Neuromarketing: Where marketing and neuroscience meet

Abstract

Neuromarketing is a new field where brain science and marketing meet. The emergence of brain imaging encourages marketers to use high-tech imaging techniques to resolve marketing issues. Marketers and advertisers have exploited the results of many brain imaging studies to know what could drives consumer’s behavior. They have found out that some marketing actions can generate added satisfaction in a placebo-like manner. The findings of the human reward system studies also play an important role in neuromarketing research. The number of neuromarketing studies is growing and the findings are important for marketing research. However neuromarketing suffers from many limits that are a barrier to its development. Through this article, we attempt to give an overview on neuromarketing and its neural correlates while provide a perspective toward the use of field for less commercial purposes. Key words: Neuromarketing, neuroscience, marketing, reward system, marketing placebo effect.