Neuromarketing: Potencia y límites en el conocimiento del mercado

Gloria Leticia López Salazar

doi:10.33571/teuken.v13n20a9

Autores

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

DOI:

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

Palavras-chave:

neuromarketing, marketing, decisão de compra, investigação de mercado, consumidor

Resumo

O neuromarketing aplica testes biométricos usados por neurologistas para fins médicos com o objetivo de varredura o cérebro humano e, assim, entender melhor os processos mentais que acontecem em torno da tomada de decisões do consumidor. O neuromarketing complementa as descobertas de uma pesquisa de mercado que usa apenas técnicas tradicionais. O objetivo deste estudo foi realizar uma exploração documental com fontes bibliográficas sobre marketing e Neuromarketing, a fim de ampliar sua compreensão, avaliar os benefícios e a utilidade de sua aplicação. Os resultados mostram as vantagens de sua aplicação, seus benefícios na área de publicidade com impacto na tomada de decisão estratégica de marketing; visualizando como desvantagem o custo e a percepção antiética por parte do consumidor.

Biografia do Autor

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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