Consumer Neuroscience The use of neuroscience techniques to create better advertising

Abstract

Consumer neuroscience is a growing field that incorporates neuroscience-based research methods to meet the specific needs of different companies. While some companies utilize psychological and neuroscientific information to create an effective product, others choose to use such information in order to create persuasive advertisements. The three most common techniques used are eye tracking, EEG analysis, and fMRI imaging. Each technique exists as a valuable tool to gather specific information that helps build an accurate representation of what goes on in a potential consumer’s mind. While these techniques are useful in improving the effectiveness of an advertisement, they are limited by their ethical concerns, thus leaving many wondering how far is too far when using science to make sales. Analysis of the techniques, their effectiveness, and what exactly they can do is important in determining where the boundaries of consumer neuroscience should lie.