Marketing and Neuromarketing applied to the business and financial sector as the subject of the academic field of communication in Spain: an approach to its study from books as bibliographic sources

Abstract

Introduction: Marketing and neuromarketing have seen significant growth since the end of the last century, particularly in advertising and organizational communication. Despite their incorporation into large corporations, there is still a lack of awareness about these techniques among many professionals. Methodology: This analysis is based on a literature review and case studies on neuromarketing in Spain, highlighting active research by a quarter of Spanish universities in this field. Results: It has been identified that human decisions tend to be more emotional than rational, especially in financial contexts, underscoring the importance of neuromarketing in understanding neural responses to advertising stimuli and their impact on brand perception. Discussion: The growth of literature in neuromarketing, with a notable increase in publications by leading publishers such as Paidós, Gedisa, Sage, and Prentice-Hall, reflects the field's growing academic and applied relevance. Conclusions: As neuromarketing continues to establish itself in the academic realm, its adoption in the industry, particularly in the financial and business sectors, is likely to increase, promoting a deeper understanding of emotional dynamics in consumer decision-making.