Neuromarketing: concept, historical evolution and challenges

Abstract

In an increasingly competitive world, many experts are searching for the answer to the Holy Grail of marketing: what drives consumers to choose one product over another? What factors influence a consumer's perception of a brand? Many believe that the key is neuromarketing. However, this discipline faces a deep lack of knowledge, both in the scientific and business communities, which is causing uncertainty about the real possibilities it offers. This article aims to shed more light on this matter, analyzing its history —from its origins to the present—, as well as its conceptualization and the challenges it faces, through an exhaustive review of scientific literature. The results offer a complete state of the art, essential to understand the real meaning of the term neuromarketing, the situation of instability in which the discipline finds itself, the limitations that are constraining its development and the research deficiencies to date. This article constitutes a cornerstone to support future research or practical applications of neuromarketing.