Perceptions of marketing professionals from the largest companies in Portugal regarding neuromarketing

• Autor(a) principal: Falcão, Marta Mourão de Almeida Coutinho
• Data de Publicação: 2020
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/22291
• topic: Marketing; Neuromarketing; Consumer neuroscience; Marketing professionals; Perceptions; Profissionais de marketing; Perceções

Neuromarketing is an emerging discipline that is continuously growing, as the advantages it can give to consumer behaviour knowledge is increasingly recognized. The aim of this study was to get to know and understand the opinion, knowledge and the specificities regarding neuromarketing by the leading marketers of large companies in Portugal. To meet this goal, a comprehensive literature review was first conducted, followed by an empirical research with in-depth interviews. It was possible to conclude that marketers interviewed have an overall positive perception of neuromarketing, although the entanglement already found in the literature review was noticed more intensively within these professionals, as a lack of knowledge relatively to the full extension of this discipline could be observed. Regarding the ethical issues, an awareness and concern for the consumer was detected, although not applied to the usage of neuromarketing within the marketers’ own companies. They also have a positive perception of neuromarketing’s future, as a majority wish to proceed applying it in their companies. Managers who intend to apply neuromarketing should be aware of its advantages and limitations, besides knowing how to deliver methodological rigour. In order to obtain valid and reliable analysis, it is suggested to managers that research done should be conducted with experts, such as neuroscientists.