Neuromarketing and the perceptions of knowledge

Michael J.R. Butler

Research output: Contribution to journalArticlepeer-review


The emerging field of neuromarketing reveals that knowledge has plasticity. In other words, different stakeholders, marketing researchers and practitioners, perceive the development and application of neuromarketing knowledge in different ways. Having different perceptions of knowledge is not a new issue, but finding new interconnections between those perceptions is beneficial to knowledge creation and diffusion. The research-practice gap in neuromarketing is briefly discussed and then resolved through the contribution of this commentary, the proposal of a novel Neuromarketing Research Model. The Model interconnects basic research reporting, applied research reporting, media reporting and power processes.
Original languageEnglish
Pages (from-to)415-419
Number of pages5
JournalJournal of Consumer Behaviour
Issue number4/5
Publication statusPublished - Jul 2008


  • neuromarketing
  • knowledge
  • neuromarketing knowledge
  • perceptions
  • knowledge creation
  • knowledge diffusion
  • neuromarketing research model


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