Lunch & Learn - Neuromarketing with Peter Roman

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The Definition of Neuromarketing

Neuromarketing is a field that claims to apply the principles of neuroscience to marketing (https://en.wikipedia.org/wiki/Marketing) research, studying consumers' sensorimotor (https://en.wikipedia.org/wiki/Piaget%27s_theory_of_cognitive_development), cognitiv (https://en.wikipedia.org/wiki/Cognitive)e, and affective (https://en.wikipedia.org/wiki/Affective)response to marketing stimuli. Researchers use technologies such as functional magnetic resonance imaging (https://en.wikipedia.org/wiki/Functional_magnetic_resonance_imaging) (fMRI) to measure changes in activity in parts of the brain,electroencephalography (https://en.wikipedia.org/wiki/Electroencephalography) (EEG) and Steady state topography (https://en.wikipedia.org/wiki/Steady_state_topography) (SST) to measure activity in specific regional spectra of the brain response; sensors to measure changes in one's physiological state, also known as bio-metrics (https://en.wikipedia.org/wiki/Biometrics), including heart rate (https://en.wikipedia.org/wiki/Heart_rate), respiratory rate, and galvanic skin response (https://en.wikipedia.org/wiki/Galvanic_skin_response); facial coding to categorize the physical expression of emotion; or eye tracking to identify focal attention - all in order to learn why consumers make the decisions they do, and which brain areas are responsible. Certain companies, particularly those with large-scale ambitions to predict consumer behavior, have invested in their own laboratories, science personnel or partnerships with academia.

Serving nearly 1,700 members in more than 90 countries, the Neuromarketing Science & Business Association today centralizes academic publications and certifications and serves as a networking platform for professionals in the field.

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