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 contribution | Neuromarketing as a strategy of consumer persuasion: Theoretical approach |
|---|---|
| Original language | Spanish |
| Journal | Espacios |
| Volume | 40 |
| Issue number | 1 |
| State | Published - 2019 |
Bibliographical note
Publisher Copyright:© 2019.
Types Minciencias
- Artículos de investigación con calidad Q3