Details

Autor(en) / Beteiligte

• Berns, Gregory S
• Ariely, Dan

Titel

Neuromarketing: the hope and hype of neuroimaging in business

Ist Teil von

• Nature reviews. Neuroscience, 2010-04, Vol.11 (4), p.284-292

Ort / Verlag

London: Nature Publishing Group

Erscheinungsjahr

2010

Link zum Volltext

Quelle

Psychology & Behavioral Sciences Collection

Beschreibungen/Notizen

• 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.