Neuroscience, in its ambitious quest to unravel the mysteries of the human brain, has allied itself with other areas of knowledge to investigate how decisions are made, especially in the context of consumption. This emerging area, known as neuromarketing or neurovendas, seeks to understand the brain processes underlying consumer choices, going beyond traditional market research and questionnaires.
Recent studies have demonstrated the potential of neuroscience to analyze and understand economically relevant behaviors in decision-making. Neuroeconomics, for example, combines neuroscience, economics, and psychology to examine brain functioning during choices in diverse circumstances (BICKEL et al, 2006). By investigating brain activity, neuroeconomics can provide valuable insights into how consumers evaluate options, weigh risks and rewards, and ultimately make purchasing decisions.
Consumer neuroscience, through neuroimaging techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG), allows us to investigate which areas of the brain are activated when consumers are exposed to brands, products and advertising messages. This innovative approach makes it possible to identify the emotional and cognitive triggers that influence preferences and choices, providing crucial information for developing more effective marketing strategies.
However, the application of neuroscience in the context of consumption also raises ethical issues and methodological challenges. Interpretation of neuroimaging data requires caution and expertise, and consumer privacy must be carefully protected. In addition, the high cost of some neuroimaging techniques may limit access by small and medium-sized businesses to this approach.
In short, consumer neuroscience represents a promising and ever-evolving field, with the potential to revolutionize how we understand and influence consumer behavior. By unraveling the neural mechanisms behind purchasing decisions, this area of research opens doors to creating more personalized and effective products, services, and marketing strategies, driving economic growth and consumer satisfaction. (SANCHES, FLAVIO et al. Neurosales and its application as a means of optimizing and improving business. CPAH Science Journal of Health, v. 1, no. 1, pp. 139-145, 2018).
Refereencia:
SANCHES, Flavio et al. Neurosales and its application as a means of optimizing and improving business. CPAH Science Journal of Health, v. 1, no. 1, pp. 139-145, 2018.
