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 relationship.

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 era are:

  1. Achieve all the attention of the brain through the sensory organs: sight, smell, hearing, taste and touch.
  2. The consumer experience: to make the consumer feel that the action of buying is a positive and happy action.
  3. 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 rational decisions.

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.