Fundamentals of neuromarketing from the neuroscience of the consumer for the generation of trust

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Raquel Tinoco-Egas
Universidad Técnica de Machala, Ecuador
Ecuador
Vol. 01 No. 016 (2016), Articles (open section), pages 29-40
DOI: https://doi.org/10.17979/redma.2016.01.016.4870
Submitted: Dec 4, 2018 Accepted: Dec 4, 2018
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Abstract

This document compiles literature review from consumer neuroscience field applied to neuromarketing to generate trust within digital social media content. It concludes with three principles to be applied in Neuromarketing in order to generate trust through digital social media; smart purchase feeling, recommendation influence and empathy content which may even generate collective actions.

Keywords:

trust, neuromarketing, consumer neuroscience, digital social media

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