Consumer nueroscience: a new area of study for biomedical engineers
- PMID: 22678835
- DOI: 10.1109/MPUL.2012.2189166
Consumer nueroscience: a new area of study for biomedical engineers
Abstract
In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research. Currently, neuroscience methodology includes powerful brain imaging tools based on the gathering of hemodynamic or electromagnetic signals related to the human brain activity during the performance of a relevant task for marketing objectives. These tools are briefly reviewed in this article.
Similar articles
-
An intelligent neuromarketing system for predicting consumers' future choice from electroencephalography signals.Physiol Behav. 2022 Sep 1;253:113847. doi: 10.1016/j.physbeh.2022.113847. Epub 2022 May 17. Physiol Behav. 2022. PMID: 35594931
-
A gateway to consumers' minds: Achievements, caveats, and prospects of electroencephalography-based prediction in neuromarketing.Wiley Interdiscip Rev Cogn Sci. 2019 Mar;10(2):e1485. doi: 10.1002/wcs.1485. Epub 2018 Nov 29. Wiley Interdiscip Rev Cogn Sci. 2019. PMID: 30496636 Review.
-
How neuroscience can inform consumer research.IEEE Trans Neural Syst Rehabil Eng. 2008 Dec;16(6):532-8. doi: 10.1109/TNSRE.2008.2009788. IEEE Trans Neural Syst Rehabil Eng. 2008. PMID: 19144585
-
Neuromarketing empirical approaches and food choice: A systematic review.Food Res Int. 2018 Jun;108:650-664. doi: 10.1016/j.foodres.2017.11.049. Epub 2017 Nov 22. Food Res Int. 2018. PMID: 29735101
-
Picking Your Brains: Where and How Neuroscience Tools Can Enhance Marketing Research.Front Neurosci. 2020 Dec 3;14:577666. doi: 10.3389/fnins.2020.577666. eCollection 2020. Front Neurosci. 2020. PMID: 33343279 Free PMC article. Review.
Cited by
-
Can Evaluative Conditioning Change Well-Established Attitudes Towards Popular Brands? Your Brain Says Yes Even Though Your Mouth Says No.Brain Sci. 2019 May 10;9(5):106. doi: 10.3390/brainsci9050106. Brain Sci. 2019. PMID: 31083429 Free PMC article.
-
Sonic Influence on Initially Neutral Brands: Using EEG to Unveil the Secrets of Audio Evaluative Conditioning.Brain Sci. 2023 Sep 29;13(10):1393. doi: 10.3390/brainsci13101393. Brain Sci. 2023. PMID: 37891762 Free PMC article.
-
Consumer Neuroscience-Based Metrics Predict Recall, Liking and Viewing Rates in Online Advertising.Front Psychol. 2017 Oct 31;8:1808. doi: 10.3389/fpsyg.2017.01808. eCollection 2017. Front Psychol. 2017. PMID: 29163251 Free PMC article.
MeSH terms
LinkOut - more resources
Full Text Sources