The optimizing POSM “Point of Sale Materials” communication through neuromarketing
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compras por impulso
neuromarketing business management
impulse purchase

How to Cite

González Morales, A. (2022). The optimizing POSM “Point of Sale Materials” communication through neuromarketing. IROCAMM - International Review Of Communication And Marketing Mix, 5(1), 57–71. Retrieved from
Received 2021-06-29
Accepted 2021-10-19
Published 2022-01-31


Impulse purchases are made as a consequence of strong desires to purchase the products seen in stores and are very important in certain types of products. It is a complex and immediate behaviour of spontaneous, non-rational decision-making in which other options are not valued. The visual stimuli and the emotional activation that these generate influence the decision to make these purchases. The objective of the present investigation is to reach the conclusion on the confirmation or refutation, that by means of neuromarketing the visual stimuli in the points of sale for this type of purchase could be evaluated. More than 250 scientific articles have been studied to conclude on its possible suitability, obtaining the following conclusions: impulsive purchases are influenced by emotional arousal and visual attention. Emotional arousal can be measured by peripheral meters, emotional valence can be measured by electroencephalography and visual attention using the eye tracker. Therefore, it can be affirmed that peripheral meters, the electroencephalography and the eye tracker, neuromarketing tools, are useful to investigate the influence of POSM on attention and decision-making in impulsive purchases. Neuroscience helps companies improve the sales and purchasing process.

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