Pros & Cons of fMRI Scans In Marketing

fMRI scans have both pros and cons associated with their use. I would say that the pros outweigh the cons an An “fMRI is able to shed light on subconscious processes such as affective aspects of consumer behavior,” (Kenneing, et al, 2007), for example, functional MRI (fMRI) is a non-invasive technique for indirectly measuring sections of activity of the brain.  Also Functional MRI is considered superior to both CT and PET scanning for both spatial and temporal resolution.  Additionally, MRI technology does not involve the exposure to x-rays or radioactive tracers required by the other imaging methods.

           While exposure to magnetism is considered safe, the development of more powerful magnets should be accompanied by updated safety assessments. More powerful magnets lead to better images, so it is likely that the technology will continue to move in this direction. Functional MRI shares the problem of expense with the PET scans. Because the technology is so expensive, relatively few participants are included in most studies, leaving the conclusions open to criticism on statistical grounds.

However, Nelson argues that despite the cost of the scan they have bcome an “MRI has become very popular among those interested in brain development, primarily because it can pro-vide such detailed images of the brain and because the exact same procedure can be used across the entire life-span to illuminate brain development,” (Nelson, 2008).

        Functional MRI has provided psychological scientists with a powerful tool for localizing brain activity that correlates with thoughts and behaviors. Although the technology requires careful interpretation, fMRI results have opened up new windows into the activity of the mind. But as Nelson points out there are still many variables as to the standards by which fMRI scans are interpreted and read.  For example, Nelson states that there is often variability in the times, places, and credentials of the people who interpret the scans.  In addition the proliferation of their use and the different types of scanners present challenges to standardizing the interpretation of those images, (Nelson, 2008).

            It is these incidents of misreads or misinterpretations that lead to false or skewed results.  So while there are a lot of pros, there remain issues within the field before the use of fMRI scans can be considered without skepticism. 

References:

Kenning, P., Plassmann, H., Ahlert, D. (2007). Applications of functional magnetic resonance imaging for market research. Qualitative Market Research, 2, 135-152. 

Nelson, C. A. (2008). Incidental findings in magnetic resonance imaging (MRI) brain research. Journal of Law, Medecine and Ethics(Summer), 315-319. 

UCSB Brain Imaging - Home. (n.d.). Retrieved March 26, 2015, from http://www.bic.ucsb.edu/