And this is the last leg of the three-steps guide to neuroeconomics, dealing this time with neuromarketing.
It is useful to remark first that the identity of neuromarketing is still unclear: if you take the big-hit “Buy-ology“, neuromarketing seems to be a business venture driven by consulting firms rich enough to run fMRI studies.
But if you check the program of the 2008 Conference of the Society for Neuroeconomics, neuromarketing appears then as an academic field allied to neuroeconomics. They both deal fundamentally with decision-making in economic contexts, with neuromarketing focusing more specially on consumer behavior.
To see how it works, we are lucky enough to have a (fairly) non-technical, bilingual, audio and video presentation on neuromarketing soon available on the web, and in preview on this blog. You’ll see Britney Spears and Andre Agassi, and how their expertise can (or not!) influence your buying decisions.
It was Ale Smidts (director of my lab) presenting in Paris La Sorbonne, last October. Just click and wait for the presentation to load:
[The paper presented is published in the current issue of Social Cognitive and Affective Neuroscience (Dec. 2008)]
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