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Perceptions of marketing academics, neurologists, and marketing professionals about neuromarketing

2010; Taylor & Francis; Volume: 27; Issue: 7-8 Linguagem: Inglês

10.1080/02672571003719070

1472-1376

Zeliha Eser, Feride Bahar Işın, Metehan Tolon,

Creativity in Education and Neuroscience

Abstract Neuromarketing uses the latest advances in brain scanning to learn more about the mental processes behind customer purchasing decisions. The purpose of this exploratory research was to reveal the perceptions of marketing academics, neurologists, and marketing professionals regarding neuromarketing studies, as they have an important role for the future of neuromarketing studies. Quantitative analysis was conducted on data from 111 marketing academics, 52 neurologists, and 56 marketing professionals. All participants agreed that neuromarketing is not a manipulative way of selling unnecessary goods and services. Three factors – interest and participation, knowledge and awareness, and ethics – were perceived as the most important aspects of neuromarketing according to the three groups of participants. Analyses of the perception of neuromarketing revealed that neurologists and marketing professionals perceive neuromarketing more favorably than marketing academics.