Neuromarketing: A Competitive Advantage for the Financial Sector Neuromarketing: Una ventaja competitiva para el sector financiero sector financiero

Abstract

Neuromarketing focused on the prediction of consumer behavior, using the advances of neuro-science as a reference to measure the effects of communication and publicity actions. In this sense, it presented as a strategic alternative relevant to financial institutions, which developed in a highly competitive environment. The theoretical and investigative review proposed in this article, seeks to consolidate a clear vision regarding the opportunities for application of Neuromarketing in banks. However, this sector still does not integrate these techniques in its planning for the construction of positive and innovative advantages with respect to the other economic actors of this economic sector.