O PODER DA MENTE DO CONSUMIDOR: COMO O NEUROMARKETING E A ECONOMIA COMPORTAMENTAL PODEM INFLUENCIAR SUAS DECISÕES DE COMPRA
DOI:
https://doi.org/10.17564/2316-3143.2025v9n2p159-178
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Based on the principles of Prospect Theory and the heuristics of behavioral economics under a neuromarketing approach, this article aims to analyze advertising campaigns that use these techniques to achieve sales results. For this purpose, a franchise of O Boticário was taken as a case study, where the anchoring, scarcity, urgency, availability, and framing heuristics, as well as the Prospect Theory, were applied to discuss and analyze the advertising pieces. Through the analysis of these techniques, it was possible to identify how the company uses these resources to enhance sales and influence consumer behavior. The results point to the importance of using these strategies in marketing, as they can be applied to generate engagement, loyalty, and revenue for companies. Thus, these techniques are grounded in the understanding of human behavior to enhance sales results. Finally, it can be verified that, according to the research, both neuromarketing and behavioral economics techniques are useful tools to understand the consumer's mind and improve the effectiveness of marketing campaigns, contributing to the understanding of marketing strategies used by companies and their implications on consumer decision-making.
