The feasibility of neuroimaging methods in marketing research


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: 10101/npre.2009.2836.1
Divisions: College of Business and Social Sciences > Aston Business School > Marketing & Strategy
College of Business and Social Sciences > Aston Business School
College of Health & Life Sciences > School of Psychology
College of Health & Life Sciences > Clinical and Systems Neuroscience
College of Health & Life Sciences
College of Business and Social 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
Publication ISSN: 1756-0357
Last Modified: 26 Dec 2023 08:09
Date Deposited: 26 Oct 2009 15:01
Full Text Link: http://hdl.hand ... pre.2009.2836.1
Related URLs:
PURE Output Type: Article
Published Date: 2009-02-09
Authors: Lee, Nick (ORCID Profile 0000-0002-6209-0262)
Senior, Carl (ORCID Profile 0000-0002-2155-4139)
Butler, Michael (ORCID Profile 0000-0002-0061-9538)
Fuchs, Ricardo



Version: Published Version

License: Creative Commons Attribution

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