Neuromarketing

: a aplicação das neurociências ao marketing

Abstract

The Neuromarketing is a new field of study that involves the application ofneuroscientific methods to the relevant problems of marketing, specifically consumerbehavior. Therefore, this research tries to establish a systematic organization ofmaterial, framing the relevant importance of knowledge in neuroscience in the evolutionof theory and practice of marketing.We performed a literature review, which resulted from a literature search in the area ofmarketing and neuroscience, to try to explain what is neuromarketing, what it does, howit applies, where and why it applies, what are their advances and which business areasthat receive them. As a culmination of the review proposed an array of literary analysisto evaluate the use of neuromarketing by companies, which may be applied in practice.The neuromarketing emerges as a promising market research tool, allowing access tothe unconscious and automatic process, that derives from consumer behavior and can beapplied in various business areas, from market research, segmentation, selection ofmarkets targeting and positioning, to define strategies for the marketing mix (productpolicy, pricing, promotion and distribution).In terms of marketing management, this paper seeks to provide knowledge for the use of neuromarketing by companies, so they can wake up to this phenomenon, which will bein the future, a trend worldwide. In academia, the study aims to demonstrate there search potential of this emerging sub-science, enhancing the theoretical knowledge, which contributes to a more mature theme. We suggest different fields of application ofthis sub-science, for further investigations, such as trust, negotiation, ethics andmarketing services.

Date of Award	2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Susana Silva (Supervisor)