Applications of Neuroscience in Business – Neuromarketing!


Although it has great potential, most neuroimaging applications in the specialty literature have focused on branding and the consumer’s behavior. For example, electroencephalography (EEG) has been used to investigate reactions to television advertisements on numerous occasions. Thus, it has been investigated whether particular moments in commercials are primarily responsible for capturing brand awareness and evolution (Young, 2002), or whether certain visual scenes are better recognized. These researches and many others suggest that different types of advertising generate very different types of brain activity, which may also lead to differences in efficiency. Another important aspect that neuromarketing can describe, and on which it can provide a new perspective, is trust.

Trust is an aspect whose prominence is growing increasingly in the field of communication and marketing and neuroimaging can answer questions that simple marketing and market research cannot answer. Neuromarketing can study whether trust is a simple response to a repeatedly positive stimuli or it is more than this. Neuromarketing can also tell if consumer and product trust is similar to trust between friends or family in terms of brain activity.

Exploring and understanding such questions about the nature of trust will lead to a greater ability to explore past confidence factors and the ability to help businesses better communicate promotional messages to a diverse audience in terms of culture and build trust for both customers and collaborators in order to achieve mutually beneficial results.