Panorama de la investigación y divulgación científicas en neuromarketing

  1. Gil-Torres, Alicia 1
  2. López-López, Aurora 1
  3. Sánchez-Sandoval, Raquel 1
  4. Mall, Bibi Ayesha
  1. 1 Universidad de Valladolid

    Universidad de Valladolid

    Valladolid, España


Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Year of publication: 2023

Issue Title: Theory and Praxis of Neuromarketing: innovation and research for the new communicative challenges of the market

Volume: 13

Issue: 2

Pages: 13-24

Type: Article


More publications in: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada


The landscape of scientific research and dissemination in neuromarketing is divided between publications that delve into scientific publications based on exhaustive literature reviews and applied research. Individuals and their behaviors are the backbone that constitutes the focus of any research in this field. Due to the need to overcome the limits of traditional market research, neuromarketing has become its perfect ally. Its greater precision in the analysis of people's emotional responses to different stimuli is fundamental in understanding human behavior, and this provides companies with the keys to perfect their marketing strategies. Advertising, product packaging design and consumer buying preferences are indeed among its primary areas of interest, but not the only ones. The progress of the discipline is limited by ethical considerations related to the neuroscientific measurements that make it possible to extract these valuable data from the subconscious of the participants, while they remain unaware of these processes. With all certainty, neuromarketing and its scope remain a challenge for science.

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