What is neuromarketing? A discussion and agenda for future research
The authors note that brain imaging now lets neuroscientists track when, where and how rapidly neural activity occurs, and that marketing researchers have largely overlooked it. Applying brain imaging to market research, called neuromarketing, has caused debate among neuroscientists. The paper argues that neuromarketing should extend beyond commercial studies of products and advertising to a broader view of the marketing discipline, defines it as a field of study drawing on neuroscience and neuroeconomics, and proposes future research directions. Journal of record: International Journal of Psychophysiology 63(2), 199-204, 2007.
The authors note that brain imaging now lets neuroscientists track when, where and how rapidly neural activity occurs, and that marketing researchers have largely overlooked it. Applying brain imaging to market research, called neuromarketing, has caused debate among neuroscientists. The paper argues that neuromarketing should extend beyond commercial studies of products and advertising to a broader view of the marketing discipline, defines it as a field of study drawing on neuroscience and neuroeconomics, and proposes future research directions. Journal of record: International Journal of Psychophysiology 63(2), 199-204, 2007.
Written from the abstract, university repository record, 2026-11-03 (OpenAlex record carried no abstract).
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doi:10.1016/j.ijpsycho.2006.03.007. Read at the level of the abstract.