Year: 2024
Type: article
Abstract: The objective was to identify the literary contributions that support neuromarketing, using a literature review study, with an exploratory-explanatory scope, using literature review as the data collection technique. For the identification of publications, from 2020 to 2024. There were a total of 30 articles. The results mention, to study the benefits and limitations of neuromarketing tools in a series of market entry devices. Neuromarketing contributes to customer acquisition and better positioning of the company, in addition to achieving loyalty and love for the brand. Neuromarketing is regarded as a recent development in marketing since it applies neuroscience to market research to analyze which stimuli cause a particular kind of customer behavior. It also helps to uncover feelings and perceptions about a business in order to create strategies that increase customer loyalty.
Authors: Ana Valeria Díaz Gonzales, Rosa Johanna Clavijo López, Marlon Joel Neyra-Panta, Enzo André Bautista Calderón, Carlos Quinto Huamán Rojas, Jerris Rojas Vela
Institution: Universidad César Vallejo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4404445128