected by advertising and marketing strategies (Lee et al. 2007).”
Brains and brands: Developing mutually informative research in neuroscience and marketing (2008, background): “First, it is commonly held that neuroscientists display considerable skepticism toward the development of a neuromarketing subdiscipline (e.g., Lee et al., 2007).”
A review of studies on neuromarketing: practical results, techniques, contributions and limitations (2014, methodology): “org/jmr 214 to include elements that help the brand to be more easily remembered or assist in the retention of consumers’ attention (Lee et al., 2007; Perrachione & Perrachione, 2008; Eser et al., 2011).”
Neuromarketing: the next step in market research? (2010, neutral): “Neuromarketing is an emerging interdisciplinary field that combines psychology, neuroscience, and economics (Lee, Broderick, & Chamberlain, 2007), with the term itself being coined just six years ago (Smidts, 2002).”