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Does neuromarketing really work?
conference contributionposted on 2023-05-24, 17:21 authored by Conejo, F, Tanakinjal, GH, Lin YangLin Yang, Khoo, C
Neuromarketing (NM) uses neuroimaging to evaluate stimuli and improve marketing efforts. It assumes that the human brain has discrete functional areas and that consumer behaviour is largely driven by the subconscious. NM has been regularly used for about five years now by major corporations across a wide spectrum of categories. But it has also elicited severe opposition from consumer groups which argue the dangers of mind control. However, NM’s fundamental premises are weak, it lacks empirical proof and is also used to further economic and political interest. The authors are thus sceptical about NM’s true effectiveness and believe that it is more hype than substance.
PublisherUniversity Malaysia Sarawak
Place of publicationMalaysia
Event titleAsia Pacific Marketing Conference 2007
Event VenueKuching, Sarawak
Date of Event (Start Date)2007-11-02
Date of Event (End Date)2007-11-03