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Neuromarketing is a field of marketing research that studies consumers' sensorimotor, 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) and Steady state topography (SST) to measure activity in specific regional spectra of the brain response, or sensors to measure changes in one's physiological state, also known as biometrics, including heart rate and respiratory rate, galvanic skin response to learn why consumers make the decisions they do, and which brain areas are responsible. Certain companies, particularly those with large-scale ambitions to predict consumer behaviour, have invested in their own laboratories, science personnel or partnerships with academia. Present in over ten countries, the Neuromarketing Business Association 〔(Neuromarketing Business Association )〕 today centralizes academic publications and certifications and serves as a networking platform for professionals in the field. Companies such as Google, CBS, Frito-Lay, and A & E Television amongst others have used neuromarketing research services to measure consumer thoughts on their advertisements or products. In the late 1990s, both Neurosense (UK) and Gerry Zaltmann (USA) had established neuromarketing companies. Unilever's Consumer Research Exploratory Fund (CREF) too had been publishing white papers on the potential applications of Neuromarketing. ==History== The basis for neuromarketing derives from the Greek philosopher Plato (Chariot Allegory, Phaedrus 245c–249d). Plato’s chariot-drawn-by-two-horses philosophy was the first to link the human person to a human soul (mind). One horse symbolizes human emotion (system 1) while the other is a representation of human reasoning (system 2); however, until recently, the “black box” of the consumer was merely the horse of reason. Nevertheless, Plato’s chariot and two-horse theory was disregarded as it was simpler to investigate, model and forecast reasoning of consumers than to predict their emotions (Miljkovic et al., 2010, p. 274). Consequently, the philosophy of Plato has evolved in the concepts of neuromarketing. An example of this is seen in the decision processing of neuromarketing, system 1 and system 2. 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「neuromarketing」の詳細全文を読む スポンサード リンク
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