NEUROMARKETING: know customers through their perceptions

The evolution of natural sciences has led to the creation of new knowledge fields into which several of these sciences combine. In the neuromarketing field, neuroscience and marketing converge to study consumer habits using both of these sciences. This new science is centered in studying mental processes to explain consumer behavior in terms of encephalic activity, and how the environment affects it. It is important to understand how the consumer reacts to different stimuli when placed in contact with products, services, advertising and other marketing elements. This bibliographical information study presented herewith, attempts to describe neuromarketing concepts, as well as the study of the nervous system and consumer perception as a sensory process developed through senses. Likewise, special attention was paid throughout the study to the importance and usefulness that this new field of study of consumer behavior has on marketing and organizations.