Abstract
Neuromarketing(NM) and its predecessor, neuroeconomy, use clinical information about brain functions andmechanisms to help explain what happens in the “black box”, predominant in many explanations aboutconsumer behavior. This paper has the objective of showing the most recent discussions about the concepts andapplications of NM techniques, by means of a literature review. It was found that there is still much controversyabout the scope of what should be considered NM or even if it is a sub-area of marketing or a sub-field ofneuroscience or neuroeconomics. Furthermore, the potential ethical problems of this research have still beenlittle discussed. Although some research has addressed this issue, very little was done to control this line ofresearch to avoid abuse and invasion of privacy by companies or specialized consultancies.
Highlights
With the advent of cognitive neuroscience in the 1980s, techniques and devices have been developed to measure thoughts and feelings, at least indirectly (Walter, Abler, Ciaramidaro, & Erk, 2005)
A relationship has been observed between pleasant and unpleasant emotional responses and the increase in neural activity of the medial, thalamus and hypothalamus pre-frontal cortex.unpleasant emotions are associated with neural activity in the occipital-temporal cortex, parahippocampalgyrus and amygdala (Lane et al, 1997)
Facial expressions of dislike or anger have been associated with an increase in neural activity in the left inferior frontal gyrus and the anterior insular cortex (Phillips et al, 1997)
Summary
With the advent of cognitive neuroscience in the 1980s, techniques and devices have been developed to measure thoughts and feelings, at least indirectly (Walter, Abler, Ciaramidaro, & Erk, 2005). Lee and Chamberlain (2007) considered that the skills of researchers in directly observing brain activity has recently grown exponentially through the use of functional neuroimaging methods like magnetoencephalograms (MEG) and functional magnetic resonance imaging (fMRI). They cite the fact that, on average, six to seven papers were published per day in 2007, using only the fMRI technique.older techniques like the electroencephalogram (EEG), eye tracking and electrodermal response (EDR) remain popular, and they have received a renewed interest together with new methodologies. This paper has the objective of showing the most recent discussions about the concepts and applications of NM techniques, by means of a literature review, which is presented
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