Definitions: What is Neuromarketing? - June 27, 2005

June 27, 2005

Definitions: What is Neuromarketing?

We currently have two definitions; one which we can read on entering the blog and one to be found in the recently published Collins Dictionary. One is a broad general statement and the other defines Neuromarketing as a particular process.

Which is correct? Which is really closer to the truth, when we all know that we are part of an emerging category?

  • Neuromarketing is an emerging field combining the latest discoveries in neuroscience with proven marketing techniques.
  • Neuromarketing: the process of researching the brain patterns of consumers to reveal their responses to particular advertisements and products before developing new advertising campaigns and branding techniques (Collins)

I believe the first to be too general and the second to be too specific. Neuromarketing is to do with evaluating the where (in the brain), how and why of decision making, particularly related to brands, products and services. It encompa**** the emotional impact of branding and in the end, clearly includes the full palette of marketing and advertising services.

As a source of critical input, it also has the potential to provide clearer and more actionable implications for  the areas of design and functionality than does classical marketing. (ref: Dr.Rapaille's work for Chrysler).

So, are there other definitions around or should we try to come up with the ultimate definition in this forum?


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Comment by Zakova on July 13, 2010 at 3:19am
And where did neuromarketing come to existance? Who did first time use term Neuromarketing? What were first beginnings?

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