Neuromarketing
The neuromarketing is the study of the operation of the brain when it receives advertizing stimuli . It acts, for the moment, of an experimental field without concrete applications. However, of the studies published recent show the possibility for considerable prospects, that certain world large companies already apprehended.
One could also pose that the neuromarketing is an emergent interdisciplinary field, which resorts to the techniques of neuro-imagery to identify the neuraux substrates associated with the decisions and the behaviors with the consumer. It would thus act, " simplement" , of a new tool intended to clarify in a more objective way the cognitive and intentional processes of the consumer vis-a-vis commercial offers. However, this approach presents a reducing character that all the " do not divide; neuromarketeurs". Another definition is possible, which involves other philosophical implications and epistemological: “the neuromarketing is the study of the mental, explicit and implicit processes, and of the behaviors of the consumer, in various contexts marketing relating to as well activities of evaluation, decision making, memorizing or consumption, which claim paradigms and knowledge of the cognitive and emotional neurosciences” . (Droulers & Roullet, AFM 2006).
History
The term Neuromarketing appeared in 2003. It was born from research of Doctor Read Montague, researcher at the university of Baylor, Texas. Other researchers, so much in economy than in management/marketing, had already tried to integrate neuroscientific data into their theoretical paradigms.
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