Neuromarketing: insightful, but not mind reading

Neuromarketing: Inside the mind of the consumer

Managers today are under tremendous pressure to uncover factors driving customers’ attitudes and behavior that can serve a source of competitive advantage. Unfortunately, traditional methods of generating customer insights suffer from well-known limitations, and have remained largely unchanged since their introduction decades ago. As a result, there is growing interest in brain-based approaches...

Mind-reading versus neuromarketing: how does a product make an impact on the consumer?

Purpose – This research study illustrated the mapping of each consumer's mental processes in a market-relevant context. This paper shows how such maps deliver operational insights that cannot be gained by physical methods such as brain imaging. Design/methodology/approach – A marketed conceptual attribute and a sensed material characteristic of a popular product were varied across presentations...

Mind Reading

If a baby starts to cry several hours after drinking his last bottle, his mother knows precisely what he's feeling: He's hungry. But suppose a woman's eyes brim with tears while she watches a DVD. Her husband sinks into the couch: What is she so upset about? She might tell him directly: "This movie is so tragic. It's all about a doomed romance." That may be true. But she could be thinking about...

Reading your baby's mind.

Reading the Generalizer's Mind

In his new commentary, Damper re-emphasises his claim that parity is not a generalisation problem. But when proper account is taken of the arguments he puts forward, we nd that the proposed conclusion is not the only one that can be drawn. In adding the word`still' to the title of his ongoing commentary, Damper re-emphasises his claim that`parity is not a generalisation problem.' His view is th...