The Mirage of the Biological Algorithm in Neuromarketing: Critiquing Brain-Centrism in Marketing and Advancing a Holistic Approa

Abstract

 The rise of neuroscience applied to consumer behavior has consolidated a "cerebrocentric" approach that attempts to explain the complexity of human behavior solely through the observation of synaptic processes. This article criticizes such reductionism, arguing that the act of consumption does not occur in a biological vacuum but is a holistic and situated phenomenon. By reviewing critical perspectives and proposing a disciplinary triangulation between anthropology, psychology, and sociology, the paper concludes that marketing must transcend biometric data to understand the cultural construction of meaning.