Click here to download

Applying Nanotechnology to Neuromarketing. An Overview
Journal Title: MERCATI E COMPETITIVITÀ 
Author/s: Antonio Mileti, Gianluigi Guido, Maria Irene Prete 
Year:  2014 Issue: Language: Italian 
Pages:  19 Pg. 17-35 FullText PDF:  571 KB
DOI:  10.3280/MC2014-001002
(DOI is like a bar code for intellectual property: to have more infomation:  clicca qui   and here 


Neuroscience applied to marketing research refers to the use of the scientific knowledge on the function of the brain to the study the neurobiological source of consumer psychology e behaviour. Such neuroscientific methods have been in recent times applied to the study and understanding of human behaviour in relation to markets exchanges, as many researchers in the area of neuromarketing have revealed a growing interest in managerial and business neurophysiological devices. In this paper the authors provide an overview of the researches in neuromarketing, examined in the light of the recent nanotechnologies’ advancement. The authors also highlight the improving potential for market researches and for managers’ strategies of this new approach and underlines the ethical issues of this imperceptible nanodevices, which could allow a greater control of people’s daily routines.
Keywords: Nano-Neuromarketing, neuromarketing, neuroscience, nanotechnologies, emotions, consumer behavior.

  1. Achrol R., Kotler P. (2012). Frontiers of marketing paradigm in the Third Millenium. Journal of the Academy of Marketing Science, 40: 35-52,, DOI: 10.1007/s11747-011-0255-4
  2. Aierly D., Berns G. (2010). Neuromarketing: the Hope e Hype of Neuroimaging in Business. Natural Reviews Neuroscience, 11: 284-292,, DOI: 10.1038/nrn2795
  3. Ambler T., Ioannides A., Rose S., (2000). Brands on the Brain: Neuro-Images of Advertising. Business Strategy Review, 11 (3): 17,, DOI: 10.1111/1467-8616.00144
  4. Arnould E., Thompson C.P. (2005). Consumer Culture Theory (CCT): Twenty years of Research. Journal of Consumer Research, 31: 868-882,, DOI: 10.1086/426626
  5. Baert K., Gyselinckx B., Torfs T., Leonov V., Yazicioglu F., Brebels S., Donnay S., Vanfleteren J., Beyne E., Van Hoof C. (2006). Technologies for Highly miniaturizes Autonomous Sensor Network. Microelectronics Journal, 37: 1563-1568,, DOI: 10.1016/j.mejo.2006.04.018
  6. Brookshire D., Coursey D., Schulze W. (1987). The External Validity of Experimental Ecomics Techniques: Analysis od Demand Behavior. Economic Enquiry, 25 (2): 239-250,, DOI: 10.1111/j.1465-7295.1987.tb00737.x
  7. Brown L., Van de Molengraft J., Yazicioglu R., Torfs T. Penders J., Van Hoof C. (2010). A Low Power, Wireless, 8-Channel EEG Monitoring Headset, 32nd Annual International Conference of the IIE EMBS, Buenos Aires, Argentina, 31 – September 4.
  8. Dalli D., Pietrini P., Ricciardi E., Romani S., Casarotto S., Corciolani M., Sanna F. (2008). Le Basi Neurologiche del Rapporto tra il Consumatore e la Marca. Il Contributo del Neuro-Imaging alle Ricerche di Marketing, Atti del VII Congresso Internazionale Marketing Trends, Collesei U., Andreani J.C. (eds.). Venezia, 25-26 Gennaio
  9. Deppe M., Schwindt W., Kramer J., Kugel H., Plassmann H., Kenning P., Ringelstein E. (2005a). Evidence for a Neural Correlate of a Framing Effect: Bias-Specific Activity in the Ventromedial Prefrontal Cortex During Credibility Judgments. Brain Research Bulletin, 67 (5): 413-21,, DOI: 10.1016/j.brainresbull.2005.06.017
  10. Deppe M., Schwindt W., Kugel H., Plassmann H., Kenning P. (2005b). Nonlinear Responses Within the medial Prefrontal Cortex Reveal When Specific Implicit Information Influences Economic Decision Making. Journal of Neuroimaging, 15 (2): 171-82,, DOI: 10.1111/j.1552-6569.2005.tb00303.x
  11. Dietvorst R., Verbeke W., Bagozzi R., Yoon C., Smits M., van der Lugt A. (2007). Are Some Salespeople from Venus and Others from Mars? A Theory and Test of Interpersonal Mentalizing Using fMRI, Advances in Consumer Research, 35, Proceedings of the 2007 Annual ACR Conference, A.Y. Lee and D. Soman (Eds.). Vol. 35, Association for Consumer Research.
  12. Erk S., Spitzer M., Wunderlich A., Galley L., Walter H. (2002). Cultural Objects Modulate Revard Circuit. Neuro report, 13 (18): 2499-2503,, DOI: 10.1097/00001756-200212200-00024
  13. Fernandes M., Dias N., Silva A., Nunes J., Mendes S., Correia J., Mendes P. (2010). Hidrogel-Based Photonic Sensor for a Biopotential Wereable Recording System. Biosensor e Bioelectronics, 26: 80-86,, DOI: 10.1016/j.bios.2010.05.013
  14. Fugate D. (2007). Neuromarketing: a Layman’s Look at Neuroscience e its Potential Application to Marketing practice. Journal of Consumer Marketing, 24 (7): 385-394,, DOI: 10.1108/07363760710834807
  15. Gallego J., Lemos D., Meneses G., Hernandez A. (2010). Development of a Wearable Vital Signs Monitor for Helthcare, 32° International Conference of the IEEE EMBS, Buenos Aires.
  16. Gauthier-Jacques A. (2005). The Commercial Potential of Nanotechnology and the Value for Investors. Journal of Medical Marketing, 5: 36-43,, DOI: 10.1057/palgrave.jmm.5040200
  17. Hess E., Polt G. (1960). Pupil Size are Related to Interest Value of Visual Stimuli. Science, 132: 349-50,, DOI: 10.1126/science.132.3423.349
  18. Hoyt R., Reifman J., Coster T., Buller M. (2002). Combat Medical Informatic: Present e Future. Proceedings of the AMIA Annual Symposium, 335-339.
  19. Hubert M. (2010). A Current Overview of Consumer NeuroScience. Journal of Consumer Behavior, 7: 272-292.
  20. Hubert M., Kenning P. (2008). Does Neuroeconomics Gives New Impetus to Economic e Consumer Research?. Journal of Consumer Psychology, 31 (5): 815-821.
  21. Huesing B., Jaenke L., Tag B. (2006). Impact Assesment of Neuroimaging. Zurich: Hochschulverlag.
  22. Isais R., Nguyen K., Perez G., Rubio R., Nazeran H. (2008). A Low Cost Microcontroller-Based Wireless ECG-Blood Pressure Telemonitor for Home Care. Proceedings of the 25° Annual International Conference of the IEEE EMBS, Cancun.
  23. Joy A., Li E. (2012). Studying Consumption Behavior through Multiple Lenses: An Overview of Consumer Culture Theory. Journal of Business Anthropology, 1 (1): 141-173.
  24. Kable J. (2011). The Cognitive Neuroscience Toolkit for the Neuroeconomist: a Functional Overview. Journal of Neuroscience, Psychology, e Economics, 4 (2): 63-84,, DOI: 10.1037/a0023555
  25. Kapoor A., Burleson W., Picard R. (2007). Automatic Prediction of Frustration. International Journal of Human-Computer Studies, 65: 724-736,, DOI: 10.1016/j.ijhcs.2007.02.003
  26. Kenning P., Plassmann H., Ahlert D. (2007). Applications of Functional magnetic Resonance Imaging for Market Research. Qualitative Market research: an International Journal, 10 (2): 1352-2752.
  27. Korhonen I., Parkka J., Van Gils M. (2003). Helth Monitoring in the Home of the Future. Engineering in Medicine e Biology Magazine, 5: 66-73,, DOI: 10.1109/MEMB.2003.1213628
  28. Kosfeld M., Heinrichs M., Zack P., Fishbacher U., Fehr E. (2005). Oxytocin Increase Trust in Humans. Nature, 435: 663-676,, DOI: 10.1038/nature03701
  29. Krober-Riel W. (1979). Activation Research: Psychobiological Aproaches in Consumer Research. Journal of Consumer Research, 5 (4): 240-251,, DOI: 10.1086/208736
  30. Lee N., Broderick A., Chamberlain L. (2007). What is Neuromarketing? A Discussion e Agenda for Future Research. International Journal of Psychophisiology, 63 (7): 199-204,, DOI: 10.1016/j.ijpsycho.2006.03.007
  31. Lin X., Zhang Z., Yu J. (2010). Wearable Monitoring System with Phisiological Parameter Based on ZigBee. International Conference on Computer, Mechatronics, Control and Electronic Engineering.
  32. Lugli G. (2011). Neuroshopping. Piacenza: Apogeo.
  33. Lugli G., Vergura D.T., Di Dio C., Luceri B. (2012). Cognitive Biases in Private Branding (a Fmri Experiment of Over-The-Counter Drugs). Mercati e Competitività, 2: 105-123.
  34. McLure S., Li J., Tomlin D., Cypert K., Montague L., Montague P. (2004). Neural Correlates of Behavioral Preference for Culturally Familiar Drinks. Neuron, 44: 379-387,, DOI: 10.1016/j.neuron.2004.09.019
  35. Murphy E., Illes J., Peter R. (2008). Neuroethics of Neuromarketing. Journal of Consumer Behavior, 7: 293-302,, DOI: 10.1002/cb.252
  36. Mnyusiwalla A., Daar A., Singer p. (2003). Mind the Gap’: Science and ethics in Nanotechnology. Nanotechnology, 14: 9-13,, DOI: 10.1088/0957-4484/14/3/201
  37. Ohme R., Reykowska D., Wiener D., Choromanska A. (2010). Application of Frontal EEG Asymmetry to Advertising Research. Journal of Economic Psychology, 31: 785-793,, DOI: 10.1016/j.joep.2010.03.008
  38. Peracchione T., Peracchione J. (2008). Brain e Brands: Developing Mutually Informative Research in Neuroscience e Marketing. Journal of Consumer Behavior, 7: 303-318,, DOI: 10.1002/cb.253
  39. Plassmann H., Ambler T., Braeutigam S., Kenning P. (2007). What Can Advertisers Learn from Neuroscience?. International Journal of Advertising, 26 (2): 151-175.
  40. Plassmann H., Kenning P., Ahlert D. (2006). The Fire of Desire: Neural Correlates of Brand Choice. European Advances in Consumer research, 7: 1-16.
  41. Plassmann H., Romsoy T., Milosavljevc M. (2012). Branding the Brain: a Critical Review e Outlook. Journal of Consumer Psychology, 22 (1): 154-160,, DOI: 10.1016/j.jcps.2011.11.010
  42. Plassmann H., Kenning P., Ahlert D. (2006). Neural Correlates of Brand Choice Under Uncertainty: the Role of Brand Trust. Society for Consumer Psychology (Ed.).
  43. Prete M.I., Guido G., Pichierri M. (in pubblicazione). Consumer Hypnotic-Like Suggestibility: Possible Mechanism in Compulsive Purchasing. Psychological Reports.
  44. Rossiter J., Silberstein R. (2001). Brain-Imaging Detection of Visual Scene Encoding in Long-term Memory for TV Commercials. Journal of Advertising Research, 41 (2): 13-21.
  45. Royal Society e Royal Academy of Engineering (2004). www.nanotec.org.uk/finalReport.htm, URL Consultato in data 05-09-2012.
  46. Santos J., Moutinh L., Seixas D., Brandao S. (2012). Neural Correlatesof the Emotional and Symbolic contents of the brands: a Neuroimaging Study. Journal of Customer Behavior, 11 (1): 69-93,, DOI: 10.1362/147539212X13286273975319
  47. Schaefer M., Berens H., Heinze H., Rotte M. (2006). Neural Correlates of Culturally. Familiar Brands of car Manufacturers, Neuroimage, 31 (2): 861-65,, DOI: 10.1016/j.neuroimage.2005.12.047
  48. Schaefer M., Rotte M. (2007). Favorite Brands as Cultural Objects Modulate Reward Circuit. Neuroreport, 18 (2): 141-145,, DOI: 10.1097/WNR.0b013e328010ac84
  49. Senior C., Lee N. (2008). A Manifesto for Neuromarketing Science. Journal of Consumer Behavior, 7: 263-271,, DOI: 10.1002/cb.250
  50. Silberstein R., Nield G. (2008). Brain Activity Correlates of Consumer Bre Choice Shift Associated with Television Advertising. International Journal of Advertising, 27 (3): 359-380,, DOI: 10.2501/S0265048708080025
  51. Stewart D., Furse D. (1982). Applying Psychophysiological Measures to Marketing and Advertising Research Problems. Current Issues & Researching Advertising, 5: 1-38.
  52. Wang Y., Minor M. (2008). Validity, Reliability, e Applicability of Psycophisiological Tecniques in Marketing Research. Psychology e Marketing, 25 (2): 197-232,, DOI: 10.1002/mar.20206
  53. Wilson M., Gaines J., Hill R. (2008). Neuromarketing e Consumer Free Will. The Journals of Consumers Affair, 32 (3): 389-410,, DOI: 10.1111/j.1745-6606.2008.00114.x
  54. Yoon C., Gutchess A., Feinberg F., Polk T. (2006). A Functional Magnetic Resonance Imaging Study of Neural Dissociation between Brand and Person Judgments. Journal of Consumer Research, 33: 31-40,, DOI: 10.1086/504132

Antonio Mileti, Gianluigi Guido, Maria Irene Prete, Applying Nanotechnology to Neuromarketing. An Overview in "MERCATI E COMPETITIVITÀ" 1/2014, pp. 17-35, DOI:10.3280/MC2014-001002

   

FrancoAngeli is a member of Publishers International Linking Association a not for profit orgasnization wich runs the CrossRef service, enabing links to and from online scholarly content