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How to Use Neuroscience to Increase Your Marketing Effectiveness

One of the most exciting parts of my job at Rutgers is exploring the intersection between marketing and other academic disciplines. Often the most innovative marketing concepts and ideas live on these interdisciplinary boundaries. One such example is neuroscience and marketing. Neuroscience is the study of the nervous system, and understanding how the brain functions. Advances in functional MRI ("frmri") techniques have made the economics feasible to begin to allow researchers from other disciplines to apply these tools and techniques to their inquiries, including the field of marketing. For example, Tan Le, and her company Emotiv Systems, have developed the following headset that allows garage level researchers to peek into the brain for as little as a $300 investment! To give you an example of how this technology could be applied, today's New York Times features a story on how Neurofocus, a California based neuromarketing company, used brainscanning technology to increase magazine sales by 12%. We are looking to purchase one of these headsets at Rutgers to begin our own research. Unfortunately, with the gaming industry and other commercial players in frenzy for the device, we may need to wait for up to 3 months to get our new toy. Eric Greenberg is a faculty member at Rutgers CMD, and the Managing Editor of this blog. He is also the creator of the following executive programs at Rutgers CMD: Mini-MBA: Strategic Marketing, Mini-MBA: Digital Marketing and Mini-MBA: Social Media programs.

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