SOCIAL MARKETING, NUDGING POLICIES AND CONSUMERISM: ADVANCEMENTS THROUGH TECHNOLOGIES FROM NEUROSCIENCE

Social marketing has done a lot, so far, to improve communication towards its audience in order to increase consumers’ (but simply citizens’) welfare and promote the consumeristic doctrine. In the last years, the emergence of neuroscience applied to marketing and economics has revolutionized the way of thinking to the customers’ insights, creating thus new languages and new challenges for the communicators and the policy makers. The present contribution aims to be a review of the state-of-the-art of the consumer neuroscience inter-discipline applied to the concerns typical of the consumerism, and tries to answer the question: is this niche methodology destined to be the next main one in the consumer and consumeristic research? What are the challenges and the difficulties to overcome in this sense?