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Q: Neuromarketing ( Answered 4 out of 5 stars,   1 Comment )
Subject: Neuromarketing
Category: Business and Money > Advertising and Marketing
Asked by: aaronqwerty-ga
List Price: $25.00
Posted: 22 Sep 2005 20:18 PDT
Expires: 22 Oct 2005 20:18 PDT
Question ID: 571367
I need to find out who the top 10 most respected people are in the
world for in relation to neuromarketing/brainscanning.
Thanking you for your help in advance.

Request for Question Clarification by easterangel-ga on 22 Sep 2005 20:25 PDT

What do you mean by "most respected"? Do you mean researchers who had
conducted studies on neuromarketing?


Clarification of Question by aaronqwerty-ga on 22 Sep 2005 21:31 PDT
By "respected" I mean people who have made a contribution to the field
of 'Neuromarketing', this may be through published works, or they may
be journalists who have differences of opinions in the area, or a
professor who is conducting research in the field at the moment.
I would think they should be known in the field and respected by their 'peers'.
Subject: Re: Neuromarketing
Answered By: easterangel-ga on 22 Sep 2005 23:56 PDT
Rated:4 out of 5 stars
Hi! Thanks for the question.

Here are the pioneers and current leaders in the field of neuromarketing.

1.  Read Montague ? Neuromarketing Scientist

?So in the summer of 2003, Montague gave himself a 'Pepsi Challenge'
of a different sort: to figure out why people would buy a product they
didn't particularly like.?

?What he found was the first data from an entirely new field:
neuromarketing, the study of the brain's responses to ads, brands, and
the rest of the messages littering the cultural landscape. Montague
had his subjects take the Pepsi Challenge while he watched their
neural activity with a functional MRI machine, which tracks blood flow
to different regions of the brain.?

Read Montague?s Research Paper: ?Neural Correlates of Behavioral Preference
for Culturally Familiar Drinks?

2. Justine Meaux ? ?a scientist at Atlanta's BrightHouse
Neurostrategies Group, one of the first and largest neurosciences
consulting firms.?

3. Gary Ruskin of Commercial Alert ? has been lobbying the Senate to
stop experiments in neuromarketing. Executive Director of

4. Steven Quartz ? a scientist at Stanford doing research of
neuromarketing for movie trailers.

?Neuromarketing: Is it coming to a lab near you?? by Mary Carmichael 

You can also take note of the members of CommercialAlert as main
personalities in this fight against neuromarketing.

5. Ralph Nader ? Co-founder of CommercialAlert

6. Brita Butler-Wall Ph.D. - member of Commercial Alert's board of directors.  

List of other members: 

7. Tim McPartlin, Senior Vice President, General Manager of Lieberman
Research, an international marketing research group.
?Being able to see how the brain responds to novelty and makes
decisions is potentially a huge step forward for marketers, says Tim
McPartlin, a director of Lieberman Research Worldwide.?

?If You Have a 'Buy Button' in Your Brain, What Pushes It?? By Sandra Blakeslee

8. Marco Laboni - UCLA neuroscientist

?UCLA neuroscientist Marco Iacoboni detected intriguing differences in
how political brains react. It was the first time brain scanning had
been used to study a political question, several experts said.?

?Mapping the Mind; Searching for the Why of Buy? By Robert Lee Hotz

?Using M.R.I.'s To See Politics On the Brain? By John Tierney

9. Clint Kitts ? Emory Scientists

??We'll never find this ?buy button,'?some spot in the brain that
lights up when a customer is ready to spend money, said Clint Kilts,
the Emory neuroscientist targeted by Commercial Alert. ?We're not that
good, to be perfectly honest.?"

?Brain Research Tapped to Tell What Buyers like Scientists, Sellers
Exploring Together? By Carrie Peyton Dahlberg

?There's a Sucker Born in Every Medial Prefrontal Cortex? By Clive Thompson

10. Richard Glen Boire - legal counsel for the Center for Cognitive
Liberty and Ethics

?Neuromarketing "seems like it's really getting close to coercive use
of technology," Boire said. "But so far we don't see it crossing that
line. People have enough self-responsibility to say, 'I'm not going to
buy it.' "?

?Advertisers Probe Brains, Raise Fears? By David Wahlberg

11. Adam Koval ? BrightHouse Researcher

?Koval adds his research is aimed at making ads more effective in
helping consumers either buy or become more loyal to a brand.?

12. Gerry Zaltman ? credited as founder of neuromarketing

?Neuromarketing was born at Harvard University. In the late 1990s,
marketing professor Gerry Zaltman and his associate began scanning
people's brains for corporations. He's stopped that work now, and he's
concentrating on another method to probe the subconscious mind of

?Zaltman's technique isn't revolutionary ? it's a refinement of other
psychological marketing tools. But he's popular. His clients include
GM, Proctor and Gamble, and Coca Cola. In Canada, the Royal Bank and
Molson's are using ZMET ? and Canadian Tire used it to help develop a
recent ad campaign.?

?The Science of Shopping? by Margo Kelly

Search terms used:  
Clint Kilts emory
Read Montague

I hope these links would help you in your research. Before rating this
answer, please ask for a clarification if you have a question or if
you would need further information.
Google Answers Researcher
aaronqwerty-ga rated this answer:4 out of 5 stars and gave an additional tip of: $2.50
Thank you for your answer, there are some great people in there.

Subject: Re: Neuromarketing
From: easterangel-ga on 26 Sep 2005 23:52 PDT
Thanks for the kind words and for the tip!

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