24th July 2016

ARTICLE ANALYSIS: FMRI

Arkoprovo Banerjee 2015PGP012, Avalanche Saini 2015PGP015,
Love Jain 2015PGP026, Sayak Mondal 2015PGP044

Group 4

SUMMARY
The goal of this paper is to review the state of the art of FMRI in consumer neuroscience and
to lay the groundwork for future applications of FMRI in consumer and marketing research.
The paper offers three thoughts to stimulate further research and debate. First, as FMRI is
becoming an increasingly accepted and applied methodology in consumer research, the authors
expect future studies to shift in focus from mere identification of neural correlates to systematic
prediction, theory testing, and theory building. Second, FMRI should not be regarded as a
standalone methodology. Rather, future research should link FMRI data to measures collected
via alternative methods, such as self-reports and behavioural data. Finally, beyond emphasizing
the complexities of careful experimental design and implementation, this review highlights the
need for interdisciplinary collaboration and major grant support to sustain FMRI research
programs.
Purpose
The purpose of this paper is to provide a brief overview of the methodology of several brain
imaging techniques and in particular, functional magnetic resonance imaging (FMRI) and its
potential implications for market research. The aim is to enable the reader both to understand
this emerging methodology and to conduct independent research in the area.
Design/methodology/approach
A short introduction on current neuroimaging methods used in behavioral neuroscience is
provided by means of a literature review. The ensuing discussion focuses on FMRI as the
currently most popular neuroimaging technique. Having described the FMRI methodology, an
outline of the analysis of functional neuroimaging data follows, after which there is a discussion
of some key research issues.
Findings
Although in its infancy, FMRI seems to be a useful and promising tool for market researchers.
Initial studies in the field reveal that FMRI is able to shed light on subconscious processes such
as affective aspects of consumer behavior.
Practical implications
Because brand positioning, advertising strategies and even pricing strategies are often based
on constructs such as emotions, neuropsychological findings and methods should have
important implications for practitioners in the field of brand management and advertising.
Nonetheless, far more basic research is needed before FMRI can be adopted for marketing
practice.

24th July 2016

ARTICLE ANALYSIS: FMRI

Group 4

Originality/value
This paper is one of the
first in the marketing
literature to provide a
methodological
overview of FMRI and
discuss

the

potential

implications for marketing research.

Advantages: The big advantage of FMRI is that it doesn't use radiation like X-rays, computed
tomography (CT) and positron emission tomography (PET) scans. If done correctly, FMRI has
virtually no risks. It can evaluate brain function safely, noninvasively and effectively. FMRI is
easy to use, and the images it produces are very high resolution (as detailed as 1 millimetre).
Also, compared to the traditional questionnaire methods of psychological evaluation, FMRI is
far more objective.
Disadvantages: First, it's expensive. Second, it can only capture a clear image if the person
being scanned stays completely still. And third, researchers still don't completely understand
how it works.
Pilot Testing is a small-scale trial, where a few examinees take the test and comment on the
mechanics of the test. They point out any problems with the test instructions, instances where
items are not clear, and formatting and other typographical errors and/or issues.
The biggest complaint from researchers is that FMRI can only look at blood flow in the brain.
It can't home in on the activities of individual nerve cells (neurons), which are critical to mental
function. Each area of the brain studied in FMRI is made up of thousands of individual neurons,
each of which might have a unique story to tell. Because certain areas of the brain that "light
up" on FMRI may represent a number of different functions, it's hard to tell exactly what kind
of brain activity is being represented on the scan.
Understanding the neuroanatomical framework of consumer decision making
The central idea behind this hypothesis is that decision making is a process influenced by
marker signals that arise in (somatic) bio regulatory processes, especially those underlying
emotions which can be triggered by internal or external stimuli such as brand information. This
influence can occur consciously and subconsciously. A specific brain region, the ventromedial
prefrontal cortex (VMPFC), is part of a system that stores information about past positive and
negative emotional experiences. Investigations of emotional participation in moral judgments
have shown that brain areas associated with working memory were less active during emotional
as compared to analytic processing. This dual-process concept of analytical versus emotional
information processing systems is not new, but is well supported in the decision-making
literature.