Journal article

Neuromarketing: the hope and hype of neuroimaging in business

Ariely D, Berns G ...see all

Nature Reviews Neuroscience, vol. 11, issue 4 (2010) pp. 284-292

  • 942

    Readers

    Mendeley users who have this article in their library.
  • 198

    Citations

    Citations of this article.
  • N/A

    Views

    ScienceDirect users who have downloaded this article.
Sign in to save reference

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.

Get free article suggestions today

Mendeley saves you time finding and organizing research

Sign up here
Already have an account ?Sign in

Find this document

Get full text

Authors

  • Dan Ariely

  • Gregory S. Berns

Cite this document

Choose a citation style from the tabs below

Save time finding and organizing research with Mendeley

Sign up for free