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The brain in business: neuromarketing and organisational cognitive neuroscience

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The brain in business: neuromarketing and organisational cognitive neuroscience. / Lee, Nick; Butler, Michael J.R.; Senior, Carl.
In: Der Markt, Vol. 49, No. 3-4, 01.12.2010, p. 129-131.

Research output: Contribution to journal › Article › peer-review

HarvardHarvard

Lee, N, Butler, MJR & Senior, C 2010, 'The brain in business: neuromarketing and organisational cognitive neuroscience', Der Markt, vol. 49, no. 3-4, pp. 129-131. https://doi.org/10.1007/s12642-010-0033-8

APA

Lee, N., Butler, M. J. R., & Senior, C. (2010). The brain in business: neuromarketing and organisational cognitive neuroscience. Der Markt, 49(3-4), 129-131. https://doi.org/10.1007/s12642-010-0033-8

CBE

Lee N, Butler MJR, Senior C. 2010. The brain in business: neuromarketing and organisational cognitive neuroscience. Der Markt. 49(3-4):129-131. https://doi.org/10.1007/s12642-010-0033-8

MLA

Lee, Nick, Michael J.R. Butler and Carl Senior. "The brain in business: neuromarketing and organisational cognitive neuroscience". Der Markt. 2010, 49(3-4). 129-131. https://doi.org/10.1007/s12642-010-0033-8

VancouverVancouver

Lee N, Butler MJR, Senior C. The brain in business: neuromarketing and organisational cognitive neuroscience. Der Markt. 2010 Dec 1;49(3-4):129-131. doi: 10.1007/s12642-010-0033-8

Author

Lee, Nick ; Butler, Michael J.R. ; Senior, Carl. / The brain in business: neuromarketing and organisational cognitive neuroscience. In: Der Markt. 2010 ; Vol. 49, No. 3-4. pp. 129-131.

RIS

TY - JOUR

T1 - The brain in business: neuromarketing and organisational cognitive neuroscience

AU - Lee, Nick

AU - Butler, Michael J.R.

AU - Senior, Carl

PY - 2010/12/1

Y1 - 2010/12/1

N2 - The application of cognitive neuroscientific techniques to understanding social behaviour has resulted in many discoveries. Yet advocates of the ‘social cognitive neuroscience’ approach maintain that it suffers from a number of limitations. The most notable of these is its distance from any form of real-world applicabity. One solution to this limitation is ‘Organisational Cognitive Neuroscience’— the study of the cognitive neuroscience of human behaviour in, and in response to, organizations, which are arguably our most natural contemporary ecology. Here we provide a brief overview of this approach, a definition and also some examples of questions that the approach would be best suited to address. Furthemore, we consider neuromarketing as a subfield of organizational cognitive neuroscience, arguing that such a relationship clarifies the role of scholarly marketing research in the area, and provides a welcome emphasis on theoretical rigour.

AB - The application of cognitive neuroscientific techniques to understanding social behaviour has resulted in many discoveries. Yet advocates of the ‘social cognitive neuroscience’ approach maintain that it suffers from a number of limitations. The most notable of these is its distance from any form of real-world applicabity. One solution to this limitation is ‘Organisational Cognitive Neuroscience’— the study of the cognitive neuroscience of human behaviour in, and in response to, organizations, which are arguably our most natural contemporary ecology. Here we provide a brief overview of this approach, a definition and also some examples of questions that the approach would be best suited to address. Furthemore, we consider neuromarketing as a subfield of organizational cognitive neuroscience, arguing that such a relationship clarifies the role of scholarly marketing research in the area, and provides a welcome emphasis on theoretical rigour.

KW - neuromarketing

KW - neuroscience

KW - marketing

KW - research methods

KW - theory

U2 - 10.1007/s12642-010-0033-8

DO - 10.1007/s12642-010-0033-8

M3 - Article

VL - 49

SP - 129

EP - 131

JO - Der Markt

JF - Der Markt

SN - 1867-8882

IS - 3-4

ER -