El Neuromarketing y su Relación en la Decisión de las Personas para Seleccionar una Institución Bancaria Privada en el Ecuador

The study seeks to determine the relationship between neuromarketing and the decision of people to choose to be clients of a banking institution, for which observation and survey were used. From this, the existence of an average positive compensation (Spearman's Rho=.717) between the aforementioned variables was obtained as a result. In addition, the existing relationship between traditional marketing and the decision of people to choose to be clients of a bank was evaluated, whose result was higher, since a strong positive evaluation was demonstrated (Spearman's Rho=.876) among the two. variables. The study highlights the effectiveness of visual strategies in neuromarketing in Ecuadorian banks, such as elegant clothing and striking architecture. Although digital marketing is growing, physical channels are still relevant due to preferences and security. Services, products, profitability and ease of use are key inbanking decisions. Integrating neuromarketing techniques complements traditional strategies in a significant way.