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Benefits of Neuromarketing in the Product/Service Innovation Process and Creative Marketing Campaign

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Innovative Research Methodologies in Management

Abstract

Most of the neuroscientific studies try to find neural correlations between specific stimuli and brain circuits’ activation patterns. However, the brain-as-prediction approach tries to find brain circuits’ activation patterns during persuasive messages, which predict human behaviour in the future situations.

The chapter describes the brain valuation circuits, whose activation pattern has been found critical for the prediction of human behaviour in the future. In addition, the most common examples about the brain’s valuation system will be presented from management point of view.

Whereas the academic community has produced a lot of research with neuroscientific tools, there is still a lot of room for applications of neuroscience to the innovation and marketing campaign processes. Thus, the chapter describes different stakeholders who can cooperate in order to find optimal products and optimal marketing campaign by using neuromarketing. Because the innovation process includes much uncertainty, it is very critical to encourage all participants to collaborate in the process. The chapter describes the benefits of this collaboration from management point of view. In addition, the concrete examples of how researchers and business innovators together can apply the neuromarketing in order to solve concrete innovation and management problems will be presented. Finally, the future’s opportunities of neuromarketing in innovation processes will be presented.

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Author information

Authors and Affiliations

  1. Laurea University of Applied Sciences, NeuroLab, Vantaa, Finland

    Jyrki Suomala

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  1. Jyrki Suomala
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Editors and Affiliations

  1. University of Suffolk, Suffolk, England, United Kingdom

    Luiz Moutinho

  2. Faculty of Electrical Engineering and Computing, University of Zagreb, Zagreb, Croatia

    Mladen Sokele

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Suomala, J. (2018). Benefits of Neuromarketing in the Product/Service Innovation Process and Creative Marketing Campaign. In: Moutinho, L., Sokele, M. (eds) Innovative Research Methodologies in Management. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-64400-4_7

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