Source
Faculté des sciences de l'éducation, université Mohamed V, Rabat, Maroc. ouazzani_zineb@hotmail.com
Abstract
INTRODUCTION:
The emergence of brain imaging in recent years has been accompanied by an alliance between neuroscientists and marketers. This collaboration gave birth to "neuromarketing", a new field that uses imaging techniques with the aim of resolving marketing issues.
STATE OF THE ART:
Several studies have shown that pleasure felt at the sight of a product or after its consumption, is activated by a reward system involving ventral striatum. Since then, marketers seeking exploit this data and have found that some marketing actions can generate added satisfaction in a placebo-like manner. However, neuromarketing suffer from many limits that are a barrier to its development and its scope is restricted.
PERSPECTIVES:
Through this article, we attempt to give an overview on neuromarketing and its neural correlates while provide a perspective toward the use of field for less commercial purposes.
CONCLUSION:
The neuromarketing is a new field which efficiency is not proven. Its results must be interpreted with caution.
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