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1、PRELIMINARYRESEARCHPROPOSALADVANCEDNEURO-IMAGINGOFCOMMERCIALMESSAGESbyRafaelMalach*JacobHornik**TomerBakalash**TalmaHendler**WorkingPaperNo.24/2005December2005ResearchNo.02350100**WeizmannInstituteofScience**FacultyofManagement,TheLeonRecanatiGraduateSchoolofBu
2、sinessAdministration,TelAvivUniversity,RamatAviv,TelAviv69978,Israel.ThispaperwaspartiallyfinancedbytheHenryCrownInstituteofBusinessResearchinIsrael.TheInstitute’sworkingpapersareintendedforpreliminarycirculationoftentativeresearchresults.Commentsarewelcomeands
3、houldbeaddresseddirectlytotheauthors.TheopinionsandconclusionsoftheauthorsofthisstudydonotnecessarilystateorreflectthoseofTheFacultyofManagement,TelAvivUniversity,ortheHenryCrownInstituteofBusinessResearchinIsrael.ScientificAbstract:Recentdevelopmentsinbrainsca
4、nningtechniqueshaveledthefieldofcognitiveneuroscienceintoadeeperunderstandingoftheneuralbasesofhumancognitionandbehavior.Thisinterdisciplinaryfieldofresearchhaveexpandedrapidlyinthelastdecade(Hagoort,2001;Savoy,2001),andinthenearfutureneurosciencefindingsandmet
5、hodswillundoubtedlyplayanincreasinglyprominentroleineconomicsandothersocialsciences(Chorvat,McCabeandSmith,2004).Anewareaofresearchthathasbeennamed“neuroeconomics”or“neuromarketing”hasalreadyformedthebasisofnumerousacademicconferencesthathavebroughtneuroscienti
6、sts,1psychologistsandeconomiststogether,producingseveralrecentpublications(Rossiteretal.2001;Breiteretal.2001;smithetal.2002).Oneofmainissuesinmarketingresearchisadvertisingandtheireffectonconsumers.Considerableresearchintoadvertisingeffectivenesshasbeendoneove
7、rthepast100yearsandnumeroustheorieshaveemerged,manyofthemfocusingontherationalebehindadvertisementsandtheirabilitytochangethinkingaboutbrands.Anunderlyingeconomic,rational,argumenttobrandchoiceamongconsumershasbeenwidelyassumed.Butnowanewdirectionisemergingwith
8、theapplicationofneurosciencetodeterminetheimpactofadvertisementsbycapturingthebrain’sresponsetostimuli(AmblerandRose,2001).Thisenablescomparisonofrationalandemotionalreactio