Skip to content

Neuromarketing: the hope and hype of neuroimaging in business.

by Dan Ariely, Gregory S Berns
Nature reviews. Neuroscience ()
Get full text at journal


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.

Cite this document (BETA)

Readership Statistics

849 Readers on Mendeley
by Discipline
29% Psychology
19% Business, Management and Accounting
13% Agricultural and Biological Sciences
by Academic Status
21% Student > Ph. D. Student
19% Student > Master
18% Researcher
by Country
3% United States
2% Germany
2% United Kingdom

Sign up today - FREE

Mendeley saves you time finding and organizing research. Learn more

  • All your research in one place
  • Add and import papers easily
  • Access it anywhere, anytime

Start using Mendeley in seconds!

Sign up & Download

Already have an account? Sign in