RT Journal Article
SR Electronic
T1 Building a Foundation for Neuromarketing And Consumer Neuroscience Research
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 281
OP 294
DO 10.2501/JAR-2019-034
VO 59
IS 3
A1 Thomas Zoëga Ramsøy
YR 2019
UL http://www.journalofadvertisingresearch.com/content/59/3/281.abstract
AB Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox. As a branch of applied neuroscience, labels such as “neuromarketing” and “consumer neuroscience” often are used interchangeably, and this emerging field suffers from many inconsistencies. Methodological differences, conceptual inconsistencies, a lack of systematic validation of neuroscience-based metrics, and questionable business practices are all symptoms of a discipline that is in need of rigor and maturation. The goal of this article is to suggest a basic foundation for the use of neuroscience and related methods in studying advertising effects. Three main elements are suggested: a distinction among basic, translational, and applied research; a conceptual clarification; and a framework for the validation of neuroscience-based metrics.