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| Content Provider | Springer Nature Link |
|---|---|
| Author | Morin, Christophe |
| Copyright Year | 2011 |
| Abstract | Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world. |
| Starting Page | 131 |
| Ending Page | 135 |
| Page Count | 5 |
| File Format | |
| ISSN | 01472011 |
| Journal | Society |
| Volume Number | 48 |
| Issue Number | 2 |
| e-ISSN | 19364725 |
| Language | English |
| Publisher | Springer-Verlag |
| Publisher Date | 2011-01-14 |
| Publisher Place | New York |
| Access Restriction | One Nation One Subscription (ONOS) |
| Subject Keyword | Neuromarketing Advertising Marketing research Consumer behavior fMRI EEG Neuroscience Sociology Political Science |
| Content Type | Text |
| Resource Type | Article |
| Subject | Sociology and Political Science |
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