More science: more sense, or nonsense?

Tamsin Addison

Dr Tamsin Addison, head of research at RSM Robson Rhodes Business Consulting, reviews the current neuromarketing literature and investigates how, and with what effect, neuromarketing is being used.

More Science: More Sense, or Nonsense?

Dr Tamsin AddisonRhodes Business Consulting

Advances in medical technology have brought the possibility of direct measurement of brain activity in real time. Neuroscience investigates behaviour resulting from anatomical, neurochemical and electrical processes in the brain. Through cognitive neuro- science it is now possible to measure brain responses to different stimuli and tasks.

For marketers, this provides a way to measure response to advertising, packaging, brands, promotional stimuli and consumer decision-making processes. As today's marketplace becomes saturated with both brand choices and communication, client companies (such as GM, Procter & Gamble and Coca-Cola) are...

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