dc.description.abstract | Neuromarketing is an interdisciplinary field merging neuroscience and marketing,
holds great promise for understanding consumer behaviour. This paper provides a concise
overview of the historical foundations of neuromarketing, the brain areas that affect
decision-making, and major techniques or methodologies to measure brain responses to
marketing stimuli (the most common being Functional Magnetic Resonance Imaging, fMRI or
Electroencephalography, EEG). It also aims to display some real examples of applied
neuromarketing in the business environment (Procter & Gamble, CocaCola, Pepsi…), and
key findings from substantial neuroimaging studies, while analysing its challenges, such as
limited empirical documentation or ethical considerations. To further picture the overall
context of neuromarketing, potential opportunities for businesses in the technological era,
among other fields, are presented. | spa |