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神经科学技术的不断突破使得关于个体行为的研究进入了一个“读脑”时代。受益于此,营销学者们得以解读隐藏在消费者行为背后的神经机制,发展基于神经科学的营销技术,并由此催生了一门全新的学科——神经营销学。文章首先系统回顾了近年来神经科学关于人类情绪和认知系统的突破性发现,继而梳理了神经营销学潜在的研究路径及其所面临的研究困境。
The continuous breakthrough of neuroscience technology has made the research on individual behavior into a “read brain” era. Benefit from this, marketers can interpret the neural mechanism hidden behind the consumer behavior, the development of neuroscience-based marketing technology, and thus spawned a new discipline - neur Marketing. First of all, the article reviews systematically the breakthrough findings of neuroscience on human emotions and cognitive systems in recent years, and then sorts out the potential research pathways and the research dilemmas it faces.