Marketing and cognitive neurosciences: Contributions to the improvement of digital ventures
DOI:
https://doi.org/10.71068/7hc5e074Keywords:
Cognitive Neurosciences, Consumer Psychology, Entrepreneurship, EconomyAbstract
The field of marketing has suffered several drastic changes since the last three decades, due to the positive impulse it has been receiving from other scientific disciplines from places as distant as health sciences and behavioral sciences, in order to improve their practices, their methodologies and the impact they have among the different population sectors to which they seek access for the purchase and sale of services and goods. The objective of this review research was to gather a conglomerate of several thousand scientific articles, to be able to decant them into a reduced theoretical skeleton of texts that allow the reader to understand the correlation between marketing and neurosciences, in addition to consumer psychology, since they are constituted as scientific disciplines capable of contributing to business sciences, specifically, in the area of improvement, growth and evolution of new ventures in the digital world. This study concludes that entrepreneurs could improve their management and performance, if they are in a position to become flexible enough to incorporate into their contexts, the strengths and skills that neuroscience and consumer psychology possess to provide stability and development to ventures within social networks.
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Copyright (c) 2025 Nicolás Parra Bolaños, José María Gutiérrez Londoño, Claudia Estela Herrera Cárdenas (Autor/a)
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