THE APPLICABILITY OF NEUROMARKETING IN LUXURY ADVERTISING: CURRENT STATUS AND POTENTIAL

Abstract

The growing importance of the consumer has forced luxury brands to modify their advertising approaches, to make it more personalized in order to efficiently reach the target audience. However, this individualization requires a deep understanding of the audience which current research techniques fail to satisfy. This need is closely related to neuromarketing, a discipline that has at-tracted a great deal of attention in recent years for its potential to provide a deeper understanding of consumer behavior and preferences. This article pro-vides a comprehensive analysis of the applicability of neuromarketing in the field of advertising in order to assess its potential use in the luxury sector. Through an exhaustive review of the existing literature, it defines the areas of advertising in which neuromarketing can provide differential value, specifies the neuromarketing techniques that have been most effective in advertising to date, and discusses the possible limitations of using neuromarketing in adver-tising. This study provides valuable insight into the potential of neuromarketing as a tool for understanding consumer behavior and improving advertising effec-tiveness in highly competitive sectors such as luxury.