Neuromarketing: The Philosophy and Culture of Consumerism in Indonesia

  • Asra Al Fauzi Widya Mandala Catholic University, Surabaya, Indonesia; Faculty of Medicine Universitas Airlangga, Surabaya, Indonesia
  • Eko Armada Riyanto Widya Mandala Catholic University, Surabaya, Indonesia
Keywords: Neuromarketing, philosophy, consumerism, economy, Indonesia


Neuromarketing is a revolutionary idea, which combines several disciplines such as psychology, economics, and neuroscience. Indonesia as a developing country that has experienced a fairly rapid economic escalation in the past decade, with the potential for a consumer culture as well as a large purchasing capacity, is a viable market for the application of neuromarketing which is also developing in the world. This review aims to learn more about the idea of neuromarketing, its relation to consumerism culture, and its opportunities in the Indonesian market. For the relevance of the study, this review has also involved the field of neuroscience to discuss philosophical approaches from the use of the subconscious mind, consumerism culture, and the application of neuromarketing in Indonesia today which are known to have successfully utilized neuromarketing principles to boost their sales. However, this technique is not without challenges. In this study, we identified at least some problems, both related to ethics, effectiveness for primary products, to expensive research tools. However, despite these problems, we consider that the use of neuromarketing still has good potential to be applied more widely in Indonesia.


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How to Cite
Fauzi, A. and Riyanto, E. (2022) “Neuromarketing: The Philosophy and Culture of Consumerism in Indonesia”, Malaysian Journal of Social Sciences and Humanities (MJSSH), 7(1), pp. 325 - 334. doi: 10.47405/mjssh.v7i1.1237.