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Brainketing. The Future of Marketing: Integrating Neuroscience and Consumer Strategies

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  • Duber Reinaldo Sánchez Carrera

    (Universidad Latinoamericana y del Caribe)

Abstract

Brainketing, which integrates neuroscience and consumer strategies, represents a significant evolution in modern marketing. This approach focuses on understanding consumer emotions and decisions through continuous behavioral research, the implementation of A/B testing, and constant updating on advances in neuroscience and technology. Ethics are central to the practice of Brainketing, as the manipulation of emotions poses dilemmas that must be addressed responsibly. Furthermore, cultural adaptation is crucial to resonate with diverse audiences. Despite the challenges, Brainketing offers transformative potential for companies, allowing them to communicate more effectively with consumers in a complex and competitive market environment. The preparation of the document is based on a comprehensive review of the existing literature on Brainketing, analysis of case studies, and the integration of neuroscience and marketing theories.

Suggested Citation

  • Duber Reinaldo Sánchez Carrera, 2025. "Brainketing. The Future of Marketing: Integrating Neuroscience and Consumer Strategies," Diginomics, Centro de Estudios de Economía Digital, vol. 4, pages 300-300, January.
    • Handle: RePEc:cwg:digino:v:4:y:2025:id:300
    DOI: 10.56294/digi2025300
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    1. Lauren Labrecque & George Milne, 2013. "To be or not to be different: Exploration of norms and benefits of color differentiation in the marketplace," Marketing Letters, Springer, vol. 24(2), pages 165-176, June.
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