Advisor(s)
Abstract(s)
O neuromarketing é um novo campo de estudo, que consiste na aplicação dos métodos
neurocientíficos aos problemas relevantes do marketing, nomeadamente o
comportamento do consumidor. Neste sentido, esta investigação procura constituir um
trabalho de sistematização relevante, enquadrando a pertinente importância do
conhecimento da neurociência na evolução da teoria e prática de marketing.
Foi realizada uma revisão literária, que resultou de uma pesquisa bibliográfica na área
do marketing e da neurociência, para procurar explicar o que é o neuromarketing, para
que serve, como se aplica, onde e por que é que se aplica, quais os seus avanços e, quais
as áreas empresariais que deles beneficiam. Como culminar da revisão literária
propusemos uma matriz de análise para avaliar o uso do neuromarketing pelas
empresas, susceptível de ser aplicada na prática.
O neuromarketing surge como a promissora ferramenta da pesquisa de mercado, que
permite aceder aos processos inconscientes e automáticos, de que deriva o
comportamento do consumidor, podendo ser aplicado nas mais variadas áreas
empresariais, desde a pesquisa de mercado, segmentação, selecção dos mercados-alvo e
posicionamento, até à definição de estratégias de marketing-mix (políticas de produto,
preços, comunicação e distribuição).
Ao nível da gestão de marketing, este trabalho procura fornecer conhecimento para o
uso do neuromarketing pelas empresas, para que estas possam despertar para este
fenómeno, que será, no futuro, uma tendência a nível mundial. Num nível académico, o
estudo realizado visa demonstrar o potencial de investigação desta subciência
emergente, aumentando o conhecimento teórico, que contribui para uma maior
maturidade do tema. São sugeridos diversos campos de aplicação desta subciência, para
futuras investigações, como por exemplo, a confiança, a negociação, a ética e o
marketing de serviços.
The Neuromarketing is a new field of study that involves the application of neuroscientific methods to the relevant problems of marketing, specifically consumer behavior. Therefore, this research tries to establish a systematic organization of material, framing the relevant importance of knowledge in neuroscience in the evolution of theory and practice of marketing. We performed a literature review, which resulted from a literature search in the area of marketing and neuroscience, to try to explain what is neuromarketing, what it does, how it applies, where and why it applies, what are their advances and which business areas that receive them. As a culmination of the review proposed an array of literary analysis to evaluate the use of neuromarketing by companies, which may be applied in practice. The neuromarketing emerges as a promising market research tool, allowing access to the unconscious and automatic process, that derives from consumer behavior and can be applied in various business areas, from market research, segmentation, selection of markets targeting and positioning, to define strategies for the marketing mix (product policy, 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 be in the future, a trend worldwide. In academia, the study aims to demonstrate the research potential of this emerging sub-science, enhancing the theoretical knowledge, which contributes to a more mature theme. We suggest different fields of application of this sub-science, for further investigations, such as trust, negotiation, ethics and marketing services.
The Neuromarketing is a new field of study that involves the application of neuroscientific methods to the relevant problems of marketing, specifically consumer behavior. Therefore, this research tries to establish a systematic organization of material, framing the relevant importance of knowledge in neuroscience in the evolution of theory and practice of marketing. We performed a literature review, which resulted from a literature search in the area of marketing and neuroscience, to try to explain what is neuromarketing, what it does, how it applies, where and why it applies, what are their advances and which business areas that receive them. As a culmination of the review proposed an array of literary analysis to evaluate the use of neuromarketing by companies, which may be applied in practice. The neuromarketing emerges as a promising market research tool, allowing access to the unconscious and automatic process, that derives from consumer behavior and can be applied in various business areas, from market research, segmentation, selection of markets targeting and positioning, to define strategies for the marketing mix (product policy, 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 be in the future, a trend worldwide. In academia, the study aims to demonstrate the research potential of this emerging sub-science, enhancing the theoretical knowledge, which contributes to a more mature theme. We suggest different fields of application of this sub-science, for further investigations, such as trust, negotiation, ethics and marketing services.
Description
Keywords
Marketing Neurociência Neuromarketing Neuroimagem Comportamento do consumidor Marketing-mix Neuroscience Neuroimaging Consumer behavior