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| Topic: |
Science
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| Number of pages / Number of words: |
29 / 7936 |
Essay's paper body
However, from the perspective of the neuroscience researcher, there also appear to be some barriers to collaboration. In particular, while neuroeconomics appears to have raised nary a ripple of moral concern, recent opinions on ?Neuromarketing' within the neuroscience literature have strongly questioned the ethics of applying imaging techniques to the purpose of "finding the ?buy button in the brain' and ?creating advertising campaigns that we will be unable to resist"
Aim is not to set boundaries on what can and cannot be investigated in such a context, but to try to encourage and inspire thought about how neuroimaging can enhance our understanding of what is ? for good or ill ? an unavoidable part of contemporary society...
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Neuromarketing: What's it all about
Neuromarketing is a new field of marketing that studies consumers' sensor motor, cognitive, and affective response to marketing stimuli. Researchers use technologies such as functional Magnetic Resonance Imaging (fMRI) to measure changes in activity in parts of the brain, Electroencephalography (EEG) to measure activity in specific regional spectra of the brain response, and/or sensors to measure changes in ones physiological state (Heart Rate, Respiratory Rate, Galvanic Skin Response) to learn why consumers make the decisions they do, and what part of the brain is telling them to do it...
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General points of the essay
A researcher, Stanley Milgram, wondered how far individuals would go in following commands. In 1974 he set up a series of experiments. Describe the research methods used, together with the findings.
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