Análise da decisão do consumidor em lojas de varejo: Mapeamento da Atividade Cerebral por meio do EEG e aplicação de Nudge.

Abstract

This study explores human behavior through a multidisciplinary approach, considering both internal and external factors within the organizational environment and emphasizing the interaction between individuals and the market. We investigate how decisions are influenced by sales and marketing tactics, based on neuromarketing, that dominate commercial environments and encourage targeted consumption. We used Electroencephalography (EEG) to examine consumers' brain and behavioral responses to various marketing stimuli, such as advertisements and shopping experiences, identifying positive or negative emotions. The tests, conducted in a controlled consumer electronics retail environment, aimed to confirm the hypothesis that it is possible to determine consumer preferences through brain activity mapping. The results indicate the feasibility of using this technique to enhance marketing and sales strategies while reflecting on the importance of nudges as influencers in purchasing decisions.