Resumo

VARON SANDOVAL, Alexander; MARTIN CASTEJON, Pedro Juan  e  ZAPATA CASTILLO, Lizeth Carolina. Neuromarketing: Between Emotion and Reason. Rev.fac.cienc.econ. [online]. 2023, vol.31, n.2, pp.9-20.  Epub 15-Dez-2023. ISSN 0121-6805.  https://doi.org/10.18359/rfce.5785.

This review article explores various concepts and theories surrounding neuromarketing as a complement to traditional marketing strategies. It begins by tracing the path traditional marketing has taken to evolve into neuromarketing. The article then delves into the definition of this emerging discipline provided by different authors, discussing its evolution and the challenges it faces. A brief overview of the key brain structures necessary to comprehend neuromarketing is presented. The most commonly used techniques in neuromarketing studies are also detailed. Lastly, the contributions of neuromarketing to the marketing mix are highlighted. The primary conclusion drawn is that, despite the considerable discussion around neuromarketing, it remains relatively unexplored. It is a developing discipline that can interact with related fields, enriching its essence through understanding human behavior. Like any evolving field, there are critics who view it as a tool for "manipulation." This article provides arguments that position neuromarketing as an essential organizational strategy.

Palavras-chave : Marketing; Neuromarketing; Emotions; Human Behavior.

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