Journal of Marketing Management

ISSN: 0267-257X (Print) 1472-1376 (Online) Journal homepage: http://www.tandfonline.com/loi/rjmm20

Perceptions of marketing academics,

neurologists, and marketing professionals about
neuromarketing

Zeliha Eser , F. Bahar Isin & Metehan Tolon

To cite this article: Zeliha Eser , F. Bahar Isin & Metehan Tolon (2011) Perceptions of marketing
academics, neurologists, and marketing professionals about neuromarketing, Journal of
Marketing Management, 27:7-8, 854-868, DOI: 10.1080/02672571003719070

To link to this article: http://dx.doi.org/10.1080/02672571003719070

Published online: 09 Sep 2010.

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 Journal of Marketing Management
Vol. 27, Nos. 7–8, July 2011, 854–868

Perceptions of marketing academics, neurologists,

and marketing professionals about neuromarketing
Zeliha Eser, Baskent University, Turkey
F. Bahar Isin, Baskent University, Turkey
Metehan Tolon, Gazi University, Turkey

Abstract Neuromarketing uses the latest advances in brain scanning to learn more
about the mental processes behind customer purchasing decisions. The purpose of
this exploratory research was to reveal the perceptions of marketing academics,
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neurologists, and marketing professionals regarding neuromarketing studies, as

they have an important role for the future of neuromarketing studies. Quantitative
analysis was conducted on data from 111 marketing academics, 52 neurologists, and
56 marketing professionals. All participants agreed that neuromarketing is not a
manipulative way of selling unnecessary goods and services. Three factors – interest
and participation, knowledge and awareness, and ethics – were perceived as the most
important aspects of neuromarketing according to the three groups of participants.
Analyses of the perception of neuromarketing revealed that neurologists and
marketing professionals perceive neuromarketing more favorably than marketing
academics.

Keywords perceptions of neuromarketing; exploratory research; marketing

academics; neurologists; marketing professionals; electroencephalography

Introduction

Marketers aim to understand how consumers make purchase decisions (Anonymous,

2002). Theories and models used in consumer research have changed dramatically over
the last few years (Bagozzi, Gopinath, & Nyer, 1999). In these theories and models,
qualitative research techniques play an important role in determining consumers’
motivations, perceptions, and decision-making processes (Richie & Goeldner, 1994).
As a qualitative research technique, neuromarketing, the application of neuroscience
techniques to marketing stimuli, has emerged as a form of market research that allows
for a sizeable advantage over more traditional forms of market research (Kosslyn, 1999;
Taher, 2006). Although, retroactively, conscious emotional information processing and
perception have been studied and examined extensively in consumer research, little is
known about how marketing stimuli, for example brands, are processed by the human
brain (Adolphs, Tranel, Koenigs, & Damasio, 2005; Kenning & Plassmann, 2005).

ISSN 0267-257X print/ISSN 1472-1376 online

# 2011 Westburn Publishers Ltd.
DOI:10.1080/02672571003719070
http://www.informaworld.com
 Eser et al. Perceptions about neuromarketing 855

Neuromarketing is defined as the application of neuroimaging techniques to

understand human behaviour in relation to markets and marketing exchange, which
is mediated by specific cortical responses (Lee, Broderick, & Chamberlain, 2007;
Weinstein, Drozdenko, & Weinstein, 1984). This definition has two strengths: (1) it
changes the focus of neuromarketing away from being solely a tool used for
commercial interests, and (2) it widens the scope of neuromarketing research to
include many more avenues of interest such as inter- and intra-organisational
research (Weinstein et al., 1984).
Neuromarketing uses the latest advances in brain scanning to learn more about
the mental processes behind customer purchasing decisions. It goes beyond focus
groups and questionnaires to delve right into the minds of customers. Companies
have also recognised the value of using science to uncover the drivers of human
behaviour, but have yet to design an effective model to predict consumer
behaviour (Anonymous, 2002).
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The roots of neuromarketing go back to the neuroscientist Antonio Damasio’s

assertion a decade ago that humans use the emotional part of the brain when making
decisions, not just the rational part. Now, researchers use functional magnetic
resonance imaging (fMRI), which maps blood flow to different areas of the brain, to
explore what goes on in the act of buying. The idea is that when the ‘buy’ regions of the
brain go into action (where the neural activity is increased as the brain reacts to a
stimulus), these regions draw a bigger blood supply to support their work, which
shows up – millisecond by millisecond – on an fMRI scan (according to researchers,
the act of deciding whether to make a purchase lasts 2.5 seconds) (Witchalls, 2004).
As a branch of cognitive neuroscience, neuromarketing relies heavily on the
ability to visualise how the brain sees choices and makes decisions, and provides
snapshot images of brain activity at crucial moments of retail choices (Burne, 2003;
Shah, 2005). When the brain’s medial prefrontal cortex lights up, it indicates
increased neural activity, which tells advertisers that the particular image
displayed is (most likely) a winner. Since this area of the brain reportedly
represents an area associated with preference or sense of self, product-associated
images that are processed in this area are believed to be more likely to prompt
purchases by consumers. Thus if advertisers can discern which product images cause
a response in the medial prefrontal cortex, they should be able to bolster sales
(Cranston, 2004). Techniques used by neuroscience are: psychophysics (reaction
times/detection levels), fMRI, magnetoencephalography (MEG), and more
conventional electroencephalograms (EEGs) to observe which areas of the brain
‘light up’ when test subjects view, hear, or even smell products or promos. The
activity of regions such as the nucleus accumbens, insula, and mesial prefrontal
cortex give researchers insight into how consumers respond to specific stimuli
(Haq, 2007; Moore, 2005).
The operation of the brain in responding to potential purchases is outlined by
Witchalls (2004) as follows:

When the possibility of buying something first occurs to a person, the visual
cortex, in the back of the head, springs into action. A few fractions of a second
later the mind begins to turn the product over, as though it were looking at it from
all sides, which triggers memory circuits in the left inferotemporal cortex, just
above and forward of the left ear. Finally, when a product registers as a ‘strongly
preferred choice’ – the goal of every advertiser – the action switches to the right
parietal cortex, above and slightly behind the right ear.
 856 Journal of Marketing Management, Volume 27

Associating brain zones with various responses help neuromarketing research. For
example, the brain’s ‘reward centre’, the nucleus accumbens (NAcc), receives inputs
from dopaminergic neurons in the ventral tegmental area; thus this mesolimbic
dopamine pathway is suggested to be linked to reward, pleasure, and addiction
(Deppe, Schwindt, Kugel, Plassmann, & Kenning, 2005a).
It is also reported that preference is correlated with activation in the NAcc, price
differential (i.e. the difference between what the subject is willing to pay and the
displayed price of the product) is correlated with activation in MPFC, and purchasing
is correlated with deactivation of the bilateral insula (Knutson, Rick, Wimmer, Prelec,
& Loewenstein, 2007).
Companies will be better equipped, through fMRI-scan-aided marketing research
on a range of customers, to identify which product or products in their range(s) of
design would most likely be winners. Such scans may help them narrow down which
ones work across the broadest range of people. However, such research techniques
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may at best be considered at infancy stage (Witchalls, 2004).

Surveys, focus groups, and other customer-polling measures are marketing methods
of trying to ‘get inside the head of the consumer’. But in the past few years, as a small
number of enterprising researchers started putting medical equipment to novel non-
medical uses, a new way of getting inside the consumer’s head – literally – was born.
Neuromarketing is now on the march, though not undisputedly. Even some scientists
involved admit that the large amount of data from MRI and EEG studies do not
necessarily prove anything concrete (Hoeck, 2006). Table 1 shows some of the selected
studies in neuromarketing.
It is evident that the idea of evaluating the neurological correlates of consumer
behaviour has caused considerable excitement within the marketing profession
(Mucha, 2005). On the other hand, many marketing academics may see imaging
techniques as simply unattainable in their own departments. Recent opinions of
neuromarketing within the neuroscience literature have strongly questioned the
ethics of applying imaging techniques (Lee et al., 2007). The evolution of
neuromarketing has already begun and, as is the case with any fledgling science,
heated debate is regularly seen in the literature (Brammer, 2004; Nature
Neuroscience, 2004).
Neuromarketing involves interdisciplinary cooperation between neuroscientists,
marketing professionals, and academics to understand consumer behaviour
(Alasdair, 2005). However, these three parties have different thoughts and attitudes
towards positive sciences and its applications. Fundamental arguments are advanced
for distinguishing between the natural sciences and the social sciences (Daya, 1964).
Besides this, academics have traditionally looked down on the industry, and therefore
remained out of touch with the real world (Cardoso, 2001).
As seen in Table 1, selected studies in neuromarketing are related to brand choice
and decision making, but neither of them is related to the perceptions of academics,
neurologists, and marketing professionals towards neuromarketing. Marketing
academics (hereafter academics), neurologists, and marketing professionals
(hereafter professionals), as parties closely related to neuromarketing, know very
little about the literature and applications of this field. Some debates on
neuromarketing are still ongoing. These three groups can influence the future
direction of neuromarketing. In this exploratory study, we attempted to investigate
these three parties’ perceptions of neuromarketing concepts and applications. This
study is important in that it is one of the first studies to consider the viewpoints of all
three parties on the topic. As mentioned above, these three parties’ contributions are
 Eser et al. Perceptions about neuromarketing 857

Table 1 Overview of selected studies in neuromarketing.

Author Field Question Results

Erk et al. Decisions between Is it possible to find neural Products that symbolise
(2002) different products, correlates to evaluate wealth and status lead
fMRI the attractiveness of a to a higher activity in
product? areas that are
responsible for
rewards.
Deppe et al. Choice between Which neural correlates In situations of doubtful
(2005a) different brands, form the basis of brand credibility, brand
fMRI information as a frame information has an
in decision processes important influence on
connected? the decision-making
process, which results
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in higher attractiveness
in fields including
rewards in decision
making.
McClure Choice between How does brand Depending on the brand
et al. different brands, information influence information given to the
(2004) products, and their the flavour perception of test person, different
flavour perception, sensorily similar areas are activated by
fMRI products? the consumption of a
soft drink. If the
consumer believes the
drink to be his favourite
brand, areas of reward
are activated.
Klu_charev Advertising effect of How does the so-called The presumed expertise
et al. celebrities, FMRI ‘expertise hook’ of celebrities leads to
(2005) influence recollection? an increased activation
in memory structure
and a significant
positive influence on
purchase intention.
Plassmann Choice between How do information The favourite brand
et al. different service asymmetries influence effect of an anterior
(2006) brands, fMRI the neural favourite study (Deppe et al.,
brand effect? 2005) could be
replicated for decisions
with uncertainty. In
particular, with
uncertain decisions,
the favourite brand
leads to activation of
areas responsible for
the integration of
rewards into decision
making.

(Continued )
 858 Journal of Marketing Management, Volume 27

Table 1. (Continued)

Author Field Question Results

Plassmann Choice between store What is the neural Loyal retail store
et al. brands by loyal and mechanism behind customers, as
(2006) disclosed brand loyalty? compared to disloyal
customers, fMRI customers, show
significant neural
activations in brain
areas involved in
reward processing
when their preferred
store brand is the
choice.
Schaefer Choice between What are the neural Activation of a single
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et al. different car brands, correlates of culturally region in the medial

(2006) fMRI based brands? prefrontal cortex is
related to the logos of
the culturally familiar
brands. The authors
interpreted the results
as self-relevant
processing induced by
the imagined use of
cars with familiar
brands, and suggest
that the prefrontal
cortex plays a crucial
role for processing
culturally based
brands.
Yoon et al. Choice between Are there parallels Brand personalities and
(2006) different brands between human human personalities
personalities and brand are processed
personalities? differently in the brain.
Brand personalities are
processed in areas of
object recognition, and
human personalities in
areas that are
responsible for
integrating rewards in
decision making.
Reference: Kenning, P., Plassman, H., & Stanford, G. (2007). Applications of functional magnetic
resonance imaging for market research. Qualitative Market Research, 10(2), 147.

essential to neuromarketing research. Therefore, the similarities and differences

among their opinions are important for future neuromarketing research.
This paper is structured as follows. The first section reviews neuromarketing
literature briefly, such as neuromarketing applications and some variables related to
neuromarketing studies such as cost, participant view, and ethics. The second section
includes the methodological issues and data analysis. The final section considers some
 Eser et al. Perceptions about neuromarketing 859

preliminary implications for the future of neuromarketing studies from the point of
view of academics, neurologists, and professionals.

Neuromarketing applications
Neuromarketing applications are very limited in literature. McClure et al. (2004)
revealed that certain brain areas mediate reward processing when participants tasted
their preferred cola. In 2004, Montague took the classic Pepsi Challenge a step further
by using brain scans to see whether subjects preferred Coke or Pepsi. The subjects were
hooked up to an MRI (magnetic resonance imaging) machine and observed their
neural activity. Though half of the participants, without knowing which sample was
which, said that they preferred the one that was actually Pepsi, once told with samples
were Coke, 75% said they preferred the taste of Coke. When looking at the MRI, it
was noticed that the neural activity changed once the subject was aware of which
sample was which brand. When tasting Coke, once the brand of the sample was
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revealed, the medial prefrontal cortex – a part of the brain that controls higher
functions – lit up like a Christmas tree. He found out that apparently people’s brains
‘light up’ when they drink Coke – not because it tastes good (it regulary fails taste tests
when compared to Pepsi) – but the brains of the test subjects were recalling images and
other forms of emotional association from Coke’s marketing and advertising.
Deppe et al. (2005a) investigated the neural networks recruited by brands in a
fictitious buying decision. In another study of Deppe Schwindt, Kugel, Plassmann,
Kenning, and Ringelstein (2005b), the neural correlates of a framing-effect caused by a
magazine brand were investigated. They revealed that the neural correlates of
subconscious framing effects on credibility judgements of news headlines induced by
different magazine brands.
Ford and DaimlerChrysler conducted neuromarketing studies and examined the
possible marketability of different types of cars. They found that respondents who
rated sports cars as being attractive showed more activity in brain reward areas when
they were shown such cars compared to other vehicles (Erk, Spitzer, Wunderlich,
Galley, & Walter, 2002). Senior (2003) also found that attractive human faces also
enjoy privileged status, and activate the brain reward areas more so than unattractive
faces. Although prior research provides some evidence of physical activities in certain
parts of the brain caused as a reaction to marketing stimuli, marketing researchers
often find the literature on neuroimaging to be somewhat overwhelming and
confusing (Rossiter, Silberstein, Harris, & Nield, 2001).

Cost
Cost would hardly be a disincentive if neuromarketing matched the over-hyped claims
but the cost–value of information does present a reality check if people identify with
Coca-Cola and this lights up their prefrontal cortex. But an fMRI brain scanner costs $US
2.5 million and rents for $US 1000 per hour (www. sutherlandsurvey.com, 2004). A
medium-sized neuromarketing study could cost between $94,000 and $188,000. On the
other hand, this is often not as expensive as people estimate, and is only slightly more
expensive than the average cost of conducting focus groups (Moore, 2005).

Participiants view
In terms of finding participants for a brain scanning study, although the technique itself
is non-invasive, it has a slightly negative reputation, which may negatively impact
 860 Journal of Marketing Management, Volume 27

possible participation in market research studies (Moore, 2005). Despite its negative
reputation in the society at large, participants in neuromarketing studies are reported
to have positive attitudes toward neuromarketing practices. In neuromarketing studies
conducted thus far, participants generally viewed the fMRI experience positively;
reporting that they ‘enjoyed taking part in the fMRI’, and found the procedure
‘interesting’ and the technology ‘fascinating’ (Senior, Smyth, Cooke, Shaw, & Peel,
2007).

Ethics
The ethics of neuromarketing is also an issue. There is of course nothing inherently
problematic about the use of scientific technology to advance commercial interest. But
the use of technology that probes the inner working of the human brain, especially
beyond what one might divulge in traditional behavioral testing, raises substantial,
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ethical issues. These issues fall into two major categories: (1) Protection of various
parties who may be harmed or exploited by neuromarketing and (2) protection of
consumer autonomy (Murphy, Iles, & Reiner, 2008). In the minds of some,
neuromarketing raises disturbing questions about the extent to which advertising
agencies, market researchers, and their corporate clients should be allowed to invade
the privacy of consumers, and the supposed power will give them to manipulate
consumer purchase decisions (Lewis, 2007).
Questions of whether neuromarketing is just a benign method to help companies
better understand customers’ true desires while giving customers the power to
influence companies should be addressed, as well as determining whether this
method is a way of unconsciously suggesting the purchase of an otherwise unwanted
item (Ziegenfuss, 2005). In addition, the use of neuromarketing by companies that
produce tobacco, alcohol, junk food or fast food could be damaging to public health
(Ruskin, 2004). This also raises powerful ethical issues for children and adults (Acuff,
2005; Lawer, 2004).

Methodology

In order to achieve the study objectives, first we conducted a focus group study, which
included two academicians, two neuroscientists, and two professionals. We obtained
their views by asking one critical open-ended question: ‘What impacts
neuromarketing studies and its future?’ The results revealed that high cost, finding
participants, and ethics problems are the most important factors in neuromarketing
studies. Based on the results of our exploratory study and prior research, a survey
instrument was developed. Questions were reviewed by 10 academics – five
neuroscientists and five marketing managers – and pretested to avoid
misinterpretation. After minor modifications, the questionnaire was again pretested
with five academics, five neuroscientists, and five marketing managers, which showed
no misunderstanding of the survey questions and statements. After pretesting, the
survey was prepared in electronic format. The survey instruments contained three
demographic (gender, age, academic title) and 14 neuromarketing-related questions
for academics and neuroscientists, and four demographic and the same set of 14
neuromarketing-related questions for professionals. In this research, respondents
indicated whether they agreed or disagreed with each statement using a five-point
 Eser et al. Perceptions about neuromarketing 861

Likert scale, with responses ranging from 1 ¼ ‘strongly disagree’ to 5 ¼ ‘strongly

agree’.

Sample
The three groups were reached via the Internet. A purposive sampling method was
used for academics, neuroscientists, and professionals. A set of 425 e-mail addresses of
the academics were obtained from the director board of National Marketing
Conference in Turkey, and the questionnaires were sent to each addressee. In the
first week, 21 respondents answered the questionnaire. In order to increase
participation, researchers sent three reminders in three weeks. Of the 111
questionnaires answered, 110 were complete. Neuroscientists’ e-mails addresses
were obtained from the Association of Neurosurgery in Turkey. Eight questionnaires
were answered during the first week. In order to increase participation, researchers
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sent three reminders in three weeks. A total of 52 questionnaires were answered and all
of them were suitable for analysis. Professionals’ e-mails addresses were obtained from
the Association of Marketing Professionals in Turkey. Four questionnaires were
answered during the first week. In order to increase participation, researchers sent
three reminders in three weeks. A total of 56 questionnaires were answered and all of
them were suitable for analysis.
Table 2 illustrates the profiles of the respondents. This shows that respondents
represented a fairly good range in each group by gender, age, and, for academics and
neuroscientists, academic title. Experience in neuromarketing practice was limited
only to professionals; the academics and neuroscientists had no experience. Responses
to such experience were elicited by a yes/no questionnaire item (‘Have you ever
experienced neuromarketing study as a participant?’). For professionals, their firms
were preponderantly national businesses, with the majority having more than 10 staff,
and being fairly established in their business (four years or more).

Analysis and results

First, it is important to consider the mean of each questionnaire item in terms of the
perceptions of all three parties. Table 3 shows the mean score of each item across all
three parties. While the statement endorsing ‘the unifying role of neuromarketing
between marketing and medical sciences’ had the highest mean (3.91) among
academics, the ‘paying more attention to neuromarketing in future’ statement had
the highest mean (4.33) among neurologists. On the other hand, the ‘intention to
include neuromarketing subject in the research’ statement had the highest mean (4.19)
among marketers. The statement ‘neuromarketing is a manipulative way to sell
unnecessary goods and services’ had the lowest mean for all three parties.
Next, the total mean scores for each party were analysed for variance (ANOVA) to
rank the three parties’ perceptions towards neuromarketing (statements 1–13 in
Table 3). The three parties were found to be significantly different from each other
(p ¼ .000). Differences between pairs of parties were examined using post hoc Scheffe
tests. The difference between academics and neurologists was statistically significant,
as was the difference between academics and professionals. The values of neurologists
were higher than academics, and the values of professionals were higher than
academics.
 862 Journal of Marketing Management, Volume 27

Table 2 Profile of respondents.

Percentage Percentage Percentage

Characteristic academics (n ¼ 110) neurologists (n ¼ 52) professionals (n ¼ 56)
Gender
Male 48.6 49 n.a.
Female 51.4 51 n.a.
Age
21–30 17.3 25.5 n.a.
31–40 56.4 41.2 n.a.
41–50 20.9 33.3 n.a.
51–60 2.7 –
61þ 2.7 –
Title
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Professor 10.9 31.4 n.a.

Assc.Prof. 16.4 25.5 n.a.
Asst.Prof. 36.4 23.5 n.a.
Lecturer/ 11.8 5.9 n.a.
Specialist
Research 24.5 13.7 n.a.
Asst.
Neuromarketing experience
Yes 0 0 12.5
No 100 100 87.5
Firm Type
National n.a. n.a. 94.6
International n.a. n.a. 5.4
Firm staff size
Fewer n.a. n.a. 21.4
than 10
11–20 n.a. n.a. 39.3
21þ n.a. n.a. 39.3
Years in business
1–3 n.a. n.a. 7.1
4–8 n.a. n.a. 37.5
9–15 n.a. n.a. 30.4
16þ n.a. n.a. 25.0

The demographic questions and the three parties’ total mean scores regarding
perceptions of neuromarketing were analysed to determine the relationship between
demographic variables and perceptions of neuromarketing. Results were not
statistically significant. However, the relationship between the neuromarketing
experience of professionals and perceptions towards neuromarketing were found to
be statistically significant (F ¼ 5.29; p ¼ .025). The mean score of professionals with
neuromarketing experience (4.1) was higher than for those without neuromarketing
experience (3.53).
The items were assessed for discriminant validity using principle component
analysis. Convergent validity was assessed by testing the reliabilities by examining
 Eser et al. Perceptions about neuromarketing 863

Table 3 Item score means for academics, neurologists, and professionals.

Academics Neurologists Professionals

No Questionnaire items M SD M SD M SD
1 Awareness about neuromarketing 3.53 1.31 4.09 1.18 2.17 .90
concept
2 Knowledge about neuromarketing 3.23 1.31 4.13 1.20 3.71 .98
research
3 Neuromarketing is a new and more 3.75 .91 4.19 .82 4.07 .77
scientific way to research in consumer
related research
4 Paying more attention to neuromarketing 3.77 .91 4.33 .86 4.14 .81
in future
5 The unifying role of neuromarketing 3.91 .76 4.27 .92 3.85 .85
between marketing and medical science
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6 Neuromarketing techniques are ethical 3.17 .96 4.00 .89 3.67 .93
7 High cost of neuromarketing research 3.84 1.01 4.19 .78 4.16 .74
8 Difficulties finding participants in 3.36 1.13 2.96 1.22 3.25 1.42
neuromarketing research
9 Neuromarketing is a manipulative way to 2.79 1.14 1.72 1.11 2.00 .77
sell unnecessary goods and services
10 Wonders about including young people as 2.97 1.23 1.90 0.94 2.30 .78
participants in neuromarketing research
11 Wonders about side effects of medical 3.01 0.91 2.47 0.94 2.67 1.22
devices on participants in
neuromarketing research
12 Exciting experience for participants 3.22 0.9 3.49 0.66 3.54 .83
13 Interesting experience for participants 3.60 0.96 4.00 0.84 3.87 .77
14 Intention to include neuromarketing 3.67 1.05 4.27 1.06 4.19 .89
subject in the research

Cronbach’s alpha coefficients using SPSS statistical software (Fornell & Larcker,
1981).
A factor analysis was conducted for responses from all three parties combined to
identify factors out of 14 items. As seen in Table 4, after the multivariate outliers were
removed, three different factors were identified as related to neuromarketing: interest
and participation (a ¼ .84), awareness and knowledge (a ¼ .87), and ethics (a ¼ .77).
The total explained variance was 72%. Two statements – ‘high cost of neuromarketing
research’ and ‘difficulties finding participants in neuromarketing research’ – did not load
at levels higher than .40 onto any of these three factors and were therefore eliminated.
The general reliability of the factor analysis for the remaining 12 items was .89.
The question of whether the three factors (interest and participation, knowledge
and awareness, and ethics) differed across the three parties (academics, neurologists,
and professionals) was analysed using an ANOVA procedure. All three parties were
found to be significantly different from each other at the p < .01 level, and the nature
of these differences was examined through post hoc Scheffe tests. As seen in Table 5
academics and neurologists differed significantly in their views towards interest and
participation, as well as knowledge and awareness. For both cases, neurologists rated
statements higher than academics. For ethics, Table 6 shows that there was also a
 864 Journal of Marketing Management, Volume 27

Table 4 Principal component analysis for 14* questionnaire items (n ¼ 218).

Item
no. Item text Load Factor description
3 Neuromarketing is a new and more .63 F1: Interest &
scientific way to research in consumer Participation Var.exp‘d:
related research 24.6% Alpha ¼ .84
4 Paying more attention to neuromarketing .61
in future
5 The unifying role of neuromarketing .68
between marketing and medical
science.
12 Exciting experience for participants .75
13 Interesting experience for participants .73
1 Awareness about neuromarketing .89 F2: Awareness &
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concept knowledge Var.exp‘d:

2 Knowledge about neuromarketing .88 21.3% Alpha ¼ .87
research
14 Intention to include neuromarketing .60
subject in the research
6 Neuromarketing techniques are ethical .54 F3: Ethics Var.exp‘d:
9 Neuromarketing is a manipulative way to .76 17.9% Alpha ¼ .77
sell unnecessary goods and services.
10 Wonders about including young people as .66
participants in neuromarketing
research
11 Wonders about side effects of medical .83
devices on participants in
neuromarketing research
*Items 8 and 9 did not load at levels higher than .40 on any of the three factors above.

Table 5 Comparison between academics, neurologists, and professionals by three

factors (ANOVA and Scheffe post hoc test results).

Dependent variable Groups M Significant differences F p

Interest & Participation
Academics 3.71 Academics < Neurologists 5.15 .007
Neurologists 4.06 p ¼ .009
Professionals 3.91
Awareness & Knowledge Academics 3.51 Academics < Neurologists 8.33 .000
Neurologists 4.17 p ¼ .001
Professionals 3.90
Ethics Academics 2.96 Academics < Neurologists 35.55 .000
Neurologists 3.98 p ¼ .001
Professionals 3.68 Professionals > Academics
p ¼ .000

statistically significant difference between academics and neurologists, and between

professionals and academics. The values of neurologists and professionals were higher
than for academics.
 Eser et al. Perceptions about neuromarketing 865

Table 6 Comparison of academics, neurologists and professionals for neuromarketing

perceptions (ANOVA and Scheffe post-hoc test results).

Dependent variable Groups M Significant differences F p

Neuromarketing Academics 3.30 Academics < 19.26 .000
perception Neurologists
Neurologists 3.82 p ¼ .000
Professionals 3.61 Academics <
Professionals
p ¼ .002

General discussion

As a science, neuromarketing is rapidly becoming one of the most useful research tools
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to provide modern business marketers with insight into human thought processes and
how it functions in different situations (Taher, 2006). However, it is important that
market researchers keep in mind that this research methodology is still in its infancy,
and basic research is necessary to facilitate an application of these techniques to
marketing (Plassmann, Kenning, & Ahlert, 2007).
Therefore, the purpose of this exploratory research was to reveal the perceptions of
academics, neurologists, and professionals towards neuromarketing studies, as they
have an important role in the future of neuromarketing studies. The first implication
of the research is surprising. All of the parties agree that neuromarketing is not a
manipulative way to sell unnecessary goods and services. This consensus may give
some encouragement towards the future of neuromarketing. Three factors – interest
and participation, knowledge and awareness, and ethics – illustrate the most important
aspects of neuromarketing as perceived by three main parties. In addition, the factor-
analysis results show that the debate about ethics is of importance across all parties.
The analyses reveal that neurologists and professionals have higher positive perceptions
of neuromarketing than academics. This finding was expected, as neurologists are more
familiar with the application of neuroimaging techniques than academics. Also, the
findings of this study indicate that none of the respondent academics and neurologists
has participated in neuromarketing practices. The fact that some professionals, though few
in number, participated in such practice seems to support these findings. Academics may be
considering the difficulties involved in neuroimaging, such as cost, participant attitude,
and their lack of knowledge. These difficulties may be overcome with the cooperation of
neurologists and academics. As for why professionals have a higher positive perception of
neuromarketing relative to academics, the answer maybe lies in their tendency to obtain
competitive advantage and adapt to changing conditions in their business. At the beginning
of this research, professionals told the researchers that they were interested in
neuromarketing studies, and wanted to share the results of this research and attend
seminars about neuromarketing in order to improve themselves.
The cooperation of neurologists and academics is suggested for the future of
neuromarketing studies. Unless neuromarketing applications are conducted with
participants and results contribute to marketing applications, neuromarketing studies
will be based on conceptual studies. Their contribution will make professionals
proactive instead of reactive. These professionals may use science to gain a competitive
edge (Anonymous, 2002). At this point in time, brain scanning is being used as an adjunct
to traditional market-research techniques, including focus groups. In the future, perhaps
 866 Journal of Marketing Management, Volume 27

five to ten years down the road, brain scanning may well become a routine part of
corporate marketing strategies (Moore, 2005).
It is important that all three parties work on the issue in an integrative way through
cooperation and joint works that focus on the issue for the visualisation of a complete
landscape of neuromarketing.

Acknowledgements
The authors are grateful to Dr Brian Bloch and Adnan Bicaksiz for their earlier revisions of the
paper and valuable contributions.

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About the authors

Zeliha Eser is an associate professor at the Faculty of Economics and Administrative Sciences,
Baskent University in Turkey. She has an MS Degree from University of New Haven, USA, and
 868 Journal of Marketing Management, Volume 27

PhD degree from Anadolu University, Turkey. Her research interests are services marketing,
consumer behaviour, and gender studies. Her research interests are mystery shoppers, the
impact of recruiter gender on salespeople, marketing education, consumer satisfaction, and
crisis marketing.

Corresponding author: Zeliha Eser, Economics and Administrative Sciences, Baskent

University, Ankara, Turkey.
T: 00-90-312-2341010
E: zeser@baskent.edu.tr

F. Bahar Isin is a lecturer at the Faculty of Economics and Administrative Sciences, Baskent
University in Turkey. She has an MBA Degree from Baskent University and a PhD degree from
Gazi University, Turkey. Her research interests are consumer behaviour and marketing ethics. Her
research interests are marketing ethics, child consumers, jaycustomer, and corporate identity.
T: 00-90-312-2341010
Downloaded by [Baskent Universitesi] at 08:14 03 March 2016

E: bahar@baskent.edu.tr

Metehan Tolon is a research assistant at the Faculty of Economics and Administrative Sciences,
Gazi University in Turkey. He has an MBA and a PhD from Gazi University. His research
interests are marketing strategies, consumer behaviour, services marketing, customer
relationship management, international marketing, and marketing research.
T: 00-90-312-2126853
E: metehan@gazi.edu.tr