Abstract
The main objective of marketing is undoubtedly to help companies link their objectives with the needs and preferences of current and potential customers, and learn more about customer or consumer behavior. At present, with the help of new technologies, there has been a greater interest in applying the methods of neurology in various areas other than medicine, which are related to human behavior, neuromarketing being one of the ways to investigate and know how the consumer reacts to a product, thus supporting us to better understand psychological behavior and dictate more precise actions for marketing based on knowledge of the brain reactions.
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Casas-Frausto, A., Márquez, B.Y., Jiménez, S., Alanís, A. (2022). Deciphering Consumer Behavior Through Emotions Using Neuromarketing. In: Yang, XS., Sherratt, S., Dey, N., Joshi, A. (eds) Proceedings of Sixth International Congress on Information and Communication Technology. Lecture Notes in Networks and Systems, vol 235. Springer, Singapore. https://doi.org/10.1007/978-981-16-2377-6_53
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DOI: https://doi.org/10.1007/978-981-16-2377-6_53
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