Aplicación de herramientas de neuromarketing a la investigación de mercados
DOI:
https://doi.org/10.37467/revvisual.v9.3581Palabras clave:
Marketing, Neuromarketing, Cerebro, Consumidor, FMRi, Neurociencia, PETResumen
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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