Neuroimaging Techniques – Promising Research Method Also For Practical Marketing Research?

Neuroscientific techniques, such as functional magnetic resonance imaging (fMRI), magnetoencephalography (MEG), and electroencephalography (EEG) have become dominant research tools within contemporary psychophysiology. Very recently, consumer behavior research has recognized the potential of these techniques to complement the range of adequate methods for consumer behavior issues. As the advantages of these techniques are quite obvious from a scientific point of view, this is not necessarily the case regarding practical marketing research. The present working paper is about an empirical study aiming at gaining information on marketing professionals’ opinion on these techniques. We will address industry’s willingness to support and pay for cooperative projects as well as practical areas of interest for which neural knowledge is appreciated.


Monika Koller (2008) ,"Neuroimaging Techniques – Promising Research Method Also For Practical Marketing Research?", in LA - Latin American Advances in Consumer Research Volume 2, eds. Claudia R. Acevedo, Jose Mauro C. Hernandez, and Tina M. Lowrey, Duluth, MN : Association for Consumer Research, Pages: 232-232.


Monika Koller, Vienna University of Economics and Business Administration, Vienna, Austria


LA - Latin American Advances in Consumer Research Volume 2 | 2008

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