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Neuromarketing, also known as consumer neuroscience, is a field of study that focuses on the analysis of the brain to forecast and, potentially, even manipulate the behaviour and decisionmaking of consumers. Over the course of the past five years, a number of ground-breaking studies have shown that it has the opportunity to generate value for marketers. The assessment of physiological and neural signals to delve into the choices, judgements, and possible motives of customers order to delve into the choices, judgements, and possible motives of customers is what is generally meant when the term “neuromarketing” is used. Standard techniques include brain scanning to determine neural activity and physiological tracking to determine other forms of exercise like eye movement. This paper looks at some of the studies that have been conducted on those methods and discusses the advantages and disadvantages of using them. Experts caution that the domain is riddled with operators who grossly overstate what neuromarketing can deliver, so prospective users of neuromarketing must exercise caution when working in conjunction with specialist consultants. Are there any of the consultancy`s data, methods, or tools been published in journals that have been subjected to peer review? Do the consultants also have expertise in marketing in addition to their knowledge of the sciences? [ABSTRACT FROM AUTHOR]

The figure of the brain has continued to rise in prominence for at least 30 years. This development continues to raise important questions: in particular, to what extent and in what ways does the brain supplant the person as the presumed origin of human behaviour? Whereas it has previously been discussed in general terms, here we address this question through an ethnographic study of the experimental articulation of the brain in neuromarketing research. Drawing on analytical themes from science and technology studies, we argue that it is crucial to investigate the enactment of the brain in situated practice and to understand the effects on prevailing accountability relations. We analyse the enactment of the 'consuming' brain in neuromarketing experiments and in experts' communication of experimental results. We show how the consuming brain emerges from reconfigured sets of socio-material relations (between e.g. consumers, brains, brain scanning operators, consultants) and how this entails a redistribution of accountability relations. This results in an ontological respecification of the consumer, who is no longer deemed accountable for his/her actions. Instead spokespersons on behalf of the brain – neuromarketing technologies and experts – assume accountability for revealing why consumers buy what they buy. We conclude that the putative shift from person to brain is in fact characterised by a redistribution of accountability relations in neuromarketing practices. We call for further studies of accountability redistributions in practice, so as better to situate novel explanations of human behaviour. [ABSTRACT FROM AUTHOR]

Neuromarketing has formed an emerging area capable of establishing links between the study of consumer behaviour and neuroscience, based on technological innovations and neuroimaging technologies with capacity of obtaining brain´s data. The application of neuroimaging technologies in market research has led to a new universe of action in terms of information collection. The present study aims to carry out an analysis of the different neuroimaging tools, based on a methodology of analysis of theoretical elements combined with the study of specific cases. [ABSTRACT FROM AUTHOR]

Neuromarketing has formed an emerging area capable of establishing links between the study of consumer behaviour and neuroscience, based on technological innovations and neuroimaging technologies with capacity of obtaining brain´s data. The application of neuroimaging technologies in market research has led to a new universe of action in terms of information collection. The present study aims to carry out an analysis of the different neuroimaging tools, based on a methodology of analysis of theoretical elements combined with the study of specific cases. [ABSTRACT FROM AUTHOR]

Neuromarketing, which uses neuroimaging techniques for marketing goals, is the application of neuroscientific methods to analyze and understand consumer behavior according to marketing initiatives. Medical diagnostic devices for brain imaging are utilized by marketers as neuromarketing technologies. This paper proposes a fuzzy scenario-based approach to analyzing neuromarketing technology evaluation criteria. Fuzzy cognitive map methodology, which is originated from the combination of fuzzy logic and neural networks, is employed due to the cause-and-effect relationships between pair of factors, presence of conflicting criteria, positive as well as negative relationships among factors, and lack of crisp data. Importance degrees of each evaluation factor are computed, and then, four different scenario analyses are provided to understand the influence of an increase or a decrease in the power of specific factor(s) on other factors. Throughout the literature, this is the first study that considers multiple and conflicting criteria framework of neuromarketing technology evaluation problem. [ABSTRACT FROM AUTHOR]

Neuromarketing is the use of imaging technology to ascertain information about brain states during the viewing of advertising and products. It is an area of increasing interest for the purposes of both neuroscience brain research and marketing. At present, there remains significant disagreement about value of knowledge claims made by neuromarketing and its efficacy in both understanding and predicting consumer behavior. This paper outlines an approach to epistemic conception of neuromarketing by applying and broadening the categories of technological knowledge produced by Walter Vincenti and Marc de Vries. Categories of technological knowledge capture several important elements of epistemology and knowledge generation, though more work in areas such as business judgment and knowledge translation remains to be done. The framework provided herein presents new epistemological considerations for the analysis of marketing practice related consumer behavior and brain activity. [ABSTRACT FROM AUTHOR]

Purpose This study aims to explore the plausibility of the functional near-infrared spectroscopy (fNIRS) methodology for neuromarketing applications and develop a neurophysiologically-informed model of purchasing behavior based on fNIRS measurements.Design/methodology/approach The oxygenation signals extracted from the purchase trials of each subject were temporally averaged to obtain average signals for buy and pass decisions. The obtained data were analyzed via both linear mixed models for each of the 16 optodes to explore their separate role in the purchasing decision process and a discriminant analysis to construct a classifier for buy/pass decisions based on oxygenation measures from multiple optodes.Findings Positive purchasing decisions significantly increase the neural activity through fronto-polar regions, which are closely related to OFC and vmPFC that modulate the computation of subjective values. The results showed that neural activations can be used to decode the buy or pass decisions with 85 per cent accuracy provided that sensitivity to the budget constraint is provided as an additional factor.Research limitations/implications The study shows that the fNIRS measures can provide useful biomarkers for improving the classification accuracy of purchasing tendencies and might be used as a main or complementary method together with traditional research methods in marketing. Future studies might focus on real-time purchasing processes in a more ecologically valid setting such as shopping in supermarkets.Originality/value This paper uses an emerging neuroimaging method in consumer neuroscience, namely, fNIRS. The decoding accuracy of the model is 85 per cent which presents an improvement over the accuracy levels reported in previous studies. The research also contributes to existing knowledge by providing insights in understanding individual differences and heterogeneity in consumer behavior through neural activities. [ABSTRACT FROM AUTHOR]

We set out to forecast consumer behaviour in a supermarket based on functional magnetic resonance imaging (fMRI). Data was collected while participants viewed six chocolate bar communications and product pictures before and after each communication. Then self-reports liking judgement were collected. fMRI data was extracted from a priori selected brain regions: nucleus accumbens, medial orbitofrontal cortex, amygdala, hippocampus, inferior frontal gyrus, dorsomedial prefrontal cortex assumed to contribute positively and dorsolateral prefrontal cortex and insula were hypothesized to contribute negatively to sales. The resulting values were rank ordered. After our fMRI-based forecast an instore test was conducted in a supermarket on n = 63.617 shoppers. Changes in sales were best forecasted by fMRI signal during communication viewing, second best by a comparison of brain signal during product viewing before and after communication and least by explicit liking judgements. The results demonstrate the feasibility of applying neuroimaging methods in a relatively small sample to correctly forecast sales changes at point-of-sale. [ABSTRACT FROM AUTHOR]

Neuromarketing is a relatively new domain of applied marketing research that studies the cognitive and affective reactions of consumers to marketing stimuli. It covers the overlap between neuroscience and research into consumer behavior, as well as advertising, marketing, and product design. Researchers make use of new technologies such as functional magnetic resonance imaging. In this article the author presents some basic information about the human brain and the new forms of neuroimaging technology available. Further on he analyzes three examples of neuromarketing research. Finally, the author comments on the ethical questions and the real contemporary significance of neuromarketing research. [ABSTRACT FROM AUTHOR]

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Este artículo es una reflexión de la situación actual de la investigación de mercados en empresas colombianas y en especial en la región Caribe, debido a que en términos generales nuestras organizaciones están de espaldas a la investigación de mercados y de los nuevos retos, métodos e instrumentos desarrollados para su finalidad. De acuerdo con esto, se pretende concientizar a los empresarios de dichos avances, traducidos en resultados de investigaciones con aportes de otras disciplinas, como la neurología y la psicología, que combinadas con las viejas técnicas de investigación del comportamiento del consumidor y mercadeo han aportado y demostrado la aplicación de nuevos instrumentos, como son las neuroimágenes. Y estas, como pieza fundamental de lo que se ha denominado el neuromarketing, han revolucionado nuestra forma de estudiar y observar a los sujetos de investigación. [ABSTRACT FROM AUTHOR]

Today, there is a greater interest in the marketing world in using neuroimaging tools to evaluate the efficacy of TV commercials. This field of research is known as neuromarketing. In this article, we illustrate some applications of electrical neuroimaging, a discipline that uses electroencephalography (EEG) and intensive signal processing techniques for the evaluation of marketing stimuli. We also show how the proper usage of these methodologies can provide information related to memorization and attention while people are watching marketing-relevant stimuli. We note that temporal and frequency patterns of EEG signals are able to provide possible descriptors that convey information about the cognitive process in subjects observing commercial advertisements (ads). Such information could be unobtainable through common tools used in standard marketing research. Evidence of this research shows how EEG methodologies could be employed to better design new products that marketers are going to promote and to analyze the global impact of video commercials already broadcast on TV. [ABSTRACT FROM AUTHOR]