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This article explores the field of neuromarketing, an interdisciplinary approach that combines neuroscience and marketing to understand how stimuli affect the brain and, ultimately, consumers' purchasing decisions. The main objective is to analyze the influence of neuromarketing on consumer decision-making through an exhaustive documentary review. The method used was a systematic and descriptive review of the literature, in which the 75 most relevant documents found in the search process were reviewed and analyzed, among which there were scientific articles, empirical studies, theoretically reviewed, case studies. and debates. ethical. The information was organized into key categories such as neuromarketing techniques, neural responses, and ethical considerations. The results indicate that techniques such as functional magnetic resonance imaging (fMRI) and electroencephalography (EEG) are effective in capturing emotional and cognitive responses that are not accessible through conventional methods. Furthermore, it was found that these techniques can significantly improve the effectiveness of marketing strategies by allowing more precise segmentation and personalization. However, the study also highlights the need to address the ethical implications of neuromarketing, especially in terms of mental privacy and behavioral manipulation. In conclusion, neuromarketing represents a powerful tool for modern marketing, but requires an ethical approach to protect consumers.
