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The Feasibility of Neuroimaging Methods in Marketing Research

Nick Lee¹, Carl Senior², Michael Butler¹ & Ricardo Fuchs³

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1. Organizational Cognitive Neuroscience Centre and Aston University, Birmingham UK
2. School of Life & Health Sciences, Aston University, UK
3. Ronin, 7 Avenue Saint Roman, Monte Carlo 98000, Principality of Monaco

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Document Type:

Manuscript

Date:

Received 30 January 2009 08:57 UTC; Posted 09 February 2009

Subjects:

Neuroscience

Tags:

• neuroimaging
• Methods
• Marketing
• research
• Neuromarketing

Abstract:

On July 17, 1990, President George Bush issued “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.

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This document is licensed to the public under the Creative Commons Attribution 3.0 License

How to cite this document:

Lee, Nick, Senior, Carl, Butler, Michael, and Fuchs, Ricardo. The Feasibility of Neuroimaging Methods in Marketing Research. Available from Nature Precedings <http://hdl.handle.net/10101/npre.2009.2836.1> (2009)

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