MAPEANDO FUNDAMENTOS DO CONSTRUCTO NEUROMARKETING COM PROFISSIONAIS DE EMPRESAS DE PUBLICIDADE FUNDAMENTALS OF MAPPING TO CONSTRUCT NEUROMARKETING PROFESSIONAL BUSINESS ADVERTISING

This article aims to understand the level of dominance and influence of neuromarketing construct together professionals from advertising agencies in Brazil. The theoretical framework was built from the studies on brain science focused on the unconscious knowledge of consumer experiences, which are responsible for driving their decision making and purchasing behavior. These innovations relate to Neuromarketing that through neuroimaging techniques such as fMRI, PET and FDOT. In-depth interviews were conducted with managers of the planning area of the major advertising agencies in Brazil, and later content analysis. It was observed that even aware of the limitations of current research instruments and the constant search for new technologies, advertising agencies do not know fully the concepts related to neuromarketing. Resistance is observed with the use of techniques, along with