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Neuromarketing: Current Applications in Favor of Consumerism

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Marketing and Smart Technologies

Part of the book series: Smart Innovation, Systems and Technologies ((SIST,volume 279))

Abstract

Neuromarketing is an innovative branch of neuroscience that seeks to provide for the consumer’s wishes through the understanding of its brain structure, which will allow to comprehend and develop products or publicity that can be more attractive, new and attached to what has been created. Neuromarketing is integrated in this new digital age in an extraordinary way due to it having more opportunities to be applied. This science can be observed in each ad, which makes the individual feel the need to spend money on a product. Big companies have benefited from this almost-magic formula that allows the emotion and reasoning behind each purchase. Thanks to neuromarketing, each product could be attractive enough in the neuro-sensory aspect for it to be consumed, science being the only needed thing. This investigation provides the knowledge on the reason why it is one of the most researched sciences by the producer nowadays.

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Author information

Authors and Affiliations

  1. Facultad de Psicología, Pontificia Universidad Católica del Ecuador. Av. 12 de Octubre y Roca, Quito, Ecuador

    María Judith López & Carlos Ramos-Galarza

  2. Centro de Investigación en Mecatrónica y Sistemas Interactivos MIST/Carrera de Psicología, Universidad Tecnológica Indoamérica. Av. Machala y Sabanilla, Quito, Ecuador

    Carlos Ramos-Galarza

Authors
  1. María Judith López
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  2. Carlos Ramos-Galarza
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Corresponding author

Correspondence to Carlos Ramos-Galarza .

Editor information

Editors and Affiliations

  1. University of Maia - ISMAI, Maia, Portugal

    José Luís Reis

  2. University of La Laguna, Tenerife, Spain

    Eduardo Parra López

  3. Suffolk Business School, University of Suffolk, Ipswich, UK

    Luiz Moutinho

  4. University of Maia - ISMAI, Maia, Portugal

    José Paulo Marques dos Santos

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© 2022 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.

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López, M.J., Ramos-Galarza, C. (2022). Neuromarketing: Current Applications in Favor of Consumerism. In: Reis, J.L., López, E.P., Moutinho, L., Santos, J.P.M.d. (eds) Marketing and Smart Technologies. Smart Innovation, Systems and Technologies, vol 279. Springer, Singapore. https://doi.org/10.1007/978-981-16-9268-0_32

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  • DOI: https://doi.org/10.1007/978-981-16-9268-0_32

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  • Publisher Name: Springer, Singapore

  • Print ISBN: 978-981-16-9267-3

  • Online ISBN: 978-981-16-9268-0

  • eBook Packages: EngineeringEngineering (R0)

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