Margarita Išoraitė


Article analyze concept neuromarketing, it advantages and disadvantages. The goal of every business is to meet the needs of consumers, so neuromarketing is very important in helping to get to know the consumer better. Neuromarketing does not answer the question of where the buy-in button is and will not replace traditional marketing research, but will add new knowledge[22].


neuromarketing, advertising, neuromarketing advantages and disadvantages


Ariely, D., and G. Berns. (2010). Neuromarketing: the hope and hype of neuroimaging in Business. Nature Review Science. Http://

Constensen, A., (2011). Neuromarketing. Umsatzsteigerung durch Neurosychologysche Kundenanalyse. Mauritius: Fastbook Publishing.

Fischer, C.E., Chin, l. and Klitzman, R., (2010). Defining Neuromarketing: Practices and Professional Challenges. Harvard Review of Psychiatry, vol. 18, no. 4, pp. 230-237.

Fugate, D.L., (2007). Neuromarketing: A layman's look at neuroscience and its potential application to marketing practice. Journal of Consumer Marketing, vol. 24, no. 7, pp. 385-394.

Georges, P. and Badoc, M., 2010. Le neuromarketingen action. Parler et vedre au cerveau. Paris: EYROLLES – Editions d`Organisation.

Gordon, C., Fibæk, M. (2014). Neuromarketing- A Brain New World. Master Thesis Corporate Communication.

Javor, A., Koller, M., Lee, N., Chamberlain, L. and Ransmayr, G., (2013). Neuromarketing and consumer neuroscience: contributions to neurology. BMC Neurology, vol. 13, no. 1, pp. 13.

Hubert, M. and Kenning, P., 2008. A current overview of consumer neuro-science. Journal of Consum Behaviour, 7, pp. 272-292.

Karmarkar, Uma R. (2011). "Note on Neuromarketing". Harvard Business School (9-512-031).

Lee, N., Broderick, A. J., Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research // International Journal of Psychophysiology. Vol. 63.

Lewis, D., Brigder, D. (July–August 2005). "Market Researchers make Increasing use of Brain Imaging" (PDF). Advances in Clinical Neuroscience and Rehabilitation .

Morin, C., (2011). Neuromarketing: The New Science of Consumer Behavior. Society, vol. 48, no. 2, pp. 131-135.

Natasha Singer (3 November 2010). "Making Ads that Whisper to the Brain". The New York Times.

Pilelienė, L. (2011). Neuromarketingo principai ir nauda organizacijoms: teorinis aspektas. ISSN 1822-6760. Management theory and studies for rural business and infrastructure development. 2011. Nr. 5 (29). Research papers.

Pop, N.A., Dabija, D.CH., Iorga, A.M. (2014). Ethical responsibility of neuromarketing companies in harnessing the market research – a global exploratory approach. Ethical Responsibility of Neuromarketing Companies in Harnessing the Market Research – a Global Exploratory Approach.

Plassmann, H., Zoega Ramsoy, T., Milosavljevic, M. (2011). Branding the Brain – A Critical Review. Working paper. – [2015-06-1

Probst, L., Frideres, L., Demetri, D. , Vomhof, B. (2014). Neuro-marketing innovations.

Roebuck, K., 2011. Neuromarketing: High-Impact Strategies – What You Need to Know: Definitions, Adoptions, Impact, Benefits, Maturity, Vendors. Emero Pty Ltd.

Rustichini, A., (2009). Neuroeconomics: what have we found, and what should we search for. Current Opinion in Neurobiology, vol. 19, no. 6, pp. 672-677.

Schull. (2008). Decision and preference in Neuromarketing. Neuroscience and Society. Http://

Touhami, Z., L. Benlafkih, M. Jiddane, Y. Cherrah, O. Malki and A. Benomar. (2011). Neuromarketing: Where marketing and neuroscience meet. African Journal of Business Management. Http://

Wilson, M., J. Gaines and R. Hill. (2008). Neuromarketing and consumer free will. Journal of consumer affairs. Http://


Full Text: PDF

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.