Empirical evidence is a good thing, and when looking at how
people respond to advertising, it’s something that the marketing discipline
will always benefit from. However, there is a fine line between evidence that
is applicable to marketing and evidence that is not.
Among more recent trends is neuromarketing, the idea that
brain mapping in real time can determine how consumers behave in response to a
brand, product, or campaign. While promising, this field of research is still
in its early stages, and should be approached critically.
