Abstract
The main objective of this work is to determine to what extent the scientific contribution has opened the possibility of applying novel and positive advertising strategies for the growth of the market, paying special attention to neuromarketing studies. This research analyzes that the development of advertising occurs in parallel to the mass consumption, market competition and the growth of wealth in developed countries, because —to the extent that wealth increases and the needs of the consumers decrease— advertising has to stimulate these needs by creating new ones, for which it requires scientific research that, in the face of current demands, leads to neuromarketing.
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