For a better understanding of this subject, we must understand
that neuromarketing is the application of neuroscience techniques
to marketing. The main objective is to learn and understand the
levels of attention that people show to different stimulants in
which they are subject.
It is about explaining the behavior of people from the base of
their neural activity.
It is consider as an consumer, according to the Costa Rican
Consumer Protection and Competition Promotion Law, any person or
entity de facto or de jure, who, as final recipient, acquires,
enjoys or uses the goods or services, or receives information or
proposals for it.
The most important ground of legal protection for consumers is
the consideration that they are usually in a situation of
inequality against the counterpart. In many cases the consumer may
end up being improperly harmed in their consumer relations. That is
why the Costa Rican Consumer Protection and Competition Promotion
Law establishes the legal mechanisms to provide consumers with
protection against misleading and malicious advertising that
misleads regarding the quality of the products they obtain or
consume. The legislation mentioned before ensures the
consumer's interest as a weak part of the business
The intensive presence of advertising is something that we have
become accustomed to live and it seems that is not going to change,
but instead we must adapt to it and make the right decisions.
Day by day, we are persecuted by publicity in many forms and in
many moments, being more and more intrusive and sometimes less
tenuous, we must know that there is legislation that protects these
practices. In Costa Rica, we have not only the Consumer Protection
and Competition Promotion Law, but also specific regulations
related to intellectual property that protect the consumer and some
companies that are victims of unfair competition, such as the
Intellectual Property Rights Law (Law N° 8039).
According to neuromarketing theories, people's brains do not
function as closed compartments, it is rather something more
complex. Having a better knowledge of the stimulations that affect
people and how they affect them, is a stance that continues in the
goals of many companies, which forces the brands to be very
aggressive in achieving their goals.
Three of the most successful neuromarketing strategies in our
Achieve all the attention of the
brain through the sensory organs: sight, smell, hearing, taste and
The consumer experience: to make the
consumer feel that the action of buying is a positive and happy
Forging Emotional Bonds: According to
an ABC study, it takes 2.5 seconds to make a purchase and 80% of
that decision occurs in an irrational way.
Without a doubt, the neuromarketing opens a new route of
knowledge providing a new way of approaching the consumer through
their concussions, which also have a significant weight in making
The content of this article is intended to provide a general
guide to the subject matter. Specialist advice should be sought
about your specific circumstances.
To print this article, all you need is to be registered on Mondaq.com.
Click to Login as an existing user or Register so you can print this article.
Around the time that I was completing my medical training in Ireland, the popular discussion topic was whether IVF (in vitro fertilization) would work better in a more relaxed setting.
Some comments from our readers… “The articles are extremely timely and highly applicable” “I often find critical information not available elsewhere” “As in-house counsel, Mondaq’s service is of great value”
Register for Access and our Free Biweekly Alert for
This service is completely free. Access 250,000 archived articles from 100+ countries and get a personalised email twice a week covering developments (and yes, our lawyers like to think you’ve read our Disclaimer).