Resumen

In a lot of counties neuromarketing is a real hype right now, but at the same time a very controversial topic. Critics are challenging its reliability and lambaste its use due to ethical aspects. In contrast, supporters claim that the traditional market research methods have out-dated and that neuromarketing offers better and more reliable results because it takes into account that about 80 percent of the consumer´s decisions are taken unconsciously.

In this paper a critical analysis of neuromarketing is presented with the aim of finding out how promising this marketing discipline really is. Literature from different perspectives and expert interviews are analyzed and evaluated in order to reach an encompassing view of the subject.

The analysis and discussion shows that so far neuromarketing is not as promising as it seems like. The brain imaging techniques can show the activation of brain regions but the human brain is just too complex to be able to ?read? and understand it completely. Neuromarketing can offer interesting results for marketers but it should only be used as a supplementary method to the regular market research techniques.

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Esser, I. C. 2010. Neuromarketing: Just another marketing myth or a real chance for marketers?. Tesis Licenciatura. International Business Administration. Departamento de Administración de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Mayo. Derechos Reservados © 2010.