Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing

Abstract

Neuromarketing uses the latest advances in brain scanning to learn more about the mental processes behind customer purchasing decisions. The purpose of this exploratory research was to reveal the perceptions of marketing academics, neurologists, and marketing professionals regarding neuromarketing studies, as they have an important role for the future of neuromarketing studies. Quantitative analysis was conducted on data from 111 marketing academics, 52 neurologists, and 56 marketing professionals. All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services. Three factors -interest and participation, knowledge and awareness, and ethics -were perceived as the most important aspects of neuromarketing according to the three groups of participants. Analyses of the perception of neuromarketing revealed that neurologists and marketing professionals perceive neuromarketing more favorably than marketing academics.

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

“…Many authors still use the terms "study of brain imaging" (Hubert & Kenning, 2008;Perrachione & Perrachione, 2008;Babiloni, 2012;Reynolds, 2006;Garcia & Saad, 2008;Green & Holbert, 2012), "study of neuroimaging" (Eser et al, 2011 andVecchiato et al, 2012), and "neuro-technology" (Murphy et al, 2008 andFisher et al, 2010) to refer to neuromarketing (Perrachione & Perrachione, 2008;Green & Holbert, 2012;Javor et al, 2013;Orzán et al, 2012;Fugate, 2007 andMorin, 2011). This usage most likely occurs because fMRI is the most prominent technique under the academic and market spotlights, although the neuromarketing studies identified in this work go beyond brain imaging.…”

“…Neuromarketing has also been identified as a way of shaping companies' marketing strategies (Eser et al, 2011). Publicity and advertising have been described as the areas of marketing that have benefited the most from neuromarketing techniques.…”

“…It also helps with the selection of visual and sound features, as well as the timing and selection of appropriate media (Fugate, 2007). Neuromarketing has also the ability to identify consumers' needs and, in this way, develop more useful and pleasant products (Eser et al, 2011).…”

“…It has the purpose of establishing relations between marketing stimuli, the brain areas in which these stimuli were processed and the physiological consequences related to the nervous system, so that such areas can be associated with cognitive, psychological and emotional processes and can generate an understanding about the consumer (Lee et al, 2007, Murphy et al, 2008and Senior & Lee, 2008. Eser et al (2011) indicate that neuromarketing uses state-of-the-art resources in brain scanning to understand the consumer buying process. Schneider & Woolgar (2012) claim that neuromarketing is the newest medium used by marketing researchers to understand consumer behaviour.…”

“…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).…”