Classic Articles about Marketing and Brain Science

By way of introduction to the field, here are a few articles that provide an interesting perspective on the use of neuroscience in marketing.

In Search of the Buy Button (Forbes, 2003) – Writer Melanie Wells provides a nice survey of how marketers have tried to establish a physiological basis for marketing over the years, and some of the different types of efforts currently underway.

There’s a Sucker Born in Every Medial Prefrontal Cortex (New York Times, 2003) – A 3000-word survey of neural marketing by Clive Thompson. (Accessible only through subscription or payment. :( This link appears to have the full text.)

If You Have a ‘Buy Button’ in Your Brain, What Pushes It? (New York Times, 2004) – The ultimate Coke vs. Pepsi Challenge, played out in the tasters’ brains. (Alternate full text link.)

Do you have a favorite “classic” or two? Post a comment with a link… we’ll add them to a master list of “required reading”!

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— who has written 959 posts on Neuromarketing.

Roger Dooley writes and speaks about marketing, and in particular the use of neuroscience and behavioral research to make advertising, marketing, and products better. He is the primary author at Neuromarketing, and founder of Dooley Direct LLC, a marketing consultancy. Follow him on Twitter.

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