Neuromarketing or consumer behavior?

Abstract

Although neuromarketing has been applied in the world of market research for a relatively short time, it already has a very strong base of followers, but also an equal or greater number of opponents. And this is because this branch of marketing does not yet have a solid theoretical basis or a general consensus in academia and business, since it lends itself to some people and companies claiming to be able to influence the behavior of potential customers from the very basis of the functioning of the nervous system, when in reality all they are doing is applying the traditional techniques of persuasion and suggestion that have always been used, but wrapped in a scientific language.