NEUROMARKETING: FUNDAMENTALS OF NEUROSCIENCE APPLIED TO MARKETING AND ITS EFFECTS ON CONSUMER BEHAVIOR

Abstract

In a competitive and differentiated market, many companies have sought to invest in actions related to the process of identifying and understanding the behavior that motivates consumers in the decision-making process of purchasing a product or choosing a service, seeking to develop marketing strategies aimed at satisfying consumer demands and expectations. Neuroscience has played a strong and positive influence in the construction of this scenario, emerging as an active and indispensable segment. The general objective of the study was to discuss the main contributions of neuromarketing as a competitive basis for organizations, based on consumer decision-making and purchasing behavior. To this end, a literature review (bibliographic research) was carried out, with an exploratory basis and qualitative approach, based on the survey of the main academic studies published between 2020 and 2025, available in SciELO, Google Scholar and Spell. It was observed that neuroscience applied to marketing constitutes a tool of high added strategic value, since, by presenting the factors that influence people's decision-making process when purchasing, companies, in turn, are able to correctly develop strategies that are more in line with these needs and expectations. The usability of digital resources and especially intelligent systems has enhanced the results in the area of ​​neuromarketing, providing greater security in consumer data and information, however, implying some moral and ethical problems, which has generated discussions and criticism in this regard.