Can neuromarketing add value to the traditional marketing research? An exemplary experiment with functional near-infrared spectroscopy (fNIRS)

Stephan G.H. Meyerding and Clara M. Mehlhose

Journal of Business Research, 2020, vol. 107, issue C, 172-185

Abstract: Whether neuromarketing methods can add value to marketing research depends on their cost-utility ratio and their ability to offer hidden information that cannot be obtained using other marketing research methods. Due to the limitations of functional magnetic resonance imaging (fMRI) for real-world situations and its high costs, the aim of this study was to examine the feasibility of a mobile functional near-infrared spectroscopy (fNIRS) system. Two experiments dealing with brands and labels are used to discuss how and if neuromarketing can enrich marketing research and to what extent existing limitations and challenges can be overcome.

Keywords: Neuromarketing; Consumer neuroscience; fNIRS; Neuroimaging; Attention; Brain activity (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (7)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:107:y:2020:i:c:p:172-185

DOI: 10.1016/j.jbusres.2018.10.052

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