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What is 'neuromarketing'? A discussion and agenda for future research

Lee, N.J.; Broderick, A.J.; Chamberlain, L.

Authors

N.J. Lee

A.J. Broderick

L. Chamberlain



Abstract

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research – what has come to be called ‘neuromarketing’ – has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested.

Citation

Lee, N., Broderick, A., & Chamberlain, L. (2007). What is 'neuromarketing'? A discussion and agenda for future research. International Journal of Psychophysiology, 63(2), 199-204. https://doi.org/10.1016/j.ijpsycho.2006.03.007

Journal Article Type Article
Publication Date Feb 1, 2007
Deposit Date Oct 12, 2009
Journal International Journal of Psychophysiology
Print ISSN 0167-8760
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 63
Issue 2
Pages 199-204
DOI https://doi.org/10.1016/j.ijpsycho.2006.03.007
Keywords Neuroscience, Neuromarketing, Neuroeconomics, Marketing, Neuroimaging.

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