How does the application of neuromarketing techniques impact consumer behavior and decision-making in Portugal?

Gonçalves, Bárbara Inês Silva

http://hdl.handle.net/10400.26/51099

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Authors

Gonçalves, Bárbara Inês Silva

Advisor(s)

Abreu, Maria Madalena Eça Guimarães de

Baía, Bárbara Alexandre Regadas Correia

Abstract(s)

Neuromarketing uses powerful techniques and plays a significant role in how marketing campaigns are created today and what services and products are needed or developed. Because neuromarketing is the study of the consumer buying process, marketers use it in accordance with the wants and needs of consumers. The purpose of this study is to determine whether consumers are consciously engaging with neuromarketing or whether they are unconsciously influenced by its tactics. It interprets demographic data, measures consumer awareness of neuromarketing in marketing campaigns and assesses perceptions of its effectiveness on behavior and decision-making. It also explores potential concerns, and behavioral implications and examines ethical and legal perspectives on neuromarketing. In order to gain a more complete understanding of the research topic, a survey was designed that included both qualitative and quantitative questions. The results, when broken down by generation, showed that generations do not play a key role in influencing consumer awareness or opinion. Furthermore, the use of neuromarketing techniques does not raise any major ethical concerns.