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Author Notes:

Correspondence to G.S.B. gberns@emory.edu

Dan Ariely, Fuqua School of Business, Center for Cognitive Neuroscience, Department of Economics, and the Department of Psychiatry and Behavioural Sciences, Duke University, Durham, North Carolina 2770, USA.

Gregory S. Berns, Department of Psychiatry and Behavioural Sciences, Economics Department, Center for Neuropolicy, Emory University, Atlanta, Georgia 30322, USA.

The authors declare competing financial interests: see web version for details.


Research Funding:

National Institute on Drug Abuse (R01DA016434 and R01DA025045)

Office of Naval Research and Air Force Office of Scientific Research

National Science Foundation (BCS0827313)

Neuromarketing: the hope and hype of neuroimaging in business


Journal Title:

Nature Reviews Neuroscience


Volume 11, Number 4


, Pages 284-292

Type of Work:

Article | Post-print: After Peer Review


The application of neuroimaging methods to product marketing — neuromarketing — has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released — when it is just an idea being developed.

Copyright information:

© 2012 Macmillan Publishers Limited. All Rights Reserved.

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