Neurocommunication and Neuromarketing. New scenarios and trends

 

 

Ubaldo Cuesta, Almudena Barrientos-Báez and Victoria Cuesta Díaz present the reader with this unique selection of nineteen scientific texts whose common core lies in such innovative topics as Neurocommunication and Neuromarketing. The contributions presented approach the aforementioned phenomenon by developing multiple approaches that combine the trans, inter and multidisciplinary. In this way, the book manages to articulate a variety of reflective, critical, factual and propositional views that will help the reader to form an informed opinion on the destinies and possible scenarios of this area of knowledge.

In today's world, where web spaces are increasingly migrating towards an immersive experience, it has become essential to have a body of knowledge that allows for the efficient insertion and development of communication in such scenarios. In this sense, neuromarketing and neurocommunication have become theoretical and practical tools for carrying out studies and analyses whose depth and precision might seem unattainable if we think of previous methodologies and techniques. This idea, amply demonstrated in different texts in this book, raises the question of whether we are facing new, more effective formulas for communication.

How can consumers be protected in a context where brands, companies and economic actors are increasingly trying to predict their behavioural and decision-making patterns? The answer seems to lie in a new set of rights, the so-called "neuro-rights". This ethical dimension in the approach to Neurocommunication and Neuromarketing is also addressed by Álvarez Sánchez from the point of view of advertising and public relations students, who are invited to expose their beliefs and imaginaries about neuromarketing.

 

Other reading recommendations:

- Book: "Ciudad Libertad" by Salvador Gómez Valdés 

- Book: “Diálogos Posdigitales” by Carmen Marta-Lazo and José Antonio Gabelas-Barroso

- Book: “Giddens. Más allá de la Comunicación” by Almudena Barrientos-Báez and David Caldevilla-Domínguez

 

*The Rincón de Lectura de RLCS was born in the framework of a transfer activity of the CONCILIUM group (931.791) of the Universidad Complutense de Madrid, "Validation of models of communication, neurocommunication, business, social networks and gender".