Abstract:
The combination of marketing and neuroscience gave rise to neuromarketing, which
is the study of consumer behavior. The objective of this work is to understand human
behavior through stimuli that the brain receives when faced with the need for
consumption. The aim is to develop this theme by answering the following problem:
How does neuromarketing assist marketing in creating strategies to benefit
consumers and impact the purchase decision process? In view of this, the applied
methodology is bibliographic research aiming to understand the “state of the art” of
the subject in question. The main theoretical references used were: Camargo, Kloter,
Lindstrom, Lent and Las Casas. Thus, it is concluded that neuromarketing seeks to
comprehend and understand the needs of consumers, assisting marketing in creating
more efficient strategies.
