APPLICATIONS OF NEUROLOGICAL TRIGGERS IN THE ONLINE CONSUMER JOURNEY

Abstract

This study analyzed the applications of neurological triggers in the online consumer journey, aiming to understand how emotional and cognitive stimuli influence decision-making in digital environments. The research was based on a systematic literature review and critical analysis of national and international scientific works, organizing the main findings around the relationship between persuasion, behavior, and consumption experience. The results indicated that neurological triggers act as mental shortcuts that simplify choices, reduce cognitive overload, and strengthen emotional bonds between consumers and brands. It was found that resources such as social proof, scarcity, authority, and reciprocity exert a significant impact at different stages of the digital journey, from initial attention to post-purchase loyalty. The study also observed that the effectiveness of these techniques depends on the coherence and authenticity of the strategies employed, as digital consumers are increasingly critical of persuasive practices. Moreover, immersive environments such as the metaverse enhance engagement but may generate mental overload, requiring balance in the use of neuromarketing tools. It is concluded that neurological triggers are central instruments for understanding and guiding the online consumer experience, provided they are applied with ethical responsibility and a focus on value creation, enabling organizations to develop more effective, personalized, and sustainable strategies.