Neuromarketing: Tecnologías, Mercado y Retos

Sergio Monge Benito · Vanesa Fernández Guerra

26 citations0/0 files storedPensar la Publicidad Revista Internacional de Investigaciones Publicitarias

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Consumer Behavior and Marketing Influence EEG and Brain-Computer Interfaces Consumer Behavior and Market Dynamics

Abstract

The advances of neuroscience in the last decades have brought opportunities to use its technologies for market research. The application of these technologies, which has been called neuromarketing, has been controversial. This article analyzes current issues in this field of knowledge: different technologies, companies in this market and major challenges and discussions.

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References

2010The weirdest people in the world?1986The Elaboration Likelihood Model of Persuasion 2004Neural Correlates of Behavioral Preference for Culturally Familiar Drinks 2010Neuromarketing: the hope and hype of neuroimaging in business 2006What is ‘neuromarketing’? A discussion and agenda for future research 1995Seeing the Voice of the Customer: Metaphor-based Advertising Research 2006A Functional Magnetic Resonance Imaging Study of Neural Dissociations between Brand and Person Judgments 2011A neural predictor of cultural popularity

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