Economia comportamental e neuromarketing: uma nova ótica para explicar o “boom” do consumo através das redes sociais durante a pandemia de 2020

Abstract

With the evolution of economic theory, it has been shown many times that the rationality presented in the classical model can be limited, being influenced by external aspects such as context, emotions and culture. This is even more amplified when it comes to the online environment, where the use of marketing strategies can influence consumer behavior without them knowing, especially in times of pressure and emotional fragility, as in the pandemic. The methodology that will be presented in this work will have a qualitative approach of an exploratory nature, aiming to theoretically support the theme. To formulate this theoretical review, we searched through a script with pre-established criteria to analyze and select the studies. It can be concluded that the Covid-19 containment measures ended up creating a social need in people, which ended up being met with the use of social networks and digital consumption, so there is a great importance for companies to digitize themselves and use neuromarketing in your favor.