School of Management Seminar by Stephen Rhys Thomas and Gemma Calvert<\/p>\n
20th March 6pm in Building 58a, Highfield Campus<\/p>\n
The neuroscientific explosion of the past decade has resulted in many fields acquiring a putative \u2018neuro\u2019 prefix, notably neuroeconomics (Glimcher, 2003) and neuromarketing (Smidts, 2002).\u00a0\u00a0 Driven in large part by the increasing capacity to open the \u2018black box\u2019 of the brain with digital scanning technologies, this revolution in our ability to correlate neural events promises – or threatens – to offer new levels of explanation for previously closed behavioural mechanisms, ushering in a \u2018Neural Age\u2019.\u00a0 In particular, the involvement of brain mechanisms in attention, decision making, emotional evaluation and recognition, and the growing realization that these processes appear to involve significant preconscious, unconscious and even irrational elements (e.g. Ariely and Berns, 2010; Kahneman, 2011).<\/p>\n
These realizations and the growing evidence from social cognitive neuroscience of the extent to which our brains are \u2018socially wired\u2019 (e.g. Lieberman, 2007) pose challenging questions for potentially presumptive claims of \u2018customer insight\u2019 gained by extrinsic rather then intrinsic measures (Calvert, 2012).\u00a0 Some would argue that the rising tide of neuroscience revelations has been matched and exceeded by hype in the application arena, leaving many companies uncertain of the reality and validity of the new methods:\u00a0 many businesses see transformational potential in understanding the brain but are perplexed by the hype and the associated \u2018neurobabble\u2019.\u00a0 Neuroscientists themselves are certainly not advocating a panacea (e.g. Poldrack, 2008). In this session, we offer hard science and business perspectives on valid applications of neuroscience at what may be the dawn of the \u2018Neural Age\u2019 (Thomas, 2011).<\/p>\n
<\/strong>Business-academics Stephen Rhys Thomas and Gemma Calvert will offer a balanced account of some of the potential and actual achievements of applied neuroscience in marketing and related domains, and some of the pitfalls and limitations, including why, for example, any search for a Holy Grail of Marketing in the form of a \u2018buy button\u2019 appears to be a doomed quest.<\/p>\n The seminar aims to raise the level of awareness of the major implications of recent developments in social and cognitive neuroscience for mainstream marketing, management and innovation, frame fundamental questions and generate a new research agenda as we pioneer this new field.<\/p>\n \u00a0<\/strong>Glimcher, P.W. (2003)\u00a0 Decisions, Uncertainty and the Brain<\/em>.\u00a0 Academic Press.<\/p>\n Smidts, A. (2002) referenced in Sutherland, M. (2007), Neuromarketing: What\u2019s it all about?\u00a0 1st Australian Neuromarketing Symposium, 2007.<\/em><\/p>\n Ariely, D. and Berns, G.S. (2010)\u00a0 Neuromarketing: the hope and the hype of neuroimaging in business.<\/em> Nature Neuroscience Reviews, <\/em>11<\/strong>, 284-292.<\/em><\/p>\n Kahneman, D. (2011)\u00a0 Thinking Fast and Slow<\/em>. Allen Lane.<\/p>\n Lieberman, M. D. (2007). Social cognitive neuroscience: A review of core processes. Annual Review of Psychology, 58, 259-89.<\/em><\/p>\n Calvert, G. (2012)\u00a0 Practical Applications of Neuromarketing Tools.\u00a0 Neuromarketing World Forum 2012, Amsterdam<\/em>.<\/p>\n Poldrack, R.A. (2008)\u00a0 The role of fMRI in cognitive neuroscience: where do we stand?\u00a0 Curr. Opin.Neurobiol<\/em>. 18<\/strong>, 223-227.<\/p>\n Thomas, S.R. (2011)\u00a0\u00a0 The Great NeuroDiaspora:\u00a0 The Interdisciplinary Explosion in Neuroscience \u2013 A management perspective. \u00a0Southampton Neuroscience Group (SoNG) Lecture, February 2011<\/em>.\u00a0 Ibid. From Brand to Brain:\u00a0 Marketing in the Neural Age.\u00a0 Working Paper, School of Management, University of Southampton.<\/em><\/p>\n <\/p>\n <\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" School of Management Seminar by Stephen Rhys Thomas and Gemma Calvert 20th March 6pm in Building 58a, Highfield Campus The neuroscientific explosion of the past decade has resulted in many fields acquiring a putative \u2018neuro\u2019 prefix, notably neuroeconomics (Glimcher, 2003) and neuromarketing (Smidts, 2002).\u00a0\u00a0 Driven in large part by the increasing capacity to open the \u2018black box\u2019 of the brain …<\/p>\n","protected":false},"author":73492,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[85940],"tags":[],"class_list":["post-654","post","type-post","status-publish","format-standard","hentry","category-other-events","column","threecol"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p44UOk-ay","jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/posts\/654","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/users\/73492"}],"replies":[{"embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/comments?post=654"}],"version-history":[{"count":1,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/posts\/654\/revisions"}],"predecessor-version":[{"id":3661,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/posts\/654\/revisions\/3661"}],"wp:attachment":[{"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/media?parent=654"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/categories?post=654"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/blog.soton.ac.uk\/wsi\/wp-json\/wp\/v2\/tags?post=654"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}