Mainline Marketing: The Future of Neuromarketing
Mainline Marketing: The Future of Neuromarketing
Corey Fair
DeSales University
Abstract
In this paper, we explore four published articles that describe the difference between neuromarketing and consumer neuroscience. The articles differ in complexity of scientific jargon but all four arrive at similar conclusions involving current methods of data retrieval and analysis, current applications, ethical dilemmas, and the scientific authenticity regarding neuromarketing firms. Currently the top three non-invasive neuromarketing methods to measure physiological responses to advertising stimuli include electroencephalography (EEG), magneto encephalography (MEG), and functional magnetic resonance imaging (fMRI). Current neuromarketing applications are being used by businesses, entertainment, architecture, and politics.
Mainline Marketing: The Future of Neuromarketing Neuromarketing is a highly controversial practice of measuring the effects of various stimuli on brain activity and then drawing conclusions that correlate that data within the confines of consumer behavior. The academic disciplines are primarily concerned with learning what combination of stimuli effect a human’s decision process to enhance the quality of life. While most corporations and politicians are primarily concerned with increasing wealth and power. The controversy arises due to the current lack of ethical boundaries, lack of transparency by neuromarketing firms, limited knowledge of complex brain functions, and the multitude of companies applying neuroscientific methodologies without backgrounds in neuroscience. With so much uncertainty surrounding neuromarketing, it is no wonder that the media and consumer alert groups are spreading fearful messages about mind-reading and mind-control. Although neuromarketing first surfaced in 2002, it is still a relatively new concept which has been gaining traction since
Corey Fair
DeSales University
Abstract
In this paper, we explore four published articles that describe the difference between neuromarketing and consumer neuroscience. The articles differ in complexity of scientific jargon but all four arrive at similar conclusions involving current methods of data retrieval and analysis, current applications, ethical dilemmas, and the scientific authenticity regarding neuromarketing firms. Currently the top three non-invasive neuromarketing methods to measure physiological responses to advertising stimuli include electroencephalography (EEG), magneto encephalography (MEG), and functional magnetic resonance imaging (fMRI). Current neuromarketing applications are being used by businesses, entertainment, architecture, and politics.
Mainline Marketing: The Future of Neuromarketing Neuromarketing is a highly controversial practice of measuring the effects of various stimuli on brain activity and then drawing conclusions that correlate that data within the confines of consumer behavior. The academic disciplines are primarily concerned with learning what combination of stimuli effect a human’s decision process to enhance the quality of life. While most corporations and politicians are primarily concerned with increasing wealth and power. The controversy arises due to the current lack of ethical boundaries, lack of transparency by neuromarketing firms, limited knowledge of complex brain functions, and the multitude of companies applying neuroscientific methodologies without backgrounds in neuroscience. With so much uncertainty surrounding neuromarketing, it is no wonder that the media and consumer alert groups are spreading fearful messages about mind-reading and mind-control. Although neuromarketing first surfaced in 2002, it is still a relatively new concept which has been gaining traction since
References: Ariely, D., Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience. Volume 11 Issue 4, 284-292. doi: 10.1038/nrn2795 Fisher, C Javor, A., Koller, M., Lee, N. Chamberlain, L., Ransmayr, G. (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology. Volume 13 Issue 1, 1-12. doi: 10.1186/1471-2377-13-13 Morin, C (Fisher et al. 2010, p. 233)