Using a full-head-scale 48ch near-infrared spectroscopy (NIRS) machine (a system used to visualize brain function), we evaluated brain imaging reactions with regard to four items that are often discussed in the context of direct mail marketing services, namely the difference between paper and electronic media, the difference between a one-time and multiple presentations, the presence or absence of a byname, and the relative number of products being presented. For the presentation of a small number of items with names that were posted repeatedly using paper media, signal intensity was found to be heightened in the prefrontal cortex. Findings obtained using neuromarketing methods indicate that these methods offer indispensable tools for the development of products and services that engage reward systems, or in other words, engage consumer desire.

Key words: neuromarketing, direct marketing, direct mail, NIRS, brain imaging, prefrontal cortex, reward system