Neuromarketing: Marketing through Science

Abstract

Neuro marketing is still less than a decade since it emerged. Although Magnetic Resonance Imaging (fMRI) has already applied to the practice by marketing practicers, it is controversial in the academic field. The authors reviewed neuromarketing academic papers so far from the aspect of product, service marketing, customer's buying decision, brand, price and perceived quality. The strength and shortage of fMRI is discussed lately. In the end of the paper, the authors put forward future directions of neuromarketing.