What is ‘neuromarketing’? A discussion and agenda for future research

Lee, Nick; Broderick, Amanda J.; Chamberlain, Laura

doi:10.1016/j.ijpsycho.2006.03.007

Cited by 631 publications

(516 citation statements)

References 33 publications

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“…Although branding and advertising have been considered in a few neuroimaging papers (Kenning & Plassmann, 2008;Lee, Broderick, & Chamberlain, 2007;Yoon, Gutchess, Feinberg, & Polk, 2006), it is still unknown whether neuroimaging can prospectively reveal whether a particular ad or brand campaign will be effective. In a wellknown Coke-Pepsi study, participants who described themselves as Coke-drinkers showed significant activation in the hippocampus and right DLPFC when they were cued about the upcoming drink of Coke (McClure et al, 2004).…”

Section: Introductionmentioning

confidence: 99%

A neural predictor of cultural popularity

2011

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We use neuroimaging to predict cultural popularity -something that is popular in the broadest sense and appeals to a large number of individuals. Neuroeconomic research suggests that activity in reward-related regions of the brain, notably the orbitofrontal cortex and ventral striatum, is predictive of future purchasing decisions, but it is unknown whether the neural signals of a small group of individuals are predictive of the purchasing decisions of the population at large. For neuroimaging to be useful as a measure of widespread popularity, these neural responses would have to generalize to a much larger population that is not the direct subject of the brain imaging itself. Here, we test the possibility of using functional magnetic resonance imaging (fMRI) to predict the relative popularity of a common good: music. We used fMRI to measure the brain responses of a relatively small group of adolescents while listening to songs of largely unknown artists. As a measure of popularity, the sales of these songs were totaled for the three years following scanning, and brain responses were then correlated with these "future" earnings. Although subjective likability of the songs was not predictive of sales, activity within the ventral striatum was significantly correlated with the number of units sold. 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.

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Section: Introductionmentioning

confidence: 99%

A neural predictor of cultural popularity

2011

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“…Los promotores del neuromarketing se defienden a su vez señalando que esta disciplina puede contribuir al mejor conocimiento de cómo actúa la ciudadanía política y que puede ayudar incluso a ahorrar recursos y evitar el malgasto en vastas campañas de comunicación infructuosas (Martín Salgado, 2002;Ortiz Cabeza, 1983). También es común oír, por parte de los defensores del neuromarketing, la reivindicación de esta disciplina como un terreno científico legítimo y necesario para conocer mejor cómo funcionamos los seres humanos en nuestra relación con la política o, en general, en nuestros procesos de toma de decisiones (Lee et al, 2007). Este tipo de argumentaciones apelan, por tanto, a una concepción amplia del neuromarketing político, no centrada exclusivamente en su aplicación persuasiva.…”

Section: El Debate éTico Del Neuromarketingunclassified

Debates éticos en torno al neuromarketing político: el avance tecnológico y su potencial incidencia en la formación de la opinión pública

Feenstra

Pallarés-Domínguez

2017

Veritas

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“…Under the guidance of this interest, to create conceptual framework, many definitions have been made in the literature about what neuromarketing means. According to Lee et al, neuromarketing is a methodology based on a measurement which combines brains waves and clinical psychology so as to improve the understanding of heuristic responses of people to products, brands and advertisements (Lee et al 2007). Bercea describes consumer behavior as an interdisciplinary area which aims to search and conceive by investigating the brain (Bercea, 2013).…”

Section: A Neuromarketingmentioning

confidence: 99%

Research on Consumers' Brain Activations by Means of Electroencephalography Method

Tekin¹,

Köylüoğlu²,

Koyuncuoğlu³

2017

Europ. j. multidiscip. stud.

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Marketers are excited about two main reasons that are concerned with neuroelectrical brain imaging. The first reason is that they expect neuroimaging will offer a more efficient exchange between cost and benefit. This expectation is based on the assumption that consumers don't want to express their preferences explicitly or that it is not possible for them to do this when their preferences are asked; or that consumer' s brain, which is related to real preferences, contains confidential information. Such information is used in theory to influence purchasing behavior. Thus, the cost of performing neuroimaging studies against improved product design and increased sales benefit is outweigh. As the second reason, marketers expect that they will be able to obtain an accurate marketing research method that can be applied even before an existing product. The purpose of this study is to determine the rational influence activation of consumers and to emphasize the deficiency of using traditional method of questionnaire based solely on declaration to understand consumers. Accordingly, volunteer subjects watched an advertisement film and their brain activities were tried to be measured while they were watching the advertisement. This measurement was performed with a 10 channel EEG device. During the research, the emotional responses of participants and their brain activities were measured and EEG patterns were obtained. The obtained data were interpreted by academicians and EEG experts.

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What is ‘neuromarketing’? A discussion and agenda for future research

Cited by 631 publications

References 33 publications

A neural predictor of cultural popularity

A neural predictor of cultural popularity

Debates éticos en torno al neuromarketing político: el avance tecnológico y su potencial incidencia en la formación de la opinión pública

Research on Consumers' Brain Activations by Means of Electroencephalography Method

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