The feasibility of neuroimaging methods in marketing research
Research output: Contribution to journal › Article › peer-review
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In: Nature Precedings, Vol. online, 09.02.2009.
Research output: Contribution to journal › Article › peer-review
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TY - JOUR
T1 - The feasibility of neuroimaging methods in marketing research
AU - Lee, Nick
AU - Senior, Carl
AU - Butler, Michael
AU - Fuchs, Ricardo
N1 - This document is licensed to the public under the Creative Commons Attribution 3.0 License
PY - 2009/2/9
Y1 - 2009/2/9
N2 - On July 17, 1990, President George Bush ssued “Proclamation #6158" which boldly declared the following ten years would be called the “Decade of the Brain” (Bush, 1990). Accordingly, the research mandates of all US federal biomedical institutions worldwide were redirected towards the study of the brain in general and cognitive neuroscience specifically. In 2008, one of the greatest legacies of this “Decade of the Brain” is the impressive array of techniques that can be used to study cortical activity. We now stand at a juncture where cognitive function can be mapped in the time, space and frequency domains, as and when such activity occurs. These advanced techniques have led to discoveries in many fields of research and clinical science, including psychology and psychiatry. Unfortunately, neuroscientific techniques have yet to be enthusiastically adopted by the social sciences. Market researchers, as specialized social scientists, have an unparalleled opportunity to adopt cognitive neuroscientific techniques and significantly redefine the field and possibly even cause substantial dislocations in business models. Following from this is a significant opportunity for more commercially-oriented researchers to employ such techniques in their own offerings. This report examines the feasibility of these techniques.
AB - On July 17, 1990, President George Bush ssued “Proclamation #6158" which boldly declared the following ten years would be called the “Decade of the Brain” (Bush, 1990). Accordingly, the research mandates of all US federal biomedical institutions worldwide were redirected towards the study of the brain in general and cognitive neuroscience specifically. In 2008, one of the greatest legacies of this “Decade of the Brain” is the impressive array of techniques that can be used to study cortical activity. We now stand at a juncture where cognitive function can be mapped in the time, space and frequency domains, as and when such activity occurs. These advanced techniques have led to discoveries in many fields of research and clinical science, including psychology and psychiatry. Unfortunately, neuroscientific techniques have yet to be enthusiastically adopted by the social sciences. Market researchers, as specialized social scientists, have an unparalleled opportunity to adopt cognitive neuroscientific techniques and significantly redefine the field and possibly even cause substantial dislocations in business models. Following from this is a significant opportunity for more commercially-oriented researchers to employ such techniques in their own offerings. This report examines the feasibility of these techniques.
KW - neuroimaging
KW - methods marketing
KW - research
KW - neuromarketing
U2 - 10101/npre.2009.2836.1
DO - 10101/npre.2009.2836.1
M3 - Article
VL - online
JO - Nature Precedings
JF - Nature Precedings
SN - 1756-0357
ER -