Consumer nueroscience

A new area of study for biomedical engineers

Fabio Babiloni

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research.

Original languageEnglish
Article number6210548
Pages (from-to)21-23
Number of pages3
JournalIEEE Pulse
Volume3
Issue number3
DOIs
Publication statusPublished - 2012

Fingerprint

Marketing
Engineers
Brain
Neuroimaging
Imaging techniques
Costs

ASJC Scopus subject areas

  • Biomedical Engineering

Cite this

Consumer nueroscience : A new area of study for biomedical engineers. / Babiloni, Fabio.

In: IEEE Pulse, Vol. 3, No. 3, 6210548, 2012, p. 21-23.

Research output: Contribution to journalArticle

Babiloni, Fabio. / Consumer nueroscience : A new area of study for biomedical engineers. In: IEEE Pulse. 2012 ; Vol. 3, No. 3. pp. 21-23.
@article{947382de9f534d679630d17db54edfeb,
title = "Consumer nueroscience: A new area of study for biomedical engineers",
abstract = "In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research.",
author = "Fabio Babiloni",
year = "2012",
doi = "10.1109/MPUL.2012.2189166",
language = "English",
volume = "3",
pages = "21--23",
journal = "IEEE Pulse",
issn = "2154-2287",
publisher = "Institute of Electrical and Electronics Engineers Inc.",
number = "3",

}

TY - JOUR

T1 - Consumer nueroscience

T2 - A new area of study for biomedical engineers

AU - Babiloni, Fabio

PY - 2012

Y1 - 2012

N2 - In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research.

AB - In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research.

UR - http://www.scopus.com/inward/record.url?scp=84862128434&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84862128434&partnerID=8YFLogxK

U2 - 10.1109/MPUL.2012.2189166

DO - 10.1109/MPUL.2012.2189166

M3 - Article

VL - 3

SP - 21

EP - 23

JO - IEEE Pulse

JF - IEEE Pulse

SN - 2154-2287

IS - 3

M1 - 6210548

ER -