基于神经营销的广告数字评价研究综述

doi:10.3969/j.issn.0258-8021. 2014. 03.014

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摘要 As the development of brain imaging technology, the neuromarketing has been widely studied and successfully used in terms of brand benefits, advertising/marketing, pricing strategies and product promotion. This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years. It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and magnetoencephalography (MEG), their pros and cons were further discussed. Finally, the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized, also the future direction of neuromarketing was prospected.

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	孔万增¹
	2* 徐思佳¹戴国骏¹
	2胡三清^1

关键词 ： neuromarketing, advertising evaluation, brain imaging, review

Abstract：As the development of brain imaging technology, the neuromarketing has been widely studied and successfully used in terms of brand benefits, advertising/marketing, pricing strategies and product promotion. This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years. It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging (fMRI), electroencephalography (EEG) and magnetoencephalography (MEG), their pros and cons were further discussed. Finally, the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized, also the future direction of neuromarketing was prospected.

Key words： neuromarketing advertising evaluation brain imaging review

基金资助:国家自然科学基金（61102028）；国家国际科技合作专项（2014DFG12570）；浙江省重大国际合作项目（2011C14017）

引用本文:

孔万增^1,2* 徐思佳¹戴国骏^1,2胡三清^1. 基于神经营销的广告数字评价研究综述[J]. 中国生物医学工程学报, 2014, 33(3): 358-365.
KONG Wan Zeng^1,2* XU Si Jia¹Dai Guo Jun^1,2 HU San Qing¹. The Survey of Digital Evaluation of Advertising with Neuromarketing. journal1, 2014, 33(3): 358-365.

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