Neuromarketing Science in the service of marketing or the next bubble for marketing?

It is possible that in the last few months we have all read more than ever about neuromarketing. There are several books that analyze the subject, several success stories that explain how neuromarketing can help brands (with tangible proof of how they have already done it) and of course several conferences and talks at meetings in which ‘important things’ are analyzed. ‘that have allowed to arouse interest in neuromarketing. Neuromarketing is definitely catching on. Getting, we could say, very fashionable. But are brands taking too much for granted in this area already? That is, despite the fact that the examples have shown that neuromarketing can improve brand positions and to achieve good results, isn’t everything getting a little out of control Ivory-Coast Mobile Database? Are they not turning it into the panacea that seems like it will save everything in a few seconds? Some are already beginning to think that it is and others are already pointing out that not only excessive interest is being produced but also that the ideas that come out of certain neuromarketing studies are turning into a kind of unquestionable dogma of faith, when the truth is that nothing is so infallible.

As they point out in one of the latest reports published in the Journal of Advertising Research (JAR), the certainty that neuromarketing has an indisputable value is not yet, no matter how you play with language, indisputable. Although experts point out, as Warc collects , that the neuromarketing methods that brands are adopting in their research can function as an element to detect more effective processes to advertise products and reach the consumer, the truth is that research – they point out – They still offer some doubts regarding methodology (for now it is still confusing and sometimes there are also differences in the methods) which makes the studies actually apply to specific elements and not to universal truths. “There is no common truth, not a single scientific reality exposed as a result of these new methods,” conclude the study authors.

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And they add that although many studies get big headlines, their conclusions cannot always be echoed by other scholars and, therefore, only work at the specific level set by these early researchers. But experts are not the only ones who have questioned the attractiveness of neuroscience and neuromarketing in these times Brother Cell Phone List. A recent analysis in The Guardian also pointed out that in the field of neuromarketing all that glitters is not gold. There are also many trinkets. The fault is, they point out, the use and abuse of the term. Brands are using the term ‘neuroscience’ in a broad and often purely marketing way, as a key to reach the consumer (yes, employing the eternal claim of ‘look how modern I am’ ).

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