Neuromarketing as an instrument used by companies to induce consumerism

Abstract

On various occasions, during daily life, consumers are forced to make decisions when making a purchase, evidencing consumer behavior. Companies, which aim to maximize their profits as much as possible, use, among others, instruments such as neuromarketing to understand consumer behavior, their subsequent loyalty to brands, increasing sales, for which they encourage consumerism. The justification for the investigation is that it harms, in various ways, the well-being of consumers. Identifying which are the neuromarketing instruments by which consumerism is generated, will allow us to understand the actions of companies, to sensitize society regarding the decision-making of their purchases. In this research, the neuromarketing instruments used by companies to induce consumerism were analyzed. The research was qualitative, and the bibliographic review method was used to analyze the information. The main result found was that neuromarketing induces greater consumption and basically uses two instruments: visual, auditory, and kinesthetic neuromarketing and the use of neural technological tools. The conclusion of the research is that companies use neuromarketing as an instrument to induce consumerism.