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Neuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research

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Ethics and Neuromarketing

Abstract

The use of neuroscientific research methods can provide marketers with the means to better analyze and understand consumer behavior. These technologies and methods have helped usher in a renaissance for marketing research known as neuromarketing. Scholars and industry practitioners alike have begun to embrace neuromarketing based on (a) a growing appreciation for scientific and objective measurement, which is preferable to more subjective research methods (e.g., surveys, focus groups), and (b) the recognition that both diagnostic and evaluative behavioral research can provide marketers with the opportunity to reduce uncertainty. However, the full potential of neuromarketing has yet to be unlocked. Therefore, in this chapter we provide a practitioner-oriented explanation of common neuromarketing techniques and present a contextual framework for understanding associated marketing research outcomes. Opportunities for future research and the implications for marketing are discussed.

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Authors and Affiliations

  1. Department of Marketing, College of Business Administration, University of Akron, Akron, OH, USA

    Terry Daugherty

  2. PRADCO, Columbus, OH, USA

    Ernest Hoffman

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Editors and Affiliations

  1. University of Akron, Broadview Heights, Ohio, USA

    Andrew R. Thomas

  2. Faculty of Marketing, The Bucharest Academy of Economic Studies, Bucharest, Romania

    Nicolae Alexandru Pop

  3. Bucharest Academy of Economic Studies, Bucharest, Romania

    Ana Maria Iorga

  4. Centre for Advanced Research in Management and Applied Ethics, Bucharest, Romania

    Cristian Ducu

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Daugherty, T., Hoffman, E. (2017). Neuromarketing: Understanding the Application of Neuroscientific Methods Within Marketing Research. In: Thomas, A., Pop, N., Iorga, A., Ducu, C. (eds) Ethics and Neuromarketing. Springer, Cham. https://doi.org/10.1007/978-3-319-45609-6_2

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