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Neuromarketing

INDEX

1. Introduction …………………………………………………………………………………….. 02
2. Neuromarketing: What's it all about …………………………………………… 03
3. History ……………………………………………………………………………………………… 03
4. Why Neuromarketing ………………………………………………………………………… 06
5. Directions for scholarly Neuromarketing research ……………………………. 08
6. The Four Steps …………………………………………………………………………………… 12
7. Selling Probability …………………………………………………………………………… 16
8. Examples …………………………………………………………………………………………… 17
9. Interpretation ……………………………………………………………………………………… 18
10. Top 7 Insights to Unlocking Your Customer's Brain for Instant Sales …. 19
11. Problems, Issues and threats ……………………………………………………………… 21
12. Neuromarketing: Evolution or unethical use of medical technology? .… 23
13. Concluding remarks …………………………………………………………………………… 25

1. Introduction
Recent years have seen an explosion in the abilities of neuroscientists to directly study cortical activity in terms of frequency, time, and space. The psychological and physiological sciences have been quick to apply such techniques to make startling advances in our understanding of the brain and cognition. However, most social sciences have yet to adopt neuroimaging as a standard tool or procedure for research. In particular, while economics has begun to utilize neuroimaging techniques in its research – resulting in the creation of ‘neuroeconomics'. Marketing science has been far slower to wake up to the benefits of imaging research, despite both fields of study sharing many common concerns regarding decision making and exchange.
There are a number of possible reasons for the lack of take-up of brain imaging methodologies in marketing science. From the perspective of the marketing academic, neuroscience and cognitive psychology in general can be intimidating subjects. Furthermore, many marketing academics may see imaging techniques as simply ‘unattainable' to them in their own...