Ouazzani Touhami Z, Benlafkih L, Jiddane M, Cherrah Y, El Malki H O, Benomar A
Faculté des sciences de l'éducation, université Mohamed V, Rabat, Maroc.
Rev Neurol (Paris). 2011 Feb;167(2):135-40. doi: 10.1016/j.neurol.2010.07.025. Epub 2010 Oct 8.
The emergence of brain imaging in recent years has been accompanied by an alliance between neuroscientists and marketers. This collaboration gave birth to "neuromarketing", a new field that uses imaging techniques with the aim of resolving marketing issues.
Several studies have shown that pleasure felt at the sight of a product or after its consumption, is activated by a reward system involving ventral striatum. Since then, marketers seeking exploit this data and have found that some marketing actions can generate added satisfaction in a placebo-like manner. However, neuromarketing suffer from many limits that are a barrier to its development and its scope is restricted.
Through this article, we attempt to give an overview on neuromarketing and its neural correlates while provide a perspective toward the use of field for less commercial purposes.
The neuromarketing is a new field which efficiency is not proven. Its results must be interpreted with caution.
近年来，脑成像技术的出现伴随着神经科学家与营销人员的联盟。这种合作催生了“神经营销学”，这是一个利用成像技术来解决营销问题的新领域。
多项研究表明，看到产品或消费产品后所感受到的愉悦是由涉及腹侧纹状体的奖励系统激活的。从那时起，营销人员试图利用这些数据，并发现一些营销行为可以以类似安慰剂的方式产生额外的满足感。然而，神经营销学存在许多限制，这些限制阻碍了其发展，其范围也受到限制。
通过本文，我们试图对神经营销学及其神经关联进行概述，同时为该领域用于较少商业目的提供一个视角。
神经营销学是一个效率尚未得到证实的新领域。其结果必须谨慎解读。
