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| Author: | Laybourne, P. Lewis, D. |
| Title: | Neuromarketing: the future of consumer research |
| Journal: | Admap
2005 : VOL. 40:5, p. 28-30 |
| Index terms: | Consumer behaviour Consumer research Future |
| Language: | eng |
| Abstract: | The article discusses how marketers can benefit from the new techniques of brain scanning as a research tool. It introduces a fMRI technique where powerful magnet and radio waves are used to create high-resolution images of living brains, and in contrast a QEEG technique which uses electroencephalogram to detect and analyse electrical activity in the brain. |
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