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Consumer Nueroscience: A New Area of Study for Biomedical Engineers

机译：消费者神经科学：生物医学工程师的新研究领域

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In scientific literature, the most accepted definition of consumer neuroscience or neuromarketing is that it is a field of study concerning the application of neuroscience methods to analyze and understand human behavior related to markets and marketing exchanges [1]. First, it might seem strange that marketers would be interested in using neuroscience to understand consumer's preferences. Yet in practice, the basic goal of marketers is to guide the design and presentation of products in such a way that they are highly compatible with consumer preferences. To understand consumers preferences, several standard research tools are commonly used by marketers, such as personal interviews with the consumers, scoring questionnaries gathered from consumers, and focus groups. The reason marketing researchers are interested in using brain imaging tools instead of simply asking people for their preferences in front of marketing stimuli, arises from the assumption that people cannot (or do not want to) fully explain their preference when explicitly asked. Researchers in the field hypothesize that neuroimaging tools can access information within the consumer's brain during the generation of a preference or the observation of a commercial advertisement. The question of will this information be useful in further promoting the product is still up for debate in marketing literature. From the marketing researchers point of view, there is a hope that this body of brain imaging techniques will provide an efficient tradeoff between costs and benefits of the research.
机译：在科学文献中，对消费者神经科学或神经营销的最公认的定义是，这是一个涉及应用神经科学方法来分析和理解与市场和市场交流有关的人类行为的研究领域[1]。首先，营销人员对使用神经科学理解消费者的偏好感兴趣似乎有些奇怪。然而实际上，营销人员的基本目标是以与消费者喜好高度兼容的方式指导产品的设计和展示。为了了解消费者的偏爱，营销人员通常使用几种标准的研究工具，例如对消费者的个人访谈，对消费者收集的问卷进行评分以及焦点小组。营销研究人员之所以对使用大脑成像工具感兴趣，而不是简单地在营销刺激之前向人们询问他们的偏好的原因，是因为人们在明确询问时无法（或不想）充分解释他们的偏好。该领域的研究人员假设，神经成像工具可以在产生偏好或观察商业广告期间访问消费者大脑中的信息。这些信息对进一步推广产品有用的问题仍在市场营销文献中争论。从市场研究人员的角度来看，希望这种大脑成像技术能够在研究成本和收益之间提供有效的折衷。

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    《Pulse, IEEE》 |2012年第3期|p.21-23|共3页
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    Babiloni F.;

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