Abstract:

Bearing in mind the need to analyze consumer behavior, aiming at the impulse and differentiation for any business, and recognizing that the market is increasingly competitive, it is assumed as pertinent to understand the ways in which the consumer thinks and acts, through auxiliary tools in the field of neuroscience. Therefore, the research presented relates the applications of Neuromarketing in a business context, questioning whether, taking into account the evolution of the area, this is a differentiating contribution of investment in the process of stimulating consumers for companies in the Iberian Peninsula. Methodologically, this study is part of a Systematic Review of the Literature, which aims at the current perception of the subject, debating the collection and analysis of a large amount of information compiled in a single study. It was through this methodological technique that we intended to assess whether Neuromarketing is a good investment for companies in the Iberian Peninsula, having analyzed a total of 31 scientific documents. Based on the information collected, the general objective was partially achieved, revealing a positive balance, since the results obtained mention investments in this area, however, the delimited geographical area is not mentioned in its entirety. Regarding the specific objectives, they are evaluated with a neutral balance resulting from mediation, after being placed in perspective, it appears that there is no greater negative or positive impact of their evaluative nature. Regarding the research question, after the deconstruction and analysis of the selected articles, a positive, substantiated and partial response was obtained, reflecting on the evolution of tools, techniques, and Neuromarketing as a research area. The applicability of the same is manifested in a unique investment for companies in the Iberian Peninsula, namely in Portugal, which makes it possible to stimulate and understand in an easy and in-depth way the behavior and needs of consumers. Meeting the sustainable development goals established by the United Nations Organization, the work aspires to make a significant contribution to youth, education, and society, especially by addressing a brief reflection on the educational field and the learning benefits that it can provide, in order to draw out the particular contribution that this approach can make in the area of education. Educational marketing factors/attributes are analyzed and highlighted, based on international educational marketing practices. Aware that educational neuromarketing is based on psychosocial learning needs, in order to guide and develop educational programs that satisfy them, the role of neuromarketing and communication in the strategic plan of Educational Institutions is discussed.

Keywords:

Neuromarketing, Organizational behavior, Consumer behavior, Organizational culture, Systematic Review of Literature.