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This study aimed to determine the impact of neuromarketing strategies on Millennial consumers and how to increase these strategies without violating the ethical foundations of advertising. A quantitative, non-experimental, and descriptive approach was used. The study sample consisted of 33 individuals, aged between 28 and 40 years. They were selected through non-probability convenience sampling. A structured questionnaire was used, and the data were processed using SPSS software. Eighty-five percent of respondents said they were fully aware of the tactics used by brands that include colors, sounds, and emotions to influence their purchases, emphasizing the clarity and effectiveness of such strategies. It is worth noting that neuromarketing is positioned as a highly relevant tool for engaging millennial consumers, but only as long as its application is carried out in a context where ethics and transparency are the norm. Ethical considerations for the application of such strategies are crucial. Incorporating responsible practices into these strategies not only strengthens business results but also creates lasting and meaningful relationships between brands and target audiences.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
