Neuromarketing Exploring the Brain of the Consumer
Over the last 10 years advances in the new field of neuromarketing have yielded a host of findings which defy common stereotypes about consumer behavior. Reason and emotions do not necessarily appear as opposing forces. Rather, they complement one another
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Leon Zurawicki
Neuromarketing Exploring the Brain of the Consumer
Prof. Dr. Leon Zurawicki University of Massachusetts Boston 100 Morrissey Blvd. 02125 Boston MA USA [email protected]
ISBN 978-3-540-77828-8 e-ISBN 978-3-540-77829-5 DOI 10.1007/978-3-540-77829-5 Springer Heidelberg Dordrecht London New York Library of Congress Control Number: 2010934211 # Springer-Verlag Berlin Heidelberg 2010 This work is subject to copyright. All rights are reserved, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilm or in any other way, and storage in data banks. Duplication of this publication or parts thereof is permitted only under the provisions of the German Copyright Law of September 9, 1965, in its current version, and permission for use must always be obtained from Springer. Violations are liable to prosecution under the German Copyright Law. The use of general descriptive names, registered names, trademarks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. Cover design: WMXDesign, Heidelberg Idea: Roger Zurawicki Picture: Patrick J. Lynch Printed on acid-free paper Springer is part of Springer ScienceþBusiness Media (www.springer.com)
To my parents–Janina and Seweryn–for what they taught me, to my sons–Jean-Charles and Roger–for what we have learned together
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Preface
This book adventure started 6 years ago when I became intrigued by the potentially fruitful applications of the new discipline of neuroscience to studies of consumer behavior and marketing. Such a nexus is the foundation of the field of neuromarketing1 which investigates the brain and neural reactions to stimuli related to market exchanges. It was my long-time friend – Professor Nestor Braidot of Grupo Braidot in Buenos Aires – who then through his own work inspired my curiosity. It took me a lot of reading of virtually thousands of pages to grasp the foundations of the brain anatomy and physiology and their role in the emotion processing and decision making. In that task, I was graciously assisted by Professor Perry Renshaw, formerly of Harvard’s McLean Hospital, who took time to introduce this layman to the fMRI methodology and related research framework. I also had a privilege of being coached by the wonderful husband-and-wife team of Professors Ursula Dicke and Gerhard Roth of the University of Bremen. They not only helped to clarify my many questions about the mysteries of the brain and the central nervous system but also challenged me to think about the epistemological consequences of the advances in the mind research. Among the international academic conferences and practitioners’ meetings I attended, two proved particularly influential. The first one was the Conference on Neuroeconomics which in May of 2008 brought to Copenhagen some leading researche
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