Business Models for Strategic Innovation

2Neuromarketing applications of neuroprosthetic devices

An assessment of neural implants’ capacities for gathering data and influencing behavior

Matthew E. Gladden

Introduction

Ongoing developments in the field of neuromarketing are being made possible by innovative applications of various technologies. For example, neuromarketing researchers and practitioners rely on instruments such as electroencephalography (EEG) and functional magnetic resonance imaging (fMRI) equipment to gather data about the ways in which potential consumers respond on a subconscious or unconscious level to the contents of advertisements or other stimuli. Once such insights have been developed, websites, email, and social media platforms and other technologies utilizing ...