A influência do neuromarketing na tomada de decisão dos consumidores em compras on-line

Abstract

This research explored the role of Neuromarketing in influencing consumers when shopping on-line. The research addressed the evolution of marketing, highlighting the growing importance of neuroscience in understanding consumer motivations in virtuais stores. The aim of this study was to analyze how Neuromarketing influences consumers in the virtual environment. A descriptive qualitative approach was used to carry out the study, using a questionnaire applied to on-line store consumers as a data collection tool. The influence of Neuromarketing on on-line shopping was analyzed, considering factors such as design, scarcity, personalization and emotional connection. By meeting the proposed objectives, the research contributes to expanding knowledge on the subject. It highlights the importance of applying Neuromarketing in the competitive scenario of virtual commerce. The results revealed that Neuromarketing strategies do have an influence on consumers. This study provides valuable content for marketing professionals, researchers and managers seeking to understand and improve their strategies in the virtual environment.