NEUROMARKETING: TRANSFORMING MANAGEMENT FOR CONSUMERS AND EMPLOYEES

Abstract

This research had as its central point to explore the management tools in the face of the stimuli coming from neuromarketing, contributing to consumer satisfaction and improving the quality of life of employees. The research problem inquires about management strategies that, aligned with neuromarketing, can simultaneously meet consumer expectations and promote employee well-being. The main objective is to understand the application of neuromarketing as a strategic business management tool, aimed at improving the consumer experience and raising the quality of life in the workplace. The specific objectives include the analysis of neuromarketing predictions as a management strategy, the identification of the organizational disadvantages resulting from its consumer-centered application, and the justification of the relevance of neuromarketing for the improvement of the quality of life of employees. The research proposes a comprehensive approach, discussing not only the effectiveness of neuromarketing as a management tool, but also exploring the practical and organizational implications of its implementation. The expectation is to provide specific insights for managers and marketers, highlighting how the integration of neuromarketing into management practices can be a multifaceted strategy to achieve consumer satisfaction and promote healthier work environments.