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• Background Note | HBS Case Collection | 2011 (Revised from original 2011 version)

  Note on Neuromarketing

  Uma R. Karmarkar

  This note provides some general perspective on the neuromarketing field, with a discussion of both current practices and future directions.

  Keywords: Forecasting and Prediction; Information; Marketing; Marketing Communications; Perspective; Technology;

  Citation:

  Karmarkar, Uma R. "Note on Neuromarketing." Harvard Business School Background Note 512-031, December 2011. (Revised from original September 2011 version.)

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• Article | Journal of Consumer Research | 2010

  Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion

  Uma R. Karmarkar and Zakary L. Tormala

  This research explores the effect of source certainty-that is, the level of certainty expressed by a message source-on persuasion. The authors propose an incongruity hypothesis, suggesting that source certainty effects depend on perceived source expertise. In three experiments, consumers receive persuasive messages from sources of varying expertise and certainty. Across studies, low expertise sources violate expectancies, stimulate involvement, and promote persuasion when they express certainty, whereas high expertise sources violate expectancies, stimulate involvement, and promote persuasion when they express uncertainty. Thus, nonexpert (expert) sources can gain interest and influence by expressing certainty (uncertainty).

  Keywords: Research; Experience and Expertise; Risk and Uncertainty; Consumer Behavior; Performance Expectations; Interests; Power and Influence;

  Citation:

  Karmarkar, Uma R., and Zakary L. Tormala. "Believe Me, I Have No Idea What I Am Talking About: The Effects of Source Certainty on Consumer Involvement and Persuasion." Journal of Consumer Research 36, no. 6 (2010): 1033–1049.

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• Journal Article | Philosophical Transactions of the Royal Society of London, Series A, Physical Sciences and Engineering | 2009

  Evaluating Dedicated and Intrinsic Models of Temporal Encoding by Varying Context

  Rebecca M.C. Spencer, Uma Karmarkar and Richard B. Ivry

  Citation:

  Spencer, Rebecca M.C., Uma Karmarkar, and Richard B. Ivry. "Evaluating Dedicated and Intrinsic Models of Temporal Encoding by Varying Context." Philosophical Transactions of the Royal Society of London, Series A, Physical Sciences and Engineering 364 (2009): 1853–1863.

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