Neuromarketing: the hope and hype of neuroimaging in business

• Authors: Dan Ariely, Duke University; Gregory S Berns, Emory University
• Journal Title: Nature Reviews Neuroscience
• Volume: Volume 11, Number 4
• Publisher: Nature Research (part of Springer Nature): Review Journals | 2010-04, Pages 284-292
• Type of Work: Article | Post-print: After Peer Review
• Publisher DOI: http://doi.org/10.1038/nrn2795
• Subjects: Economics, Commerce - Business; Business Administration, Marketing; Economics, General

Abstract

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.