Neuromarteking: Conocer al Cliente por sus Percepciones (Neuromarketing: know customers through their perceptions)
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Abstract
La evolución de la ciencia, en cualquiera de sus vertientes,ha dado lugar a diferentes campos del saber en losque se conjugan múltiples disciplinas. En el área del neuromarketingconvergen la neurociencia y el marketing paraexplicar el comportamiento del consumidor. Por su parte, laneurociencia se centra en el estudio de los procesos mentalespara comprender la conducta en términos de actividadesdel encéfalo y cómo el medio ambiente influye en ésta,mientras que el marketing busca entender la manera en queel consumidor percibe los diferentes estímulos cuando entraen contacto con productos, servicios, publicidad, entre otros.La investigación documental aquí presentada pretende describirel neuromarketing a través de su concepto, así comodel estudio del sistema nervioso y de la percepción, la cualse entiende como un proceso sensorial desarrollado a travésde los sentidos. Asimismo, durante el desarrollo del estudio,se presta especial atención a la importancia y utilidad que representa,para el marketing y las organizaciones, esta nuevaforma de estudiar la conducta del consumidor.
ABSTRACT
The evolution of natural sciences has led to the creationof new knowledge fields into which several of thesesciences combine. In the neuromarketing field, neuroscienceand marketing converge to study consumer habits using bothof these sciences. This new science is centered in studyingmental processes to explain consumer behavior in termsof encephalic activity, and how the environment affects it.It is important to understand how the consumer reacts todifferent stimuli when placed in contact with products, services,advertising and other marketing elements. This bibliographicalinformation study presented herewith, attemptsto describe neuromarketing concepts, as well as the study ofthe nervous system and consumer perception as a sensoryprocess developed through senses. Likewise, special attentionwas paid throughout the study to the importance and usefulnessthat this new field of study of consumer behavior has onmarketing and organizations.
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