THE APPLICABILITY OF NEUROMARKETING IN BUSINESS DECISION MAKING
THE APPLICABILITY OF NEUROMARKETING IN BUSINESS DECISION MAKING
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DOI: https://doi.org/10.22533/at.ed.53624050412
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Palavras-chave: comportamiento de compra, cortex cerebral, neuromarketing, técnicas.
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Keywords: purchasing behavior, cerebral cortex, neuromarketing, techniques.
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Abstract: Buying behavior is a complex process influenced by a variety of psychological and social factors. In this sense, the cerebral cortex plays a fundamental role since it is the region responsible for rational thinking and conscious decision-making. Neuromarketing takes advantage of this knowledge to improve the understanding of consumers' mental processes and use effective strategies to influence their purchasing decisions. Neuromarketing tracks consumers' brain activity and eye movements as they interact with marketing stimuli. These techniques help companies create more personalized and effective marketing strategies because they better understand consumers' emotional and cognitive responses. Companies can tailor their advertising messages, product designs, and brand experiences to maximize their appeal and relevance to target audiences by understanding how the brain processes information and makes decisions.
- Steve Alí Monge Poltronieri
- Magaly Sánchez Barboza
- Grettel Pamela Villalobos Víquez
- Silvia Verónica Gómez Vargas
- Miguel Ángel Betancur Ceballos
