The feasibility of neuroimaging methods in marketing research

Lee, Nick, Senior, Carl, Butler, Michael and Fuchs, Ricardo (2009). The feasibility of neuroimaging methods in marketing research. Nature Precedings, online ,

Abstract

On July 17, 1990, President George Bush ssued “Proclamation #6158" which boldly declared the following ten years would be called the “Decade of the Brain” (Bush, 1990). Accordingly, the research mandates of all US federal biomedical institutions worldwide were redirected towards the study of the brain in general and cognitive neuroscience specifically. In 2008, one of the greatest legacies of this “Decade of the Brain” is the impressive array of techniques that can be used to study cortical activity. We now stand at a juncture where cognitive function can be mapped in the time, space and frequency domains, as and when such activity occurs. These advanced techniques have led to discoveries in many fields of research and clinical science, including psychology and psychiatry. Unfortunately, neuroscientific techniques have yet to be enthusiastically adopted by the social sciences. Market researchers, as specialized social scientists, have an unparalleled opportunity to adopt cognitive neuroscientific techniques and significantly redefine the field and possibly even cause substantial dislocations in business models. Following from this is a significant opportunity for more commercially-oriented researchers to employ such techniques in their own offerings. This report examines the feasibility of these techniques.

Publication DOI: https://doi.org/10101/npre.2009.2836.1
Divisions: Aston Business School > Marketing & Strategy
Aston Business School
Life & Health Sciences > Psychology
Life & Health Sciences > Clinical and Systems Neuroscience
Life & Health Sciences
Aston Business School > Work & Organisational Psychology
Additional Information: This document is licensed to the public under the Creative Commons Attribution 3.0 License
Uncontrolled Keywords: neuroimaging,methods marketing,research,neuromarketing
Full Text Link: http://hdl.hand ... pre.2009.2836.1
Related URLs:
Published Date: 2009-02-09
Authors: Lee, Nick ( 0000-0002-6209-0262)
Senior, Carl ( 0000-0002-2155-4139)
Butler, Michael ( 0000-0002-0061-9538)
Fuchs, Ricardo

Download

[img]

Version: Published Version

License: Creative Commons Attribution


Export / Share Citation


Statistics

Additional statistics for this record