Brains, Babies and Bathwater

This paper examines the uses, limitations and misuses of neuroscience as a research tool. Like all research techniques, the paper argues, neuroscience appears better suited to some areas than to others.

Brains, Babies and Bathwater

Graham PageMillward Brown

Most marketing or advertising conferences now have a strong thread of neuroscience running through them. We constantly hear papers arguing that scientists' increased understanding of the brain will change marketing and the way we measure it. The book many people are most likely to have read on the subject – Buy-ology, by Martin Lindstrom – makes similarly strong claims: that neuroscience will play a revolutionary role in research and marketing in future. This has lead many marketers to challenge accepted modes of advertising development and research, mainly on the general perception that...

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