Cognitive mechanism in selecting new products: A cognitive neuroscience perspective

Abstract

Potential needs and preferences of consumers are often difficult to evaluate with questionnaires. Numerous studies have indicated that in reality, people do not necessarily recognize the influences on their own preferences and misrecognize the rationale for their preferences. Neuromarketing, which is the application of neuroscientific findings to marketing has been gaining attention as a method of exploring concealed consumer needs. This chapter summarizes research that is representative of neuromarketing (McClure et al. 2004), and then introduces the author’s studies exploring the application of findings on the cognitive background of individual differences in behaviors when purchasing unknown products. Furthermore, the chapter discusses the possibilities of neuromarketing as a method of exploring hidden consumer needs and preferences.