Neuroscience and neuromarketing in public procurement: beyond the «neocortex» and moving to the «limbic brain»

This paper tries to analyze the «ridiculousness» —or not—, or «softly» saying the relevance or not, that «neuroscience» has and within it «neuromarketing» in public procurement; that is, understand  how the nervous system (which is made up of the brain, the spinal cord and networks of sensory or motor nerve cells) influences the decision of the public buyers or the decision of the buyer that uses public resources. The present research work, «sin» —therefore— of many things, among them of «stairing» on the verge of madness, to come across a topic that, apparently, has no precedent in doctrine, in academy or in normative or law, in any part of the world -at least the Spanish-speaking one-; in said logic, it may be considered absurd, and could be remain as the only written attempt  in this regard; in which case, this document «will remain as a sign» of a restless mind that was almost 51 years old, 28 years of them dedicated to advising in the field of public procurement, wanted to «unlearn» everything learned, producing a strong disruptive process. The other objective of this academic work could imply that, even if it has not been dealt with before, it can at least provide the framework to start an intense debate or a calmer one about a totally new topic, which basis is the businesses developed in the private sphere, although starting from a similar actor: the human being, which is behind the purchasing process, be it public or private, using public resources or not, in order to understand  which is the decisive factor of a purchase, considering the analysis of the complex human brain that, even for generate «artificial intelligence», is behind all this complex and exciting «neuroscientific» debate. Scientifically, the brain has 3 clearly differentiated layers from the «reptilian» layer, passing through the «limbic» layer and concluding in the «neocortex» which is the «rational» layer; from whose analysis it could be said that all pur- chases —public or private— are decided by the brain of the human being. In this document will be analyze the part of that brain which decide the purchase and how it is justified. I will try to demonstrate that in real life, the purchase decisions whether the purchase is public or private, exceeds the mere content of the rules or the type of proce- dure chosen; and —of course— it does not depend on the «hat» —«public or private»— that the brain of a human being is wearing; but the purchase decisions although they are «brainy», the brain is not only rational; in fact brain cannot be confused with reason. All this work proves that the legal world and its analysis does not imply and abstract and independent  legal knowledge, but that it has a richness and acquires meaning un trying to seeks in other spheres of knowledge, such in this case from medical information and neuroscience

• প্রধান লেখক: Baldeón Barriga, Inés María (author)
• বিন্যাস: article
• ভাষা: spa
• প্রকাশিত: 2023
• বিষয়গুলি: Neuromarketing; contratación pública; neurociencia; cerebro reptiliano; cerebro límbico; neocortex; public procurement; neuroscience; reptilian brain; limbic brain
• অনলাইন ব্যবহার করুন: https://revistadigital.uce.edu.ec/index.php/CAP/article/view/4365