CONSUMER PSYCHOLOGY: THE PROCESS OF DESIRE AND CONSUMPTION FROM A NEUROMARKETING PERSPECTIVE

Abstract

This article analyzes the process of desire and consumption from the perspective of marketing and sociology, highlighting the influence of unconscious factors on consumer decisions. It discusses the role of neuromarketing and behavioral psychology as strategic tools used to understand and influence purchasing behavior. From a theoretical approach, it observes that consumption does not occur solely rationally, being strongly impacted by emotional and cognitive stimuli.