Theoretical-scientific review of the conceptual framework of emotion and sentiment and its application to neuromarketing

Main Article Content

Marian Núñez-Cansado
Aurora López López
Cristina Vela Delfa

Abstract

In this article we try to address a diachronic bibliographical revision of the main theoretical contributions regarding the conceptual frame of emotion and feeling and its use in neuromarketing investigation. In the last years, scientific investigation programs are more prone to break the predominant paradigm in emotion theory, that identifies emotion and feeling, leaning towards definitions more accurate to the distinction of both concepts, proposing a differential and multifaceted perspective. Nonetheless, the analysis of specific literature over neuromarketing points that, in practice, both terms are confused. Consequently, we fall into a neurocentrism that ignores the role that feelings play in decision making. Most studies aim their results in merely physiologic and biological aspects, leaving behind relevant aspects that are the result of cognitive processes largely associated to cultural, social, and cognitive aspects of the subject. This circumstance may take away validity from the theoretical construct, as well as limit its predictive capacity or lessen its actual validity in the design of its investigations. In the current scientifical context, and regarding the bibliographical revision performed through this investigation, we consider the definition of a clear and unified conceptual frame to be crucial, so much as to avoid theoretical misunderstandings as to improve the design of the investigations that have been applied. We consider the investigation in neuromarketing entails a higher scientific accuracy, which implies the realization of more precise and coherent theorical interpretations of an updated conceptual frame. Only this way we will be able to overcome current limitations inherent to the application of mixed and integrated methodologies with which we measure and observe brain activity in the neuromarketing field.

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How to Cite
Núñez-Cansado, Marian, Aurora López López, and Cristina Vela Delfa. 2021. “Theoretical-Scientific Review of the Conceptual Framework of Emotion and Sentiment and Its Application to Neuromarketing”. Vivat Academia. Journal of Communication 154 (May):381-407. https://doi.org/10.15178/va.2021.154.e1357.
Section
Nuevos Retos en Neuromarketing y Comunicación en el Ámbito Acad. y Empresarial
Author Biographies

Marian Núñez-Cansado, Universidad de Valladolid

Doctora en Ciencias de la Información, programa Ciencias de la Comunicación y Sociología. Licenciada en Ciencias de la información, especialidad Publicidad y Relaciones Públicas. Licenciada en Psicología, y Máster en Neuropsicología clínica. En la actualidad, es profesora Contratada Doctora en La Facultad de Ciencias Sociales Jurídicas y de la Comunicación en la Universidad de Valladolid.

Aurora López López, Universidad de Valladolid

Doctora en Ciencias de la Información. Licenciada en Publicidad y Relaciones Públicas. En la actualidad profesoraDoctora en La Facultad de Ciencias Sociales Jurídicas y de la Comunicación en la Universidad de Valladolid.

Cristina Vela Delfa, Universidad de Valladolid

Cristina Vela Delfa es Doctora en Ciencias del Lenguaje por la Universidad Complutense de Madrid y licenciada en Lingüística por la Universidad Complutense de Madrid. Es profesora Contratada Doctora en el Departamento de Lengua Española de la Universidad de Valladolid, en la Facultad de Ciencias Sociales Jurídicas y de la Comunicación.

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