Situación del neuromarketing en España

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9 Citations (Scopus)

Abstract

Neuromarketing has existed for just over a decade, and its theoretical framework, techniques and research methods have been defined during these years. The absence of legislation regulating neuromarketing experiments and the secrecy of the private sector due to its client agreements, it is difficult to know how brands use this discipline. Currently, the scientific sector in Spain has great interest in neuromarketing. Sixteen of Spain's 75 universities (21%) have a research group, institute or center that studies neuromarketing, but this activity has had little international impact. Meanwhile, a fifth of the Spanish professional commercial sector shows real interest in neuromarketing, either having a separate department dedicated to it or offering this service to others. Ethics, traditionally presented as an impediment to the development of neuromarketing, should not pose a problem for the development of this field of knowledge.
Original languageSpanish
Pages (from-to)151-157
JournalEl Profesional de la información
Volume23
Issue number2
DOIs
Publication statusPublished - 1 Mar 2014

Keywords

  • Advertising
  • Agencies
  • Communication
  • Ethics
  • Marketing
  • Neuroethics
  • Neuromarketing
  • Neuroscience
  • Research

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  • Cite this

    Andreu-Sánchez, C., Contreras Gracia, A., & Martín-Pascual, M. A. (2014). Situación del neuromarketing en España. El Profesional de la información, 23(2), 151-157. https://doi.org/10.3145/epi.2014.mar.07