Customer clusters in neuromarketing and their potential for health care.

The study examines the application of a neuromarketing customer segmentation approach in the context of health care delivery. Data were used from a representative consumer panel in Germany. The findings point out a relationship between the different neurobiological customer segments and different health conditions and health behaviors. The implications of the findings for an application in health care delivery were discussed and further need for research defined. The potential benefit of a more precise etiology, diagnosis and therapy for the individual patient seems to be worth the effort of further research. Also an extensive discourse about the implied ethical aspects will be needed. [ABSTRACT FROM AUTHOR]