Applied methodologies in neuromarketing - a critical review of theory and practice

Le résumé fourni par la source

The present review provides a critical discussion about neuroimaging-tools that are\napplied for marketing purposes, focussing on the measurements of psychological processes\nthat are thought to be important to predict consumer behaviour (i.e. memory, attention and\naffective processing). I discuss the literature that is cited by individual neuromarketing\ncompanies as the basis of their approach, with main focus on if and how their methods could\nprovide insight into marketing-effectiveness. Techniques that are discussed include ERP\nanalysis, EEG-spectral analysis, Steady state probe topography, and univariate and\nmultivariate analysis of fMRI data. The main conclusions are that certain aspects of\nconsumer behaviour can be identified using neuroimaging methods. The use of EEG provides\ninsight into attentional processes and memory using ERP-studies, but primarily timefrequency\nanalysis. Both EEG and fMRI can be used to assess affective processing in relation\nto consumer behaviour. However, the problem of reverse inference creates difficulty in\ninterpreting neuroimaging-data to predict marketing-effectiveness. Nonetheless, consumer\nneuroscience provides valuable insights into the consumer decision-making process.

Ce résumé expose les affirmations des auteurs. BNTIC ne l’interprète pas comme une validation indépendante des résultats.