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Neuromarketing: Theoretical considerations and measurement tools

Abstract:

Neuromarketing as an emerging field of research combines tools derived from neuroscience and the core concepts of marketing sciences. It offers significative solutions, most of the cases are unpublished formulations for diverse sectors of activity which contribute to boost the performance and interaction between the user reaction and the stimuli. The main objective is to analyze from a theoretical neuromarketing perspective, the specific applications and measurement tools. The results indicate that, as a highly controversial emerging field of market research, progress must be made in the recognition of the tools that generate the greatest benefit for both academia and empirical work. The measurement tools used in studies of neuromarketing (could also be used in studies of neurocommunication, neuropolitics, among others). The electroencephalography and the electrodermal activity are used to solve business and marketing problems. Data obtained from consumer psychophysiology are usually also combined with measurements from self-evaluations. Although its practice can lead to increasing ethical problems, its use represents great challenges.