Neuromarketing como método de estudo científico para captação de clientes

Abstract

Neuromarketing analyzes thoughts, emotions and feelings that occur unconsciously. unconsciously and through neuroimaging it is possible to visualize which part of the brain is stimulated by a brand, video or product. For a long time identification of the customer's wishes was done only through market research. was always successful, because the population often didn't respond to what really appealed to them, and what really appealed to them or not, and so neuromarketing emerged, which consists of a neuroscientific study used in companies to understand the behavior of the human mind in purchasing situations. mind in purchasing situations. The aim of this study was to learn about the importance of neuromarketing in attracting customers. This is an integrative This is an integrative literature review study, whose information search took place from July 2019 to November 2019 in the libraries of some higher education institutions, such as the State University of Maranhão (UEMA), Santa Terezinha College (CEST) and the Centro de University of Maranhão (UNICEUMA), in addition some materials were available in electronic databases such as: Instituto Brasileiro de Neuromarketing (IBN) and Forebrain It has emerged that as the market has advanced, competition has become increasingly and more qualified, so that, in order to stand out among the other companies, marketing has become essential stand out from other companies, marketing has become essential to the success of the organization. organization's success, since this sector is constantly looking for innovations to meet the needs of the public, or even public needs, or even creating new ones. This new marketing marketing tool is still new to many entrepreneurs, especially in the Brazilian market. However, the use of neuromarketing can solve a number of problems in an organization, making investments in the company's image better targeted. image are better targeted.