Featured Research

from universities, journals, and other organizations

Neuromarketing helps illuminate how we choose what we put in our shopping basket

Date:
May 10, 2011
Source:
University of Oxford
Summary:
'Neuromarketing', is a relatively new field of consumer and market research, which uses brain imaging and measurement technology to study the neural processes underlying an individual's choice.

Researchers at Oxford University are to study 'neuromarketing', a relatively new field of consumer and market research, which uses brain imaging and measurement technology to study the neural processes underlying an individual's choice.

Related Articles


Neuromarketing claims to reveal how consumers assess, deliberate and choose in a variety of contexts.

According to neuromarketers this growing industry has the potential to significantly increase the effectiveness of advertising and marketing campaigns. They claim that neuromarketing will provide detailed knowledge about customer preferences and what marketing activities will stimulate buying behaviour, and make promotional campaigns more effective. It will be valuable in providing cues for the best place and prices in advertisements, and should cut the risk of marketing products that are doomed to fail. In the experts' view, instead of relying on focus groups, neuromarketing offers the promise of 'objective neurological evidence' to inform organisations' marketing campaigns.

But if neuromarketing is set to revolutionise marketing, what are the implications of this development? The study will cast light on the 'neuro-turn' in marketing by conducting fieldwork, interviews and documentary analysis. In addition a critical, historical assessment will consider and compare how different market research techniques can affect consumers and consumer behaviour.

The project is led by Professor Steve Woolgar, of the Saïd Business School, and is located within a larger collaborative study of the "Neuro-turn in European Social Sciences and the Humanities: Impacts of neurosciences on economics, marketing and philosophy" (acronym: NESSHI) with researchers from other parts of Europe.

Professor Woolgar said: 'This three-year project will be the first large-scale study of how emerging neurological knowledge about human decision-making is transforming the techniques of marketers and others who seek to influence the behaviour of consumers. It has far reaching implications for what we know about how humans make their choices, the role of the brain and the factors at play in everyday decisions we all take.'

Dr Tanja Schneider, researcher on the project, said: 'For a number of years, research has been focussed on brain imaging centres. This is now moving out of the laboratory and into practice. The research we are doing will cast light on what is already happening in this area, and will explore what is likely to develop in the near future. We know this will impact society in a major way, so it is critical to understand these developments better'.


Story Source:

The above story is based on materials provided by University of Oxford. Note: Materials may be edited for content and length.


Cite This Page:

University of Oxford. "Neuromarketing helps illuminate how we choose what we put in our shopping basket." ScienceDaily. ScienceDaily, 10 May 2011. <www.sciencedaily.com/releases/2011/05/110510155852.htm>.
University of Oxford. (2011, May 10). Neuromarketing helps illuminate how we choose what we put in our shopping basket. ScienceDaily. Retrieved December 20, 2014 from www.sciencedaily.com/releases/2011/05/110510155852.htm
University of Oxford. "Neuromarketing helps illuminate how we choose what we put in our shopping basket." ScienceDaily. www.sciencedaily.com/releases/2011/05/110510155852.htm (accessed December 20, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Saturday, December 20, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) — In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) — A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) — Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) — Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
 
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:  

Breaking News:

Strange & Offbeat Stories

 

Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:  

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile iPhone Android Web
Follow Facebook Twitter Google+
Subscribe RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins