Theoretical-scientific review of the conceptual framework of emotion and sentiment and its application to neuromarketing

In this article we try to address a diachronic bibliographical revision of the main theoretical contributions regarding the conceptual frame of emotion and feeling and its use in neuromarketing investigation. In the last years, scientific investigation programs are more prone to break the predominant paradigm in emotion theory, that identifies emotion and feeling, leaning towards definitions more accurate to the distinction of both concepts, proposing a differential and multifaceted perspective. Nonetheless, the analysis of specific literature over neuromarketing points that, in practice, both terms are confused. Consequently, we fall into a neurocentrism that ignores the role that feelings play in decision making. Most studies aim their results in merely physiologic and biological aspects, leaving behind relevant aspects that are the result of cognitive processes largely associated to cultural, social, and cognitive aspects of the subject. This circumstance may take away validity from the theoretical construct, as well as limit its predictive capacity or lessen its actual validity in the design of its investigations. In the current scientifical context, and regarding the bibliographical revision performed through this investigation, we consider the definition of a clear and unified conceptual frame to be crucial, so much as to avoid theoretical misunderstandings as to improve the design of the investigations that have been applied. We consider the investigation in neuromarketing entails a higher scientific accuracy, which implies the realization of more precise and coherent theorical interpretations of an updated conceptual frame. Only this way we will be able to overcome current limitations inherent to the application of mixed and integrated methodologies with which we measure and observe brain activity in the neuromarketing field.