H013 The prefix 'Neuro' in terms like neuromarketing ,neuroeconomics: truly transdisciplinary approaches or just catchy hyped up syllables?
1Grenoble Institute of Neurosciences-INSERM U836, UJF-CEA-CHU, Équipe 11, Fonctions Cérébrales et Neuromodulation, Grenoble, France, 2Xerox Research Centre Europe (XRCE), Meylan, France, 3CERAG (UMR 5820), Université Pierre Mendès (UPMF), Grenoble, France
There is a conspicuous trend to extrapolate findings of research in one field to other. This helps in formation of new theories and application of these theories in trans-disciplinary areas. One such prefix is 'neuro'. Brain and its functions were considered outside the domain of humanities and social sciences in the past. The economics, marketing disciplines largely depended on mathematical models and population based surveys to formulate strategies. Except few attempts like controversial 'subliminal messages' in 1957 where principles of psychology were tried in advertisements in an attempt to influence consumer behavior, fusion of neurosciences with these fields was sparse.
Advancement in techniques like functional neuroimaging have provided an impetus to use new phrases like 'neuromarketing' , 'neuroeconomics' and 'neurotheology'. These phrases with suffix 'neuro' have entered not just the scientific domain but are increasingly utilized in news media ,blogs and social networks.
The current study aimed at finding relative abundance of these terms in published literature. We searched the specific web portals like Pubmed and general search engines to enlist documents related to phrases using a prefix 'Neuro'. We then analyzed content of these documents to classify them into scientific articles published in journals and non journal texts in public domains. We also attempted to find a trend in using these phrases by comparing articles published in last year to articles available before 2010. Machine learning tools like latent Dirichlet allocation (LDA) topic model have been used in the past to investigate the rise and fall of topics over a period of time. We have used similar technique to explore the use of the prefix' Neuro' in the recent past in different domains.The findings of current investigation, explanation of possible basis for these results and implications for the society are discussed at the end.
Session Title: 20. History, teaching, neuroethics, awareness & social impact
Session Date: Friday, July 15 - Monday, July 18