Epistemological and anthropological foundations of Neuromarketing: approach from current philosophical

Abstract

Neuromarketing is a novel discipline, belonging to the field of neurosciences, whose purpose is to study the buying and selling processes and consumer decision-making. It implies a series of practices that have repercussions on consumers who, from a utilitarian vision and Western instrumental rationality, are defined as instruments of consumption. However, there are theoretical foundations of an anthropological and epistemological nature that serve to specify the consumption interests of the human being, which implies opening up to the exploration of the complexity of individuals, their psychological, biological and affective aspects, without losing sight of philosophical categories present when examining these problems, such as rational choice, freedom, consumer society, labor exploitation, among others. By virtue of the above, the article's main objective is to analyze the anthropological and epistemological foundations of neuromarketing, while establishing a critical position on the consumerist rationality driven by globalization and the exploitation of the human condition derived from it.