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Authors
Abstract(s)
Neuromarketing pode ser compreendido como uma área do marketing que tem como base os estudos da neurociência. Sua principal finalidade, consiste em identificar o impacto emocional dos produtos e serviços através de métricas cerebrais e corporais. Isso pode ser justificado por grande parte das decisões serem tomadas de forma irracional, proveniente das motivações físicas e químicas que constituem a biologia humana. Ao obter uma melhor compreensão dos desejos, necessidades, impulsos e motivações dos consumidores, é possível também propor soluções mais assertivas.
Este contributo reúne sólidas evidências acerca da temática neuromarketing e suas implicações biológicas, cuja finalidade, é de actualizar e favorecer uma visão mais aprofundada. Para alcançar tais resultados, identificou-se como mais apropriado a utilização de uma Revisão Sistemática da Literatura (RSL).
A presente RSL, é resultante de um total de trezentos e treze estudos que abrangem as contribuições dentre o período de 1942 a 2021. Para a sistematização dos respetivos contributos, foi estabelecido um criterioso protocolo de busca a iniciar com a formulação da questão de investigação, diante das indicações contidas nos acrónimos PICO e FINER. Contudo, toda a elaboração e condução da investigação baseou-se em respeitáveis diretrizes, nomeadamente, Cochrane e PRISMA. Quanto ao suporte através das ferramentas, foram utilizadas o Rayyan e o Zotero. Com a finalidade em salvaguardar a imparcialidade da investigação, houve também uma reflexão diante do Catálogo de vieses Oxford-Brazil EBM Alliance.
A partir dos resultados obtidos, pode-se concluir que através dos avanços tecnológicos, a neurociência tem crescido substancialmente, possibilitando também o neuromarketing intervenções cada vez mais assertivas. Diante desta evolução, é oportuno referir que alguns estudos carecem de validação científica, enquanto outros, mostram-se complementares.
Neuromarketing can be understood as an area of marketing based on neuroscience studies. Its main purpose is to identify the emotional impact of products and services through brain and body metrics. This can be justified by the fact that most decisions are made irrationally, arising from the physical and chemical motivations that constitute human biology. By gaining a better understanding of consumers' desires, needs, impulses and motivations, it is also possible to propose more assertive solutions. This contribution brings together solid evidence on the topic of neuromarketing and its biological implications, whose purpose is to update and favour a more in-depth view. To achieve these results, the use of a Systematic Literature Review (SLR) was identified as the most appropriate. This SLR is the result of a total of three hundred and thirteen studies covering the contributions between the period 1942 to 2021. For the systematization of the respective contributions, a careful search protocol was established, starting with the formulation of the research question, given the indications contained in the acronyms PICO and FINER. However, the entire preparation and conduct of the investigation was based on respectable guidelines, namely, Cochrane and PRISMA. As for support through tools, Rayyan and Zotero were used. In order to safeguard the impartiality of the investigation, there was also a reflection on the Catalog of biases Oxford-Brazil EBM Alliance. From the results obtained, it can be concluded that neuroscience has grown substantially through technological advances, also enabling neuromarketing to increasingly assertive interventions. Given this evolution, it is worth mentioning that some studies lack scientific validation, while others are complementary.
Neuromarketing can be understood as an area of marketing based on neuroscience studies. Its main purpose is to identify the emotional impact of products and services through brain and body metrics. This can be justified by the fact that most decisions are made irrationally, arising from the physical and chemical motivations that constitute human biology. By gaining a better understanding of consumers' desires, needs, impulses and motivations, it is also possible to propose more assertive solutions. This contribution brings together solid evidence on the topic of neuromarketing and its biological implications, whose purpose is to update and favour a more in-depth view. To achieve these results, the use of a Systematic Literature Review (SLR) was identified as the most appropriate. This SLR is the result of a total of three hundred and thirteen studies covering the contributions between the period 1942 to 2021. For the systematization of the respective contributions, a careful search protocol was established, starting with the formulation of the research question, given the indications contained in the acronyms PICO and FINER. However, the entire preparation and conduct of the investigation was based on respectable guidelines, namely, Cochrane and PRISMA. As for support through tools, Rayyan and Zotero were used. In order to safeguard the impartiality of the investigation, there was also a reflection on the Catalog of biases Oxford-Brazil EBM Alliance. From the results obtained, it can be concluded that neuroscience has grown substantially through technological advances, also enabling neuromarketing to increasingly assertive interventions. Given this evolution, it is worth mentioning that some studies lack scientific validation, while others are complementary.
Description
Keywords
Neuromarketing Neurociencia Comportamento de consumo Tomada de decisão Revisão sistemática Neuroscience Consumption behavior Decision making Systematic review