Aplicación de herramientas de neuromarketing a la investigación de mercados

Autores/as

  • Juan José Blázquez-Resino Universidad de Castilla-La Mancha
  • Miguel Ángel García Bravo Universidad de Castilla-La Mancha

DOI:

https://doi.org/10.37467/revvisual.v9.3581

Palabras clave:

Marketing, Neuromarketing, Cerebro, Consumidor, FMRi, Neurociencia, PET

Resumen

El neuromarketing ha conformado un área emergente capaz de establecer vínculos entre el estudio del comportamiento del consumidor y la neurociencia, basándose en innovaciones tecnológicas y tecnologías de neuroimagen capaces de obtener datos del cerebro. La aplicación de las tecnologías de neuroimagen en la investigación de mercados ha supuesto un nuevo universo de actuación en términos de recogida de información, en base a ello, el presente estudio tiene como objetivo realizar un análisis de las diferentes herramientas de neuroimagen, basándose en una metodología de análisis de elementos teóricos combinada con estudio de casos concretos.

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Publicado

2022-11-07

Cómo citar

Blázquez-Resino, J. J., & García Bravo, M. Ángel. (2022). Aplicación de herramientas de neuromarketing a la investigación de mercados. VISUAL REVIEW. International Visual Culture Review Revista Internacional De Cultura Visual, 10(2), 1–16. https://doi.org/10.37467/revvisual.v9.3581

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