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Explorers the potential uses of neromarketing and possible future uses in the field. Lightly touches on the ethical rammifications of neuromarketing.

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Explorers the potential uses of neromarketing and possible future uses in the field. Lightly touches on the ethical rammifications of neuromarketing.

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A good source for a decent definition on neuromarketing. The definition is a bit wordy but it does cover a wide amount of possible uses of the term

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An interesting video about neuromarketing and it's applications. Everything is well said and very readable. A good starting point on the subject.

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A study into the perception of neruomarketing among academics. They come to the conclusion that this field is not manipulative. " All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services

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Explores the use of eye-tracking technology in neuromarketing and its effectiveness as a gauge for consumer interest. Finds that a continued use of these technologies will prove effective at achieving this goal. Provides a good example of the use of eye-tracking technology. A paper with a laser focus on this specifically. These advanced technologies from neuroscience smoothen the finding through neuroimaging which traditional marketing method were unable to do. Thus, eye tracking opens the door to a bright future in consumer research

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Believes the miniaturization of nerumoarketing technology will overcome the problems involved with the field including price and mobility of the equipment.These new advances in the field could lead to a new field, nanomarketing. Very speculative, a gaze into the future that while well informed and researched, is only theoretical. “Nanomarketing makes it possible to: (i) carry out noninvasive and nonintrusive experiments in shopping places; (ii) monitor consumers’ mental processes in real time; (iii) combine different technologies to corroborate results obtained by different neuroscientific tools; (iv) integrate neurophysiological field indicators with laboratory neuroimaging results; and (v) highlight ethical issues raised by the use of these novel, portable, and easy-to-use nanodevices.”

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Is There a Buy Button Inside the Brain: Patrick Renvoise at TEDxBend

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Academic Journal Article                                                           The Impact of Eye Tracking on Neuromarketing for Genuine Value-Added Applications

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Academic Journal Article                                                           The Impact of Eye Tracking on Neuromarketing for Genuine Value-Added Applications

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Aida Azlina Bt. Mansor
Salmi Mohd Isa

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The Impact of Eye Tracking on Neuromarketing for G

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Academic Journal Article Perceptions of marketing academics, neurologist, and marketing professionals about neuromarketing

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Academic Journal Article Perceptions of marketing academics, neurologist, and marketing professionals about neuromarketing

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Zeliha Eser, F. Bahar Isin, and Metehan Tolon

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Perceptions of marketing academics, neurologists, 

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SALEM, Mass. - A few years ago, Bevil Conway, then a neuroscientist at Wellesley College, got an interesting request: Could he give a lecture to the curators and other staff at the Peabody Essex Museum, the art and culture museum here?

So Mr. Conway gathered his slides and started from the beginning, teaching the basics of neuroscience - "How neurons work, how neurons talk to each other, issues of evolutionary biology," Mr. Conway said - to people who run an institution best known for its venerable collections of maritime and Asian art.

It was an early step in what has become a galvanizing mission for the museum's director, Dan L. Monroe: harnessing the lessons of brain science to make the museum more engaging as attendance is falling around the country.

"If one's committed to creating more meaningful and impactful art experiences, it seems a good idea to have a better idea about how our brains work," he said. "That was the original line of thinking that started us down this path."

The museum, known as P.E.M., has been looking at neuroscience to incorporate its lessons into exhibitions ever since. In an effort to build shows that engage the brain, it has tried breaking up exhibition spaces into smaller pieces; posting questions and quotes on the wall, instead of relying only on explanatory wall text; and experimenting with elements like smell and sound in visual exhibitions.

And those efforts are about to increase. The museum recently received a $130,000 grant from the Barr Foundation, a Boston-based philanthropic organization, to bring a neuroscience researcher on staff, add three neuroscientists to the museum as advisers and publish a guide that will help other museums incorporate neuroscience into their exhibition planning.

"A lot of what we're seeing in museums right now is the interpretation of pieces, or artwork," said E. San San Wong, a senior program officer with the foundation. "What this is looking at is: How do we more actively engage people with art, in multiple senses?"

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The Peabody Essex Museum, known as P.E.M., incorporates neuroscience into exhibitions, like a show of horror film posters collected by Kirk Hammett, the lead guitarist of Metallica. Credit Universal Pictures, via Collection of Kirk Hammett

A 2015 study by the National Endowment for the Arts found that 21 percent of adults in the United States had visited a museum or a gallery in 2012, down from 26.5 percent a decade earlier. "That, I believe, should give pause to all of us in terms of thinking very very hard about the core nature of the experience that we're providing," Mr. Monroe said.

Art and neuroscience have long been used to illuminate each other. Santiago Ramón y Cajal, the 19th-century doctor who is considered to have laid the groundwork for modern neuroscience, drew intricate pictures of the brain that are on view at a Minnesota museum.

Today, the nascent scientific field of neuroaesthetics explores how artistic and aesthetic experiences register in the brain. And there have been other collaborations between museums and neuroscientists, like the 2014 exhibition at London's National Gallery "Making Colour," which included an experiment on color perception with guidance from Anya Hurlbert, a visual neuroscientist.

There are also artists who take inspiration from the brain, and arts programs that have sought the guidance of neuroscientists like Mr. Conway, who has in turn looked to art to glean information about how the brain works. But, Mr. Conway said, P.E.M.'s efforts are unusual, because they are trying to gain insight from neuroscience about how to present art, and to tuck those findings under the hood of the museum.

"They're trying to understand how is it that we as institutions can advance our mission by understanding something about how brains work," Mr. Conway said. "That's a bigger problem than, 'I made a painting and I'm interested in knowing what part of your visual system was activated when you looked at the painting.'"

And the museum has found other ways to incorporate neuroscience into upcoming exhibitions, like a show of horror film posters collected by Kirk Hammett, the lead guitarist of Metallica. Scheduled to open this summer, it will include a catalog essay by Joseph E. LeDoux, a neuroscientist who has a lab at New York University.

"My part was to talk about what fear is, how it relates to what happens in horror movies," he said, adding that his field could well hold lessons for museums.

"There are things that we know about the brain that help explain how we see the world, how we interact with the world as we move through it," Mr. LeDoux said.

Dan L. Monroe, the Peabody Essex Museum's director. Credit Peabody Essex Museum

The museum's efforts began informally, as Mr. Monroe took it upon himself to read some 150 books about how the brain works, including Daniel Kahneman's "Thinking, Fast and Slow, " and more academic tomes. Mr. Monroe was particularly interested in research on the power of unconscious decision-making and information-processing as people experience their surroundings.

"It seems pretty clear to us that most people experience art on the basis of unconscious filters, operators, values, past experiences and knowledge," Mr. Monroe said. "Most people do not actually stop and look carefully and consciously think about what they're seeing."

So Mr. Monroe began to think about how his museum might design exhibitions to better engage visitors.

"We've been experimenting with asking questions," Mr. Monroe said, as opposed to "didactic written labels," which he said "don't stimulate people to interrogate works of art on their own."

Mr. Monroe is also interested in how to arrange viewing space to draw visitors' attention through surprise.

"We create large galleries with large numbers of works of art," Mr. Monroe said, but "our brains are designed to respond to change, diversity and motion." So he is trying to create smaller rooms with fewer works of art - as the museum has done with its latest temporary exhibition, " Shoes: Pleasure and Pain," which feels almost mazelike.

"That slows people down," Mr. Monroe said, adding, "It also creates an enhanced sense of exploration and discovery, which is really important."

It is an experiment that may draw art and science closer together, Ms. Wong of the Barr Foundation said.

It's about relevance, she said. "Are we speaking to people today? How are we not isolating the arts?"

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SALEM, Mass. - A few years ago, Bevil Conway, then a neuroscientist at Wellesley College, got an interesting request: Could he give a lecture to the curators and other staff at the Peabody Essex Museum, the art and culture museum here?

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Academic Journal Article                      What is Neuromarketing? A proposal for a broader and more accurate definition 

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Academic Journal Article                      What is Neuromarketing? A proposal for a broader and more accurate definition 

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Jorge Henrique Calderia de Olivieira

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What is Neuromarketing_ A Proposal for a Broader a

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Nielsen [NLSN], the market research giant that has the world's largest consumer neuroscience, a.k.a. neuromarketing, unit, announced a new suite of behavioral science offerings. Nielsen will use its existing group of 20 Ph.D./M.D. neuroscientists to offer both training and consulting to help businesses apply behavioral science to branding and other goals.

That Nielsen would move in this direction may surprise some. Their consumer neuroscience services have focused on applying tools like EEG, biometrics and eye tracking to evaluate advertising, video content, packaging and other client needs.

On the other hand, this move is logical. For years, I've said that neuromarketing benefits from a broad definition and that the term shouldn't be restricted to the application of a few specific tools. Many of my speeches include a variation of this slide.

What I try to communicate with this is that there is a continuum of understanding customer behavior. At one end, tools like fMRI brain scans provide 3D imagery of brain activity as a viewer watches an ad or consumes content. At the other, behavioral scientists collect data using both experiments and real-world data sets to develop insights into how people act and make decisions.

Not every business question justifies a specific neuromarketing study. Optimizing a Super Bowl ad or designing a new package for a high-volume consumer product? Testing using consumer neuroscience tools will likely pay dividends. Creating a headline for a local newspaper ad or tweaking the descriptions on a restaurant menu? Applying general rules based on consumer psychology and behavioral science makes sense. Small business can't usually justify neuromarketing studies, and even big brands have to be selective about when and where to deploy the technology.

One good thing: applying behavioral science won't get as much pushback or skepticism from critics as neuromarketing techniques. For years, the latter were thought to be akin to powerful mind control by some consumer advocates. Amusingly, at the same time neuromarketing was dismissed as bogus science by some academics. It was only last week that ad industry staple AdAge acknowledged that consumer neuroscience might be more than snake oil.

Behavioral science, on the other hand, is widely accepted. Behavioral economists Daniel Kahneman and Richard Thaler have won Nobel prizes for their work, and both penned bestselling books. Robert Cialdini's classic, Influence, has sold millions of copies. Governments around the world have set up "nudge units" to apply behavioral science to improve program outcomes, and some corporations are doing the same.

In this context, Nielsen's move makes perfect sense. For one, it opens up a broader market for consumer-facing insights with both large and small brands. And, although their announcement doesn't mention the possibility, these same techniques could be applied to help internal business initiatives. A company rolling out a new retirement plan would be unlikely to slap EEG caps on a couple of dozen team members to gauge their reaction, but they might well employ nudge strategies to encourage employees to take advantage of the benefit.

In the early days of neuromarketing, it was common to hear consumer psychologists dismiss neuroscience-based findings by saying, "We already knew that, why spend the money?" In fact, both ends of the spectrum can benefit from the other's insights.

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Nielsen: From Neuroscience To Behavioral Science

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Nielsen [NLSN], the market research giant that has the world's largest consumer neuroscience, a.k.a. neuromarketing, unit, announced a new suite of behavioral science offerings. Nielsen will use its existing group of 20 Ph.D./M.D. neuroscientists to offer both training and consulting to help businesses apply behavioral science to branding and other goals.

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Academic Journal Article Nanomarketing: A New Frontier 

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Academic Journal Article Nanomarketing: A New Frontier 

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Antonio Mileti, Gianluigi Guido, and M. Irene Prete

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Nanomarketing_ A New Frontier for Neuromarketing.