Neuromarketing today, advantages and influence on consumers

Abstract

The use of Neuromarketing came to mark a before and after in the world of marketing, moving from traditional techniques to know the preferences of consumers, to techniques that allow, through technological tools, to identify different stimuli, obtain information about the behaviors of the users or consumers before, during and after acquiring the product or service, thereby guaranteeing the appropriation and loyalty of the brand. It is for this reason that the need arises to analyze with this information, the most relevant items about Neuromarketing as well as the advantages, its impact on the consumer, the technological tools used and even visualize where this tool leads. The methodology used is based on a bibliographic design of a documentary type, through which a review of scientific articles is carried out, once the epistemological approach is obtained through these sources, to conclude that organizations must keep updated with respect to the techniques offered by Neuromarketing in order to stay on top of advertising.