Neuromarketing: I Put Myself into a fMRI Scanner and Realized that I love Louis Vuitton Ads

Abstract

Abstract In recent years, long-standing science, advanced technology, and complex management have come to a common ground that researchers and marketers are able to map science to marketing. Today, constant changes in consumer behavior and how they interact with the company in the world full of sophisticated technologies, alternative research methods are needed, fMRI could or could not be the right answer, but it is definitely a promising alternative research method. The purpose of this paper is to provide an integrative overview of neuromarketing using brain imaging techniques, particularly, functional magnetic resonance imaging (fMRI). This paper is also an attempt to investigate its potential implications for market research, based on the author's experiences as a subject study in high-end brands advertisings. The discussion of neuromarketing, focusing on fMRI, as the application within the scope of managerial practice is provided by means of a literature review for to discussion as well as the investigation of existing problems and exploring the future challenges. A personal experience in fMRI as a study subject in high-end brands advertisings is also presented. Because this is an emerging field of marketing research and still controversial, the rising ethical issues are a challenge. Yet, fMRI offers a new cutting edge method that is able to shed light on subconscious processes which has a potential to significantly improve the effectiveness of advertising messages. This paper is written based on marketing literature and from the author's experience as a subject study and an apprentice in the fMRI company.

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