The emergence of neuromarketing investigated through online public communications (2002–2008)

Abstract

License: Article 25fa pilot End User AgreementThis publication is distributed under the terms of Article 25fa of the Dutch Copyright Act (Auteurswet) with explicit consent by the author. Dutch law entitles the maker of a short scientific work funded either wholly or partially by Dutch public funds to make that work publicly available for no consideration following a reasonable period of time after the work was first published, provided that clear reference is made to the source of the first publication of the work.This publication is distributed under The Association of Universities in the Netherlands (VSNU) 'Article 25fa implementation' pilot project. In this pilot research outputs of researchers employed by Dutch Universities that comply with the legal requirements of Article 25fa of the Dutch Copyright Act are distributed online and free of cost or other barriers in institutional repositories. Research outputs are distributed six months after their first online publication in the original published version and with proper attribution to the source of the original publication.You are permitted to download and use the publication for personal purposes. All rights remain with the author(s) and/or copyrights owner(s) of this work. Any use of the publication other than authorised under this licence or copyright law is prohibited. The emergence of neuromarketing investigated through online public communications (2002-2008)Clement Levallois a,b , Ale Smidts b and Paul Wouters c a emlyon business school, Lyon, France; b rotterdam school of Management, erasmus university, rotterdam, the netherlands; c Centre for science and technology studies, Leiden university, Leiden, the netherlands ABSTRACT 'Neuromarketing' designates both a developing industry and an academic research field. This study documents the emergence of neuromarketing through the first mention of the term in traditional and new media until the stabilization of the field. Our main interest is to establish whether neuromarketing developed separately as an academic field and as an industry (with knowledge transfer from the former to the latter), or whether it was an act of co-creation. Based on a corpus gathered from a systematic search on the Web, we trace the multiple forms of engagement between academic and commercial communities, echoed but also shaped by reports in traditional and new media. We find that neuromarketing developed an identity through a set of practices and a series of debates which involved intertwined communities of academic researchers and practitioners. This result offers an alternative to the narrative of 'knowledge transfer' between academia and the industry and offers a contribution on how to use new kinds of digital sources in business history.

Implementing Neuromarketing in the Enterprise: Factors That Impact the Adoption of Neuromarketing in Major Spanish Corporations

“…Marketers have traditionally turned to psychology to understand both the theory and reality of consumer behavior and the factors that influence it (Kotler and Keller, 2016). With the appearance of pioneering technologies in the research of unconscious decision-making in the 1990s, the transfer of knowledge between academics and marketing practitioners contributed to the development of neuromarketing (Plassmann et al, 2015;Levallois et al, 2019). The collaboration between experts in multiple fields, including neuroscientists among others, is key for high quality research (Crespo-Pereira et al, 2016).…”

“…In this context, creating multidisciplinary teams combining both industry practitioners and academics could be the factor that adds rigor and ethics to research undertaken with commercial purposes, as long as academic standards and processes are kept, and the ethics committees of these research institutions and universities review and approve the proposed research (Crespo-Pereira et al, 2016;Levallois et al, 2019). Commercial research projects must comply with the same ethical requirements as academic research, mainly by obtaining data through informed consent and the protection of research subjects (Murphy et al, 2008).…”

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“…We acknowledge this absence of strict correspondence, but we also believe that there is no air-tight separation between 'offline fields' and 'their digital representation', at least since the rapid development of user-based content creation on the web ('Web 2.0'). Social media such as Twitter have considerably changed the nature of the relation between 'the media' and 'what the media reports about', in the direction of field actors participating more actively in the media representations of their field to the point of blurring the distinction between actors who produce in the field, and those who disseminate (Etter, Ravasi, & Colleoni, 2019;Levallois, Smidts, & Wouters, 2019). Hence, while the map is not the territory, maps remain useful abstractions to advance our understanding of fields, especially when a direct access to the constituents of a field is impractical or costly.…”

Possibilities of Neuroscience Application in Housing Development

“…The term 'neuromarketing' was proposed by Smidts in 2002 (Levallois et al, 2019). Since then, the focus of researchers and international organizations on neuromarketing has increased.…”