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The IUP Journal of Marketing Management
Neuromarketing: Is Campbell in Soup?
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Neuromarketing is the application of cognitive neurosciences to the realm of marketing and market research. This field of study uses a brain-mapping/neuroimaging medical technology, functional Magnetic Resonance Imaging (fMRI) to study hemodynamics (cerebral blood flow and blood oxygenation) in the neuron-activity of consumers at the time of selecting and buying a product. Neuroscience is the study of nervous system. With its origin in ancient Egypt, this field of study gradually evolved over the centuries. The development of molecular biology, electrophysiology and computational neuroscience in the second half of 20th century helped to understand the working of neuron-networks in brain that cause psychological responses such as emotion, cognition and intellectual behavior as well as resulting physiological responses. An attempt to delineate the neural bases of mental diseases like psychotic disorders (e.g., mania, schizophrenia), Parkinsonís disease, Alzheimerís disease or addiction propelled the scientists to study the physiological and electrochemical processing of signals transmitted by neurons.

 
 
 

ver the years, neuroscience propagated into several branches and one of them was cognitive neuroscience which basically looks into the capabilities of human being, such as attention, awareness, cognitive control, cognitive genetics, decision making, emotion, language, memory, motivation, action, perception, sexual behavior and social neuroscience. Some cognitive scientists published several keynote papers attempting to apply the neuroscientific research techniques such as fMRI to understand the neural correlates of buying instincts and buying decisions of the people, so as to help the companies spend fewer amounts of time and money on promoting their brands and products (Exhibit 1). With the technological developments in neuroscientific equipment such as specialized Magnetic Resonance Imaging (MRI) scans in the backdrop, various fMRI facilitated-neuroscience research organizations such as NeuroFocus, BrightHouse Institute for Thought Sciences (BrightHouse), etc., were established—however, not for medical purpose, but to serve the corporate clients.
Scientific application of neuroscience necessitated the use of tools and technologies such as fMRI, Electroencephalography (EEG), Magnetoencephalography (MEG) and Transcranial Magnetic Stimulation (TMS) to further the research in finding a ‘buying button’ in the skulls of consumers (Exhibit 2).

 
 
 

Marketing Management Journal, Guest Delight, Hotel Industry, Customer Delight, Customer Loyalty, Customer Satisfaction, Reliable Reservation System, Convenient Payment Method, Hotel Management, Disconfirmation Theory, Data Collection.