The evolution of neuromarketing

This article previews a series of papers which look at how neuroscience is influencing the marketing industry and advancing consumer insight.

Neuromarketing

This article introduces a series of articles on neuroscience applied to marketing. Read more.

Neuromarketing has evolved since the days when consumers were placed under clunky MRI scanners to have their brains read. The speed, scale and cost of modern neuromarketing has been transformed through the adoption of new methods in EEG/fMRI and tools such as biometric (facial coding, eye tracking) and psychometric (implicit response).

Now, large numbers of people can be researched to reveal how they actually respond, not how they say they respond, in a variety of actions, in a cost-effective and rapid fashion. Creative...

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