The Contributions of Neuromarketing in Marketing Research: Neuromarketing Challenges

The Contributions of Neuromarketing in Marketing Research: Neuromarketing ChallengesDespite the existence of a consent form representing an agreement of understanding the aim of the study and the use of the images in research purposes, there are still some critics who demand the implementation of appropriate laws and regulations to prevent probable privacy issues. Another alarming dimension resides in the implicit manipulation and exploitation of customers by marketers who may use neurological triggers to further embed their brands. Kenning et al. pointed out that the public might disregard the neurobiological and mechanical restrictions of neuroimaging techniques and consequently treat initial results as an indisputable truth that will limit further critical discussions. Organisational Change

fMRI technology has enabled researchers and marketers to go above and beyond conservative marketing research through truly understanding customers’ thinking to engender informed marketing and sales approaches. To carry on the emergent technology to the next generation, research has to be conducted assertively and fruitfully to enrich the academic relevance and managerial implementation.

Butler affirmed that the threat menacing this stage resides in the fact that all the focus would be centered on addressing the specific needs of academic peer reviews without taking into consideration the wider social environment. fMRI technology limitations need to be challenged, particularly the cost of research initiation, which has to be lower than the conventional research as a way to encourage further affluent fMRI studies. While neuromarketing is unlikely to be cheaper than conventional marketing tools in the near future, there is rising evidence that it might supply hidden information concerning the consumer’s past experience.
Koller suggested an intensified methodological mix of qualitative and quantitative approaches in marketing research, as consumer behavior is getting more complex and variable over time. This methodological mix will undeniably serve some multi-complex brain-related fields such as consumer behavior, since the researchers can examine the issue from various angles. Intensifying fMRI studies will definitely build up empirical evidence and mature the technology that is constantly developing.
To solve the ethical issues bounding the integration of fMRI technologies in marketing, Naish proposed that the technology has to be developed further from the pessimistic “brainwashing machine” that meticulously examines people’s intentions and feelings. Naish suggested that researchers and marketers need to seize the mainstream issues and then apply the appropriate methods to study those issues, such as green marketing and name it “neurogreen.”