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Redefining neuromarketing as an integrated science of influence
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نویسنده
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breiter h.c. ,block m. ,blood a.j. ,calder b. ,chamberlain l. ,lee n. ,livengood s. ,mulhern f.j. ,raman k. ,schultz d. ,stern d.b. ,viswanathan v. ,zhang f.z.
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منبع
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frontiers in human neuroscience - 2015 - دوره : 8 - شماره : 0 - صفحه:1 -7
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چکیده
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Multiple transformative forces target marketing,many of which derive from new technologies that allow us to sample thinking in real time (i.e.,brain imaging),or to look at large aggregations of decisions (i.e.,big data). there has been an inclination to refer to the intersection of these technologies with the general topic of marketing as “neuromarketing”. there has not been a serious effort to frame neuromarketing,which is the goal of this paper. neuromarketing can be compared to neuroeconomics,wherein neuroeconomics is generally focused on how individuals make “choices”,and represent distributions of choices. neuromarketing,in contrast,focuses on how a distribution of choices can be shifted or “influenced”,which can occur at multiple “scales” of behavior (e.g.,individual,group,or market/society). given influence can affect choice through many cognitive modalities,and not just that of valuation of choice options,a science of influence also implies a need to develop a model of cognitive function integrating attention,memory,and reward/aversion function. the paper concludes with a brief description of three domains of neuromarketing application for studying influence,and their caveats. © 2015 breiter,block,blood,calder,chamberlain,lee,livengood,mulhern,raman,schultz,stern,viswanathan and zhang.
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کلیدواژه
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Choice; Influence; Marketing communications; Neuroeconomics; Neuroimaging; Neuromarketing; Scaling
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آدرس
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warren wright adolescent center,department of psychiatry and behavioral science,northwestern university feinberg school of medicine,chicago,il,united states,mood and motor control laboratory or laboratory of neuroimaging and genetics,department of psychiatry,massachusetts general hospital,boston,ma,united states,applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,medill integrated marketing communications,northwestern university,evanston,il, United States, mood and motor control laboratory or laboratory of neuroimaging and genetics,department of psychiatry,massachusetts general hospital,boston,ma,united states,applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,department of marketing,kellogg school of management,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,aston business school,birmingham, United Kingdom, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,school of business and economics,loughborough university,leicestershire, United Kingdom, warren wright adolescent center,department of psychiatry and behavioral science,northwestern university feinberg school of medicine,chicago,il,united states,applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,medill integrated marketing communications,northwestern university,evanston,il, United States, warren wright adolescent center,department of psychiatry and behavioral science,northwestern university feinberg school of medicine,chicago,il,united states,applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,medill integrated marketing communications,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,medill integrated marketing communications,northwestern university,evanston,il, United States, warren wright adolescent center,department of psychiatry and behavioral science,northwestern university feinberg school of medicine,chicago,il,united states,applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,medill integrated marketing communications,northwestern university,evanston,il, United States, applied neuromarketing consortium,medill,kellogg,and feinberg schools,northwestern university,evanston,il,united states,department of statistics,northwestern university,evanston,il,united states,department of psychology,drexel university,philadelphia,pa, United States
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Authors
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