What’s In Their Minds?

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In Harvard Business Review, Professor Carolyn Yoon says marketers should make more use of fMRI technology.

It’s every marketer’s dream to get inside the heads of consumers. Michigan Ross Professor Carolyn Yoon says there’s a great way to do that — fMRI machines.

Writing in Harvard Business Review, Yoon and co-authors Uma R. Karmarkar and Hilke Plassmann say the brain-scanning technology that detects neural activity can predict consumer behavior better than some traditional methods. That could make the seemingly high cost of doing such a study well worth it, and could one day become a standard tool in the marketing kit.

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