Resumen

MELO MOREIRA, Bruno César; ALMEIDA PACHECO, IIAna Flávia  y  BARBATO, Andréa Maria. Neuroeconomics and neuromarketing:: Brain imaging explaining human consumption decisions. Ciênc. cogn. [online]. 2011, vol.16, n.1, pp.099-111. ISSN 1806-5821.

Abstract Throughout our lives we are compelled to make choices, from the simplest to the most complex, which will have profound impact on our future. Given the complexity and importance of such decisions, especially when it refers to consumption, became necessary to understand them better. Within the theoretical framework of economics and administration fields like microeconomics and marketing were the first to become interested in the topic. However, the simple mathematics of microeconomics modeling or empirical observation of marketing does not guarantee the absolute understanding of all decisions. By the lack of details about the real human behavior, new fields of study emerged. Combining knowledge of economics and marketing with the psychology, neuroscience and other cognitive sciences ones emerged the neuroeconomics and neuromarketing. In this context, the objective of this study is present these new areas, indicating the reasons for its emergence, as well as the progress that both have already provided. This objective has the background to stimulate discussion and reflection on these two new frontiers of study in the country, which in the opinion of the authors promise to revolutionize the understanding of individual preferences and choices. © Cien. Cogn. 2011; Vol. 16 (1): 099-111.

Palabras clave : neuroeconomics; neuromarketing; consumption; decision.

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