El neuromarketing como estrategia de persuasión del consumidor: Evolución teórica

The objective of the study is the theoretical analysis of neuromarketing from the systematic review of publications in the Scopus database since 2004 on marketing and intervention of applied neuroscience techniques, which has been called neuromarketing. As a result, we identified concepts, theories, techniques, and studies that are mostly in the exploratory and experimental phase, and which raise a high marketing relationship with the senses of the people, influencing decision making when choosing a product or service.