A guest lecture on “Neuroscience in marketing” at Aalto University

Professor Luiz Moutinho Foundation Chair of Marketing Adam Smith Business School University of Glasgow, Scotland gave a guest lecture on neuroscience in marketing at Aalto University on March 21st.

This was a breathtaking joyride with the presenter’s hugely versatile stream of consciousness starting from how the world around us is changing at an accelerating speed

  • Volatility – Uncertainty – Complexity – Ambiquity

followed by the ways to navigating in this environment that easily raises anxiety

  • Forget about business as usual!
  • Make meaningful business that benefits the society!
  • Replace strategies with a portfolio of experiments!

with a word of warning

  • Beware of (big) data destroying the insight!

continuing with scientific methods gearing towards almost philosophical discussion

  • on whether science should stick to strict definitions or whether well grounded steps to non-rigorous knowledge can be occasionally accepted

and then diving deep into the actual topic

  • Polymeasures combining different sources of information and different (technical) means to retrieve this information
  • Biometrics – Neuroscience – Psychophysics
  • and a wealth of future methods

concluding with thoughts for reflection

  • Curiosity is an original characteristic for all humans.
  • Advice to the audience to use social relevance as aid to direct the research to the right topics

During the lecture professor Moutinho raised a question on whether the participants would allow being monitored during a shopping tour. Some would, some would not – as yet. The lecture raised an idea that this is something that we may see in the future. Considering the hype around wearable electronics we have already taken the first steps towards being continuously monitored.

Neuroscience in marketing

Full titles of the presenter and the presentation:
THE AGE OF ANXIETY AND METHODOLATRY From Business Colonies and  the Meaningful Economy to Adductive Reasoning, Polymeasures, Neuroscience , Psychophysics and Futures Research.
By Professor Luiz Moutinho Foundation Chair of Marketing Adam Smith Business School University of Glasgow, Scotland