Neuromarketing’s socioeconomic status and racial discrimination and lack of transparency
Date
2022-12-31
Authors
Goncalves, Marcus
Luther, Valorie
Hayes, Sydney
Version
Accepted manuscript
OA Version
Citation
M. Goncalves, V. Luther, S. Hayes. 2022. "Neuromarketing’s Socioeconomic Status and Racial Discrimination and Lack of Transparency" Journal of International Business and Management, Volume 5, Issue 12, pp.1-18. https://doi.org/10.37227/aricon-jibm-2022-11-6734
Abstract
Neuromarketing, the scientific study of the nervous system applied to marketing, is evolving rapidly. Marketers recognize that brain and biometric studies lead to a deeper understanding of consumer preferences. This research provides a historically accurate timeline of significant discoveries and a review of present-day neuromarketing tools and corporate case studies. A systematic methodological review was conducted, and findings were synthesized using secondary peer-reviewed research, media reports, and academic studies by marketing associations. This study shows that this area of neuroscience has challenges due to a lack of transparency, minimal standardization, and little to no corroboration among scientists. Additionally, neuromarketing researchers may not address the effects of racism and socioeconomic status on the brain, which, if not considered, can render the sampling results incomplete. With multinational corporations driving the demand for neuromarketing, attaining reliable data from a diverse and robust cross-section of subjects should be prioritized.