Evolutionary neurobusiness

Numerous scientific disciplines suffer from a common epistemological ailment. They tend to generate impressive bodies of empirical knowledge that are otherwise disjointed. The key force that shapes this reality is the lack of organizing meta-frameworks that are capable of otherwise creating a consilient body of core knowledge. In the current paper, we seek to demonstrate the synthetic value of evolutionary theory across a wide range of neuro-business disciplines including neuroeconomics, neuromarketing, neuroentrepreneurship, and organizational neuroscience. Neuroscientists operating at the junction of the brain sciences and a wide range of business disciplines stand to benefit in recognizing that the minds of Homo consumericus, Homo corporaticus, and Homo economicus have been forged by Darwinian forces that have shaped all living organisms. A complete and accurate understanding of most neuro-business phenomena requires that these be tackled at both the proximate (i.e., how something operates) and ultimate (its adaptive function) levels.

What is 'neuromarketing'? A discussion and agenda for future research

Recent years have seen advances in neuroimaging to such an extent that neuroscientists are able to directly study the frequency, location, and timing of neuronal activity to an unprecedented degree. However, marketing science has remained largely unaware of such advances and their huge potential. In fact, the application of neuroimaging to market research - what has come to be called 'neuromarketing' - has caused considerable controversy within neuroscience circles in recent times. This paper is an attempt to widen the scope of neuromarketing beyond commercial brand and consumer behaviour applications, to include a wider conceptualisation of marketing science. Drawing from general neuroscience and neuroeconomics, neuromarketing as a field of study is defined, and some future research directions are suggested. © 2006 Elsevier B.V. All rights reserved.

Redefining neuromarketing as an integrated science of influence

Multiple transformative forces target marketing, many of which derive from new technologies that allow us to sample thinking in real time (i.e., brain imaging), or to look at large aggregations of decisions (i.e., big data). There has been an inclination to refer to the intersection of these technologies with the general topic of marketing as “neuromarketing”. There has not been a serious effort to frame neuromarketing, which is the goal of this paper. Neuromarketing can be compared to neuroeconomics, wherein neuroeconomics is generally focused on how individuals make “choices”, and represent distributions of choices. Neuromarketing, in contrast, focuses on how a distribution of choices can be shifted or “influenced”, which can occur at multiple “scales” of behavior (e.g., individual, group, or market/society). Given influence can affect choice through many cognitive modalities, and not just that of valuation of choice options, a science of influence also implies a need to develop a model of cognitive function integrating attention, memory, and reward/aversion function. The paper concludes with a brief description of three domains of neuromarketing application for studying influence, and their caveats.