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Neuromarketing: the hope and hype be used to influence their buying behaviour,
so that the cost of performing neuroimaging
studies would be outweighed by the benefit
of neuroimaging in business of improved product design and increased
sales. In theory, at least, brain imaging could
illuminate not only what people like, but also
Dan Ariely and Gregory S. Berns
what they will buy.
Abstract | The application of neuroimaging methods to product marketing — Thus far, this approach to neuromarketing
neuromarketing — has recently gained considerable popularity. We propose that has focused on this post-design application,
in particular on measuring the effective-
there are two main reasons for this trend. First, the possibility that neuroimaging ness of advertising campaigns. The general
will become cheaper and faster than other marketing methods; and second, the approach has been to show participants a
hope that neuroimaging will provide marketers with information that is not product advertisement, either in the form
obtainable through conventional marketing methods. Although neuroimaging is of a print advertisement or commercial, and
unlikely to be cheaper than other tools in the near future, there is growing evidence measure the brain’s response in the form of a
blood oxygenation level-dependent (BOLD)
that it may provide hidden information about the consumer experience. The most
measurement, which is taken as a proxy for
promising application of neuroimaging methods to marketing may come before a neural activation.
product is even released — when it is just an idea being developed. The second reason why marketers are
excited about brain imaging is that they
hope it will provide an accurate marketing
Despite many common beliefs about the As in all compromises, these approaches research method that can be implemented
inherently evil nature of marketing, the main provide solutions with intermediate levels even before a product exists (FIG. 1). The
objective of marketing is to help match prod- of cost, simplicity, realism and quality of assumption is that neuroimaging data
ucts with people. Marketing serves the dual data (TABLE 1). would give a more accurate indication of
goals of guiding the design and presentation The incorporation of neuroimaging into the underlying preferences than data from
of products such that they are more compat- the decision-making sciences — for example, standard market research studies and would
ible with consumer preferences and facili- neuroeconomics — has spread to the realm remain insensitive to the types of biases
tating the choice process for the consumer. of marketing. As a result, there are high that are often a hallmark of subjective
Marketers achieve these goals by providing hopes that neuroimaging technology could approaches to valuations. If this is indeed
product designers with information about solve some of the problems that market- the case, product concepts could be tested
what consumers value and want before a ers face. A prominent hope is that neuro- rapidly, and those that are not promising
product is created. After a product emerges imaging will both streamline marketing eliminated early in the process. This would
on the marketplace, marketers attempt to processes and save money. Another hope is allow more efficient allocation of resources
maximize sales by guiding the menu of that neuroimaging will reveal information to develop only promising products.
offerings, choices, pricing, advertising and about consumer preferences that is unob- Thus, the issue of whether neuroimaging
promotions. tainable through conventional methods. Of can play a useful part in any aspect of market-
In their attempts to provide these types course, with such high expectations, there ing depends on three fundamental questions,
of inputs, marketers use a range of market is the accompanying hype. Several popular which we will address in this paper. First, can
research techniques, from focus groups books and articles have been published that neuromarketing reveal hidden information
and individual surveys to actual market push a neuromarketing agenda, and there that is not apparent in other approaches?
tests — with many approaches in between are now a handful of companies that market Second, can neuromarketing provide a more
(see Supplementary information S1 (box)). neuromarketing itself 5. In this Perspective, efficient cost–benefit trade-off than other
In general, the simpler approaches (focus we aim to distinguish the legitimate hopes marketing research approaches? Third, can
groups and surveys) are easy and cheap to from the marketing hype. As such, we hope neuromarketing provide early information
implement but they provide data that can that this article serves the dual purpose of rec- about product design?
include biases, and are therefore seen as ognizing the real potential of neuroimaging in
not very accurate1–4. The approaches that business and providing a guide for potential Revealing hidden information
are more complex and therefore harder to buyers and sellers of such services. Brain activity and preference measurement.
implement, such as market tests, provide Allowing for the assumption in neuro-
more accurate data but incur a higher cost, Why use brain imaging for marketing? marketing that the brain contains hidden
and the product, production and distribu- Marketers are excited about brain imaging information about preferences, it is reason-
tion systems have to be in place for market for two main reasons. First, marketers hope able to set aside, for the moment, the issue
tests to be conducted. There are some that neuroimaging will provide a more effi- of ‘hidden’ and ask what relationships are
compromise approaches between these two cient trade-off between costs and benefits. known to exist between brain activity and
extremes, which include simulated markets, This hope is based on the assumptions that expressed (that is, not hidden) preference.
conjoint analyses, markets for information people cannot fully articulate their prefer- As it turns out, different methods of
and incentive-compatible pricing studies ences when asked to express them explicitly, eliciting a person’s preference often result in
(see Supplementary information S1 (box)). and that consumers’ brains contain hidden different estimations of that preference3,4,6,7.
This makes it difficult to know which to both of these questions is positive, However, such similarities do not necessarily
method provides the truest measure of neuromarketing could become useful for mean that brain activation is the same
‘decision utility’ (that is, the expected utility, measuring preferences. across different elicitation methods, and
which would ultimately drive choice in the Measurements such as willingness to there are differences between the neural
marketplace). It is clear that market tests give pay (WTP) have only recently come under activation representing decision utility and
the most accurate answer, but having to run functional MrI (fMrI) examination. In one that representing experienced utility 14,22,23.
a market test on every product would defeat experiment, subjects bid on the right to eat This caveat aside, the generally close corre-
the purpose of market research — namely, snacks during the experiment. The amount spondence does suggest that neural activity
to provide early and cheap information. they were willing to pay (a measure of deci- might be used as a proxy for WTP
Similarly, we suspect (and economists are sion utility) correlated with activity levels in in situations in which WTP cannot easily
certain) that methods that are incentive the medial orbitofrontal cortex (OFC) and be determined — although this has yet to be
compatible are better than methods that prefrontal cortex (PFC)9,10. Interestingly, demonstrated.
are not. Incentive-compatible elicitation similar activation in the OFC has been
methods are methods that encourage the observed when subjects anticipate a pleasant Reverse inference and reward. The practice
participant to truthfully reveal what is taste11, look at pretty faces12, hear pleasant of measuring an increase in BOLD activity
being asked of him because to do so would music13, receive money 14,15 and experience a in a region such as the ventral striatum or
maximize the participant’s satisfaction (for social reward16,17. Such generally close corre- OFC and then concluding that a ‘reward-
example, he would earn the most money spondence in regional brain activity related’ process was active has become
or receive the product he likes the best). In between the anticipation of rewarding increasingly common. This form of deduc-
other words, it is in the participant’s interest events, the consumption of enjoyable goods tive reasoning is known as ‘reverse infer-
to answer product-related questions truth- and the willingness to pay for them ence’24,25. Given the readiness of many to
fully. However, using such methods is not suggests that the representation of expected interpret brain activation as evidence of a
always possible. utility may rely, in part, on the systems that specific mental process, it is worth examin-
One important question for the evaluate the quality of the consumption ing this type of inference. using a Bayesian
potential of neuromarketing is whether experience. The theme of common systems analysis, it is possible to estimate the spe-
the neural signal at the time of, or slightly for expectation and experience also applies cificity of activation in a particular region of
before, the decision (assumed to be a to things that are unpleasant or even painful the brain for a specific cognitive process. For
measure of decision utility) can be a good (although this involves a different network example, Poldrack used the BrainMap data-
predictor of the pleasure or reward at the including the insula)18–21. Such similarities base to analyse the frequency of activation of
time of consumption (the ‘experienced suggest that neuroimaging can become a use- Broca’s area in language studies24. He found
utility’)8. A second question is whether the ful tool in measuring preferences, particularly that activation of Broca’s area implied a
link between these two signals holds even when incentive compatibility is important but Bayes factor of 2.3 for language involvement,
when the preference elicitation methods there is no easy way to achieve it (for example, which means that taking brain activity into
are not incentive compatible. If the answer when the products have not been created). account can make a small but significant
Box 4 | What to look for when hiring a neuromarketing firm Political candidates. Finally, neuromarketing
might be applied to perhaps the greatest mar-
We provide a list, which is by no means exhaustive, of what could be considered standard keting campaign of all: politics. According
practice in the application of neuroimaging methods in cognitive neuroscience and related to the Federal election Commission (see
fields. It is based on standard criteria for reviewing research proposals and adapted to a
Further information), the cost of the 2008 uS
business setting.
Presidential race was approximately $1.6
• What is to be gained from neuroimaging? Good neuromarketers will begin by discussing the pros billion. It was also around that time that neu-
and cons of the proposal in detail. For example: what will neuroimaging yield over traditional
roimaging made its way into politics, perhaps
methods? Ask for data about the predictive value of neuroimaging findings in a real-world setting.
most prominently in the form of a New York
• What are the dependent and independent measurements? Assessing brain activation is not Times op-ed piece67. Peer-reviewed studies
generally useful without correlating it with some other measurement. It is necessary to have
have shown a complex pattern of activation
another behavioural measurement to anchor the interpretation of the brain activation. Be wary if
someone claims to know what a person thinks based solely on brain activation. in response to statements about candidates;
these patterns have been interpreted as evi-
• How many subjects are needed? Apart from the simplest of tasks, any task invoking a response
that is expected to vary across individuals demands a sample size of at least 30 (REF. 84). If groups
dence that motivated reasoning involves acti-
of individuals are being compared under different treatments or conditions, the sample size will vation in the ventromedial PFC, the anterior
need to be much greater to detect differences between groups and between different treatments. cingulate cortex, the posterior cingulate cor-
• What is the nature of the stimuli? Simple stimuli are the easiest to analyse. Real-world images, as
tex and the insula68. Subsequent studies have
might appear in an advertisement, become difficult to characterize unless one element at a time is suggested that activation of the medial PFC
varied. For statistical power, a minimum of 10 repetitions within a stimulus category are required, might be associated with maintaining a
although 20–30 would be more likely to achieve meaningful results. subject’s preference for a candidate in
response to advertisements, whereas activity
• What type of software will be used to analyse the neuroimaging data? Several software packages
exist, and although these programmes make neuroimaging seem simple, it takes a minimum of
in the lateral PFC might be associated with
1 year of training to be able to use them and 3 years to become fully competent. changing candidates69.
In marketing terms, the political candi-
• How will motion correction be performed?
dates are the products that must be sold to
• Are conditions balanced in time? If not, how will subjects’ drifting attention be compensated for?
the electorate. Therefore, like other products,
• Is this a whole-brain analysis or is a specific part of the brain being examined? These necessitate candidates and their campaigns have pre-
different thresholds of identifying activation. The chance of an activation appearing somewhere in and post-design phases. Political marketing
the brain is high due to random noise.
is aimed at selling an existing candidate but,
• Will regions of interest be defined a priori? If so, what is the justification for this? Conclusions with more foresight, can also be used to
based on activation of a single region will have relatively little predictive power over conventional ‘design’ a better candidate. The aforemen-
behavioural methods.
tioned neuroimaging studies have focused
• If multi-voxel pattern analysis (MVPA) methods will be used, will they be completely data-driven on the post-design responses to advertise-
(principal component analysis or independent component analyses) or will they be based on
ments for political candidates68,69.
classifier training of subject responses (support vector machine, relevance vector regression or
Gaussian process regression)? How will the resulting activity maps be interpreted?
Could neuroimaging also be used to
design a candidate? Although potential
• How robust are the results? Ask for a ‘bootstrap’ — for example, testing on a ‘fresh’ subsample
nominees already go through a ‘grooming’
of data.
process, it is worth examining this prospect.
• What type of scanner will be used? Either 1.5 or 3 Tesla scanners can yield images of acceptable
A candidate’s appearance, trustworthiness
quality. Open MRIs do not have the field homogeneity or the gradient technology necessary for
and message content might determine a
fMRI. What quality control checks are performed to make sure the scanner is operating optimally
and consistently from day to day? What steps will be taken to minimize signal artefacts in areas voter’s decision. Considerable neuroimag-
with poor signal? ing work has been done on the perception
of human faces70 and features such as facial
symmetry, skin colour and attractiveness.
Architecture. A growing number of neuro- has already been used to understand neural Key brain structures in visual processing
scientists and architects have begun to activation during automobile driving 65,66. include the fusiform face area for basic
consider the relationships of the brain to the In spatial navigation tasks such as driving, face processing 71, the superior temporal
architectural experience64. The neuroscience and presumably navigating a building, the sulcus for gaze direction and intention
of architecture could be considered from two hippocampus has a key role. These early and the nAc for attractiveness12. A recent
perspectives: first, the neural activity associ- virtual reality experiments suggested that study on the effect of political candidates’
ated with seeing specific aspects of a build- the hippocampus is active when the subject appearance found that insula activation in
ing; and second, the use of neural responses makes navigation decisions but not when response to seeing a picture of a candidate
to guide the architectural design process. they are externally cued65. Perhaps taking into was associated with a greater likelihood
Clearly, one would need to identify these neu- account ‘hippocampal load’ may be a useful of that candidate losing the election72. In
ral responses before attempting to use them tool in architectural design — for example, to addition, dorsolateral PFC and anterior
in architectural design, but it is precisely the make buildings easier to navigate. extending cingulate cortex activation occurred when
application in design that places neuroimag- this idea by considering the neurobiological subjects viewed images of a candidate
ing within the neuromarketing framework. changes associated with ageing, it might be of a political party different from their
Virtual reality can provide a surprisingly possible to design buildings and retirement own73. The neurobiology of trust has also
accurate simulation of an architectural experi- communities that mitigate the memory loss become quite popular to study with both
ence and can be used in an MrI scanner. It associated with Alzheimer’s disease. fMrI and, more recently, pharmacological
manipulations74–76. These studies have Finally, we return to the opening ques- everyday economic transactions. J. Neurosci. 27,
9984–9988 (2007).
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Anticipation of increasing monetary reward selectively
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continuing developments in analytical Marketing actions can modulate neural
Dan Ariely is at the Fuqua School of Business, representations of experienced pleasantness.
tools for neuroimaging data — for example, Center for Cognitive Neuroscience, Department of Proc. Natl Acad. Sci. USA 105, 1050–1054 (2008).
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