Neuromarketing E Comportamento De Consumo: Uma Revisão De Escopo

Abstract

Studies linking consumer behavior, marketing and human behavior have given rise to a new field of research reported in the scientific literature as neuromarketing. This is an area of study that integrates knowledge in marketing, psychology, neuroscience, medicine and psychiatry and is dedicated to understanding which brain functions are related to purchasing behavior. The aim of this study was to present and describe the relationship between neuromarketing and consumer behavior. To this end, a scoping review was adopted in order to map out information on the subject. This method is qualitative, descriptive and bibliographical in nature and followed the criteria adopted by Arksey and O'Malley (2005): Identifying the research problem; Identifying relevant studies; Selecting studies; Mapping data and grouping, summarizing and reporting results. The results suggest that the knowledge made possible by neuromarketing can help induce purchasing behavior, but that this is a complex phenomenon that has many variables that can be analyzed.