Neuromarketing: Debunking the Myths
ASSIGNMENT 2: Neuromarketing: Debunking the Myths?
Graduate School of Business
MARKETING MANAGEMENT 555
ASSIGNMENT 2
Neuromarketing: Debunking the Myths?
Actual Count:
3624 (Excluding cover, contents and reference pages)
Page 0 of 18
ASSIGNMENT 2: Neuromarketing: Debunking the Myths?
TABLE OF CONTENTS
INTRODUCTION...................................................................................................................... 2 Neural Correlates .............................................................................................................. 5 Ethics of Neuromarketing ................................................................................................. 8 Free will & Decision-making ........................................................................................... 9 CONCLUSION ........................................................................................................................ 11 REFERENCES:........................................................................................................................ 12
Page 1 of 18
ASSIGNMENT 2: Neuromarketing: Debunking the Myths?
INTRODUCTION
Neuromarketing, argues Lee, Broderick, & Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne & Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the
Figure 1 fMRI Image
effectiveness of these strategies (Laybourne & Lewis 2005). McClure et al (2004) says neuromarketing studies usually
Graduate School of Business
MARKETING MANAGEMENT 555
ASSIGNMENT 2
Neuromarketing: Debunking the Myths?
Actual Count:
3624 (Excluding cover, contents and reference pages)
Page 0 of 18
ASSIGNMENT 2: Neuromarketing: Debunking the Myths?
TABLE OF CONTENTS
INTRODUCTION...................................................................................................................... 2 Neural Correlates .............................................................................................................. 5 Ethics of Neuromarketing ................................................................................................. 8 Free will & Decision-making ........................................................................................... 9 CONCLUSION ........................................................................................................................ 11 REFERENCES:........................................................................................................................ 12
Page 1 of 18
ASSIGNMENT 2: Neuromarketing: Debunking the Myths?
INTRODUCTION
Neuromarketing, argues Lee, Broderick, & Chamberlain (2007) is an emerging interdisciplinary field that combines economics, neuroscience and psychology, with Neuromarketing being term just six years ago says Smidts (2002). The goal of neuromarketing suggests Laybourne & Lewis, (2005) and Smidts (2002) is to study how the brain is physiologically affected by marketing strategies and advertising. Brain activity resulting from viewing an advertisement is monitored and measured using neuroimaging techniques such as functional magnetic resonance imaging (fMRI), as shown in Figure 1, and electroencephalography (EEG) is used in order to evaluate the
Figure 1 fMRI Image
effectiveness of these strategies (Laybourne & Lewis 2005). McClure et al (2004) says neuromarketing studies usually
References: Page 12 of 18 ASSIGNMENT 2: Neuromarketing: Debunking the Myths? http://www.commercialalert.org/PDFs/neuromarketingrel.pdf accessed 26 February, 2011)