Advances in neuroscience and marketinganalyzing tool possibilities and research opportunities

  1. Luis Alberto Casado Aranda 1
  2. Juan Sánchez Fernández 1
  1. 1 Universidad de Granada
    info

    Universidad de Granada

    Granada, España

    ROR https://ror.org/04njjy449

Revista:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Año de publicación: 2022

Volumen: 26

Número: 1

Páginas: 3-22

Tipo: Artículo

DOI: 10.1108/SJME-10-2021-0196 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Spanish journal of marketing-ESIC

Resumen

Proposito – Esta investigacion tiene como objetivo esclarecer la contribucion de las técnicas neurofisiologicas en el campo del marketing y la toma de decisiones de los consumidores y destacar las vías y preguntas de investigacion que los investigadores de marketing pueden aprovechar de la neurociencia y la psicología para informar sobre los fenomenos del marketing. Planteamiento – En primer lugar, revisamos el origen y la definicion de la neurociencia del consumidor. A continuacion, esbozamos las principales características de las herramientas neurofisiologicas mas utilizadas (a saber, la conductancia, la electromiografía facial, el electrocardiograma, el seguimiento ocular, la electroencefalografía, la resonancia magnética funcional, la espectroscopia funcional en el infrarrojo cercano, la magnetoencefalografía y la estimulacion magnética transcraneal), haciendo especial hincapié en sus ventajas y debilidades. Finalmente, se propone el desarrollo de líneas de investigacion que podrían ser implementadas por los investigadores de marketing con una adecuada aplicacion y comprension de las herramientas y teorías de la neurociencia y la psicología. Resultados – Proponemos preguntas de investigacion para ser abordadas dentro de cuatro areas tematicas: oportunidades en las decisiones de producto (prediccion de las decisiones de compra de productos, respuestas de los consumidores a los esfuerzos de marca y envasado), precios, comunicacion y distribucion. También incorporamos ideas sobre la complementariedad de las herramientas neurofisiologicas con las tradicionales y las situaciones en las que estas herramientas son útiles para mejorar la teoría del marketing. Por último, arrojamos luz sobre las críticas ético-morales a esta nueva rama del marketing.

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Fuente de los datos: Dialnet