NEUROMARKETING AND PROSPECT THEORY: THE INFLUENCE OF COGNITIVE BIASES ON DECISION MAKING
DOI:
https://doi.org/10.56238/arev7n10-196Keywords:
Neuromarketing, Prospect Theory, Cognitive Biases, Decision Making, Consumer BehaviorAbstract
This study investigates the connections between neuromarketing and Prospect Theory, focusing on how cognitive biases influence decision-making. The proposal contrasts the classical view of a rational consumer with findings from behavioral economics and consumer neuroscience, which highlight the role of implicit processes in choice. The aim is to understand how marketing stimuli mobilize mechanisms such as loss aversion, the reference point, and the framing effect, also analyzing the ethical repercussions involved. The methodology employed is a narrative literature review, with an emphasis on scientific studies and classic works that explore the theoretical and empirical foundations of both fields. Evidence indicates that tools such as fMRI, EEG, eye-tracking, and GSR have revealed specific brain activations, notably in the amygdala and anterior insula, related to the emotional response to losses and choice framing. The discussion proposes an integrated reading of neuroscience and behavioral economics, highlighting how the neural validation of biases broadens the understanding of consumer behavior. It is concluded that this integration enables more effective marketing strategies, but poses significant ethical challenges, requiring a balance between legitimate persuasion and cognitive manipulation, with accountability and transparency on the part of professionals in the field.
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