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Abstract

The following article is about neuromarketing and consumer behavior, in which an in-depth investigation is carried out that addresses the relationship that exists between marketing and neuroscience in order to thoroughly understand the consumer purchasing process. Likewise, the importance of neuromarketing is highlighted, which functions as a totally innovative tool that allows determining or knowing the subconscious processes that influence the purchasing decisions of consumers in a market with an abundance of competition and great saturation. of products and advertising. In this study we carried out a detailed search procedure in databases, guided by matrices such as PRISMA in order to guarantee transparency and consistency in the collection of computer data. In addition, background information is taken into account to highlight the potential that neuromarketing has to revolutionize market strategies by intuiting the preferences and possible decisions that consumers have. In summary, the article analyzes the evidence developed on neuromarketing and consumer behavior.