Biblioteca Digital de VanguardiaTHE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA
The term Neuromarketing began to be used in 2002 by Dr. Ale Smidts, a Dutch professor at the Erasmus University of Rotterdam and winner of the Nobel Prize in economics that same year. Neuromarketing arises from the combination of neuroscience and marketing, since neuroscience techniques are used to...
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| Formato: | Artículo |
| Lenguaje: | Español |
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Universidad Pontificia Bolivariana
2020
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| Acceso en línea: | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4030 |
| _version_ | 1782344931923197952 |
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| author | Márquez Ángel, Carlos Alfonso |
| author_facet | Márquez Ángel, Carlos Alfonso |
| author_sort | Márquez Ángel, Carlos Alfonso |
| collection | Revista |
| description | The term Neuromarketing began to be used in 2002 by Dr. Ale Smidts, a Dutch professor at the Erasmus University of Rotterdam and winner of the Nobel Prize in economics that same year. Neuromarketing arises from the combination of neuroscience and marketing, since neuroscience techniques are used to understand how the brain is activated by marketing stimuli, in order to identify patterns of brain activity that reveal the internal mechanisms of the individual. It is an advanced discipline whose function is to investigate and study the brain processes that explain people's behavior and decision-making, it investigates which areas of the brain are involved in each customer behavior, whether when choosing a brand, when buying a product or simply when it receives and interprets the messages that reach it at every moment from the outside. Neuromarketing arises from the need to find alternative ways to reach consumers, persuade them to consume and retain them. The most recent research has shown that human beings make decisions in an emotional environment and then rationally justify them; but in reality our actions depend on the primitive brain, the "organ of survival", the center of subconscious decisions. In an age in which the context in which the consumer moves is more complex and dynamic, it is of great interest for marketers to obtain more information related to the way in which the brain reacts to a set of stimuli designed by brands to strengthen its position in the minds of consumers. Neuromarketing has been consolidating itself as one of the most innovative and controversial research tools in the field of consumer psychology, due in part to the difficulty or impossibility for consumers to express the emotional reasons that generate their consumption habits and their reactions to various marketing stimuli. Through Neuromarketing, businesses and brands use all their knowledge to implement sales strategies capable of playing with our senses, through decoration, lighting or ambient music that reaches our ears, even the smell that is stimulated with smells that can whet our appetite, while we shop. |
| format | Artículo |
| id | oai:ojs.revistas.upb.edu.co:article-4030 |
| institution | Colección Académica de Ciencias Sociales |
| language | Español |
| publishDate | 2020 |
| publisher | Universidad Pontificia Bolivariana |
| record_format | dspace |
| spelling | oai:ojs.revistas.upb.edu.co:article-40302020-10-03T17:32:53Z THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA EL IMPACTO DEL NEUROMARKETING EN LA SATISFACCIÓN DEL CLIENTE EN LA PLAZOLETA DE COMIDAS DEL CENTRO COMERCIAL BUENAVISTA DE LA CIUDAD DE MONTERÍA Márquez Ángel, Carlos Alfonso Persuasión Ventas Mercado Sentidos Persuasion Sales Market Senses The term Neuromarketing began to be used in 2002 by Dr. Ale Smidts, a Dutch professor at the Erasmus University of Rotterdam and winner of the Nobel Prize in economics that same year. Neuromarketing arises from the combination of neuroscience and marketing, since neuroscience techniques are used to understand how the brain is activated by marketing stimuli, in order to identify patterns of brain activity that reveal the internal mechanisms of the individual. It is an advanced discipline whose function is to investigate and study the brain processes that explain people's behavior and decision-making, it investigates which areas of the brain are involved in each customer behavior, whether when choosing a brand, when buying a product or simply when it receives and interprets the messages that reach it at every moment from the outside. Neuromarketing arises from the need to find alternative ways to reach consumers, persuade them to consume and retain them. The most recent research has shown that human beings make decisions in an emotional environment and then rationally justify them; but in reality our actions depend on the primitive brain, the "organ of survival", the center of subconscious decisions. In an age in which the context in which the consumer moves is more complex and dynamic, it is of great interest for marketers to obtain more information related to the way in which the brain reacts to a set of stimuli designed by brands to strengthen its position in the minds of consumers. Neuromarketing has been consolidating itself as one of the most innovative and controversial research tools in the field of consumer psychology, due in part to the difficulty or impossibility for consumers to express the emotional reasons that generate their consumption habits and their reactions to various marketing stimuli. Through Neuromarketing, businesses and brands use all their knowledge to implement sales strategies capable of playing with our senses, through decoration, lighting or ambient music that reaches our ears, even the smell that is stimulated with smells that can whet our appetite, while we shop. El término Neuromarketing comenzó a ser usado en el año 2002 por el doctor Ale Smidts, profesor holandés de la universidad Erasmus de Rotterdam y ganador del premio Nobel en economía de ese mismo año. El Neuromarketing surge de la combinación de la neurociencia y el marketing, puesto que las técnicas de la neurociencia sirven para entender cómo el cerebro se activa ante los estímulos del marketing, a fin de identificar patrones de actividad cerebral que revelen los mecanismos internos del individuo. Es una disciplina de avanzada que tiene como función investigar y estudiar los procesos cerebrales que explican la conducta y la toma de decisiones de las personas, investiga qué zonas del cerebro están involucradas en cada comportamiento del cliente, ya sea cuando elige una marca, cuando compra un producto o simplemente cuando recibe e interpreta los mensajes que le llegan a cada instante del exterior. El Neuromarketing surge de la necesidad de encontrar formas alternativas de llegar a los consumidores, persuadirlos a consumir y fidelizarlos. Las investigaciones más recientes han demostrado que los seres humanos toman las decisiones en un entorno emocional y luego las justifican racionalmente; pero en realidad nuestras acciones dependen del cerebro primitivo, el “órgano de la supervivencia”, centro de las decisiones subconscientes. En una época en la cual el contexto en que se mueve el consumidor es más complejo y dinámico, resulta de gran interés para los profesionales del mercadeo obtener mayor información relacionada con la forma en que el cerebro reacciona ante un conjunto de estímulos diseñados por las marcas para fortalecer su posición en la mente de los consumidores. El Neuromarketing se ha venido consolidando como una de las herramientas de investigación más innovadoras y controvertidas en el campo de la psicología del consumidor, debido en parte a la dificultad o imposibilidad por parte de los consumidores de expresar las razones emocionales que generan sus hábitos de consumo y sus reacciones a los distintos estímulos de marketing. Por medio del Neuromarketing, comercios y marcas utilizan todos sus conocimientos para poner en marcha las estrategias de venta capaces de jugar con nuestros sentidos, a través de la decoración, la iluminación o la música ambiental que llega a nuestros oídos, hasta el olfato que es estimulado con olores que puedan llegar abrir nuestro apetito, mientras realizamos compras. Universidad Pontificia Bolivariana 2020-10-03 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Artículo revisado por pares application/pdf https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4030 Colección Académica de Ciencias Sociales; Vol. 5 Núm. 1 (2018): Ene-Jun; 38-49 2422-0477 spa https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4030/3731 |
| spellingShingle | Persuasión Ventas Mercado Sentidos Persuasion Sales Market Senses Márquez Ángel, Carlos Alfonso THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title | THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title_full | THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title_fullStr | THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title_full_unstemmed | THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title_short | THE IMPACT OF NEUROMARKETING ON CUSTOMER SATISFACTION IN THE CENTER FOOD PLAZA BUENAVISTA COMMERCIAL CITY OF MONTERÍA |
| title_sort | impact of neuromarketing on customer satisfaction in the center food plaza buenavista commercial city of montería |
| topic | Persuasión Ventas Mercado Sentidos Persuasion Sales Market Senses |
| url | https://revistas.upb.edu.co/index.php/cienciassociales/article/view/4030 |