부산대학교 도서관

This article focuses on the neuropsychological aspects of consumers' buying decisions and attractions towards certain advertisements. Based on several researches, it is argued that emotions, memories, herd instincts and other intangibles all influence our buying decisions. Neuroscientists around the world are assessing why we respond to certain product advertising. Henrik Walter, a neurologist and psychiatrist at University Hospital in Ulm, Germany, has showed 66 black-and-white photographs of sports cars, sedans and small cars to 12 young males while mapping their brain activity with functional magnetic resonance imaging (fMRI). The scans showed that a brain structure called the nucleus accumbens was significantly more active when the men viewed the sports cars. So far most so-called neuromarketing studies have used fMRI, which shows how metabolism changes in various brain regions.