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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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

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	Articles by authors
	KONG Wan Zeng¹
	2* XU Si Jia¹Dai Guo Jun¹
	2 HU San Qing¹

Cite this article:

KONG Wan Zeng^1,2* XU Si Jia¹Dai Guo Jun^1,2 HU San Qing¹. The Survey of Digital Evaluation of Advertising with Neuromarketing[J]. journal1, 2014, 33(3): 358-365.

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http://cjbme.csbme.org/EN/ 10.3969/j.issn.0258-8021. 2014. 03.014 OR http://cjbme.csbme.org/EN/Y2014/V33/I3/358

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