BEHAVIORAL AND COGNITIVE NEUROSCIENCE.
In making decisions, we evaluate possible choices using cognitive and emotional processes. Between complex and conflicting choices, we cannot decide using only logical cognitive processes, as they may become overwhelmed and unable to reach a satisfactory result and this generates anxiety and uncertainty at the time of purchase.
We live from the choices we make and the choices we make for the products and services we market. Knowing how to build effective advertising, unraveling what drives people to buy (or not buy something), structuring a strategy with positive results, today has become a differential in the competition, in an environment of democratization of information. Neuromarketing may be a response to consumer behavior, but it goes far beyond this perspective as it concerns the mental impact that products, services and brands have on us. Through somatic markers, among reward stimuli that induce an associated affective / physiological state, we are led to act for positive rewards. The purchase translates into one of them.
Neuromarketing strategies make possible the use of techniques, which will take us to a higher level in understanding this whole context, thus allowing us to enter a universe of neural connections, brain waves and synapses that will open a path of discoveries, innovation and knowing more.