Situación del neuromarketing en España

C. Andreu-Sánchez, A. Contreras Gracia, M.A. Martín-Pascual

Research output: Contribution to journalArticleResearchpeer-review

13 Citations (Scopus)


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
JournalProfesional de la Informacion
Issue number2
Publication statusPublished - 1 Mar 2014


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

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