In its first two chapters, the work explains some concepts that were briefly discussed yesterday and which I highlight h

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Xavier Borràs and Juli Nevot , representatives of the Braidot group in Barcelona ( thanks Sergio @lotwitteamos ) were providing support for the more technical terminology or perhaps not entirely correct perceptions regarding the uses and limitations of neuromarketing as another element when it comes to knowing the desires of the consumer. At the moment when the debate turned to the ethical or unethical nature of applying certain techniques, Xavier and Juli pointed out that neuromarketing helps to provide information that is not captured with other traditional tools. Therefore, and being a tool, its use for beneficial purposes will always be the responsibility of whoever uses it to achieve them .


– One of the great challenges for neuromarketing is the fact gambling data mexico that sensory perception encompasses a set of phenomena that are triggered without an individual registering them, that is, at a non-conscious level (or meta-conscious as Braidot indicates).

– The ability to feel increases the effectiveness of reasoning, its absence reduces it.

– The error of the Cartesian paradigm (widely accepted in companies) was to approach the individual primarily as a mind, as a reason, leaving the body and emotions as “something” separate .

– The human brain has separate structures for processing the emotional and the rational, both of which communicate and affect behavior together.

– The “feeling mind” is almost always the one that defines our choices about products and services.

The topic of neuromarketing is fascinating and requires a deeper and more deliberate approach than others; it is therefore important to take into account its field of action and the information it can provide, in order to then be able to apply it to real cases, as Braidot's book certainly shows in each of its chapters.

To reread calmly without focusing so much on neurobiological concepts, but rather on the information they provide and then focus on marketing.