Publication
The dopamine marketing: How we're manipulated by instant pleasure
| Summary: | Modern marketing increasingly relies on brain mechanisms to influence consumer behavior. Dopamine, a neurotransmitter associated with pleasure and reward, plays a crucial role in helping companies attract and retain customers. In this article, I analyse the role of dopamine in digital marketing and how neuromarketing leverages it to encourage quick decision-making and boost engagement. The focus is on the exploitation of instant rewards, driven by online platform algorithms. Additionally, explore the impact of platform design and how it directly influences user interaction. The article highlights the consequences of dopamine-driven strategies, the opportunities for businesses, and the risks for users, such as digital addiction, reduced self-control, and ethical concerns. I also emphasize the effectiveness of neuromarketing and the need to strike a balance between innovation and social responsibility. |
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| Main Authors: | Sousa 2220995, Lara |
| Subject: | Dopamina, Marketing, Neuromarketing, Neurotransmissor, Estratégias, Comportamento Dopamine, Marketing, Neuromarketing, Neurotransmitter, Strategies, Behavior |
| Year: | 2025 |
| Country: | Portugal |
| Document type: | article |
| Access type: | unknown |
| Associated institution: | Instituto Politécnico do Porto |
| Language: | Portuguese |
| Origin: | The Trends Hub |
| Summary: | Modern marketing increasingly relies on brain mechanisms to influence consumer behavior. Dopamine, a neurotransmitter associated with pleasure and reward, plays a crucial role in helping companies attract and retain customers. In this article, I analyse the role of dopamine in digital marketing and how neuromarketing leverages it to encourage quick decision-making and boost engagement. The focus is on the exploitation of instant rewards, driven by online platform algorithms. Additionally, explore the impact of platform design and how it directly influences user interaction. The article highlights the consequences of dopamine-driven strategies, the opportunities for businesses, and the risks for users, such as digital addiction, reduced self-control, and ethical concerns. I also emphasize the effectiveness of neuromarketing and the need to strike a balance between innovation and social responsibility. |
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Funded activities
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