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Erschienen in: Society 2/2011

01.03.2011 | Symposium: Consumer Culture in Global Perspective

Neuromarketing: The New Science of Consumer Behavior

verfasst von: Christophe Morin

Erschienen in: Society | Ausgabe 2/2011

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Abstract

Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world.

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Literatur
Zurück zum Zitat Ariely, D., & Berns, G. S. 2010. Neuromarketing: The hope and hype of neuroimaging in business. Nature reviews Neuroscience (March). Ariely, D., & Berns, G. S. 2010. Neuromarketing: The hope and hype of neuroimaging in business. Nature reviews Neuroscience (March).
Zurück zum Zitat Fugate, D. L. 2007. Neuromarketing: A layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385–394.CrossRef Fugate, D. L. 2007. Neuromarketing: A layman’s look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, 24(7), 385–394.CrossRef
Zurück zum Zitat Glimcher, P. W. 2009. Neuroeconomics: Decision-making and the brain. London: Elsevier. Glimcher, P. W. 2009. Neuroeconomics: Decision-making and the brain. London: Elsevier.
Zurück zum Zitat Kenning, P., Plassmann, H., & Ahlert, D. 2007. Applications of functional magnetic resonance imaging for market research. Qualitative Market Research, 2, 135–152. Kenning, P., Plassmann, H., & Ahlert, D. 2007. Applications of functional magnetic resonance imaging for market research. Qualitative Market Research, 2, 135–152.
Zurück zum Zitat Knutson, B., Rick, S., Wimmer, E. G., Prelec, D., & Loewenstein, G. 2007. Neural predictors of purchases. Neuron, 53, 147–156.CrossRef Knutson, B., Rick, S., Wimmer, E. G., Prelec, D., & Loewenstein, G. 2007. Neural predictors of purchases. Neuron, 53, 147–156.CrossRef
Zurück zum Zitat Lee, N., Broderick, L., & Chamberlain, L. 2006. What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 200–204. Lee, N., Broderick, L., & Chamberlain, L. 2006. What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63, 200–204.
Metadaten
Titel
Neuromarketing: The New Science of Consumer Behavior
verfasst von
Christophe Morin
Publikationsdatum
01.03.2011
Verlag
Springer-Verlag
Erschienen in
Society / Ausgabe 2/2011
Print ISSN: 0147-2011
Elektronische ISSN: 1936-4725
DOI
https://doi.org/10.1007/s12115-010-9408-1

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