Articles / Recommended Reading

Neuromarketing: The New Science of Consumer Behavior

Neuromarketing: The New Science of Consumer Behavior
Christophe Morin

Springer Science+Business Media, LLC 2011
Published online on http://www.academia.edu

Abstract
Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Controversial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement.

Neuromarketing offers cutting edge methods for directly probing minds without requiring  demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to significantly improve the effectiveness of both commercial and cause-related advertising messages around the world.

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