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1、PRELIMINARYRESEARCHPROPOSALADVANCEDNEURO-IMAGINGOFCOMMERCIALMESSAGESbyRafaelMalach*JacobHornik**TomerBakalash**TalmaHendler**WorkingPaperNo.24/2005December2005ResearchNo.02350100**WeizmannInstituteofScience**FacultyofManagement,TheLeonRecanatiGraduateS
2、choolofBusinessAdministration,TelAvivUniversity,RamatAviv,TelAviv69978,Israel.ThispaperwaspartiallyfinancedbytheHenryCrownInstituteofBusinessResearchinIsrael.TheInstitute’sworkingpapersareintendedforpreliminarycirculationoftentativeresearchresults.Comm
3、entsarewelcomeandshouldbeaddresseddirectlytotheauthors.TheopinionsandconclusionsoftheauthorsofthisstudydonotnecessarilystateorreflectthoseofTheFacultyofManagement,TelAvivUniversity,ortheHenryCrownInstituteofBusinessResearchinIsrael.ScientificAbstract:R
4、ecentdevelopmentsinbrainscanningtechniqueshaveledthefieldofcognitiveneuroscienceintoadeeperunderstandingoftheneuralbasesofhumancognitionandbehavior.Thisinterdisciplinaryfieldofresearchhaveexpandedrapidlyinthelastdecade(Hagoort,2001;Savoy,2001),andinthe
5、nearfutureneurosciencefindingsandmethodswillundoubtedlyplayanincreasinglyprominentroleineconomicsandothersocialsciences(Chorvat,McCabeandSmith,2004).Anewareaofresearchthathasbeennamed“neuroeconomics”or“neuromarketing”hasalreadyformedthebasisofnumerousa
6、cademicconferencesthathavebroughtneuroscientists,1psychologistsandeconomiststogether,producingseveralrecentpublications(Rossiteretal.2001;Breiteretal.2001;smithetal.2002).Oneofmainissuesinmarketingresearchisadvertisingandtheireffectonconsumers.Consider
7、ableresearchintoadvertisingeffectivenesshasbeendoneoverthepast100yearsandnumeroustheorieshaveemerged,manyofthemfocusingontherationalebehindadvertisementsandtheirabilitytochangethinkingaboutbrands.Anunderlyingeconomic,rational,argumenttobrandchoiceamong
8、consumershasbeenwidelyassumed.Butnowanewdirectionisemergingwiththeapplicationofneurosciencetodeterminetheimpactofadvertisementsbycapturingthebrain’sresponsetostimuli(AmblerandRose,2001).Thisenablescomparisonofrationalandemotionalreactio
