Estímulos del neuromarketing y procesos cognitivos en Microemprendedores

This descriptive documentary research study explored the application of Neuromarketing as a strategy for Microentrepreneurs, analyzing its potential to influence consumers' cognitive and emotional processes through various stimuli. The main objective was to determine the viability and relevance of Neuromarketing for the commercial development of Microentrepreneurs. The methodology employed the review and analysis of specialized literature, including scientific texts and articles by renowned authors in the field of Neuromarketing (Braidot, 2019; Lindstrom, 2020; Manzano et al., 2012; Pop et al., 2009). Among the main findings, it is highlighted that Neuromarketing is presented as a valuable and viable tool for micro entrepreneurs, with the potential to optimize their marketing strategies by understanding specific cognitive responses (recognition, memory, decision-making) and the processes involved (sensory perception, attention, memory, associations, emotions, communication). However, the research revealed an initial implementation phase, with a marked reliance on visual stimuli. It concludes that, while Neuromarketing offers significant benefits for business growth and customer loyalty, it is crucial for micro entrepreneurs to explore multisensory strategies, invest in specialized training, and access advanced technologies to innovate their offerings and differentiate themselves in a competitive market, thereby optimizing their marketing efforts to achieve sustainable growth.