1. Conclusions and
recommendations
“Consumer
satisfaction”
Introduction and
background
Neuromarketing: A
layman’s look at
neuroscience and its
potential application
Criticisms to marketing
practice Limitations of
conventional
marketing
techniques
Preliminary
findings and their Tools and
practical limitations of tools
implications

2. Limitations in Conventional Marketing
Techniques
Conventional Marketing Techniques Neuromarketing
Explanations of market behaviour largely Use science to establish links between
based on inference and assumptions. specific brain parts and the urge to buy –
less uncertainty
Inaccuracy in research findings – Greater precision, higher rate of marketing
researcher effect, consumers not truthful. success.
Unable to explain the subconscious and Able to access and detect subconscious
emotional motives. predispositions.

3. Advertising
effectiveness
Product appeal
Practical Implications
Celebrity
based on Preliminary
endorsements
Findings
Brand selection
Media selection

4. Criticisms
• Knowing the structure of the brain does not
necessarily illustrate how the brain works.
(Medina, 2004)
• Population diversity – findings cannot be
generalized.
• Ethical issues