A aplicação de métodos de Neuromarketing na área de marketing: uma revisão de literatura

Abstract

The study of neuromarketing techniques has provided marketers with a better understanding of behavior, choice and preference, as well as the stimuli that influence consumption, which is a differential for companies seeking to stand out in the market by developing using this study to leverage sales and manage to captivate consumers. Seeking to understand the relationship between neuromarketing and consumer behavior, this work aims to present the applicability of neuromarketing in the scope of the marketing area. In this sense, after reading and qualitatively analyzing the articles, they were classified into three large groups: Consumer Behavior, Marketing, Neuromarketing and Ethics, and Marketing Compound.