Publication

Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application

Brenninkmeijer, J., Schneider, T. & Woolgar, S., Jan-2020, In : Science, Technology & Human Values. 45, 1, p. 62-86 25 p.

Research output: Contribution to journalArticleAcademicpeer-review

APA

Brenninkmeijer, J., Schneider, T., & Woolgar, S. (2020). Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application. Science, Technology & Human Values, 45(1), 62-86. https://doi.org/10.1177/0162243919829222

Author

Brenninkmeijer, Jonna ; Schneider, Tanja ; Woolgar, Steve. / Witness and Silence in Neuromarketing : Managing the Gap between Science and Its Application. In: Science, Technology & Human Values. 2020 ; Vol. 45, No. 1. pp. 62-86.

Harvard

Brenninkmeijer, J, Schneider, T & Woolgar, S 2020, 'Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application', Science, Technology & Human Values, vol. 45, no. 1, pp. 62-86. https://doi.org/10.1177/0162243919829222

Standard

Witness and Silence in Neuromarketing : Managing the Gap between Science and Its Application. / Brenninkmeijer, Jonna; Schneider, Tanja; Woolgar, Steve.

In: Science, Technology & Human Values, Vol. 45, No. 1, 01.2020, p. 62-86.

Research output: Contribution to journalArticleAcademicpeer-review

Vancouver

Brenninkmeijer J, Schneider T, Woolgar S. Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application. Science, Technology & Human Values. 2020 Jan;45(1):62-86. https://doi.org/10.1177/0162243919829222


BibTeX

@article{539e9e0fec84482e9426ec735f766b9f,
title = "Witness and Silence in Neuromarketing: Managing the Gap between Science and Its Application",
abstract = "Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.",
keywords = "markets/economies, academic disciplines and traditions, methodologies, methods, witness, neuroscience, neuromarketing, BRAIN, NEUROSCIENCE, FMRI",
author = "Jonna Brenninkmeijer and Tanja Schneider and Steve Woolgar",
year = "2020",
month = "1",
doi = "10.1177/0162243919829222",
language = "English",
volume = "45",
pages = "62--86",
journal = "Science, Technology & Human Values",
issn = "0162-2439",
number = "1",

}

RIS

TY - JOUR

T1 - Witness and Silence in Neuromarketing

T2 - Managing the Gap between Science and Its Application

AU - Brenninkmeijer, Jonna

AU - Schneider, Tanja

AU - Woolgar, Steve

PY - 2020/1

Y1 - 2020/1

N2 - Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.

AB - Over the past decades commercial and academic market(ing) researchers have studied consumers through a range of different methods including surveys, focus groups, or interviews. More recently, some have turned to the growing field of neuroscience to understand consumers. Neuromarketing employs brain imaging, scanning, or other brain measurement technologies to capture consumers’ (brain) responses to marketing stimuli and to circumvent the “problem” of relying on consumers’ self-reports. This paper presents findings of an ethnographic study of neuromarketing research practices in one neuromarketing consultancy. Our access to the minutiae of commercial neuromarketing research provides important insights into how neuromarketers silence the neuromarketing test subject in their experiments and presentations and how they introduce the brain as an unimpeachable witness. This enables us conceptually to reconsider the role of witnesses in the achievement of scientific credibility, as prominently discussed in science and technology studies (STS). Specifically, we probe the role witnesses and silences play in establishing and maintaining credibility in and for “commercial research laboratories.” We propose three themes that have wider relevance for STS researchers and require further attention when studying newly emerging research fields and practices that straddle science and its commercial application.

KW - markets/economies

KW - academic disciplines and traditions

KW - methodologies

KW - methods

KW - witness

KW - neuroscience

KW - neuromarketing

KW - BRAIN

KW - NEUROSCIENCE

KW - FMRI

U2 - 10.1177/0162243919829222

DO - 10.1177/0162243919829222

M3 - Article

VL - 45

SP - 62

EP - 86

JO - Science, Technology & Human Values

JF - Science, Technology & Human Values

SN - 0162-2439

IS - 1

ER -

ID: 77238732