Neuromarketing: What's it all about?

Conclusion

I am an unabashed enthusiast of neuroscience for I am convinced it is opening up a whole new world of understanding of the mind. As it develops, neuroscience will deliver increasingly powerful, marketing insights.

Its immediate application to general marketing requires businesses to tread carefully and disentangle the scientific substance from the promotional hype. Businesses prepared to exercise this caution and engage with it now have an opportunity for early-mover advantage before its application of neuromarketing gets constrained by regulation.

In the longer term, neuromarketing will be far more socially welcome for applications that focus on products and causes with a clear social benefit - applications like road safety messages and persuading people to give up smoking or to resist over-eating. Developing and testing strategies that are designed to cure rather than create social pathologies is hard to argue with. Used in this type of application, neuromarketing will be refined to public applause, rather than public alarm.