Sept 2019 (Vol. 59, Issue 3): NEUROMARKETING
What Do We Know about Neuromarketing?
Neuroscientific tools, such as eye tracking, skin conductance, heart rate, and actual brain imaging, provide windows into consumer attention when exposed to advertising. Researchers and advertising practitioners alike need to learn to use these new resources effectively, notes Editor-in-Chief John B. Ford, and they face challenges that demand additional training as well as partnerships between technicians who are medical and physiologically knowledgeable and marketing/advertising researchers. “No one tool delivers all the information needed to make fully accurate readings of consumer intention,” Ford writes as he highlights this issue’s special section, which “provides some new understanding of the requisite skills and their powerful potential.”