Abstract
The objective was to identify the literary contributions that support neuromarketing, using a literature review study, with an exploratory-explanatory scope, using literature review as the data collection technique. For the identification of publications, from 2020 to 2024. There were a total of 30 articles. The results mention, to study the benefits and limitations of neuromarketing tools in a series of market entry devices. Neuromarketing contributes to customer acquisition and better positioning of the company, in addition to achieving loyalty and love for the brand. Neuromarketing is regarded as a recent development in marketing since it applies neuroscience to market research to analyze which stimuli cause a particular kind of customer behavior. It also helps to uncover feelings and perceptions about a business in order to create strategies that increase customer loyalty.
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