Neuromarketing: Technologies, Market and Challenges

  • Sergio Monge Benito Universidad del País Vasco / Euskal Herriko Unibertsitatea
  • Vanesa Fernández Guerra Universidad del País Vasco / Euskal Herriko Unibertsitatea
DOI: https://doi.org/10.5209/rev_PEPU.2011.v5.n2.37862
Keywords: neuromarketing, consumer science, EEG, fMRI, neuroscience, market research.

Abstract

The advances of neuroscience in the last decades have brought opportunities to use its technologies for market research. The application of these technologies, which has been called neuromarketing, has been controversial. This article analyzes current issues in this field of knowledge: different technologies, companies in this market and major challenges and discussions.

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Author Biographies

Sergio Monge Benito, Universidad del País Vasco / Euskal Herriko Unibertsitatea
Departamento de Comunicación Audiovisual y Publicidad
Vanesa Fernández Guerra, Universidad del País Vasco / Euskal Herriko Unibertsitatea
Departamento de Comunicación Audiovisual y Publicidad

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How to Cite
Monge Benito S. y Fernández Guerra V. (2012). Neuromarketing: Technologies, Market and Challenges. Pensar la Publicidad. Revista Internacional de Investigaciones Publicitarias, 5(2), 19-42. https://doi.org/10.5209/rev_PEPU.2011.v5.n2.37862
Issue
Vol. 5 No. 2 (2011)
Section
Articles

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