For

• One benefit of neuromarketing is that it is more objective than previous methods

  • unlike traditional self reports prone to social desirability bias, neuromarketing uses cognitive science to utilise scientific methods such as EEG, FMRI scans
  • Positive as it increases the valdity and credibility
  • Eg: Mcclure demonstrated how consumers respond to brands with Pepsi and coke (increase hippocampus activity)

  THEREFORE: this technology is credible and assists brands in improving campaigns
• Economic advantage of using neuromarketing

  • SANDS research project and “the force“ using EEG and eye tracking to gain detailed scientific understanding of consumers responses
  • Project upped sales 50% of VW

  THEREFORE: this is a positive as it can be used for marketing strategies