Abstract
Potential needs and preferences of consumers are often difficult to evaluate with questionnaires. Numerous studies have indicated that in reality, people do not necessarily recognize the influences on their own preferences and misrecognize the rationale for their preferences. Neuromarketing, which is the application of neuroscientific findings to marketing has been gaining attention as a method of exploring concealed consumer needs. This chapter summarizes research that is representative of neuromarketing (McClure et al. 2004), and then introduces the author’s studies exploring the application of findings on the cognitive background of individual differences in behaviors when purchasing unknown products. Furthermore, the chapter discusses the possibilities of neuromarketing as a method of exploring hidden consumer needs and preferences.
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Notes
- 1.
See details for Burns et al. (2016).
- 2.
See von Hippel (2006) for more details.
- 3.
For further readings about neuromarketing, see Ramsøy (2015).
- 4.
fMRI is a technique to visualize the brain blood flow on the image obtained by MRI. It is frequently used to measure brain activities since it is non-invasive.
- 5.
Other perspectives of psychology of buying new products are omitted here.
- 6.
It corresponds to the inverse temperature parameter in reinforcement learning. See Sutton and Barto (1998) for more details in reinforcement learning.
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Acknowledgements
This study was supported by Collaborative Researchers in the University of Tokyo and in Asahi Breweries, Ltd./Hakuhodo, Inc. as well as Grant-in-Aid for Scientific Research (A) (No. 16H01725) and Grant-in-Aid for Scientific Research (B) (No. 25280049).
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Ueda, K. (2017). Cognitive Mechanism in Selecting New Products: A Cognitive Neuroscience Perspective. In: Fukuda, S. (eds) Emotional Engineering, Vol.5. Springer, Cham. https://doi.org/10.1007/978-3-319-53195-3_4
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