| Sumario: | The term Neuromarketing began to be used in 2002 by Dr. Ale Smidts, a Dutch professor at the Erasmus University of Rotterdam and winner of the Nobel Prize in economics that same year. Neuromarketing arises from the combination of neuroscience and marketing, since neuroscience techniques are used to understand how the brain is activated by marketing stimuli, in order to identify patterns of brain activity that reveal the internal mechanisms of the individual. It is an advanced discipline whose function is to investigate and study the brain processes that explain people's behavior and decision-making, it investigates which areas of the brain are involved in each customer behavior, whether when choosing a brand, when buying a product or simply when it receives and interprets the messages that reach it at every moment from the outside. Neuromarketing arises from the need to find alternative ways to reach consumers, persuade them to consume and retain them. The most recent research has shown that human beings make decisions in an emotional environment and then rationally justify them; but in reality our actions depend on the primitive brain, the "organ of survival", the center of subconscious decisions. In an age in which the context in which the consumer moves is more complex and dynamic, it is of great interest for marketers to obtain more information related to the way in which the brain reacts to a set of stimuli designed by brands to strengthen its position in the minds of consumers. Neuromarketing has been consolidating itself as one of the most innovative and controversial research tools in the field of consumer psychology, due in part to the difficulty or impossibility for consumers to express the emotional reasons that generate their consumption habits and their reactions to various marketing stimuli. Through Neuromarketing, businesses and brands use all their knowledge to implement sales strategies capable of playing with our senses, through decoration, lighting or ambient music that reaches our ears, even the smell that is stimulated with smells that can whet our appetite, while we shop.
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