Neuromarketing and Theoretical Debates about Neuroscience and its Link to Other Fields of Knowledge

Abstract

A challenge of the field of neuromarketing is its multidisciplinarity and therefore the knowledge derived from this field of study. In order to provide a holistic view of the field of neuromarketing in this highly theoretical paper, we aimed to integrate some of the knowledge that the field of neuroscience delivers and integrate it into several areas of knowledge for augmenting information that serves neuromarketing. Neuromarketing can help companies and businesses by identifying and creating brain pathways that positively (and, in some cases, adversely) stimulate customers' perceptions of brands, products, and basic images of interest that elicit positive emotions. This research includes a survey of the previously available literature about neuromarketing and its link with other fields of knowledge. This article aims to increase the perspective of marketing practitioners, who do not have much information in the field of neuroscience, as the field of neuroscience is much more complex and requires specialized education. In this direction, we aim to provide a theoretical framework that integrates the syncretism of the fields of psychology, sociology, anthropology, art and economics that provide us with a holistic view of consumer behaviour and decisions of interest to the field of neuromarketing.

Keywords

• neuromarketing
• neuroscience
• marketing
• psychology
• economy
• sociology
• art
• anthropology