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Here is a list of recommended and essential readings in neuromarketing. This list takes as an outset the continuous teaching I do on neuromarketing at the Copenhagen Business School. Thus, the list is initially relatively short, but I intend to provide updates on essential works.

Please note that this is a subjective take on what I see as important articles in neuromarketing, and is not intended to be a comprehensive or exhaustive list of all publications within this field.

The selection of articles do not solely focus on neuroimaging articles. Rather, it also includes articles employing the latest insights from cognitive neuroscience (sometimes indirectly through psychology), to a consumer/marketing context.

To the extent it has been possible, I have provided direct links to the PDF files, as laid out by the authors or journals. Other places I’ve had to refer to the journal page. Should you find better direct links to PDF files, please notify me at tzramsoy AT gmail DOT com

___________

Introduction & General Overview

  1. Rangel, Camerer &  Montague. 2008. A framework for studying the neurobiology of value-based decision making. Nature reviews. Neuroscience 9, no. 7: 545-56. doi:10.1038/nrn2357.
  2. Murphy, E. , Illes, J. & Reiner, P. B. (2008). Neuroethics of neuromarketing. Journal of Consumer Behavior, 7, pp. 293-302.
  3. Foxall, G. R. (2008). Reward, emotion and consumer choice: From neuroeconomics to neurophilosophy. Journal of Consumer Behaviour, 7, pp. 368-396.
  4. Plassmann, H., Ramsøy, T. Z., & Milosavljevic, M. (in press). Branding the brain – A critical review (Working Paper). Journal of Consumer Psychology.

Neuromarketing – a bird’s perspective

  1. Ariely, D. & Berns, G. S. (2010). Neuromarketing: the hope and hype of neuroimaging in business. Nature Reviews Neuroscience. 11, pp. 284-292.
  2. Bulter, M. J. R. (2008). Neuromarketing and the perception of knowledge. Journal of Consumer Behaviour, 7, pp. 415-419.
  3. Hubert, M. (2010) & Kenning, P. (2008). A current overview of consumer neuroscience. Journal of Consumer Behavior, 7, pp. 272-292.
  4. Lee, N., Broderick, A. J. & Chamberlain, L. (2007). What is neuromarketing? A discussion and agenda for future research. International Journal of Psychophysiology, 63, p. 199-204.
  5. Pettrachione, T. K. & Pettrachione, J. R. (2008). Brains and brands: Developing mutually informative research in neuroscience and marketing. Journal of Consumer Behaviour, 7, pp. 303-318.

Attention & Consciousness

  1. Bargh, J. (2002). Losing consciousness: Automatic influences on consumers judgment, behavior, and motivation. Journal of Consumer Research, 29(2), pp. 280-285.
  2. Chartrand, T. L. , Huber, J., Shiv, B. & Tanner, R. J. (2008). Nonconscious goals and consumer choice. Journal of Consumer Research, 35, pp. 189-201.
  3. Dijksterhuis, A. Smith, P. K., van Baaren, Rick, B. & Wigboldus, D. H. J. The unconscious consumer: effects of environment on consumer behavior. Journal of Consumer Psychology, 15(3), pp. 193-202.
  4. Simonson, I. (2005). In defense of consciousness: the role of conscious and unconscious inputs in consumer choice. Journal of Consumer Psychology, 15(3), pp. 211-217.

Emotions

  1. Groeppel-Klein, A. (2005). Arousal and consumer-in-store behavior. Brain Research Bulletin, 67, pp. 428-437.
  2. Dolcos, F., LaBar, K.S., Cabeza, R., 2004. Dissociable effects of arousal and valence on prefrontal activity indexing emotional evaluation and subsequent memory: an event-related fMRI study. Neuroimage, 23, pp. 64–74.
  3. Aaker, D. A., Stayman, D. M. & Hagerty, M. R. (1986). Warmth in Advertising, Measurement, Impact and Sequence Effects. Journal of Consumer Research, 12(4), pp. 365-381.
  4. McClure, S. M., Li, J., Toulin, D., Cypert, K., Montague, L. M. & Montague, P. R. (2004). Neural correlates of behavioral preference for culturally familiar drinks. Neuron, 44(14), pp. 379-387.
  5. De Martino, Kumaran, D., Holt, B. & Dolan, R. J. (2009). The neurobiology of reference-dependent value computation. Journal of Neuroscience, 29(12), pp. 3833-3842.

Preference & Liking

  1. Plassmann, H., O’Doherty, J., Siv, B. & Rangel, A. (2008). Marketing actions can modulate neural representations of experienced pleasantness. Proceedings of the National Academy of Science,  105(3), 3-7.
  2. Salimpoor, V. N., Benovoy, M., Larcher, K., Dagher, A., & Zatorre, R. J. (2011). Anatomically distinct dopamine release during anticipation and experience of peak emotion to music. Nature Neuroscience, 14(2), 257-62. doi:10.1038/nn.2726
  3. Sescousse, G., Redouté, J., & Dreher, J. C. (2010). The architecture of reward value coding in the human orbitofrontal cortex. The Journal of Neuroscience, 30(39), 13095-104. doi:10.1523/JNEUROSCI.3501-10.2010
  4. Pessiglione, Mathias, Predrag Petrovic, Jean Daunizeau, Stefano Palminteri, Raymond J Dolan, and Chris D Frith. 2008. Subliminal instrumental conditioning demonstrated in the human brain. Neuron 59, no. 4: 561-7. doi:10.1016/j.neuron.2008.07.005.
  5. Stoll, Baecke & Kenning (2008) What they see is what they get? An fMRI-study on neural correlates of attractive packaging. Journal of Consumer Behaviour 7: 342–359

Sensory Neuromarketing

  1. Krishna, A. & Morrin, A. (2008). Does Touch affect Taste? The Perceptual Transfer of Product Containers Haptic Cues. Journal of Consumer Research, 34, pp. 807-818.
  2. Morewedge, C. K., Huh, Y. E., & Vosgerau, J. (2010). Thought for food: Imagined consumption reduces actual consumption. Science (New York, N.Y.), 330(6010), 1530-3. doi:10.1126/science.1195701
  3. De Araujo, J. E. T., Rolls, E. T., Kringelbach, M. L., McGlone, F. & Philipps, N. (2003). Taste-olfactory convergence and the representation of the pleasantness of flavour in the human brain. European Journal of Neuroscience, 18, pp. 2059-2068.
  4. Morrin, Maureen, and S Ratneshwar. 2003. Does It Make Sense to Use Scents to Enhance Brand Memory? Journal of Marketing Research 40, no. 1: 10-25.

Learning & Memory

  1. Tom, G., Nelson, C., Srzentic, T. & King, R. (2007). Mere exposure and the endowment effect on consumer decision-making. The Journal of Psychology, 141(2), pp. 117-125.
  2. Chessa, A. G. & Murre, J. M. J. (2007). A neurocognitive model of advertisement content and brand name recall. Marketing Science, 26(1), pp. 130-141.
  3. Florack, A. & Scarabis, M. (2006). How advertising claims affect brand preferences and category-brand associations: The role of regulatory fit. Psychology & Marketing, 23(9), pp. 741-755.
  4. Krishnan, H. S. (1996). Characteristics of memory associations: A consumer-based brand equity prespective. International Journal of Research in Marketing, 13, pp. 389-405.

Expectation Bias & Framing

  1. Deppe, M., Schwindt, W., Pieper, A., Kugel, H., Plassmann, H., Kenning, P. & Ringelstein, E. B. (2007). Anterior cingulate reflects susceptibility to framing during attractiveness evaluation. Neuroreport, 18(11), pp. 1119-1123.
  2. Kirk, U., Skov, M., Hulme, O., Christensen, M. S. & Zeki, S. (2009). Modulation of aesthetic value by semantic context. An fMRI study Neuroimage, 44, pp. 1125-1132.
  3. Erk S, Spitzer M, Wunderlich AP, Galley L, Walter H (2002) Cultural objects modulate reward circuitry. Neuroreport. 13(18): 2499-503
  4. Maheswaran, D., Mackie, D. M. & Chaiken, S. (1992). Brand name as a heuristic cue: The effects of task importance and expectancy confirmation on consumer judgments. Journal of Consumer Psychology, 1(4), pp. 317-336.
  5. Cohen, M. (2007). Individual differences and the neural representations of reward expectations and reward prediction error. Soc Cog Affect Neurosci. 2(1), pp. 20-30.
  6. Kawagoe, R., Takikawa, Y. & Hikosaka, O. (1998). Expectation of reward modulates cognitive signals in the basal ganglia. Nature, 1(5), pp. 411-416.

Decision Making

  1. Plassmann, H., Kenning, P., Deppe, M., Kugel, H. & Schwindt, W. (2008). How choice ambiguity modulates activity in brain areas representing brand preference: evidence from consumer neuroscience. Journal of Consumer Behaviour, 7(4-5), pp. 360-367.
  2. Chib, V. S., Rangel, A., Shimojo, S. & O’Doherty, J. P. (2009). Evidence for a common representation of decision values for dissimilar goods in human ventromedial prefrontal cortex. Journal of Neuroscience, 29(39), pp. 12315-12320.
  3. Plassmann, H., O’Doherty, J. P. & Rangel, A. (2010). Appetitive and aversive goal values are encoded in the medial orbitofrontal cortex at the time of decision making. Journal of Neuroscience, 30(32), pp. 10799-10808.
  4. Lee, L., Amir, O., & Ariely, D. (2009). In search of homo economicus: Cognitive noise and the role of emotion in preference consistency. Journal of Consumer Research, 36(2), 173-187. doi:10.1086/597160

Social factors in neuromarketing

  1. Durante, K. M., Griskevicius, V., Hill, S. E., Perilloux, C., LI, N. P., & Nordqvist, C. (2010). Ovulation, female competition, and product choice: Hormonal influences on consumer behavior. Journal of Consumer Research. doi:10.1086/656575
  2. Hare, T. A., Camerer, C. F., Knoepfle, D. T., & Rangel, A. (2010). Value computations in ventral medial prefrontal cortex during charitable decision making incorporate input from regions involved in social cognition. The Journal of Neuroscience : The Official Journal of the Society for Neuroscience, 30(2), 583-90. doi:10.1523/JNEUROSCI.4089-09.2010
  3. Argo, J, J., Dahl, Darren, W. & Morales, A. C. (2006). Consumer contamination: how consumers react to products touched by others. Journal of Marketing, 70, pp. 81-94.

Predicting choices, mind reading

  1. Knutson, B., Rick, S., Wimmer, G. E., Prelec, D. & Loewenstein, G. Neural predictors of purchases. Neuron 53, 147–156 (2007).
  2. Levy, I., Lazzaro, S. C., Rutledge, R. B., & Glimcher, P. W. (2011). Choice from non-choice: Predicting consumer preferences from blood oxygenation level-dependent signals obtained during passive viewing. The Journal of Neuroscience : The Official Journal of the Society for Neuroscience, 31(1), 118-25. doi:10.1523/JNEUROSCI.3214-10.2011
  3. Tusche, A., Bode, S. & Haynes, J.-D. (2010). Neural responses to unattended products predict later consumer choices. Journal of Neuroscience, 9, pp. 8031-8025.
  4. Ambler, T., Bräutigam, S., Stins, J., Rose, S. & Swithenby, S. (2004). Salience and Choice. Neural correlates of shopping decisions. Psychology & Marketing. 24(4), pp. 247-261.

3 Responses to “Readings in Neuromarketing”

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