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Nat Rev Neurosci. 2010 Apr;11(4):284-92. doi: 10.1038/nrn2795. Epub 2010 Mar 3.

Neuromarketing: the hope and hype of neuroimaging in business.

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Dan Ariely is at the Fuqua School of Business, Center for Cognitive Neuroscience, Department of Economics, and the Department of Psychiatry and Behavioural Sciences, Duke University, Durham, North Carolina 2770, USA.


The application of neuroimaging methods to product marketing - neuromarketing - has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released - when it is just an idea being developed.

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