Lee, Nick, Broderick, Amanda J. and Chamberlain, Laura (2007) What is ‘neuromarketing’? A discussion and agenda for future research. International Journal of Psychophysiology, 63 (2). pp. 199-204. doi:10.1016/j.ijpsycho.2006.03.007 ISSN 0167-8760.

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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.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	International Journal of Psychophysiology
Publisher:	Elsevier
ISSN:	0167-8760
Official Date:	2007
Dates:	Date Event 2007 Published
Volume:	63
Number:	2
Page Range:	pp. 199-204
DOI:	10.1016/j.ijpsycho.2006.03.007
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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