Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives

Abstract

Purpose – The purpose of this research is to determine the way functional magnetic resonance imaging (fMRI), as a research tool in neuromarketing, is used and to analyze important elements of conducting such research, as well as defining all relevant terms regarding neuromarketing and consumer neuroscience. Design/Methodology/Approach – The research study focused on conducting an fMRI experiment, using the observation method, survey, and interview methods. Findings and implications – By analyzing all steps in the fMRI experiment procedure and determining how to conduct fMRI research, obstacles in this kind of research were identified to establish what needs to be overcome for proceeding with further studies. Limitations – Numerous limitations included lack of adequate equipment and software, huge administrative barriers, and finding experts capable of conducting this kind of research. Originality – This research study combined the topics of sensory marketing, neuromarketing, and social marketing. Furthermore, it contributes to clearing the path for this kind of research approach in the future, representing a new trend that is here to stay.

Keywords

• neuromarketing
• consumer neuroscience
• fMRI
• social marketing
• sensory marketing