The secrets of neuromarketing - reading consumers' minds

Javier Cervantes, J. Philipp Hillenbrand, Alejandra Ruiz-Contreras and Oscar Prospéro-García

Marketing research is often still limited to traditional methodologies or qualitative techniques that can fall prey to subjectivity and purely descriptive analysis.

The secrets of neuromarketing – reading consumers' minds

Javier CervantesUNAM, Faculty of Business Administration, Graduate School of Business, Mexico

J. Philipp Hillenbrand(UNAM), Faculty of Business Administration, and Corporate Communications and Development, Allianz Mexico, Mexico

Alejandra Ruiz-ContrerasLaboratory of Cognitive Neurogenomics, Faculty of Psychology, UNAM, Mexico

Oscar Prospéro-GarcíaUNAM and National Researcher, National Research League, Mexico

PREFACE

Today's marketing research is often limited to traditional pen-and-paper methodologies or qualitative techniques that imply the risk of subjectivity and the limitation to a descriptive approach with little explicatory potential. Medical methodologies concerning the exploration of the human brain like Neuroimaging (and...

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