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This paper analyzes the influence that neuromarketing has on the purchasing decision-making of the millennial generation. The objective of this study was to determine the effect that neuromarketing strategies have on the consumer of this generation, and in which to increase these strategies, without breaking the ethical foundations of advertising. Here, a quantitative, non-experimental and descriptive methodology was used. For violence in context, the study sample consisted of 33 individuals belonging to the millennial generation, whose ages ranged between 28 and 40 years. They were selected by non-probabilistic convenience sampling. A structured questionnaire was used to obtain responses where the first part comprises five questions on a Likert scale, whose data were processed in the SPSS program. As a relevant fact of the study, it is highlighted that 85% of the respondents say they are completely aware of the tactics used by brands that include colors, sounds and emotions to influence their purchase, emphasizing the clarity and effectiveness of such strategies. This demonstration also coincides with the relevance of emotional stimuli among consumers, as it seems that more than 60 percent of respondents indicated that the emotions evoked by advertisements significantly affect their purchasing behavior. Finally, it should be noted that neuromarketing is positioned as a highly relevant tool to be able to excite consumers who are lacking in the millennial generation, but only if such application is carried out in a context where ethics and transparency are the norm. Ethical consideration for the application of such strategies is crucial. Incorporating responsible practices in these strategies allows not only to reinforce commercial results, but to create lasting and meaningful relationships between brands and target audiences.
