Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research – what has come to be called ‘neuromarketing’ – has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.
In the ten-plus years I've been writing about neuromarketing, I've bemoaned the lack of serious academic research into the various neuroscience-based techniques used to evaluate ads, products, brand attitudes, and so on.
"There is an attractive simplicity to the notion that consumers choose what they most prefer, that they are logical decision-makers with abundant time and complete insight into the factors determining ..."
In his theory of collective unconscious, the psychologist Carl Jung describes archetypes as images and thoughts which have universal meanings and that transcend cultures, showing up as dreams, literature, art or even in religion.
Archetypes that Tell the Story of your Company Culture and Employment Brand (Part One) By Anthony Coe | Director of Research and Consulting for Employment Branding at IBM This blog may take you back...
Consumer superstitions may be having some serious implications for your business. Brush up on your folklore here...before it's too late.
Businesses lose £584 million1 on Friday the 13th because employees are afraid to leave home
The origin of paraskevidekatriaphobia (the fear of Friday the 13th) is still unknown.
Perhaps it’s Biblical; Judas, the man who betrayed Jesus, was the thirteenth guest at the Last Supper after all. Plus many believe that Jesus was crucified on a Friday. Or perhaps the number 12 is so comforting in its ability to harmonise hours, months, and the zodiac, that the number thirteen just puts us on edge with its irregularity.
Whatever the logic, people are genuinely afraid to leave their homes, travel and go to work on Friday the 13th.
"Do you know what Apple's oh-so-ubiquitous logo looks like? Do you really? UCLA psychologists asked 85 undergrads to draw the Apple logo from memory, and only one got it right. The rest of the results are hilarious and incorrectly lopsided ..."
Most of us don’t give much thought to what we call our product, at least in terms of category. Toothpaste is toothpaste. Cars are cars. Perhaps it’s time that other businesses learn what many restaurants already know: what you call [...]
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