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Research into the relations between neuroscience and business, with particular reference to "neuromarketing"' from a Science and Technology Studies (STS) perspective
Type
fundamental research project
Start Date
04 October 2010
End Date
05 November 2011
Status
completed
Keywords
social studies of neuroscience
neurotechnology
marketing
science and technology studies
Description
Neuroscience is increasingly being considered as a possible basis for new business practices. Neuromarketing - the management of customer preferences by the use of brain scan technologies - is a prominent example of this trend. It is the latest in a series of means promoted by marketers as a way of understanding consumer behaviour and of countering the problem of new product failure. Neuromarketing is enjoying substantial investment by major multinational companies , but is controversial, in the ethics of its usage, with regard to the reliability of the scientific evidence on which it is based, and in its high profile media treatment (e.g., Carr 2008; Blakeslee 2004; Burne 2003; Hotz 2005). It is thus currently unclear whether or not neuromarketing will become widely accepted. The proposed research takes advantage of this situation to examine neuromarketing in the making.
The main objectives of the proposed research development are:
1. to undertake a critical literature review of research in marketing and in science and technology studies (STS) which can inform our understanding of the social and organisational processes and practices which affect the uptake of neurosciences in business
2. to undertake a historical and textual analysis of previous attempts to draw upon "scientific" findings to develop marketing techniques - for example, "subliminal" advertising (1950s), voice pitch analysis (1980s), and pupil dilation measurement (1980s). We shall conduct textual analysis of (text)books, journal articles and other sources which describe these techniques and advise marketing students and professionals how to use them.
3. to conduct pilot ethnographic studies of the genesis of neuroscientific results and their take up and transfer to marketing and advertising agencies. Ethnography observation will be undertaken in a) research laboratories, b) neuromarketing consultancies and c) company marketing departments.
4. to organise a major international conference in Oxford in December 2010 to bring together social scientists and neuroscientists to evaluate the role of the brain in contemporary organisational and business practices
5. to use these preceding activities as the basis for an assessment of the utility of key concepts in STS for understanding the development of business practices.
6. to submit bids for longer term funding.
The main objectives of the proposed research development are:
1. to undertake a critical literature review of research in marketing and in science and technology studies (STS) which can inform our understanding of the social and organisational processes and practices which affect the uptake of neurosciences in business
2. to undertake a historical and textual analysis of previous attempts to draw upon "scientific" findings to develop marketing techniques - for example, "subliminal" advertising (1950s), voice pitch analysis (1980s), and pupil dilation measurement (1980s). We shall conduct textual analysis of (text)books, journal articles and other sources which describe these techniques and advise marketing students and professionals how to use them.
3. to conduct pilot ethnographic studies of the genesis of neuroscientific results and their take up and transfer to marketing and advertising agencies. Ethnography observation will be undertaken in a) research laboratories, b) neuromarketing consultancies and c) company marketing departments.
4. to organise a major international conference in Oxford in December 2010 to bring together social scientists and neuroscientists to evaluate the role of the brain in contemporary organisational and business practices
5. to use these preceding activities as the basis for an assessment of the utility of key concepts in STS for understanding the development of business practices.
6. to submit bids for longer term funding.
Leader contributor(s)
Woolgar, Steve
Member contributor(s)
Funder(s)
Topic(s)
social studies of neuroscience
neurotechnology
marketing
science and technology studies
Method(s)
Ethnography
interview study
document analysis
Range
School
Range (De)
School
Principal
Seed funding; Saïd Business School Development Fund and the John Fell Oxford University Press Research Fund
Division(s)
Eprints ID
245183