The Contribution of Neuromarketing to the Study of Consumer Behavior

Abstract

Understanding consumer behavior in a society marked by complexity is a challenging task. The aim of this article is to investigate the new information that can be obtained by means of neuromarketing and whether it helps clarify knowledge about consumers. We performed an exploratory study involving review of the literature and in-depth interviews with Brazilian and international specialists. Our conclusion is that neuromarketing - or the application of neuroscience in the marketing area - can shed light on consumers' reactions to marketing actions.