Neuromarketing vs. Brands

Abstract

Neuromarketing, which involves the application of neuroscience techniques to investigate the cognitive mechanisms of consumers, independent of their subjective self-reports, has gained significant traction among both commercial entities contending with a diverse target audience and scholars actively involved in associated inquiries. However, it is important to determine the potential and limitations of the techniques, to define the outputs that can be put into practice with research examples, and to create a methodological and ethical framework. In line with these priorities, in this section, neuromarketing instruments are explained and the integration with other methods is discussed. Then, it is detailed which components that effectuate consumer behavior can be monitored and to what extent they can be interpreted with neuromarketing methods. Finally, the criticisms within the framework of scientific ethics are evaluated and suggestions developed for both researchers and brands in the field in order to reach the targeted sustainable benefit.