Impacto del neuromarketing en las decisiones de compra de estudiantes del centro universitario de Coclé

The objective of this study is to analyze how neuromarketing strategies affect the purchasing decisions of students at the Coclé Regional University Center of the University of Panama. The effects of various emotional and sensory stimuli, including music, colors, and smells, on student purchasing decisions were examined through surveys and interviews. The main findings reveal that, in decision-making, emotional and sensory stimuli are more effective than traditional marketing methods. Although students are aware of the impact of neuromarketing, many fail to recognize the specific components that influence their behavior. The conclusions highlight that neuromarketing has a significant impact on purchasing decisions, particularly when emotional connections are established with customers. The most effective strategies are those that appeal to students' emotions, such as joy and nostalgia, which enhances their connection to the brand.