Neuromarketing and priming strategies: exploring brand perception, emotions, and consumer behavior
Year: 2025
Type: article
Abstract: This article presents an essay that presents approaches to neuromarketing concepts and techniques, focusing on the conceptual analysis of brands, perceptions, affects, and emotions, as well as the Priming Effect. The area of neuromarketing has aroused specific interest among marketing researchers. The central question addressed is whether the application of the Priming Effect Theory offers theoretical support for the development of strategies aimed at attracting and retaining consumers. The aim is to identify the variables influenced by the Priming Effect that manifest themselves in consumer behavior concerning a specific brand. Advances in neuroscience, marketing, and psychology have enabled innovations aimed at understanding consumers' unconscious behavior and satisfying their desires. These innovations relate to an improved understanding of consumers' affective and emotional influences on their preferred brands, including perceptions and understandings during identification with these brands. Although the themes involved, such as brand, affections, emotions, and perceptions, are interrelated, the underlying assumption is that the application of the Priming Effect Theory can provide effective support for the development of strategies to attract and retain new consumers.
Authors: Luiz Osvaldo Vilar de Almeida, Carlos Alberto Gonçalves, Lucas de Carvalho Marinho Teixeira, Ricardo Alexandre dos Santos Araújo
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4408247934