NEUROMARKETING E CONEXÃO EMOCIONAL: ESTUDO DE CASO DA NATURA

Abstract

This article aims to analyze the application of neuromarketing strategies at Natura, aiming to understand how the company uses sensory and emotional techniques to strengthen the connection with its consumers. The study examines, from a qualitative approach, how a differentiated brand experience is constructed, seeking to create an emotional bond with the public. Neuromarketing, which combines principles of neuroscience and psychology with marketing, explores how the human brain reacts to sensory and emotional stimuli, through techniques that investigate the subconscious responses of individuals. Neuromarketing aims to optimize campaigns and products to meet the emotional needs of consumers. By buying emotions and promoting significant values, companies transform the experience of something beyond consumption, creating emotional involvement and increasing the perceived value of their products and services.