The Current Situation and Development of Neuromarketing and the Application of Neurotechnologies in China

Nikolay N. Molchanov, Jianfei Yang

Research output: Chapter in Book/Report/Conference proceedingConference contributionResearchpeer-review


Neuromarketing first appeared in 2004 in America. After that, it has been developed rapidly in a lot of countries. The history of neuromarketing in China can be traced back to the article of Ma Qingguo, professor of Zhejiang University, in which he described new terms, including neuroeconomics, neuromarketing and neuromanagement. His work interpreted the mysteries of this cutting-edge scientific field. The development and popularity of neuromarketing and neurotechnologies in China is far from satisfied if compared with European countries’ extent due to subjective and objective reasons. This article analyzes the current situation and development of neuromarketing and the application of neurotechnologies in China’s marketing field from different perspectives, including the perfection degree of the state legislation in neuromarketing, its management and regulator, different specialized media, the development of academic infrastructure, the level of interests of scientists, the attitude of enterprises to this science, awareness degree and popularity of this science among Chinese public, the main problems hindering the development of neuromarketing and prospects for its development in the future.
Original languageEnglish
Title of host publicationThe 34th IBIMA Conference
Place of PublicationMadrid
Number of pages16
StateAccepted/In press - Nov 2019
EventThe 34th IBIMA Conference - Мадрид , Spain
Duration: 13 Nov 201914 Nov 2019
Conference number: 34th


ConferenceThe 34th IBIMA Conference
Internet address


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