Neuromarketing: The New Science of Consumer Behavior |
| |
Authors: | Christophe Morin |
| |
Institution: | (1) 110 Sir Francis Drake Blvd, San Anselmo, CA 94960, USA |
| |
Abstract: | Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first
emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year,
over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness
of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they
feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without
requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing
and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising
messages around the world. |
| |
Keywords: | |
本文献已被 SpringerLink 等数据库收录! |
|