消费者神经科学的最新评论和趋势

Jin Ho Yun
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引用次数: 0

摘要

消费者神经科学方法在市场研究中已经变得很流行。尽管它们的重要性已得到证实,但很少有营销研究涉及它们在亚洲的应用。因此,本综述旨在介绍消费者神经科学和市场研究的实际整合,以及如何将它们谨慎地应用于这些领域,并提出一些明确的警告。具体来说,我回顾了最近来自顶级市场营销和科学期刊的文献,以(1)强调更新的神经科学方法在市场研究和神经预测方法中的大量应用,(2)讨论了计算模型在这些应用中的额外潜力,(3)提供了一个简单的框架,该框架采用多方法方法,旨在提高神经科学发现的外部和生态有效性。除了需要科学的严谨性和市场营销理论,还需要更多的指导方针来改善神经成像应用的有效性问题,并强调消费者神经科学这一新兴领域的实际方向。
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Updated Reviews and Trends in Consumer Neuroscience
Consumer neuroscience methods have become prevalent in marketing research. Despite their proven significance, very little marketing research has addressed their applications in Asia. Thus, this review aims to introduce practical integrations with consumer neuroscience and marketing research and how they can be carefully applied to these fields, with some identified caveats. Specifically, I review the recent literature from top marketing and science journals to (1) highlight substantial applications of updated neuroscientific methods to marketing research and neuroforecasting approaches, (2) discuss the additional potential of computational models in these applications, and (3) offer a simple framework that adopts a multi-method approach intended to enhance both the external and ecological validity of neuroscientific findings. Along with the need for embracing scientific rigor and marketing theory, more guidelines are also needed to improve the validity issues of neuroimaging uses and highlight practical directions in the nascent field of consumer neuroscience.
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