Technologies of ironic revelation: enacting consumers in neuromarkets

摘要: Neuroscience is increasingly considered a possible basis for new business and management practices. A prominent example of this trend neuromarketing – relatively form market consumer research that applies neuroscience to marketing by employing brain imaging or measurement technology anticipate consumers’ response to, instance, products, packaging advertising. In paper, we draw attention the ways in which certain technologies simultaneously reveal enact particular version consumer. The revelation ironic sense it entails construction contrast between what appears be case accounts why they prefer products over others can shown as result application hidden concealed truth. This structure characterises much academic popular literature on neuromarketing, helps explain distribution accountability relations associated with assessments its effectiveness.