Neuromarketing and consumer neuroscience: contributions to neurology

Abstract

Background‘Neuromarketing’ is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods ‘neuromarketing’ and scientific ones ‘consumer neuroscience’. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.DiscussionIn this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.SummaryWe identify the following areas where consumer neuroscience could contribute to the field of neurology:First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson’s disease, frontotemporal dementia, epilepsy, and Huntington’s disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson’s disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing.

When brains dialogue by synchronized or unsynchronized languages.Hyperscanning applications to neuromanagement

“…The purpose of this section is to provide an overview of the major instruments and methods of neuromanagement research, in particular electroencephalographic (EEG) method, autonomic measures and their application to leadership research (Javor, Koller, Lee, Chamberlain & Ransmayr, 2013).…”

O Uso de Biomarcadores em Pesquisas de Marketing

“…É importante destacar que a excitação autonômica não possui valência afetiva, estando presente em situações agradáveis e desagradáveis. Também podem ser classificadas como de alta excitação, como o estado de surpresa, ou de baixa excitação, como os estados de sonolência e cansaço (Weierich, Wright, Negreira, Dickerson, & Barrett, 2010 As principais formas de coleta de dados originadas da neurociência se dividem em três grandes grupos: (a) coletam informações sobre a atividade metabólica do cérebro; (b) sobre a atividade elétrica do cérebro; ou (c) coletam informações secundárias, decorrentes da atividade neural, como frequência cardíaca ou diâmetro das pupilas (Butler, 2008;Habel et al, 2007;Javor et al, 2013;Kenning & Plassmann, 2005;Zurawicki, 2010). Os registros de atividade metabólica e elétrica no cérebro são as medidas mais encontradas em estudos de neurociência na administração, enquanto há pouca discussão sobre o uso de respostas secundárias a comandos neuronais, os quais possuem formas de mensuração mais simples e práticas.…”

“…A possibilidade de medir níveis hormonais além da expressão sanguínea é uma grande facilidade para pesquisas de comportamento, reduzindo drasticamente a característica invasiva da coleta. Há estudos relatando a medida feita a partir de fios de cabelo e amostras de saliva ou urina (Javor et al, 2013).…”

“…Para alguns autores (Javor, Koller, Lee, Chamberlain, & Ransmayr, 2013;Plassmann et al, 2012;Yoon et al, 2012), o objetivo da Neurociência do Consumidor é adaptar criteriosamente métodos e teorias da neurociência, combinados com teorias comportamentais, modelos e designs experimentais testados originados na psicologia do consumidor, além de áreas como ciências da decisão, para desenvolver uma abordagem que ajude os pesquisadores a entenderem elementos mais profundos do comportamento do consumidor. Por ser um termo abrangente, que considera o corpo teórico já construído dentro da psicologia do consumo, o título Neurociência do Consumidor parece plausível.…”

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