基于神经营销的广告数字评价研究综述  

The Survey of Digital Evaluation of Advertising with Neuromarketing

作　　者：孔万增[1,2] 徐思佳[1] 戴国骏[1,2] 胡三清[1] 

机构地区：[1]杭州电子科技大学计算机学院,杭州310018 [2]复杂系统建模与仿真教育部重点实验室,杭州310018

出　　处：《中国生物医学工程学报》2014年第3期358-365,共8页Chinese Journal of Biomedical Engineering

基　　金：国家自然科学基金(61102028);国家国际科技合作专项(2014DFG12570);浙江省重大国际合作项目(2011C14017)

摘　　要：随着脑成像技术的发展,神经营销学在品牌效益、广告营销、价格策略、产品推广等方面都取得了一定的研究成果。文中回顾了近年来神经营销学在广告评价领域的应用,深入评述了基于功能磁共振成像(fMRI)、脑电图(EEG)和脑磁图(MEG)的神经营销学在应用过程中的基本原理与方法,并分析了各自的优势和局限性。对神经营销的有效性质疑和伦理争议作了评论与概括,还就神经营销学中未来值得研究的方向进行了展望。As the development of brain imaging technology,the neuromarketing has been widely studied and successfully used in terms of brand benefits,advertising/marketing,pricing strategies and product promotion.This paper reviewed the state of art of applications in advertising evaluation with neuromarketing in recent years.It also introduced the principles and methods which applied in neuromarketing with functional magnetic resonance imaging （fMRI）,electroencephalography （EEG） and magnetoencephalography （MEG）,their pros and cons were further discussed.Finally,the existing questioning of their effectiveness and the ethical controversy were reviewed and summarized,also the future direction of neuromarketing was prospected.

关 键 词：神经营销 广告评价 脑成像技术 

分 类 号：R318.08[医药卫生—生物医学工程]