Neurocommunication as a Catalyst for Active Advertising

Abstract

In this article, we analyze the relationship between neuromarketing and consumer decision-making processes, focusing on how emotions and reason interact at the moment of purchase. Our aim is to explore how neuromarketing, by applying neuroscientific techniques, can influence consumer decisions through a combination of emotional and rational factors. To this end, we conducted a comprehensive review of the existing literature, using a qualitative methodology that allowed us to identify the main approaches and findings in this field. The results suggest that marketing campaigns that appeal to emotions have a more lasting impact on consumer memory than those based solely on rational arguments. We conclude that, by integrating emotional and rational elements, neuromarketing strategies can be optimized to more effectively influence decision-making, thereby maximizing their effectiveness in advertising contexts. Additionally, we emphasize the need to consider ethical aspects in the use of these techniques.