Building a Foundation for Neuromarketing And Consumer Neuroscience Research

Abstract

ABSTRACT Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher9s toolbox. As a branch of applied neuroscience, labels such as “neuromarketing” and “consumer neuroscience” often are used interchangeably, and this emerging field suffers from many inconsistencies. Methodological differences, conceptual inconsistencies, a lack of systematic validation of neuroscience-based metrics, and questionable business practices are all symptoms of a discipline that is in need of rigor and maturation. The goal of this article is to suggest a basic foundation for the use of neuroscience and related methods in studying advertising effects. Three main elements are suggested: a distinction among basic, translational, and applied research; a conceptual clarification; and a framework for the validation of neuroscience-based metrics.

Cite this work

No public copy is stored for this record, so only the metadata is cited.

Stored only when both papers are in the corpus — 66 citations exist upstream.

Papers that cite the same references — the relational fallback while embeddings are still backfilling.