Neuromarketing and consumer neuroscience:contributions to neurology

Background: 'Neuromarketing' is a term that has often been used in the media in recent years. These public discussions have generally centered around potential ethical aspects and the public fear of negative consequences for society in general, and consumers in particular. However, positive contributions to the scientific discourse from developing a biological model that tries to explain context-situated human behavior such as consumption have often been neglected. We argue for a differentiated terminology, naming commercial applications of neuroscientific methods 'neuromarketing' and scientific ones 'consumer neuroscience'. While marketing scholars have eagerly integrated neuroscientific evidence into their theoretical framework, neurology has only recently started to draw its attention to the results of consumer neuroscience.Discussion: In this paper we address key research topics of consumer neuroscience that we think are of interest for neurologists; namely the reward system, trust and ethical issues. We argue that there are overlapping research topics in neurology and consumer neuroscience where both sides can profit from collaboration. Further, neurologists joining the public discussion of ethical issues surrounding neuromarketing and consumer neuroscience could contribute standards and experience gained in clinical research.Summary: We identify the following areas where consumer neuroscience could contribute to the field of neurology:. First, studies using game paradigms could help to gain further insights into the underlying pathophysiology of pathological gambling in Parkinson's disease, frontotemporal dementia, epilepsy, and Huntington's disease.Second, we identify compulsive buying as a common interest in neurology and consumer neuroscience. Paradigms commonly used in consumer neuroscience could be applied to patients suffering from Parkinson's disease and frontotemporal dementia to advance knowledge of this important behavioral symptom.Third, trust research in the medical context lacks empirical behavioral and neuroscientific evidence. Neurologists entering this field of research could profit from the extensive knowledge of the biological foundation of trust that scientists in economically-orientated neurosciences have gained.Fourth, neurologists could contribute significantly to the ethical debate about invasive methods in neuromarketing and consumer neuroscience. Further, neurologists should investigate biological and behavioral reactions of neurological patients to marketing and advertising measures, as they could show special consumer vulnerability and be subject to target marketing

Short-term annoyance from nocturnal aircraft noise exposure: results of the NORAH and STRAIN sleep studies

Purpose The German Aerospace Center (DLR) investigated in the NORAH sleep study the association between a distinct change in nocturnal aircraft noise exposure due to the introduction of a night curfew (11:00 pm-5:00 am) at Frankfurt Airport and short-term annoyance reactions of residents in the surrounding community. Exposure-response curves were calculated by using random effects logistic regression to evaluate the aircraft noise-related parameters (1) number of overflights and (2) energy equivalent noise level LASeq for the prediction of short-term annoyance. Data of the NORAH sleep study were compared with the STRAIN sleep study which was conducted by DLR near Cologne-Bonn Airport in 2001/2002 (N=64), representing a steady-state/low-rate change. Methods The NORAH sleep study was based on questionnaire surveys with 187 residents living in the vicinity of Frankfurt Airport. Noise-induced short–term annoyance and related non-acoustical variables were assessed. Nocturnal aircraft noise exposure was measured inside the residents` home. Results A statistically significant rise in the portion of annoyed residents with increasing number of overflights was found. Similarly, the portion of annoyed subjects increased with rising LASeq. Importance of the frequency of fly-overs for the prediction of annoyance reactions was emphasized. The annoyance probability was significantly higher in the NORAH than in the STRAIN sleep study. Conclusions Results confirm the importance of both acoustical parameters for the prediction of short-term annoyance due to nocturnal aircraft noise. Quantitative annoyance models that were derived at steady-state/low-rate change airports cannot be directly applied to airports that underwent a distinct change in operational and noise exposure patterns