Resumen

SALAS CANALES, H.J.. Neuromarketing: Exploring the consumer's mind. Rev. ciente. UCSA [online]. 2018, vol.5, n.2, pp.36-44. ISSN 2409-8752.  https://doi.org/10.18004/ucsa/2409-8752/2018.005(02)036-044.

The technological advances that have occurred during the last years have caused several changes in the discipline of marketing. One of these is the emergence of neuromarketing, which is part of the neuroeconomy and consists of the fusion of traditional marketing and neuroscience, with the aim of analyzing in a deeply way all those factors that guide the consumer in the purchase decision process. In order to carry out these studies, neuromarketing relies on neuroscience techniques such as encephalogram, functional magnetic resonance, among others, which allow us to know all those events that occur in the mind of the consumer; thus raising the degree of effectiveness of market research. Despite the benefits of neuromarketing, the researchers point out that this discipline has ethical implications due to certain practices that organizations have carried out, which must be overcome in order for neuromarketing to continue to develop and consolidate as a line of research.

Palabras clave : Neuromarketing; neuroscience; ethical implications.

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