Abstract

SANCHEZ MOSQUERA, Francisco Javier et al. Neuromarketing and Consumer Behavior. e-Rev. Multidiscip. Saber [online]. 2025, vol.3, e-RMS11022025.  Epub Oct 25, 2025. ISSN 2960-2467.  https://doi.org/10.61286/e-rms.v3i.161.

The Influence of Neuromarketing on Consumer Behavior is considered as the strategy based on neuroscience that affects purchase decision- making. The aim was to determine the impact of visual, sensory, and emotional stimuli on consumers' perceptions and decisions. A quantitative approach was employed, with a non-experimental and cross-sectional design, using structured surveys with Likert scales applied to 400 participants. The results show that 65.00% of respondents believe that colors, sounds, and visual designs influence their interest in a product, while 72.50% think that sensory experiences improve brand perception. Moreover, 65.00% of participants feel attracted to brands that generate positive emotions, and 69.50% indicate that emotional advertising impacts their purchase decisions. Regarding decision-making, 51.25% admitted to making impulsive purchases due to attractive advertisements. Correlational analyses evidenced a significant relationship between visual and emotional impact and decision-making (r = 0.72, p < 0.01).It is concluded that neuromarketing directly influences consumers' decisions by stimulating sensory and emotional responses that favor impulsive buying. However, it is crucial to apply these strategies ethically to avoid consumer manipulation. These findings enable companies to design more effective campaigns, optimizing customer experience and strengthening brand connection.

Keywords : neuromarketing; consumer behavior; purchasing decisions.

        · abstract in Spanish     · text in Spanish     · Spanish ( pdf )