Special Issue on “Neuromarketing”

Abstract

This issue is dedicated to a topic that has gained increasing attention from both marketing scholars and practitioners during the past decade: “neuromarketing.” The application of methods from neuroscience has revolutionized the entire research process in marketing and consumer behavior. Methods form neuroscience like functional magnetic resonance imaging (fMRI), magnetoencephalography (MEG) or electroencephalography (EEG) offer a promising avenue to investigate and better understand human information processing and emotional phenomena (see, e.g., Kenning et al. 2007; Lee et al. 2007). The term “neuromarketing” encompasses a fascinating interdisciplinary blend of natural sciences and traditional marketing research. It may support, help refine or reject established theories. In any case, it complements traditional ways of research based on the survey approach or classic experimental methods. The application of brain imaging techniques for resolving marketing-related questions is the core stream within “neuromarketing.” However, this field of research also includes an intensified focus on experimental studies combining behavioral and physiological data. In a broader sense, this includes also the use of other techniques that measure physiological parameters, like skin-conductance or eye-tracking in a marketing-related context. During the past decade, many scholars in marketing and consumer behavior have shown interest in the “neuromarketing” approach. Their efforts have resulted in a multitude of contributions dealing with both conceptual discussions and empirical studies. These publications are found in leading journals of marketing, psychology and neuroscience as well as in edited books or textbooks.