Vol. 4 (2025)
Diginomics

Review

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

Published 2025-06-20

  • Duber Reinaldo Sánchez Carrera

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. 

Keywords

Brainketing, Neuroscience, Consumer Behavior, Ethics and Cultural Adaptation

PDF PDF

References

  1. Ariely, D., & Norton, M. I. (2009). "Conceptualizing the Consumer Decision-Making Process: A Behavioral Economics Perspective". *Journal of Consumer Research*, 36(4), 1-10.
  2. Chen, M., Mao, S., & Liu, Y. (2012). "Big Data: A New Frontier for Innovation and Research". IEEE Access, 1, 1-1.
  3. Damasio, A. R. (1994). *Descartes' Error: Emotion, Reason, and the Human Brain*. G.P. Putnam's Sons.
  4. Edelman. (2020). 2020 Trust Barometer.
  5. Fennis, B. M., & Stroebe, W. (2016). *The Psychology of Advertising*. Psychology Press. DOI: https://doi.org/10.4324/9781315681030
  6. Gobé, M. (2001). *Emotional Branding: How Successful Brands Gain the Irrational Edge*. New York: Allworth Press.
  7. Goleman, D. (2013). Focus: The Hidden Driver of Excellence. HarperCollins.
  8. Morin, C. (2011). "Neuromarketing: The New Science of Consumer Behavior". *Harvard Business Review*, 89(6), 1-7. DOI: https://doi.org/10.1007/s12115-010-9408-1
  9. Morin, C., & Renvoise, P. (2006). *Neuromarketing: Understanding the Buy Buttons in Customers' Brains*. Thomas Nelson Inc.
  10. Krishna, A. (2012). "An Integrative Review of Sensory Marketing: Engaging the Senses to Affect Perception, Judgment, and Behavior". *Journal of Consumer Psychology*, 22(3), 332-351. DOI: https://doi.org/10.1016/j.jcps.2011.08.003
  11. Labrecque, L. I., & Milne, G. R. (2013). "To be or not to be different: Exploration of norms and benefits of brand differentiation." Journal of Brand Management, 20(1), 1-12.
  12. Lindstrom, M. (2008). *Buyology: Truth and Lies About Why We Buy*. Crown Business.
  13. Lindstrom, M. (2008). *Buyology: Truth and Lies About Why We Buy*. Crown Business.
  14. Lemon, K. N., & Verhoef, P. C. (2016). "Understanding Customer Experience Throughout the Customer Journey". *Journal of Marketing*, 80(6), 69-96. DOI: https://doi.org/10.1509/jm.15.0420
  15. Lee, N., Broderick, A. J., & Chamberlain, L. (2007). "What is Neuromarketing? A Discussion and Agenda for Future Research". *International Journal of Market Research*, 49(2), 131-153. DOI: https://doi.org/10.1016/j.ijpsycho.2006.03.007
  16. Oliver, R. L. (1999). "Whence Customer Loyalty?". *Journal of Marketing*, 63, 33-44. DOI: https://doi.org/10.2307/1252099
  17. Poushneh, A., & Vasquez-Parraga, A. Z. (2017). "Augmented Reality: A New Way of Enhancing the Retail Experience". Journal of Retailing and Consumer Services, 34, 229-234. DOI: https://doi.org/10.1016/j.jretconser.2016.10.005
  18. Plassmann, H., Ramsøy, T. Z., & Milica, M. (2007). "Branding the Brain: A Critical Review of Neuroimaging Studies of Brand Equity". *Journal of Consumer Psychology*, 17(4), 215-229.
  19. Regalado, O., Allpacca, R., Baca, L., & Gerónimo, M. (2011). Endomárketing: Estrategias de Relación con el Cliente Interno. Lima, Peru: Universidad ESAN
  20. Renvoise, P., & Morin, C. (2007). *Neuromarketing: Understanding the Buy Buttons in Customers' Brains*. Per Capita Publishing.
  21. Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being. Pearson.
  22. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). "The Ties That Bind: Measuring the Strength of Consumers' Emotional Attachments to Brands". *Journal of Consumer Psychology*, 15(1), 77-91. DOI: https://doi.org/10.1207/s15327663jcp1501_10
  23. Venkatraman, V., Clithero, J. A., & Raghunathan, R. (2008). "Neuroscience in Marketing: A Review of the Literature". *Journal of Consumer Research*, 35(4), 569-582.
  24. Kohavi, R., Tang, D., & Xu, Y. (2009). "Trustworthy Online Controlled Experiments: A Practical Guide to A/B Testing". Proceedings of the 15th ACM SIGKDD International Conference on Knowledge Discovery and Data Mining, 1-10.
  25. Kotler, P., Kartajaya, H., & Setiawan, I. (2021). Marketing 5.0 Tecnologia para la Humanidad. New Jersey, Estados Unidos: John Wiley & Sons, Inc.
  26. Kotler, P., Kartajaya, H., & Setiawan, I. (2024). Marketing 6.0 Futuro Inmersivo. New Jersey, Estados Unidos: John Wiley & Sons, Inc.
  27. Kumar, V., Dixit, A., & Kumar, U. (2016). "Artificial Intelligence in Marketing: A Review". Journal of Business Research, 69(11), 4870-4875.
  28. Zaltman, G. (2003). How Customers Think: Essential Insights into the Mind of the Market. Harvard Business Review Press.