Cognitive Neuroscience, marketing and research
Separating fact from fiction

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Author(s): Graham Page, Jane Raymond
Collection: Congress 2006 - Foresight - The Predictive Power of Research
Keywords: Neuroscientific Techniques

ESOMAR Excellence Award Nominee - Best Paper 2006/2007
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This paper addresses what cognitive neuroscience really means for marketing, assesses the relevance of cognitive neuroscience techniques, like brain imaging, to marketing research. Academic scientist perspectives are combined with marketing research practitioner views.

The paper discusses what cognitive neuroscience really says about how the brain works and what that means for creating successful marketing, as well as what cognitive neuroscience actually measures.

It details the implications of key findings from cognitive neuroscience for marketing and the research industry, and discusses the role cognitive neuroscience's techniques should have in the market research industry.



Date of publication: 17.09.2006
ISBN: 92-831-0197-9
Order Code: CON06_20
Number of pages: 26

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