Abstract:

This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research practitioner views. The paper discusses what cognitive neuroscience really says about how the brain works and what that means for creating successful marketing, as well as what cognitive neuroscience actually measures. It details the implications of key findings from cognitive neuroscience for marketing and the research industry, and discusses the role cognitive neuroscience's techniques should have in the market research industry.