Jacob, Diego Alves2026-11-132026-11-132021PINHEIRO, Bruna A., et al. O estudo do neuromarketing na jornada de compra de cosméticos capilares. Trabalho de Conclusão de Curso do Curso de Administração do Centro Universitário Alves Faria (UNIALFA). Goiânia, 2021.https://repositorio.unialfa.com.br/handle/123456789/865Neuromarketing is a science that seeks to understand the functioning of the consumer's mind in its actions, information processing, acceptance and decision making when making a purchase, including when it comes to cosmetic hair products. With this in mind, the present work proposes to carry out a study about neuromarketing specifically addressed to the hair cosmetics market, seeking to answer the question: what are the measures of neuromarketing in the journey of hair products? It was defined as a general objective to evaluate what are the interferences of neuromarketing in the journey of buying hair products. The methodology used for basic and descriptive research with a quantitative approach and the use of bibliographic review and case study techniques. Data collection was carried out through the application of an online questionnaire to the Goianian population over 18 years of age with purchasing power, totaling 467 participants. The results found found that neuromarketing acts at all times in the hair cosmetics purchase journey, mainly through the perceived quality, the senses (with emphasis on vision and smell), price presentation, advertising, external recommendations and loyalty to brand. It is concluded that the understanding of the reaction of the human brain under external stimuli has become an important strategy to favor the sale and propagation of products and services and the acquisition of customers; in addition, the hair cosmetics market is a segment that has a lot to be explored by neuromarketing, mainly because they are products related to hygiene, appearance, health and well-being and also because they express themselves predominantly due to their physical characteristics, as to which neuromarketing can use techniques linked to environmental and sensory factors that influence decision makingptNeuromarketingMarketingCosméticosComportamento do comsumidor