O papel das emoções no processo de decisão de compra: uma abordagem em neuromarketing

Abstract

In an increasingly globalized and competitive world, companies have realized the need to explore the behaviors and emotional aspects of their target audiences to sell more or simply gain their sympathy. Therefore, understanding the consumer profile is a crucial step for marketing strategies. Therefore, this study seeks to answer: How do emotions generated by neuromarketing stimuli influence consumers' purchasing decisions? Given the above, the general objective is to analyze how emotions influence consumer behavior during the purchasing decision process. To achieve this, qualitative research will be carried out, through a quality survey of consumers and analysis of major brands that use emotional campaigns. The results indicated that emotional stimuli exert a strong influence on purchasing decisions. It follows that understanding consumers' emotional profiles and motivations is essential for developing more effective marketing strategies.