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Abstract
Mirror neurons as generators of empathy is one of the main discoveries of neuroscience by facilitating the creation of new paths for the study of human behavior. Neuromarketing uses neuroscience techniques to understand consumer behavior and reactions, enabling customer acquisition through empathy. The aim of the manuscript is to provide a neuroscience view of empathy based on mirror neurons by distinguishing it as a neuromarketing tool. The study is descriptive with a qualitative approach based on a bibliographic and systematic review to develop a reflective critical analysis of the literature extracted from Scopus, Web of Science and PubMed from the period 2010 to 2021. The results expose and clarify the relationship between mirror neurons, empathy and neuromarketing. It is concluded that neuromarketing takes advantage of empathic shocks to attract customers in different business areas and business lines, distinguishing that empathy with the customer is key and neuromarketing is important in the field of marketing to understand consumer reactions before a brand considering their individualities, revealing the importance of mirror neurons to establish channels of empathy with customers.
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