Comportamento do consumidor: efeitos do uso dos gatilhos mentais nas estratégias de marketing

Abstract

This study presents a reflection on how consumer behavior can be influenced by the use of mental triggers in marketing strategies. To achieve this, a theoretical research is developed from a critical reflective perspective, based on a bibliographic and documentary survey of various authors and their perspectives that explore the study of the customer's decisionmaking process prior to the act of purchase and the behavioral science behind it. The results found in this research suggest the evolution of traditional marketing tools, such as the incorporation of neuromarketing and studies on consumer behavior, elements that have become indispensable for the success of any organization in today's context.