Neuromarketing applied to Ferrero products: influences of product shape on consumer behavior

Abstract

This study investigates the impact of neuromarketing on consumer behavior, focusing on techniques that brands can use to influence purchasing decisions. The need for this research is justified by the growing importance of neuromarketing in the current business landscape. The methodology used includes both qualitative and quantitative analyzes through surveys and laboratory work. The results show a significant correlation between neuromarketing strategies and consumers' positive perception of brands. The discussion highlights how brands can use these findings to improve their marketing campaigns, understand the impact of their products (according to the characteristics investigated, in this case, the shape of the chocolates) and more effectively attract their target audience. The conclusion of the study emphasizes the relevance of neuromarketing as a powerful tool to create more effective and personalized marketing strategies.