O poder da marca à luz do neuromarketing: experimentações comparativas com marcas da G Representações

Abstract

The present study discusses neuromarketing, which is used as one of the main tools to map emotional reactions, with the aim of better understanding the consumer's mind and, better, defining the marketing strategies of the companies. Through a bibliographical review and research it is concluded that the emotions are the main responsible for boosting the decision making in relation to the buying behaviors. Due to the lack of greater justifications and details about consumer behavior, this research is descriptive and explanatory, aiming to combine management and marketing knowledge and to discover in practice what motivates the human brain at the time of decision making.