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Does neuromarketing really work?


Conejo, F and Tanakinjal, GH and Yang, L and Khoo, C, Does neuromarketing really work?, Asia Pacific Marketing Conference 2007, 2-3 November 2007, Kuching, Sarawak, pp. 12. (2007) [Conference Extract]

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Neuromarketing (NM) uses neuroimaging to evaluate stimuli and improve marketing efforts. It assumes that the human brain has discrete functional areas and that consumer behaviour is largely driven by the subconscious. NM has been regularly used for about five years now by major corporations across a wide spectrum of categories. But it has also elicited severe opposition from consumer groups which argue the dangers of mind control. However, NMs fundamental premises are weak, it lacks empirical proof and is also used to further economic and political interest. The authors are thus sceptical about NMs true effectiveness and believe that it is more hype than substance.

Item Details

Item Type:Conference Extract
Keywords:neuromarketing, business practice, innovation in Marketing
Research Division:Commerce, Management, Tourism and Services
Research Group:Marketing
Research Field:Marketing not elsewhere classified
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Yang, L (Dr Lin Yang)
ID Code:124125
Year Published:2007
Deposited By:TSBE
Deposited On:2018-02-08
Last Modified:2018-03-22
Downloads:2 View Download Statistics

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