Neuromarketing: Potencia y límites en el conocimiento del mercado

Gloria Leticia López Salazar

doi:10.33571/teuken.v13n20a9

Authors

Gloria Leticia López Salazar Universidad de Guanajuato https://orcid.org/0000-0003-4424-128X

DOI:

https://doi.org/10.33571/teuken.v13n20a9

Keywords:

neuromarketing, marketing, purchase decision, market research, consumer

Abstract

Neuromarketing uses neuroscience to reveal subconscious consumer decision-making processes. Like neurology, neuromarketing studies brain and biometric responses, as well as behavior, to understand how consumers feel, think, and act. This work aimed to use various bibliographical sources to better understand the concept of neuromarketing and assess its implementation advantages. The paper shows that neuromarketing is advantageous because it does not rely on consumers to report emotions. It can accurately tie physiological reactions to a specific part of an ad or message. However, it is crucial to keep in mind that there are limitations, such as the high cost of applying neuromarketing. Also, since brain science is still evolving, there is yet to be a reliable way to connect marketing stimuli to the emotions triggered.

Author Biography

Gloria Leticia López Salazar, Universidad de Guanajuato

Doctora en Dirección y Mercadotecnia de la Universidad Popular del Estado de Puebla, Maestra en Administración de Negocios de Instituto Tecnológico y de Estudios Superiores de Occidente y Licenciada en Contaduría Pública. Actualmente es Profesora Investigadora en el Departamento de Finanzas y Administración de la Universidad de Guanajuato.

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