Engaging consumers’ brains: the latest learning

Marketers are fascinated with cognitive neuroscience, and understandably so. New brain imaging techniques seem to promise access to deeper insights into how people think about brands and what motivates their purchases.

Engaging Consumers' Brains: The Latest Learning

Graham Page

In recent years, marketers enthralled with the possibilities of applying neuroscience techniques to consumer research have teamed up with brain science experts eager to find commercial applications for their work, thus giving rise to the new field of “neuromarketing.” A few studies in this new area have received widespread publicity, but our observation is that the results of these projects, while interesting, tend to confirm the value of traditional research. (And this is a good thing for all concerned, because the procedures involved in brain scanning research are far too cumbersome and...

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