Browsing: neuromarketing

Opinion
Neuromarketing: thinking beyond the lab
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Neuroscience provides us with deeper insights into how consumers think, feel and make decisions than ever available before and these insights have the potential to revolutionise traditional marketing practice. But its application to this industry—something known as neuromarketing—is not always understood.

Opinion
Can neuromarketing make mind readers of us all?
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Ever since the days of Ernest Dichter, the Austrian-American psychologist and marketing expert who pioneered the application of Freudian psychoanalytic concepts to the study of consumer behaviour, marketers have been trying to tap into the human subconscious to influence consumers. Theresa Clifford outlines six areas of research currently receiving the most attention in business and marketing circles.