Os impactos emocionais do neuromarketing no comportamento do consumidor: um estudo da campanha centenária de natal “A Carta” da Coca-Cola

Abstract

This study addresses the theme of neuromarketing focusing on the strategies used by the multinational Coca Cola, in its advertising "A Carta". Through this, the objective is to identify and analyze the emotional impacts that the brand manages to trigger on its consumers through its centenary Christmas publicity report. Approaching consumer profiles and behaviors and their evolution over the years, as a way to understand how emotional triggers can be activated through these techniques and through these to evaluate the neuromarketing components existing in Coca Cola's strategies. For this, an exploratory-descriptive research was applied through a qualitative investigation by age group, in order to identify how this marketing tactic reaches the different types of social groups and what perceptions evoke in the receiver of such message.