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Neuromarketing: Current Situation and Future Trends

Author

Listed:
  • María del Mar Lozano Cortés
  • María García García

    (University of Extremadura (UNEX), Badajoz, Spain)

Abstract

To understand the usefulness of neuromarketing in business terms, one needs to understand how consumers behave during the purchasing process. Thanks to brain imaging, one can better understand what determines this behaviour, and the opinions and preferences of consumers [1]. However, according to [2], the ethical and moral implications underlying this activity require a judicious and socially responsible use of the information obtained. The method used is based on semi-structured interviews with seven Spanish neuromarketing firms. They were asked about the knowledge of both the population and Spanish firms, about the situation of the discipline versus traditional market research, and about the lack of specific regulations, among other things. The results demonstrate the incipient state of the discipline, although extensive growth is expected in the coming years.

Suggested Citation

  • María del Mar Lozano Cortés & María García García, 2017. "Neuromarketing: Current Situation and Future Trends," Open Access Journal of Neurology & Neurosurgery, Juniper Publishers Inc., vol. 5(5), pages 93-94, August.
    • Handle: RePEc:adp:joajnn:v:5:y:2017:i:5:p:93-94
    DOI: 10.19080/OAJNN.2017.05.555674
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