State of the art of science and evidence-based neuromarketing: Future directions for the applications of neurosciences into market research

Jaime Romano

This paper describes the use and application of various ‘neuromarketing’ techniques to market research studies.

Introduction

Neuromarketing is a growing discipline which uses the tools of medicine, neuroscience and marketing to conduct market research. However neuromarketing is often misunderstood and the scope and limitations of this discipline are unclear. For this reason it is important to understand the basis and the scientific validation of the different methodologies used in neuromarketing.

During the last 40 years we have learnt more about the brain than in the last two centuries. Scientific findings and refined methods and techniques have prompted the emergence of new disciplines that integrate formerly unrelated disciplines. Artificial intelligence, neuroeconomics, social neurosciences and neuromarketing are...

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