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The brain in business : neuromarketing and organisational cognitive neuroscience
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Lee, Nick, Butler, Michael J. R. and Senior, Carl (2010) The brain in business : neuromarketing and organisational cognitive neuroscience. der markt, 49 (3-4). pp. 129-131. doi:10.1007/s12642-010-0033-8 ISSN 0025-3863.
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Official URL: http://dx.doi.org/10.1007/s12642-010-0033-8
Abstract
The application of cognitive neuroscientific techniques to understanding social behaviour has resulted in many discoveries. Yet advocates of the ‘social cognitive neuroscience’ approach maintain that it suffers from a number of limitations. The most notable of these is its distance from any form of real-world applicabity. One solution to this limitation is ‘Organisational Cognitive Neuroscience’—the study of the cognitive neuroscience of human behaviour in, and in response to, organizations, which are arguably our most natural contemporary ecology. Here we provide a brief overview of this approach, a definition and also some examples of questions that the approach would be best suited to address. Furthemore, we consider neuromarketing as a subfield of organizational cognitive neuroscience, arguing that such a relationship clarifies the role of scholarly marketing research in the area, and provides a welcome emphasis on theoretical rigour.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | der markt | ||||
Publisher: | Springer-Verlag | ||||
ISSN: | 0025-3863 | ||||
Official Date: | 2010 | ||||
Dates: |
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Volume: | 49 | ||||
Number: | 3-4 | ||||
Page Range: | pp. 129-131 | ||||
DOI: | 10.1007/s12642-010-0033-8 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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