Building a foundation for neuromarketing and consumer neuroscience research: How researchers can apply academic rigor to the neuroscientific study of advertising effects

Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox.

MANAGEMENT SLANT

  • The inclusion of neuroscience and psychology has benefited researchers’ understanding of consumers and communication effects.
  • Conceptual inconsistencies, poor business practices, and a lack of academic rigor have hampered the emerging fields of consumer neuroscience and neuromarketing.

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