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
marketing and neuroscience meet. African Journal of Business
Management, 5(5), pp. 1528-1532.
Babu, S. S., & Vidyasaga, T. P. (2012). Neuromarketing: Is
Campbell in soup? IUP Journal of Marketing Management, 11(2), 76-
100.
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.
Iorga, A. M. (2012). A new challenge for contemporary marketing–
neuromarketing. Management & Marketing Challenges for the Knowledge
Society Vol. 7, (4), pp. 631-644
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
33
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
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
34