Consumer Neuroscience and Neuromarketing: Theoretical Adoption Potential with the Application of Methods and Techniques in Neuroscience

Abstract

This essay aims to present a discussion about the concepts, opinions of various authors on Consumer Neuroscience and Neuromarketing topics, methods and techniques adopted face to the stimuli produced by the offer of products, services and marketing communications.  The applications of these methods and the adoption of non-invasive measurements with scientific precision attract attention to explore this potential in consumer behavior, offering new findings in this field of knowledge. Advances of these studies due to new equipment, software, design of experiments, theories already presented and interdisciplinary contributions in the field requirethe special attention of researchers. Thus, this work presents theories about Consumer Neuroscience and Neuromarketing, as well as an analysis of adopted methods,  their possible applications and contributions to the marketing field. Yet, we present favorable arguments (support for consumer decision-making, cost-benefit for physiological response methods, possibility of new research findings; and interdisciplinarity) and unfavorable arguments (reduced view of consumer behavior research on stimuli and response; ethics; high cost of equipment of physiological response methods; lack of ability of researchers handling the equipment; and inaccuracy of equipment) to the new methodology of research.