Part III
Neuromarketing in Action
In this part . . .
Here, we describe how and where neuromarketing is being applied today. In contrast to the view that neuromarketing is a radical and untested new technique to make people buy stuff they don’t really need, we show how neuromarketing is being used just like traditional market research — to provide new answers to the same old questions that have been vexing marketers for decades: Do consumers like my brand? Do they want my product? Do they remember my advertising?
Neuromarketing techniques are also being applied in some new areas that fall outside the traditional marketing domain, such as entertainment testing and online experience evaluation.
In this part, we reveal how the insights and findings of brain science have emerged from the academic labs and moved into the toolkits of neuromarketers. And we show how these tools have given neuromarketers new perspectives on understanding and improving marketing effectiveness.
