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Consumers Favor "Right Brain" Training: The Dangerous Lure of Neuromarketing

Kidd, Evan; Lindell, Annukka K


Over the past decade the neuromarketing of educational products has become increasingly common. Researchers have however expressed concern about the misapplication of neuroscience to education marketing, fearing that consumers may be deceived into investing in apparently "brain-based" products under the misapprehension that they will be more effective. This study provides the first demonstration that these fears are justified. We presented 180 participants with one of four advertisements for an...[Show more]

CollectionsANU Research Publications
Date published: 2013
Type: Journal article
Source: Mind, Brain, and Education
DOI: 10.1111/mbe.12005


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