A manifesto for neuromarketing science

A Review of Studies on Neuromarketing: Practical Results, Techniques, Contributions and Limitations

“…Neuromarketing was described as a research field (Murphy et al, 2008), a field of neuroscience (Perrachione & Perrachione, 2008), a field of study (Lee et al, 2007 andEser, Isin &Tolon, 2011), a part of marketing (Fisher et al, 2010), an interconnection of perception systems (Butler, 2008), a scientific approach (Senior & Lee, 2008), a subarea of neuroeconomics (Hubert & Kenning, 2008) and a distinct discipline (Garcia & Saad, 2008). As to its purpose, some authors see neuromarketing mainly as a means of acquiring scientific knowledge (Lee et al, 2007;Murphy et al, 2008;Fisher et al, 2010;Butler, 2008;Senior & Lee, 2008;and Eser et al;, while others view neuromarketing more as a potential tool for commercial marketing (Perrachione & Perrachione, 2008;Hubert & Kenning, 2008;2007;Orzán, Zara & Purcarea, 2012;Green & Holbert, 2012;Vecchiato, Kong, Maglione, & Wei, 2012).…”

“…Murphy et al (2008), for instance, say that companies are emerging that provide information about consumer preferences based on the brain. Butler (2008), Senior & Lee (2008), Hubert & Kenning (2008) and Morin (2011), on the other hand, associate neuromarketing with a neuroscience technique that identifies the cortical regions responsible for consumers' behaviour.…”

Veblen and Darwin: tracing the intellectual roots of evolutionism in consumer research

“…Advances in gene science as well as developments in neuro-imaging have produced a flurry of interest in accounts of individual and social behaviour which do not draw upon conventional traditions from either cultural studies or psychology. This new found enthusiasm for representing and determining human behaviour in biological/anatomical terms can now be observed in the mainstream marketing literature (See for example, Borsook and Becerra 2005, Eyuboglu and Buja 2007, Senior and Lee 2008, Yoon 2006.…”

On Curiosity: The Art of Market Seduction

“…Certainly, market crowds can be very dense, noisy, and insistent, as in the world of fairs or auctions (Arnoldi and Borch 2007), but, especially in the retail trade, they can appear as more modest, discrete, and hushed, as simply a gathering of people. If concerned with this latter kind of crowd, one must take into account not only the dynamics of interaction and reciprocal expectation (Eroglu and Harell 1986;Eroglu and Machleit 1990;Eroglu et al 2005;Dion Le Mée 1999;Cochoy 2008a), but also the 'influence of quantity' -in other words, the impact of imperceptible physical exchanges like brushing against one other (Underhill 1999), or even the almost invisible cognitive or sensory processes that are trying to be understood by sociologists of the senses and 'atmospheres' (Sauvageot 2003), specialists in 'atmospheric marketing' , 'sensory marketing' (Hultén et al 2009) or more recently promoters of 'neuromarketing' (Fugate 2007 ;Lee et al 2007, Senior andLee 2008).…”