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

Nick J. Lee*, Amanda J. Broderick, Laura M. Chamberlain

*Corresponding author for this work

Research output: Contribution to journalArticle

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. © 2006 Elsevier B.V. All rights reserved.

Original languageEnglish
Pages (from-to)199-204
Number of pages6
JournalInternational Journal of Psychophysiology
Volume63
Issue number2
DOIs
Publication statusPublished - Feb 2007

Keywords

  • neuroscience
  • neuromarketing
  • neuroeconomics
  • marketing
  • neuroimaging

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