Cognitive neuroscience, marketing and research - separating fact from fiction

This paper addresses what cognitive neuroscience really means for marketing and assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research.

Cognitive neuroscience, marketing and research – separating fact from fiction

Graham PageMillward Brown, United Kingdom

Jane E. RaymondSchool of Psychology, University of Wales, Bangor, United Kingdom

INTRODUCTION

Cognitive neuroscience seems to exert a unique pull on our curiosity. Is this because its science and technology seems to offer an objective, unbiased picture of what makes people “tick”? We all love to try to 'work people out', so the idea that there might be an objective way to do this is alluring. In marketing we want to really get at why people buy what they buy, think what they...

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