Neuromarketing as a Strategic Tool for Influencing Consumption:

Systematic Literature Review

Abstract

This study delves into the field of neuromarketing to understand how it has become a key component of marketing strategies in our digital age. The investigation, which is based on a review of recent literature, aims to identify the emotional and unconscious mechanisms that truly guided our choices, rather than merely analyzing consumer behavior on the surface. The fact that 95% of purchasing decisions occur within this invisible plane makes it clear that advertising interacts directly with our biology, triggering hormonal responses that shape preferences without our knowledge. The analysis demonstrates that a purchase is not an isolated event but rather a mosaic where influences from our culture, social circle, personal belongings, and psychology are mixed together to change consumption into a way for us to express who we are. The study also offers a critical look at how media frequently only ends up eclipsing the discourse of brands, and confronts the underlying ethical issues: the possibility of shady manipulation, discrimination by algorithms, and the encouragement of prejudiced consumerism. Finally, it is acknowledged that a responsible path is necessary for the future of neuromarketing. This calls for clear rules, consumers who are more aware of the tactics used, and, above all, professionals with strong ethical training. Despite these challenges, the text highlights that Brazil, with its immense diversity, has a niche to lead this transformation and create a more inclusive and conscious use of this powerful tool.