Neuromarketing and innovation

Abstract

In the present study, through a documentary research, neuromarketing and its relationship with innovation are described, in the face of the evolution of the different means that have been put into practice to obtain an increasingly precise approach to the way in which that consumers perceive reality in relation to certain products or services, according to the stimuli that they can send through the senses, generating a specific response regarding the purchase decision regarding a product or service compared to others. Hence, it has been necessary to incorporate the tools provided by neurosciences to discover what these perceptions are and, from there, define the best marketing strategies to reach, attract and retain customers. All this leads to creating more interaction between people, allowing companies and brands to be perceived closer, promoting an experience that brings them closer and closer, which requires an interdisciplinary vision to be able to study and explain the key processes of the human brain regarding to purchase or acquisition decisions at the same time, create and implement long-term relationships that successfully lead organizations towards their goals, routinely having constant innovation.