Neuromarketing perception by young spanish people

Abstract

This survey aims at reviewing the current situation of neuromarketing and its perception by young people, focusing on the analysis of the degree of knowledge and acceptance that this discipline generates in this interest group. This publication is based on a mixed methodology. On the one hand, regarding the qualitative methodology, telephone interviews have been conducted with the following organizations: Marketing Association of Spain, Spanish Neuromarketing and Neurocommunication Association, Inside Brain and Sociograph. On the other hand, regarding the quantitative methodology is concerned, a survey of the target audience has been included. After the investigation, we can highlight that neuromarketing is a discipline still unknown to young people in our country, that is, future consumers. However, experts predict that this scenario will change. Regarding participation, our interest group has shown no suspicion about the controversy caused by this discipline. Consequently, the overall assessment of all the parameters studied is favorable.