Neuromarketing: the hope and hype of neuroimaging in business

Top Cited Papers
Publisher Website
Google Scholar
Abstract
The use of neuroimaging in product marketing has received considerable business and media attention. Ariely and Berns consider the possibilities and limitations of neuromarketing, arguing that, although not generally cost-effective, it might be useful in specific aspects of marketing. An interview with Gregory S. Berns for Neuropod is available for download . The application of neuroimaging methods to product marketing — neuromarketing — has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released — when it is just an idea being developed.