Consumers' Attitude Towards Applying Fmri in Marketing Research

Monika Koller, Vienna University of Economics and Business (WU Wien), Austria
Recently, marketing research has recognized the potential of applying neuroscientific methods. While the major advantages of these techniques, such as an alternative possibility of investigating unconscious phenomena and emotions and a better handling of response bias or measurement effects, are evident from a scientific point of view, this is not necessarily the case regarding the attitude of the average consumer. The present paper is about an empirical acceptance study aiming at gaining information on people’s opinion on these techniques. In particular, functional magnetic resonance imaging (fMRI) was focussed on for this technique is most promising regarding future fundamental consumer behavior research. Issues such as people’s willingness to participate in fMRI-studies, any health or ethical reservations involved, facets of perceived risk and intrinsic versus extrinsic motivation for participation were addressed.
[ to cite ]:
Monika Koller (2010) ,"Consumers' Attitude Towards Applying Fmri in Marketing Research", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 428-434 .