Branding the brain: A critical review and outlook

Journal of Consumer Psychology - Tập 22 - Trang 18-36 - 2012
Hilke Plassmann1, Thomas Zoëga Ramsøy2,3, Milica Milosavljevic4
1INSEAD, Boulevard de Constance, 77305 Fontainebleau, France, and Decision Neuroscience Group, Cognitive Neuroscience Unit, INSERM, Ecole Normale Supérieure, Paris, France
2Decision Neuroscience Research Group, Department of Marketing, Copenhagen Business School, Frederiksberg, Denmark
3Danish Research Centre for Magnetic Resonance, Copenhagen University Hospital Hvidovre, Hvidovre, Denmark
4Division of Computation and Neural Systems, California Institute of Technology, Pasadena, CA, USA

Tóm tắt

AbstractThe application of neuroscience to marketing, and in particular to the consumer psychology of brands, has gained popularity over the past decade in the academic and the corporate world. In this paper, we provide an overview of the current and previous research in this area and explain why researchers and practitioners alike are excited about applying neuroscience to the consumer psychology of brands. We identify critical issues of past research and discuss how to address these issues in future research. We conclude with our vision of the future potential of research at the intersection of neuroscience and consumer psychology.

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Journal of Consumer Psychology

Tập 22

18-36

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