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This is your brain on neuromarketing : reflections on a decade of research
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Lee, Nick, Brandes, Leif, Chamberlain, Laura and Senior, Carl (2017) This is your brain on neuromarketing : reflections on a decade of research. Journal of Marketing Management, 33 (11-12). pp. 878-892. doi:10.1080/0267257X.2017.1327249 ISSN 0267-257X.
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Official URL: http://dx.doi.org/10.1080/0267257X.2017.1327249
Abstract
In this commentary, we reflect on the last decade of research in the field of neuromarketing and present a schematic illustration of the basic process of a typical neuromarketing study. We then identify three critical points of interest in this illustration that have not received enough discussion in neuromarketing-relevant literature, and which we consider to be somewhat problematic. These are the dominance of event-based designs in neuromarketing, the potential of alternative modalities in neuromarketing and the current focus on reverse inference in neuromarketing. We argue that, taken together, these points have substantive implications for the development of a more reflective neuromarketing, which in turn has greater potential to make a positive impact on marketing knowledge, marketing practice and public perceptions of marketing activity in general.
Item Type: | Journal Article | ||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||
Divisions: | Faculty of Social Sciences > Warwick Business School | ||||||
Library of Congress Subject Headings (LCSH): | Neuromarketing, Consumers | ||||||
Journal or Publication Title: | Journal of Marketing Management | ||||||
Publisher: | Routledge | ||||||
ISSN: | 0267-257X | ||||||
Official Date: | 31 May 2017 | ||||||
Dates: |
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Volume: | 33 | ||||||
Number: | 11-12 | ||||||
Page Range: | pp. 878-892 | ||||||
DOI: | 10.1080/0267257X.2017.1327249 | ||||||
Status: | Peer Reviewed | ||||||
Publication Status: | Published | ||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||
Date of first compliant deposit: | 26 June 2017 | ||||||
Date of first compliant Open Access: | 31 December 2018 |
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