دورية أكاديمية
Neuromarketing: entre la emoción y la razón.
| العنوان: | Neuromarketing: entre la emoción y la razón. (Spanish) |
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| Alternate Title: | Neuromarketing: Between Emotion and Reason. (English) Neuromarketing: entre a emoção e a razão. (Portuguese) |
| المؤلفون: | Varón Sandoval, Alexander, Martín Castejón, Pedro Juan, Zapata Castillo, Lizeth Carolina |
| المصدر: | Revista Facultad de Ciencias Economicas: Investigacion y Reflexion; jul-dic2023, Vol. 31 Issue 2, p9-20, 12p |
| مصطلحات موضوعية: | FUNCTIONAL magnetic resonance imaging, NEUROMARKETING, ADVERTISING, CONSUMER behavior research, MIRROR neurons, EMOTION recognition |
| Abstract (English): | Neuromarketing is an emerging discipline that uses neuroscientific techniques to understand how the brain reacts to marketing stimuli. It has been used in different areas, such as political marketing, and has evolved rapidly. However, it also faces ethical and technical challenges. The article also mentions different aspects related to neuromarketing, such as brain lobes, neurotransmitters, mirror neurons, and the nervous system. Additionally, several measurement techniques used in neuromarketing are described, such as electroencephalography and functional magnetic resonance imaging. Neuromarketing contributes to marketing strategies, such as new product development, pricing, product distribution, and persuasive communication. The article also analyzes the application of neuromarketing in the Spanish advertising industry and highlights the importance of understanding customers' emotions and perceptions. Furthermore, it provides a list of references related to neuromarketing and its applications in consumer behavior research. [Extracted from the article] |
| Abstract (Spanish): | En este artículo de revisión se abordan los diferentes conceptos y teorías que se encuentran en torno al neuromarketing como un complemento a las estrategias del marketing tradicional. Se empieza por mostrar el camino que ha recorrido el segundo para llegar al primero, se continúa con la definición de esta nueva disciplina emergente dada por diferentes autores, se hace referencia a su evolución y los retos que tiene que afrontar. Se muestra un breve resumen sobre las estructuras cerebrales más importantes que se deben conocer para comprender el neuromarketing. Así mismo, se detallan las técnicas más utilizadas en los estudios. Por último, se evidencian los aportes que ha hecho el neuromarketing al marketing mix. Como principal conclusión, se encuentra que, aunque mucho se ha hablado del neuromarketing, poco se ha explorado, pues es una disciplina en desarrollo que puede interactuar con otras afines que logran enriquecer su esencia a partir del conocimiento del ser humano. Como cualquier disciplina en desarrollo, tiene detractores que lo consideran una herramienta de "manipulación". En este artículo, se darán argumentos que hacen al neuromarketing una importante estrategia organizacional. This review article explores various concepts and theories surrounding neuromarketing as a complement to traditional marketing strategies. It begins by tracing the path traditional marketing has taken to evolve into neuromarketing. The article then delves into the definition of this emerging discipline provided by different authors, discussing its evolution and the challenges it faces. A brief overview of the key brain structures necessary to comprehend neuromarketing is presented. The most commonly used techniques in neuromarketing studies are also detailed. Lastly, the contributions of neuromarketing to the marketing mix are highlighted. The primary conclusion drawn is that, despite the considerable discussion around neuromarketing, it remains relatively unexplored. It is a developing discipline that can interact with related fields, enriching its essence through understanding human behavior. Like any evolving field, there are critics who view it as a tool for "manipulation." This article provides arguments that position neuromarketing as an essential organizational strategy. [ABSTRACT FROM AUTHOR] |
| Abstract (Portuguese): | Este artigo de revisão aborda os diferentes conceitos e teorias que cercam o neuromarketing como um complemento às estratégias de marketing tradicional. Começa por traçar o caminho percorrido pelo marketing tradicional para chegar ao neuromarketing, em seguida, continua com a definição dessa nova disciplina emergente com base nas contribuições de diversos autores e aborda sua evolução e os desafios que enfrenta. Também se mostra um resumo conciso das estruturas cerebrais mais importantes que devem ser conhecidas para entender o neuromarketing. Além disso, descreve as técnicas mais utilizadas em estudos dessa área. Por fim, destacam-se as contribuições do neuromarketing para o mix de marketing. Como principal conclusão, observa-se que, embora se fale muito sobre o neuromarketing, ainda há muito a ser explorado, pois é uma disciplina em desenvolvimento que pode interagir com outras disciplinas afins, enriquecendo sua essência por meio do conhecimento humano. Como qualquer disciplina em desenvolvimento, o neuromarketing possui críticos que o consideram uma ferramenta de "manipulação". Neste artigo, são apresentados argumentos que destacam o neuromarketing como uma estratégia organizacional importante. [ABSTRACT FROM AUTHOR] |
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| قاعدة البيانات: | Supplemental Index |
Full Text Finder | تدمد: | 01216805 |
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| DOI: | 10.18359/rfce.5785 |