Abstract

Neuromarketing is the use of imaging technology to ascertain information about brain states during the viewing of advertising and products. It is an area of increasing interest for the purposes of both neuroscience brain research and marketing. At present, there remains significant disagreement about value of knowledge claims made by neuromarketing and its efficacy in both understanding and predicting consumer behavior. This paper outlines an approach to epistemic conception of neuromarketing by applying and broadening the categories of technological knowledge produced by Walter Vincenti and Marc de Vries. Categories of technological knowledge capture several important elements of epistemology and knowledge generation, though more work in areas such as business judgment and knowledge translation remains to be done. The framework provided herein presents new epistemological considerations for the analysis of marketing practice related consumer behavior and brain activity.