NEUROMARKETING E TEORIA DA PERSPECTIVA: A INFLUÊNCIA DOS VIESES COGNITIVOS NA TOMADA DE DECISÃO
DOI:
https://doi.org/10.56238/arev7n10-196Palavras-chave:
Neuromarketing, Teoria da Perspectiva, Vieses Cognitivos, Tomada de Decisão, Comportamento do ConsumidorResumo
Este estudo investiga as conexões entre o neuromarketing e a Teoria da Perspectiva, com foco na forma como vieses cognitivos influenciam a tomada de decisão. A proposta contrasta a visão clássica de um consumidor racional com os achados da economia comportamental e da neurociência do consumo, que evidenciam o papel de processos implícitos na escolha. Busca-se compreender como estímulos de marketing mobilizam mecanismos como a aversão à perda, o ponto de referência e o efeito de enquadramento, analisando também as repercussões éticas envolvidas. A metodologia empregada é uma revisão narrativa da literatura, com ênfase em estudos científicos e obras clássicas que exploram os fundamentos teóricos e empíricos dos dois campos. As evidências indicam que ferramentas como fMRI, EEG, eye-tracking e GSR têm revelado ativações cerebrais específicas, notadamente na amígdala e na ínsula anterior, relacionadas à resposta emocional diante de perdas e enquadramentos de escolha. A discussão propõe uma leitura integrada entre a neurociência e a economia comportamental, ressaltando como a validação neural dos vieses amplia a compreensão do comportamento do consumidor. Conclui-se que essa integração possibilita estratégias de marketing mais eficazes, mas impõe desafios éticos importantes, ao exigir um equilíbrio entre a persuasão legítima e a manipulação cognitiva, com responsabilidade e transparência por parte dos profissionais da área.
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