Neuromarketing: study on applied science in marketing

Abstract

This article has the clear purpose of reinforcing the fact that the work material of marketing are not robots driven purely by logic, but human beings living in society, who seek through consumerism a way to satisfy their desires. Thus, it is perceived that marketing has a nature intrinsically linked to human activities, so it is natural that marketing is driven, over the years, to modify and improve its approaches in order to adapt to each new trends of humanity. And that today in the midst of the so-called information age, neuromarketing is part of the vanguard of another natural evolution of marketing, because recent studies, such as the one that provided Daniel Kahneman with the Nobel Prize in Economics in 2002, demonstrate that the human being does not have the natural capacity to be able to respond consciously and clearly what reasons led to a certain decision-making and that, most of the time, his decisions are actually decided by the habits of a lazy brain addicted to dopamine. Thus, justifying the idea of adding to traditional research methods, quantitative and qualitative, the use of neuroscience to obtain a better understanding of consumer preferences.