Neuromarketing: insightful, but not mind reading

Fabrício Alano Pamplona

Resumo


Neuromarketing applies neuroscientific methods to marketing-relevant questions. Although it is currently fashionable, using neuroscience tools to inform about real life scenarios it’s not a trivial quest.Assessment of marketing preferences by structured interviews allows only a limited perspective,with low external validity. Neuroscience might provide methods that overcome the need for verbalisations through measurementof brain activations. Here we discuss the potential of this emerging field and the issues that limit our enthusiasm at the current stage. Many questions are still open and claiming for creative approaches that improve scientific knowledge, while creating actual value to customers.

Palavras-chave


Neuromarketing; Neuroscience; Consumer Behavior.

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