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Abstract

Neuromarketing has revolutionized the field of market research by incorporating advanced neuroscientific methods, such as functional magnetic resonance imaging and neuroimaging, to analyze the consumer's mind and predict their purchasing decisions. This approach enables companies to gain deeper and more accurate insights into consumer behavior, providing a crucial competitive advantage in a market saturated with advertising stimuli. The COVID-19 pandemic has accelerated the transition to digital marketing, making social networks and other online platforms essential tools for consumer interaction. In this context, retailers have adapted their marketing strategies using neuromarketing to improve the effectiveness of their campaigns, optimizing the connection with their audience in times of crisis. In addition, neuromarketing makes it possible to analyze consumers' emotional and cognitive responses, which helps companies develop more personalized and effective marketing strategies.