Neuroscience-Inspired Design: From Academic Neuromarketing to Commercially Relevant Research
探讨神经科学启发的设计方法如何超越传统行为研究，聚焦神经工效学、神经营销和神经美食学三个领域，并用实际案例说明其效用，同时讨论商业神经营销研究的成本、伦理等挑战。
Companies and organizations the world over wish to understand, predict, and ultimately change the behavior of those whom they interact with, advise, or else provide services for: be it the accident-prone driver out on the roads, the shopper bombarded by a myriad of alternative products on the supermarket shelf, or the growing proportion of the population who are clinically obese. The hope is that by understanding more about the mind, using recent advances in neuroscience, more effective interventions can be designed. But just what insights can a neuroscience-inspired approach offer over-and-above more traditional, not to mention contemporary, behavioral methods? This article focuses on three key areas: neuroergonomics, neuromarketing, and neurogastronomy. The utility of the neuroscience-inspired approach is illustrated with a number of concrete real-world examples. Practical challenges with commercial neuromarketing research, including the cost, timing, ethics/legality and access to scanners (in certain countries), and the limited ecological validity of the situations in which people are typically tested are also discussed. This commentary highlights a number of the key challenges associated with translating academic neuroscience research into commercial neuromarketing applications.