Publicação: O Impacto Emocional na Tomada de Decisão do Consumidor (Neuromarketing)
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A presente dissertação tem como objetivo central compreender de que forma o lado emocional influencia a tomada de decisão do consumidor no momento da compra, recorrendo à integração de conceitos provenientes do neuromarketing e do marketing sensorial. A investigação procurou aferir até que ponto os estímulos sensoriais e as respostas emocionais inconscientes moldam os comportamentos de consumo, ultrapassando os limites da racionalidade tradicionalmente atribuída ao consumidor. Com base numa abordagem metodológica de natureza quantitativa, foi aplicado um questionário online a uma amostra da população portuguesa, composta por indivíduos com conhecimento prévio sobre o conceito de neuromarketing. Os dados recolhidos foram analisados através de técnicas estatísticas, com recurso ao software SPSS, tendo sido efetuadas análises fatoriais e regressões lineares para aferir as relações entre variáveis. Os resultados revelam que os estímulos sensoriais têm um impacto significativo na construção de experiências de consumo envolventes, influenciando de forma marcante a decisão de compra. Paralelamente, constatou-se que o neuromarketing, quando aplicado de forma ética, constitui uma ferramenta eficaz para aceder a processos emocionais inconscientes, promovendo uma ligação mais profunda entre consumidor e marca. Os dados indicam ainda que consumidores com relações duradouras com determinadas marcas são mais suscetíveis à influência sensorial, ainda que esta relação se revele estatisticamente menos expressiva. As conclusões obtidas permitem evidenciar a relevância do neuromarketing como instrumento complementar na construção de estratégias de marketing mais eficazes, personalizadas e centradas nas emoções e experiências do consumidor.
This dissertation aims to understand how the emotional dimension influences consumer decision-making at the time of purchase, through the integration of concepts from neuromarketing and sensory marketing. The research sought to determine to what extent sensory stimuli and unconscious emotional responses shape consumer behaviour, surpassing the boundaries of rationality traditionally attributed to the consumer. Based on a quantitative methodological approach, an online questionnaire was applied to a sample of the Portuguese population, consisting of individuals with prior knowledge of the concept of neuromarketing. The data collected were analysed using statistical techniques, with the support of SPSS software, and included factor analysis and linear regressions to assess relationships between variables. The results show that sensory stimuli have a significant impact on the creation of engaging consumer experiences, strongly influencing purchasing decisions. At the same time, it was found that neuromarketing, when applied ethically, is an effective tool for accessing unconscious emotional processes, fostering a deeper connection between the consumer and the brand. The data also indicate that consumers with long-term relationships with certain brands are more susceptible to sensory influence, although this relationship proved to be statistically less expressive. The conclusions highlight the relevance of neuromarketing as a complementary instrument in the development of more effective, personalised marketing strategies that are focused on consumer emotions and experience.
This dissertation aims to understand how the emotional dimension influences consumer decision-making at the time of purchase, through the integration of concepts from neuromarketing and sensory marketing. The research sought to determine to what extent sensory stimuli and unconscious emotional responses shape consumer behaviour, surpassing the boundaries of rationality traditionally attributed to the consumer. Based on a quantitative methodological approach, an online questionnaire was applied to a sample of the Portuguese population, consisting of individuals with prior knowledge of the concept of neuromarketing. The data collected were analysed using statistical techniques, with the support of SPSS software, and included factor analysis and linear regressions to assess relationships between variables. The results show that sensory stimuli have a significant impact on the creation of engaging consumer experiences, strongly influencing purchasing decisions. At the same time, it was found that neuromarketing, when applied ethically, is an effective tool for accessing unconscious emotional processes, fostering a deeper connection between the consumer and the brand. The data also indicate that consumers with long-term relationships with certain brands are more susceptible to sensory influence, although this relationship proved to be statistically less expressive. The conclusions highlight the relevance of neuromarketing as a complementary instrument in the development of more effective, personalised marketing strategies that are focused on consumer emotions and experience.