TRUMAN STATE UNIVERSITY

NUEROMARKETINGRESEARCHPROJECT

Consumer Behavior BSAD 365

Clara Hernández Lasa and Merel Leeuw19/11/2014

Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the

brain: Neuro-images of advertising. Business Strategy Review,

11(3), 17-30.

(Merel Leeuw)

The article states that if an ad does not activate the brain

of its audience, the ad has failed. Therefore, if managers

know how their ads are received and stored by the brain,

they could improve the effect of their advertisements.

Researchers think ads work, perhaps unconsciously, but

rationally while practitioners believe that ads trigger

emotional responses. The authors conducted exploratory

experiments on three subjects to test the validity of these

two contradicting beliefs. The first experiment used β-

blockers and placebos to see if there would be a difference

in recall and recognition, due to the suppressing of

emotion, when exposed to affective and cognitive

advertisements. The other experiment used

magnoencephalography (MEG) while showing the same

advertisement. Both of the experiments showed a higher level

of recall and recognition during emotional advertisements as

opposed to the cognitive advertisements. Three subjects are

1

inadequate but the conceptual article made a small beginning

in researching whether affective ads are better remembered

than cognitive. The article shows that neuromarketing could

be of great benefit for the development of advertisements

and thereby added a positive point of view to the research.

Braeutigam, S., Rose, P. R., Swithenby, S. J., & Ambler, T.

(2004). The distributed neuronal systems supporting choice-

making in real-life situations: Differences between menand

women when choosing groceries detected using

magnetoencephalography. European Journal of Neuroscience, 20(1),

293-302.

(Merel Leeuw)

This article shows that neuromarketing is a more complex

matter than simply finding the buying button. Consumer

buying behavior involves a lot of responses and it is very

important not to quickly draw a conclusion. This is a very

2

important contribution to our research since a lot of media

simplify the practices and results of neuromarketing. An

emperical research was conducted with a sample size of

sixteen (8 men, 8 women) by simulating a shopping trip where

subjects have to choose between three products, a test where

they have to distinguish the highest product, and an

extensive questionnaire. The key findings of this research

include that men and women use different parts of their

brain and follow different patterns of neural activity even

when their behavior is the same. The article contributes to

the research in a way that it proves the opportunities for

neuromarketing. If neuromarketing can discover the

differences in analyzing and choosing products between

genders, this information could maybe be applied to

advertisements. Moreover, if successful, the research can be

conducted for any target market.

Ciprian-Marcel, P., Lăcrămioara, R., Ioana, M. A., & Maria, Z.

M. (2004). Neuromarketing– getting inside the customer’s

mind. Journal of Economic Literature, 1, 804-807.

3

(Clara Hernández Lasa)

This article gives an overview of Neuromarketing by

reviewing the principal literature about Neuromarketing.

However, the article focuses on the keys concept to

Neuromarketing based on the book “Neuromarketing: Understandind

the Buy Buttons” written by Christophe Morin.

Morin, a marketing specialist, emphasizes some subconscious

aspects, of Neormarketing through which the companies can

develop better products, services, marketing campaigns, and

advertising. These key points can be considered as human

features and can be strongly influential. The first aspect

from Morin’s argument is that consumers are self-centered so

they want something that creates a difference in their

lives. The second aspect is that consumers desire contrast.

The third aspect is simplicity. Consumers don’t like to

complicate things so it is recommended to keep it simple but

strong. The fourth aspect is that consumers prefer stories,

which is to say that consumers like advertising and

marketing with strong beginnings and ends. The fifth aspect

is that visual memory can create a stronger impact than a

4

auditory memory. The last aspect is that emotions create a

stronger and more durable reaction.

Lee, N., Broderick, A. J., & Chamberlain, L. (2006). What is

neuromarketing? A discussion and agenda for future research.

International Journal of Psychophysiology, 63(2), 199-204.

(Merel Leeuw)

The literature on neuroscience has expressed concerns about

the ethics of investigating how to influence consumers to

buy a product and using this information to create ads that

the public cannot resist. However, neuroeconomics conducts

research on the same topics as a marketing researcher would.

There is no reason why neuromarketing should not be equally

beneficial, as neuroeconomics has begun, to fully understand

human behavior. Common marketing research relies on the

capability of the respondent to assess their attitude and

behavior. In contrast, physiological responses can be

assessed when respondents are performing the behavior and

5

are difficult for subjects to control. Neuromarketing

encompasses much more than simply finding the ‘buy button’.

In spite of this, the literature mainly discusses

applications of neuroimaging on brand and consumer behavior.

The aim of the conceptual article is to broaden the scope of

applications to marketing research. Therefore,

neuromarketing research has to be elaborated to discover

more applications, as it might be possible to discover what

trigger negative effects for example like overconsumption.

This possibility adds an important aspect to our research,

as it is an counter argument for the ethical discussion.

Senior, C., Smyth, H., Cooke, R., Shaw, R. L., & Peel, E.

(2007). Mapping the mind of the modern market researcher.

Qualitative Market Research: an international journal, 10(2), 153-167.

(Merel Leeuw)

This article describes the three main neuroscientific

techniques and in what way they can contribute to

neuromarketing. Just like some of the other articles, the6

authors believe that neuroimaging techniques can be very

useful for market research. They give a more honest

representation than traditional techniques because focus

groups can be unreliable. However, these techniques are

already used in a wide variety of fields, but the social

sciences still have to adopt them for the most part. The

three techniques that are discussed are

magnetoencephalography (MEG), functional magnetic resonance

imaging (fMRI), and transcranial magnetic stimulation (TMS).

MEG has a really good temporal resolution, but lacks spatial

resolution. On the other hand fMRI is an excellent tool for

the localization of a specific area, thus spatial

resolution, but has a delay of several seconds. The third

technique, TMS, induces neural activity for a short moment

to create a virtual lesion. This technique gives a

functional resolution, which can be used to explore

connectivity and gives accurate timing of the observed brain

activity. All of these techniques miss some essential

aspect. However if you combine these techniques it could be

very beneficial for the future. This article added a

detailed description of the techniques and their

7

possibilities to our research and provides us with a

direction for future research.

Belden, S. R. A. (2008). Science is Culture: Neuroeconomics and

Neuromarketing. Practical Applications and Ethical Concerns.

Journal of Mind Theory, Vol. 0 (1); pp. 249-258

(Clara Hernández Lasa)

In the 1990’s a new branch of Neuroeconomics was born:

Neromarketing. The purpose of this new field is to reveal

consumer preferences using the brain-imaging techniques used

in Neuroeconomics. This article show the ethical issues

that Neuromarketing brings up and how dangerous can be for

consumers.

On the one hand, of all the concerns, the most serious is

related to the invasion of privacy of the human mind that

these techniques provoke. The real concern comes when the

results of the studies are sold to companies whose main

purpose is to increase their sales and profits by

manipulating people.

8

On the other hand, it is important to consider the physical

effect of some of these techniques. Some of them, such as

the PET scan, use radioactive tracers to map the brain or

even more invasive procedures that include surgery on the

brain’s electrodes. The way in which many of these studies

are conducted is also important. The lack of standards means

that no reliable information exists about the studies.

Garcia, J. R., & Saad, G. (2008) Evolutionary neuromarketing:

darwinizing the neuroimaging paradigm for consumer behavior,

Journal of Consumer Behaviour, 7(4‐5) pp. 397- 414

(Clara Hernández Lasa)

The main key point of this article is the implication of the

applications of evolutionary principles to both cognitive

neuroscience and consumption. This article gives to our

9

project a new perspective due to relate Neuromarketing with

the Evolutionary Theory.

According to the article, the majority of neuroimaging

studies suffer from criticism and skepticism because they

are seen only as explanatory. The article suggests that the

adoption of evolutionary theory as the theoretical met-

framework is the solution to this problem. This theory

argues that the human mind has evolved by processes of

adaptation via natural and sexual selection. Therefore, to

understand any neuromarketing phenomenon, it is necessary to

include at both the proximate level and the ultimate level

explanations of behavior. Proximate level attempts to

understand what mechanism an individual has and how they

work. Ultimate level tries to understand why those

mechanisms are present and their activation patterns

In accordance with evolutionary psychology, which sees the

human mind as a set of domain-specific computational systems

resulting from an evolution process to solving adaptive

problems, the evolutionary neuromarketing approach

recognizes that the association between the consumption acts

10

with the marketing stimulus can be mapped onto one of four

key Darwinian meta-pursuits, namely the survival, mating,

kin selection, and reciprocity modules.

Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of

neuromarketing. Journal of consumer behavior, 7(5), 293-302.

(Merel Leeuw)

This article discusses the ethical issues on neuromarketing

and identifies two main concerns: First, the protection of

various parties who may be harmed or exploited by

neuromarketing and second the protection of consumer

autonomy. This is an important aspect of the research since

there are two different fields to deal with. In academic and

medical research centers, subjects volunteering to

participate in neuroimaging-based studies are protected by

Institutional Review Board guidelines. However, in

commercialized and private businesses such subject

protections are not always present. With neuroimaging

techniques such as fMRI, researchers might enter what is

considered the inner sanctum of private thought. However,

the article points out that is not yet possible, but perhaps

11

in the future and so a code of ethics have to be developed.

This code has to promote R&D, entrepreneurship, and

profitable venture next to beneficent use of neuroimaging

technology without harming anyone. This article provided us

an overview on the ethic issues that have to be considered

when researching a topic such as neuromarketing. It also

provided us with a direction for future research on ethical

issues.

Perrachione, T. K., & Perrachione, J. R. (2008). Brains and

brands: Developing mutually informative research in

neuroscience and marketing. Journal of Consumer Behaviour, 7(4‐

5), pp. 303-318.

(Clara Hernández Lasa)

The purpose of this article is to show that a Neuromarketing

may contribute to better understanding of human behavior.

This article contributed to our research by explaining the

main application that Nueromarketing has. Understanding the

12

neural dynamics of value or reward will leave marketers in a

better place to design more effective strategies.

A recent study conducted by Fliessbach and colleagues (2007)

shows that activity in the reward centers of the brain

depend not only on the size of the reward but also on the

financial reward of other individuals. In related studies,

an experiment showed that the responses to the reward varies

depending of the kind of reward, the magnitude of the

reward, or whether or not it is relatively small or large.

These results can be used by researchers to understand the

neural bases of price perception. In addition, the results

from the study conducted by Plassmann specify that the price

of product can have a direct effect on the neural

representation of the perception of the reward.

Another question regarding value is the information given

about a product. Meyvis and Janiszeweski, demonstrated in

several consumer behavior experiments that useless and

irrelevant informative decreases the positive response of

consumers to a product. In this sense, neuroimaging

13

techniques can identify what kind of information consumers

value with respect to different products.

Stoll, M., Baecke, S., & Kenning, P. (2008). What they see is

what they get? An fMRI-study on neural correlates of

attractive packaging. Journal of Consumer Behavior, 7(5), 342-

359.

(Merel Leeuw)

This article conducted a research on the effect of consumer

good package design on brain activity to investigate if

positive visual stimuli are processed in a different way

than negative ones. The research is quite relevant since the

package is one of the most important marketing tools for

consumer goods at the point of sale. The research was

conducted among four male and seven female subjects. Results

showed that there is a higher rate of attention measured

with seeing attractive packages compared to seeing

unattractive packages. Also, attractive packages are

perceived as a rewarding stimulus and are more likely to

generate attention. Unattractive package on the other hand

14

are associated with uncertainty and negative emotions, this

could explain the higher rejection rate of unattractive

packages. In conclusion, external appearance of a consumer

product at the point of sale can really influence decision-

making. However, this empirical research has a very limited

sample size. Therefore, more research needs to be conducted

to be able to make legitimate statements on this matter.

However, for our research it shows that the area of

neuromarketing has potential to understand consumer behavior

and the consumer’s underlying motives.

Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining

neuromarketing: Practices and professional challenges.

Harvard Review of Psychiatry, 18(4), 230-237.

(Merel Leeuw)

Even though there is no discussion about neuroeconomics

being an academic discipline, there is some disagreement

over what should be considered neuromarketing. It the case

15

of neuromarketing it is not clear whether it qualifies as an

academic field, because there are a lot of uncertainties

about the actual practices of companies, physicians, and

scientists involved. Professionals and academics often work

at the neuromarketing companies, but they disclose links to

media instead of scientific literature. However, media

reports do not always report important limitations but at

the same time there is a lack of peer-reviewed articles on

neuromarketing, especially in comparison with the amount of

attention that is given by the media. This article

conducted an exploratory survey on neuromarketing Web sites

to examine the similarities, differences, and patterns that

might appear among neuromarketing companies using a sample

size of 16. The most important findings include the absence

of evidence for their claims, complex issues are described

in simple concepts, and none of the Web sites mentioned

privacy or confidentiality. The fact that neuromarketing

companies make claims without scientific evidence even

though they employ academicians and while it is up to the

academicians to provide accurate information to the public

is a key finding. As neuromarketing grows, creating trust

16

among the public by substantiating the industry’s claims

using professionals and thereby raising scientific

legitimacy will become more and more important. This article

added a recommendation for the future to our research.

Kalliny, M., & Gentry, L. (2010). Marketing in the 22nd century:

A look at four promising concepts. Asian Journal of Marketing,

4(3), 94-105.

(Clara Hernández Lasa)

This article explains the main challenge that Marketing

needs to face in the future decades such as new product

placement, advergaming and Neuromarketing.

Neuromarketing has been around for roughly a decade, but

important results have been made. For example, McClure used

one of the neuroscience techniques, fMRI, to discover how

consumer processed the preference of a brand when they knew

the name of the brand using Coca Cola and Pepsi. Gakhal and

Senior used GSR (Galvanic Skin Response) testing to study

the importance of celebrity status against physical

17

attractiveness in commercials. They found that celebrities

evoke more of a psychophysiological response than unknown

yet attractive models.

In this of continuous scientific and technological

development area, Neuromarketing plays a very important role

because it allows researchers to more accurately understand

human behavior. Nevertheless, Neuromarketing needs to face

the current costs of studies and the lack of collaboration

between market and medical researchers to conduct

neuromarketing research.

Morin, C. (2011). Neuromarketing: The new science of consumer

behavior. Society, 48(2), 131-135.

(Merel Leeuw)

The article gives an overview on the current state of

affairs concerning neuromarketing and proposes that

18

neuromarketing can have a big impact on the improvement of

advertising messages. The most interesting finding in this

article is that we are for the most part controlled by the

reptilian brain, which is the oldest part of our brain. It

is fast but limited in the sense that is does not understand

complex messages and it is extremely selfish and causes our

preference for mental shortcuts instead of long

deliberations. The reptilian brain is also capable of

processing visual stimuli without using the visual cortex.

This is the reason why humans prefer images and experiences

to words and explanations. However, all of the work that the

reptilian brain does happens unconsciously. With the use of

different neuromarketing techniques, we might be able to

discover what the reptilian brain wants. This article gave

us a bigger understanding of the way neuromarketing works

and it gives a biological explanation as to why we do not

always know what we want and with neuromarketing we can

discover that. That is the advantage over traditional

neruomarketing techniques.

19

Touhami, Z. O., Benlafkih, L., Jiddane, M., Cherrah, Y., Malki,

H. O. E., & Benomar, A. (2011). Neuromarketing: Where

marketing and neuroscience meet. African Journal of Business

Management, 5(5), pp. 1528-1532.

(Clara Hernández Lasa)

For decades, marketers have wanted to understand the

underlying reasons as to why consumers make the purchasing

decisions that they do. With current technological it is

possible to answer that question regarding mapping

consumers’ brains. This article gives and overview of the

main applications of Neuromarketing.

One area where the findings are significant is in the

human’s reward system. Erk et al. (2002) conducted a study

with the studying the rewarding properties of cultural

objects, mainly cars. Sports cars were considered more

attractive, causing more activation in the reward areas of

the brain and consequently the subjects felt more potential

reward.

20

Another area in which several studies were conducted is

price. Some marketing actions, such as changes in the price,

can affect neural representation on experienced

pleasantness. In one experiment, the subject had to taste

two glasses of wine knowing the price and decide which one

tasted better. As a result, the most expensive wine was seen

as the best although both glasses of wine were the same.

Nevertheless, not only can the price affect the perception

of the product. Several studies showed that giving the

subject information about the brand influence the

preference. In the Coke and Pepsi study, different areas of

the brain activated depending on what the subjects were

drinking. When they tasted Coke, brain areas related with

the cognitive control, including working memory, were

activated.

Babu, S. S., & Vidyasaga, T. P. (2012). Neuromarketing: Is

Campbell in soup? IUP Journal of Marketing Management, 11(2), 76-

100.

(Merel Leeuw)

21

In order to increase the sales of its soup, Campbell took

out two years to study the preferences and buying habits of

its customers. Instead of using traditional marketing

research, Campbell used ‘neuromarketing’ techniques. By

using these techniques they wanted to boost sales but also

gain data that could be useful for product design,

development, and packaging. An fMRI scanner was used to

discover how the subconscious minds of subjects react to

advertisements, brands, and products. The study consisted of

different experiments with different sample sizes ranging

from 40 to 1500 subjects. The fMRI scan revealed the level

of emotional engagement, attention and memory of the

subjects. After the study, Campbell modified the design of

the label by removing the spoon, because the scanning did

not reveal any type of emotional engagement. It also updated

the bowl to look more modern. The Campbell research did not

necessarily change anything concerning our research, but it

provided another case of successful use of neuromarketing

techniques. However, it did add a discussion to the research

as to what extent this result could not have been achieved

with the use of an innovative designer.

22

Eser, Z., Isin, F. B., & Tolon, M. (2012). Perceptions of

marketing academics, neurologists, and marketing

professionals about neuromarketing. Journal of Marketing

Management, 27(8), 854-868.

(Merel Leeuw)

Neuromarketing is an interdisciplinary department concerning

neuroscientists, marketing professionals, and academics to

understand consumer behavior. Therefore, this article

conducted a quantitative analysis by sending out

questionnaires. The sample consisted of 111 marketing

academics, 52 neurologists, and 56 marketing professionals.

These groups were chosen because they can influence the

future direction of neuromarketing. The contribution of this

article is thus to identify differences and similarities in

opinions among these groups. All three parties had the

lowest mean for the statement ‘neuromarketing is a

23

manipulative way to sell unnecessary goods and services’,

which is interesting since there is a lot of discussion

about these kind of ethical issues concerning with

neuromarketing. However, ethics is rated as an important

factor among the three groups. Other results pointed out

that academics have a less positive perception of

neuromarketing compared to neurologists and professionals.

This can be explained by the fact that neurologists are more

familiar with neuroimaging techniques and professionals

might obtain a competitive advantage in their businesses. As

a contribution to our own research it is thus recommended

that neurologists and academics work together on

neuromarketing studies in the future to obtain useful

results that can contribute to marketing applications so

that professionals can use it to gain a competitive

advantage.

Iorga, A. M. (2012). A new challenge for contemporary marketing–

neuromarketing. Management & Marketing Challenges for the

Knowledge Society Vol. 7, (4), pp. 631-644

24

(Clara Hernández Lasa)

The article approach is an overlook of the brand new

challenge of Marketign: Neuromarketing, emphasizing in

different ways that Nueromarketing is seen nowadays.

The definition of Neuromarketing can be contradictory. The

reality is that there is not a sole Neuromarketing

definition. On the one hand, there are some colleges that

see Neuromarketing as simply marketing tool that operates in

the business field. Other scholars, although they see it as

a business tool, think that Neuromarketing is a

controversial and new interdisciplinary field of marketing

research. On the other hand, Neuromarketing is also seen as

a valid field of research far more than Marketing research

and the application of its techniques. The only thing that

all the experts in Neuromarketing agree is in what it can be

gained from Neuromarketing. The main purpose of this field

is to get a closer look inside the humans’ brain to try to

understand better the decision making process and how it

works.

25

To conclude, it is important to consider that despite of all

the advantages of Neuromarketing, there are some critiques

and ethical issues. Since it is a new field of study, it is

necessary to create regulations and laws that ensure the

wellbeing of the individuals in the studies and the consumer

rights.

Hammou, K. A., Galib, M. H., & Melloul, J. (2013) The

Contributions of Neuromarketing in Marketing Research.

Journal of Management Research, Vol. 5, (4), pp. 20-33

(Clara Hernández Lasa)

This article provides an overview of Neuromarketing: its

applications, challenges and limitations

Neuromarketing is a developing field of marketing but it

also has components and elements of neuroscience research

and business. One of the purposes of Nueromarketing is to

help marketers better understand the consumer’s decision-

making process and what factors are determinants of such

choice.

26

However, a definition of Neuromarketing is not clear or

accepted by all the scholars and experts in the field. On

the one hand, there are researchers who think about it as a

purely business activity. On the other hand, some perceive

Neuromarketing as an academic and scientific field.

Nowadays, companies start to hire neuromarketing agencies to

try to discover their consumers’ brain and perceptions. The

Hollywood film industry is one example. A fMRI study

demonstrated that more neurons were active while watching

“Avatar” in 3-D than while watching it in a conventional

form.

Despite its advantages and breakthroughs, Neuromarketing,

given its being a new field of study suffers from numerous

limitations. Cost, complexity, and equipment size are the

largest weaknesses of Neuromarketing.

de Oliveira, J. H. C., Giraldi, J. D. M. E., & dos Santos, R. D.

O. J. (2014). Opening the “Black Box” in the Consumer's

Mind: Understanding What is Neuromarketing. International

Journal of Business and Management, 9(9), pp. 96-107

27

(Clara Hernández Lasa)

The purpose of this article is to give an overall picture

about the most recent discussions, concepts, and techniques

used in Neuromarketing and its applications demonstrated in

marketing literature.

The article emphasizes the differentiation between

Neuroeconomics and Neuromarketing, in accordance with

experts in the field. Neuromarketing, a subcategory of

Neuroeconomics, tries to provide a solution to relevant

marketing problems, to explain what happens in the “black

box” of individuals, and to find explanations to consumer

behavior through brain research.

Among all the neuroscience research techniques, the article

highlights SPECT, PET, fMRI, TMS, and EEG as the most

important.

Among all the various applications of Neuromarketing,

pricing is the most important and crucial for the

organizations. However, more than pricing is important.

According to several scholars, a brand can be considered a

28

set of associations with a name in a person’s brain (de

Oliveira, Giraldi & dos Santos, 2014). Hence, researchers

must understand the neurological rules that determine these

associations.

Fortunato, V. C. R., Giraldi, J. D. M. E., & de Oliveira, J. H.

C. (2014). A Review of Studies on Neuromarketing: Practical

Results, Techniques, Contributions and Limitations. Journal of

Management Research, Vol. 6 (2); pp. 201-220

(Clara Hernández Lasa)

This article is the result of research which consisted of a

several surveys from both non-academic sources and academic

sources. It gives an overview about what Neuromarketing is,

its practical use, its techniques, and its advantages.

Many conceptions of Neuromarketing were found in the

articles analyzed such as field of study, research field,

scientific approach, a subarea of neuroeconomics and an

interconnection of perception systems.

29

The most importance purpose of Neuromarketing found in the

article is related with consumer behavior. Neuromarketing

provides perfect information and studies the decision-making

process of consumers though the purchase process.

Since Neuromarketing is defined by a variety of different

sciences, the techniques used in neuromarketing should take

advantage of this diversity and, therefore, should not be

restricted only to the brain or to the central nervous

system.

Respect to the practical applications, Neuromarketing has

generally been used to identify consumers’ preferences. In

addition, the article indicated that Neuromarketing is quite

useful for determining price, promotions and sales and also

to understand the mechanisms underlying consumption loyalty

REFERENCE LIST

Ambler, T., Ioannides, A., & Rose, S. (2000). Brands on the

brain: Neuro-images of advertising. Business Strategy Review,

11(3), 17-30.

30

Braeutigam, S., Rose, P. R., Swithenby, S. J., & Ambler, T.

(2004). The distributed neuronal systems supporting choice-

making in real-life situations: Differences between menand

women when choosing groceries detected using

magnetoencephalography. European Journal of Neuroscience, 20(1),

293-302.

Ciprian-Marcel, P., Lăcrămioara, R., Ioana, M. A., & Maria, Z.

M. (2004). Neuromarketing– getting inside the customer’s

mind. Journal of Economic Literature, 1, 804-807.

Lee, N., Broderick, A. J., & Chamberlain, L. (2006). What is

neuromarketing? A discussion and agenda for future research.

International Journal of Psychophysiology, 63(2), 199-204.

Senior, C., Smyth, H., Cooke, R., Shaw, R. L., & Peel, E.

(2007). Mapping the mind of the modern market researcher.

Qualitative Market Research: an international journal, 10(2), 153-167.

Belden, S. R. A. (2008). Science is Culture: Neuroeconomics and

Neuromarketing. Practical Applications and Ethical Concerns.

Journal of Mind Theory, Vol. 0 (1); pp. 249-258

31

Garcia, J. R., & Saad, G. (2008) Evolutionary neuromarketing:

darwinizing the neuroimaging paradigm for consumer behavior,

Journal of Consumer Behaviour, 7(4‐5) pp. 397- 414

Murphy, E. R., Illes, J., & Reiner, P. B. (2008). Neuroethics of

neuromarketing. Journal of consumer behavior, 7(5), 293-302.

Perrachione, T. K., & Perrachione, J. R. (2008). Brains and

brands: Developing mutually informative research in

neuroscience and marketing. Journal of Consumer Behaviour, 7(4‐

5), pp. 303-318.

Stoll, M., Baecke, S., & Kenning, P. (2008). What they see is

what they get? An fMRI-study on neural correlates of

attractive packaging. Journal of Consumer Behavior, 7(5), 342-359.

Fisher, C. E., Chin, L., & Klitzman, R. (2010). Defining

neuromarketing: Practices and professional challenges.

Harvard Review of Psychiatry, 18(4), 230-237.

Kalliny, M., & Gentry, L. (2010). Marketing in the 22nd century:

A look at four promising concepts. Asian Journal of Marketing,

4(3), 94-105.

32

Morin, C. (2011). Neuromarketing: The new science of consumer

behavior. Society, 48(2), 131-135.

Touhami, Z. O., Benlafkih, L., Jiddane, M., Cherrah, Y., Malki,

H. O. E., & Benomar, A. (2011). Neuromarketing: Where

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