Neuromarketing en las estrategias de comercio internacional: persuadiendo al consumidor global

In a highly competitive global environment, companies are looking for more effective strategies to capture and retain the attention of international consumers. In this context, neuromarketing emerges as an innovative tool that integrates neuroscience and marketing knowledge to understand the brain processes that influence purchasing decisions. The objective of this article is to analyze the role of neuromarketing in international trade strategies, highlighting its potential to design more persuasive, culturally adapted and emotionally resonant campaigns in global markets. Through an exploratory document review and the analysis of representative cases, the main applications of neuromarketing in multinational companies are identified, as well as its impact on consumer behavior. The findings show that the strategic use of neuromarketing not only increases the effectiveness of advertising campaigns, but also strengthens the emotional connection with the consumer, a key element in an economic environment where differentiation is fundamental. Finally, the ethical and practical challenges of its implementation are addressed, as well as the opportunities it offers to consolidate competitive advantages in international trade.