Intellectual Capital and “Neuromarketing”: Are There Any Relationships Between Both?
Óscar Teixeira Ramada*
Instituto Superior de Ciências Educativas do Douro, ISCE Douro, Penafiel, Portugal
*Corresponding Author: Óscar Teixeira Ramada, Instituto Superior de Ciências Educativas do Douro, ISCE Douro, Penafiel, Portugal.
Published: February 02, 2024
DOI: 10.55162/MCET.06.189
Abstract
The goal of this paper is to research if there are any relationships between intellectual capital and “neuromarketing”. The first appears implicitly (because it results from skills to design technologies), while the second appears explicitly (in technologies such as “eye tracking”, GSR, FEA, fEMG, …). The literature on “neuromarketing” has focused on the consumption and promotion of products and/or services. Its practices, for research purposes, have faced obstacles on the part of companies, which make their evolution difficult. On the other hand, credibility is attributed to “neuromarketing” results if they coincide with what is expected. If they are not, nothing can be said, and only further research will be able to provide answers. In this case, paradoxically, it makes “neuromarketing” progress, once the obstacles associated with available information are removed. Finally, it is worth highlighting the fact that “neuromarketing” technologies reveal “ironic behaviors” in consumers (ironic revelation): what consumers reveal they prefer is opposite to what the application of technologies such as those mentioned above reveal.
Thus, the pillar of intellectual capital will be the source of the development of “neuromarketing” and vice-versa. This research makes it possible to highlight this contribution and the implications for better understanding the preferences revealed by consumers. However, there is still a long way to go to understand the origins of these changes.
Keywords: Intellectual Capital; Neuromarketing; Technologies Ironic Revelation
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