Neuromarketing: its influence on the consumer and its importance in the world of marketing in Colombia

Abstract

With the new trends in the world of marketing and advertising, it's essential to stay abreast of the latest strategies for achieving increasing success in the market. This is why science has stepped in to level the playing field in an environment where people, as the end consumers of products, drive the market. This provides a significant advantage to companies that, despite spending considerable sums on advertising campaigns and marketing strategies, still lack the key to capturing their customers' attention and making their brand a success. Neuroscience represents the future of our society, and just as it has facilitated progress in many disciplines, it has returned to the business world with neuromarketing, the field dedicated to studying the consumer's mind.