Consumer Neuroscience The use of neuroscience techniques to create better advertising

Chlibovytsch, Nicole

Permalink

https://hdl.handle.net/2142/117903 Copy

Description

Title

Consumer Neuroscience The use of neuroscience techniques to create better advertising

Author(s)

Chlibovytsch, Nicole

Issue Date

2022

Keyword(s)

• eye tracking
• EEG analysis
• fMRI imaging
• marketing (psychological aspects)

Date of Ingest

2023-05-15T14:01:23-05:00

Abstract

Consumer neuroscience is a growing field that incorporates neuroscience-based research methods to meet the specific needs of different companies. While some companies utilize psychological and neuro-scientific information to create an effective product, others choose to use such in formation in order to create persuasive advertisements. The three most com-mon techniques used are eye tracking, EEG analysis, and fMRI imaging. Each technique exists as a valuable tool to gather specific information that helps build an accurate representation of what goes on in a potential consumer’s mind. While these techniques are useful in improving the effectiveness of an advertisement, they are limited by their ethical concerns, thus leaving many wondering how far is too far when using science to make sales. Analysis of the techniques, their effectiveness, and what exactly they can do is important in determining where the boundaries of consumer neuroscience should lie.

Publisher

UIUC Undergraduate Neuroscience Society

Series/Report Name or Number

Brain Matters Vol 4 Issue 1

Type of Resource

text

Genre of Resource

article

Language

en

Copyright and License Information

Nicole Chlibovytsch

Owning Collections