Abstract

DIAS, Alvaro Machado. From 'Neuroscience Applied to Marketing' to 'Integrative Neuromarketing'. Ciênc. cogn. [online]. 2012, vol.17, n.1, pp. 178-189. ISSN 1806-5821.

Regardless of how much people talk about neuromarketing, neuroscience's real penetrance in the realm of marketing research is unimpressive in Brazil and throughout the world, in direct opposition to its well-known potential. Several factors explain this situation: the neuromarketing community includes much more people trying to take some advantage by talking about neuromarketing than people that know how to program and conduct experiments in this area; several mistaken notions - among others, partially correct, but evidently mistreated - are spread, weaken neuromarketing' image as a serious technique. But, beyond these minor aspects, a factor that deserves special consideration is the inexistence of an appropriate basis to define synergic relations with the naturalist techniques that we all know to be indispensable to marketing research. This assay introduces some original ideas regarding the field's state of the art and limitations, from a standpoint that is settled in a solid experience in neuroscience programming in marketing and neuroeconomy, and introduces a new methodology which may serve as a basis to the development of more efficient and integrative versions of neuromarketing. © Cien. Cogn. 2012; Vol. 17 (1): 178-189.

Keywords : neuromarketing; marketing; neuroeconomy; fMRI; EEG.

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