Dan Ariely is at the Fuqua School of Business, Center for Cognitive Neuroscience, Department of Economics, and the Department of Psychiatry and Behavioural Sciences, Duke University, Durham, North Carolina 2770, USA.
Nat Rev Neurosci. 2010 Apr;11(4):284-92. doi: 10.1038/nrn2795. Epub 2010 Mar 3.
The application of neuroimaging methods to product marketing - neuromarketing - has recently gained considerable popularity. We propose that there are two main reasons for this trend. First, the possibility that neuroimaging will become cheaper and faster than other marketing methods; and second, the hope that neuroimaging will provide marketers with information that is not obtainable through conventional marketing methods. Although neuroimaging is unlikely to be cheaper than other tools in the near future, there is growing evidence that it may provide hidden information about the consumer experience. The most promising application of neuroimaging methods to marketing may come before a product is even released - when it is just an idea being developed.
神经影像学方法在产品营销中的应用——神经营销——最近变得非常流行。我们认为这种趋势有两个主要原因。首先，神经影像学可能会变得比其他营销方法更便宜、更快；其次，希望神经影像学能够为营销人员提供通过传统营销方法无法获得的信息。尽管在不久的将来，神经影像学不太可能比其他工具更便宜，但越来越多的证据表明，它可能提供关于消费者体验的隐藏信息。神经影像学方法在营销中的最有前途的应用可能出现在产品发布之前——当它只是一个正在开发的想法时。
