Widening the horizons of neuromarketing: Decreasing Addictive Problems in the Community
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This article created a controversy among marketing professors when they said that marketing should remain in the commercial area of business. Similarly, this paper is a theoretical essay, aimed to broaden the horizons of Neuromarketing towards social causes, but supported by the compilation of some examples of practical studies by Neuromarketing researchers, as well as research on the causes of addictions and their effects in the brain due to addictive substances. The research has made great progress in the etiology and dynamics of addictions, which is why it`s proposed in this paper that Neuromarketing can also be applied in campaigns to prevent addictions in society, mainly among adolescents. In this sense, the purpose here is to suggest to the academic and scientific community the creation of a new branch that currently does not exist as a specific area of future research called "Social Neuromarketing" (or of social causes) that combines research in marketing with findings in neurosciences. Despite this knowledge about the brain reaction in addictions that neuroscientists have studied, it´s still necessary to connect this knowledge of addictive and emotional reactions with preventive campaigns that can help reduce these problems before becoming an addiction. The application of neuroscience measurement tools can improve the results of preventive campaigns. In this sense, it`s an open call to professors, students and researchers from academic institutions to carry out more practical research to accumulate new experiences that allow practical cases to grow up problem solving on social neuromarketing.
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