'Neuromarketing', is a relatively new field of consumer and market research, which uses brain imaging and measurement technology to study the neural processes underlying an individual's choice.
Neuromarketing claims to reveal how consumers assess, deliberate and choose in a variety of contexts.
According to neuromarketers this growing industry has the potential to significantly increase the effectiveness of advertising and marketing campaigns. They claim that neuromarketing will provide detailed knowledge about customer preferences and what marketing activities will stimulate buying behaviour, and make promotional campaigns more effective. It will be valuable in providing cues for the best place and prices in advertisements, and should cut the risk of marketing products that are doomed to fail. In the experts' view, instead of relying on focus groups, neuromarketing offers the promise of 'objective neurological evidence' to inform organisations' marketing campaigns.
But if neuromarketing is set to revolutionise marketing, what are the implications of this development? The study will cast light on the 'neuro-turn' in marketing by conducting fieldwork, interviews and documentary analysis. In addition a critical, historical assessment will consider and compare how different market research techniques can affect consumers and consumer behaviour.