The Discursive World of Neuromarketing: For Whom Are These Technologies Working?

  • Selena Nemorin


The ensuing discussion elaborates on the theoretical and philosophical underpinnings of the book, outlining how Heidegger’s concept of world can help us understand the communicative relationship between the consumer in her own subjective world and the larger world of neuromarketing as a shaper of social worlds. This chapter begins laying the conceptual foundations for a hermeneutic inquiry with a preliminary sketch of neuromarketing as a discursive ‘world,’ including identification of the aims and assumptions of the industry.

Copyright information

© The Author(s) 2018

Authors and Affiliations

  • Selena Nemorin
    • 1
  1. 1.Department of Culture, Communication and MediaUniversity College LondonLondonUK

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