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ABSTRACT

Although neuromarketing has been applied in the world of

market research for a relatively short time, it already has a

very strong base of followers, but also an equal or greater

number of opponents. And this is because this branch of

marketing does not yet have a solid theoretical basis or a

been used, but wrapped in a scientific language.

Keywords: Neuromarketing, consumer behavior,

neuroscience, pseudoscience, scientific method.

RESUMEN

A pesar de que el neuromarketing está siendo aplicado en

el mundo de la investigación de mercados desde hace

relativamente poco tiempo, ya cuenta con una base muy

fuerte de adeptos, pero también de una igual o mayor

sistema nervioso, cuando realmente lo único que hacen es

aplicar las tradicionales técnicas de persuasión y sugestión

que se han usado desde siempre, pero arropadas con un

lenguaje cientificista.

Corporativo Edwards Deming , Quito, Ecuador,

consumidor, neurociencia, pseudociencia, método

científico

INTRODUCTION

Since man began to have relationships with members of groups other than his own, he

sought to maximize the benefits of such relationships, whether in the incipient first form

Herzberg pointed out that a person's purchasing decisions are linked to different

psychological factors, namely: motivation, perception, learning, beliefs and attitudes.

In his theory of motivation, Freud spoke of the different elements that arouse the

consumer's emotions at an unconscious level.

Maslow reminded us that once individuals satisfy their most basic and pressing needs, as

we move forward they become desires, that is, the person's satisfaction no longer comes

from a physiological response to a satisfied need, but rather from a psychological reward

for a fulfilled desire.

Herzberg distinguished dissatisfaction and satisfaction factors within any offer of goods

or services, and recommended that the former should be identified in order to avoid or

in the 21st century.

The behavioral reactions and responses in the primitive exchange processes originated

ordinary knowledge, i.e. beliefs, opinions or opinions of what we could expect as a

response from the counterpart to the stimuli we have generated in them.

The inconsistency of these responses of different individuals to the same stimuli gave

way to the need to know the reason for these differences.

Faced with this problem, the use of a method becomes evident, that is, a way of

converting ordinary knowledge (doxa) into scientific knowledge (episteme). The

scientific method must use instruments and measurements and, starting from a

hypothesis, it must be verified or refuted; and, if verified, it must result in a replicable

is consensus regarding the method. When the object of study approaches social or

human behavior, it seems that dissent is most likely.

The human component, with its infinite number of individualities, due to age, origin, race,

beliefs, experiences, education, expectations, etc., complicates the establishment of a

single model of reactions to the same stimuli, since each human response will be

influenced by all these variables and tends to be subjective and anecdotal according to

multidisciplinary field of knowledge: they are based on physiology, anatomy,

biochemistry, molecular biology, cell biology, genetics, mathematical modeling and

computer systems engineering.

We can say that neuroscience helps psychology, or complements it, if you will, to better

understand mental functioning and to find the biological basis for understanding the

behavior of individuals, which would be cognitive neuroscience.

For the purpose of this paper, we are specifically interested in this area of neuroscience

since cognitive neuroscience focuses on the study of, among other aspects:

Like neuroscience, the study of consumer behavior also has a multidisciplinary

perspective: psychology, sociology, ethnography, anthropology and economics are some

of the areas of expertise.

The objective of combining these disciplines is to get to know people's habits from a

mental, emotional and attitudinal approach, during the purchase process, that is, the

actions they go through before, during and after a purchase action.

computer systems that use all the data collected during each of the company's

interactions with the customer and find patterns in the behavior of buyers.

Big data is the latest bet for companies, regardless of their size, to get closer to customer

knowledge and be able to design predictive behavioral models and advanced analytics

applications.

Big data consists of handling huge amounts of customer information received by

companies, especially from the Internet, social networks and cell phones, in order to

extract useful indicators for decision making.

Every activity of the subject is monitored: time spent on each page or application, record

of the number and frequency of visits, ratings given by the visitor on the services

offer any explanation at the neural level, we cannot speak of neuroscience.

MATERIALS AND METHODS

This paper is a theoretical analysis through the review, analysis and discussion of

information on the subject, specifically in the online environment, gathering

contributions from different perspectives. It is part of a qualitative approach from the

interpretative paradigm.

The information in the public domain on neuromarketing generally lacks the academic

solidity necessary to be considered a reliable source, with notable exceptions that we

have tried to highlight here.

generate a discussion on this topic.

RESULTS

Neuromarketing is a further step in the study of consumer behavior. It shows us what

happens inside the brain once the behavior has been initiated. The aim is then to be able

to predict, and even influence and modify human behavior and decision-making

The idea, when we talk about neuromarketing or neuro-sales, is that we must appeal

more to the instinctive and emotional parts than to the rational ones in order to

persuade customers to make the purchase decision.

Neuromarketing aims to "sell to the mind and not to people," in the words of one of its

main proponents in the Spanish-speaking world, Jürgen Klarić.

To achieve this objective, tools are used to measure physiological and neuronal signals

such as the activity of certain brain areas, the heart rate or the galvanic response of the

skin, for which advanced medical technology devices and instruments are used, such as

electroencephalography, electrocardiogram, magnetic resonance, biometry, eye

tracking, electrodermal response, among others.

In all areas of human endeavor there are "smoke peddlers". Many of them are linked, of

course, to the world of marketing and market research.

Neuromanagement is here to stay. Any word to which we add the prefix 'neuro'

programming, neuroeconomics, neurocommunication...

We are not really facing new scientific areas related to neuroscience, we are simply

facing a process of using neuroscience findings for the behavioral analysis and behavior

of people and the decision-making process applied to different fields.

Sales coaches, self-help charlatans, success and abundance gurus, are on the crest of the

wave thanks to their scientific discourses based on everything "neuro".

do not use the scientific method, but present themselves as such. Unfortunately,

pseudoscience and many pseudoscientists enjoy a good reputation, catapulted mainly by

strong advertising strategies and anecdotal successes in their respective fields.

Normally, pseudosciences are accompanied by an apparent attachment to the scientific

method, but in reality they do not resist a serious methodological analysis; and, what is

even more worrying, is that they come to have relevance and prestige within the

scientific and academic world itself, which should rather unmask them and make their

errors and methodological defects evident.

When neuromarketing is offered as a true scientific study, it still has to circumvent

certain scruples and ethical boundaries that some people and companies are not willing