El neuromarketing como estrategia de persuasión del consumidor: Evolución teórica

Translated title of the contribution: Neuromarketing as a strategy of consumer persuasion: Theoretical approach

Leydi Fernanda Vásquez-Patiño, Gladys Elena Rueda-Barrios

    Research output: Contribution to journalArticlepeer-review

    Abstract

    The objective of the study is the theoretical analysis of neuromarketing from the systematic review of publications in the Scopus database since 2004 on marketing and intervention of applied neuroscience techniques, which has been called neuromarketing. As a result, we identified concepts, theories, techniques, and studies that are mostly in the exploratory and experimental phase, and which raise a high marketing relationship with the senses of the people, influencing decision making when choosing a product or service.

    Translated title of the contributionNeuromarketing as a strategy of consumer persuasion: Theoretical approach
    Original languageSpanish
    JournalEspacios
    Volume40
    Issue number1
    StatePublished - 2019

    Bibliographical note

    Publisher Copyright:
    © 2019.

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