고객·참여자 | Cases and Studies of Consumer & Player in Lottery & Gambling |消费者 & 参加者
- date : 2015-05-20 01:10|hit : 2329
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- Article] Neuromarketing and consumer neuroscience: contributions to neurology
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DocNo of ILP: 824
Doc. Type: Article
Title: Neuromarketing and consumer neuroscience: contributions to neurology
Authors: Javor, A; Koller, M; Lee, N; Chamberlain, L; Ransmayr, G
Full Name of Authors: Javor, Andrija; Koller, Monika; Lee, Nick; Chamberlain, Laura; Ransmayr, Gerhard
Keywords by Author: Neuromarketing; Neurology; Consumer neuroscience; Trust; Reward; Ethics; Pathological gambling; Compulsive buying
Keywords Plus: ORGANIZATIONAL COGNITIVE NEUROSCIENCE; VENTROMEDIAL PREFRONTAL CORTEX; DECISION-MAKING; ORBITOFRONTAL CORTEX; MARKETING ETHICS; NEUROIMAGING RESEARCH; INCIDENTAL FINDINGS; MOTIVATED BEHAVIOR; ECONOMIC DECISION; ATTITUDE STRENGTH
Abstract: Background: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience. Discussion: In this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research. Summary: We identify the following areas where consumer neuroscience could contribute to the field of neurology: First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson's disease, frontotemporal dementia, epilepsy, and Huntington's disease. Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson's disease and frontotemporal dementia to advance knowledge of this important behavioral symptom. Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained. Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing.
Cate of OECD: Clinical medicine
Year of Publication: 2013
Business Area: game
Detail Business: game
Country: England
Study Area: promotion, public, sales, advertise, consumer, motivation, parkinson
Name of Journal: BMC NEUROLOGY
Language: English
Country of Authors: [Javor, Andrija; Ransmayr, Gerhard] Linz Gen Hosp, Dept Neurol & Psychiat, A-4021 Linz, Austria; [Koller, Monika] Vienna Univ Econ & Business, Inst Mkt Management, Dept Mkt, A-1090 Vienna, Austria; [Lee, Nick; Chamberlain, Laura] Aston Univ, Aston Business Sch, Birmingham B4 7ET, W Midlands, England
Press Adress: Javor, A (reprint author), Linz Gen Hosp, Dept Neurol & Psychiat, Krankenhausstr 9, A-4021 Linz, Austria.
Email Address: andrija.javor@akh.linz.at
Citaion:
Funding:
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Number of Citaion: 175
Publication: BIOMED CENTRAL LTD
City of Publication: LONDON
Address of Publication: 236 GRAYS INN RD, FLOOR 6, LONDON WC1X 8HL, ENGLAND
ISSN: 1471-2377
29-Character Source Abbreviation: BMC NEUROL
ISO Source Abbreviation: BMC Neurol.
Volume: 13
Version:
Start of File:
End of File:
DOI: 10.1186/1471-2377-13-13
Number of Pages: 12
Web of Science Category: Clinical Neurology
Subject Category: Neurosciences & Neurology
Document Delivery Number: 124SF
Unique Article Identifier: WOS:000317485400001
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