Christophe Morin is the writer of an article that present the term Neuromarketing, in a good way. The abstract goes like this:
"Neuromarketing is an emerging field that bridges the study of consumer behavior with neuroscience. Contro- versial when it first emerged in 2002, the field is gaining rapid credibility and adoption among advertising and marketing professionals. Each year, over 400 billion dollars is invested in advertising campaigns. Yet, conventional methods for testing and predicting the effectiveness of those investments have generally failed because they depend on consumers’ willingness and competency to describe how they feel when they are exposed to an advertisement. Neuromarketing offers cutting edge methods for directly probing minds without requiring demanding cognitive or conscious participation. This paper discusses the promise of the burgeoning field of neuromarketing and suggests it has the potential to signifi- cantly improve the effectiveness of both commercial and cause-related advertising messages around the world."
Download the full text by clicking here.
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