Neuromarketing: the future of consumer research?

Dr David Lewis and Peter Laybourne

Because the vast majority of our cognitions, including decision making and emotional reactions, occur below the level of conscious awareness, Peter Laybourne and Dr David Lewis (from Neuroco, a neuromarketing agency) believe that brain scanning will become increasingly important as a marketing tool.

Neuromarketing: The Future of Consumer Research?

Peter Laybourne and Dr David LewisNeuroco

New methodologies come and go. In an era where technical advances have seen sweeping changes in how we communicate, the use of new brain-scanning techniques to probe true emotional responses to advertising could become a critical guide to creative strategy development and implementation.

SCAM?

A few months ago the highly respected, and for non-specialists largely incomprehensible, Nature Neuroscience, ran an editorial provocatively entitled 'Brain scam?' (1).

In it the author commented that for many neuroscientists: 'Neuromarketing is little more than a new fad...

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