ABSTRACT Since its modern inception about two decades ago, the use of neuroscience tools and insights in studying advertising has grown an increasing prominence in the researcher's toolbox. As a branch of applied neuroscience, labels such as “neuromarketing” and “consumer neuroscience” often are used interchangeably, and this emerging field suffers from many inconsistencies. Methodological differences, conceptual inconsistencies, a lack of systematic validation of neuroscience-based metrics, and questionable business practices are all symptoms of a discipline that is in need of rigor and maturation. The goal of this article is to suggest a basic foundation for the use of neuroscience and related methods in studying advertising effects. Three main elements are suggested: a distinction among basic, translational, and applied research; a conceptual clarification; and a framework for the validation of neuroscience-based metrics.

中文翻译：

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为神经营销和消费者神经科学研究奠定基础

摘要自大约20年前成立以来，神经科学工具和洞察力在广告研究中的使用在研究人员的工具箱中日益重要。作为应用神经科学的一个分支，诸如“神经营销”和“消费者神经科学”之类的标签通常可以互换使用，并且这个新兴领域存在许多矛盾之处。方法上的差异，概念上的不一致，缺乏对基于神经科学的指标的系统验证以及可疑的商业实践，都是该学科需要严格和成熟的症状。本文的目的是为使用神经科学和相关方法研究广告效果提供基础基础。建议三个主要元素：基础研究，转化研究和应用研究之间的区别；概念上的澄清；以及用于验证基于神经科学的指标的框架。