Abstract:

Today's marketing research is often still limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical methodologies concerning the exploration of the human brain like Neuroimaging (and especially functional Magnetic Resonance Imaging) and their application to marketing research have demonstrated to be able to fill this gap, explaining partially the underlying neurophysiological processes of consumers' decisions and perceptions. This opens the possibility of a better understanding of the potential impact of different marketing elements. During the presentation, the research team will give a comprehensive introduction of the application of Neuroimaging methodologies to consumer research with focus on the consumer's purchasing decision, as well as discuss its opportunities and limitations.