IBMEC Masterclass Neuroscience and Neuromarketing
Files
Accepted manuscript
Date
2025-04-14
Authors
Version
Other
OA Version
Citation
M. Goncalves. 2025. "IBMEC Masterclass Neuroscience and Neuromarketing" https://doi.org/10.13140/RG.2.2.27996.50567
Abstract
The masterclass delivered to IBMEC (Brazil) at Boston University, introduced participants to the foundational concepts of neuroscience and its application in marketing—neuromarketing. It explores how understanding brain function, attention, memory, perception, and emotional processing can provide powerful insights into consumer behavior. Through interactive experiments and real-world case examples, the session illustrated how sensory cues, product packaging, advertising design, and emotional engagement influence purchasing decisions. The presentation emphasized the importance of integrating neuroscientific tools such as eye tracking and galvanic skin response into marketing strategies, ultimately encouraging critical thinking in applying these insights for effective consumer engagement.