This is your brain on neuromarketing:reflections on a decade of research

Lee, Nick, Brandes, Leif, Chamberlain, Laura and Senior, Carl (2017). This is your brain on neuromarketing:reflections on a decade of research. Journal of Marketing Management, in pre ,

Abstract

In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we consider to be somewhat problematic. These are the dominance of event-based designs in neuromarketing, the potential of alternative modalities in neuromarketing and the current focus on reverse inference in neuromarketing. We argue that, taken together, these points have substantive implications for the development of a more reflective neuromarketing, which in turn has greater potential to make a positive impact on marketing knowledge, marketing practice and public perceptions of marketing activity in general.

Publication DOI: https://doi.org/10.1080/0267257X.2017.1327249
Divisions: Life & Health Sciences > Psychology
Life & Health Sciences > Clinical and Systems Neuroscience
Life & Health Sciences
Additional Information: This is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Marketing Management on 31 May 2017, available online: http://www.tandfonline.com/10.1080/0267257X.2017.1327249
Uncontrolled Keywords: neuromarketing,consumer neuroscience,brain activity,fMRI,reverse inference,Strategy and Management,Marketing
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Related URLs: http://www.scop ... tnerID=8YFLogxK (Scopus URL)
Published Date: 2017-05-31
Published Online Date: 2017-05-31
Authors: Lee, Nick
Brandes, Leif
Chamberlain, Laura
Senior, Carl ( 0000-0002-2155-4139)

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