Article

The emergence of brain imaging in recent years has been accompanied
by an alliance between neuroscientists and marketers. This collaboration gave
birth to "neuromarketing", a new field that uses imaging techniques with the aim
of resolving marketing issues. Several studies have shown that
pleasure felt at the sight of a product or after its consumption, is activated by
a reward system involving ventral striatum. Since then, marketers seeking exploit
this data and have found that some marketing actions can generate added
satisfaction in a placebo-like manner. However, neuromarketing suffer from many
limits that are a barrier to its development and its scope is restricted.
PERSPECTIVES: Through this article, we attempt to give an overview on
neuromarketing and its neural correlates while provide a perspective toward the
use of field for less commercial purposes. CONCLUSION: The neuromarketing is a
new field which efficiency is not proven. Its results must be interpreted with
caution.
CI - Copyright (c) 2010 Elsevier Masson SAS. All rights reserved.

Langue : FRANCAIS