El estudio de las emociones en el contexto del neuromarketing: una aproximación práctica y conceptual
DOI:
https://doi.org/10.34117/bjdv10n4-014Keywords:
emociones, neuromarketing, registro de movimiento ocular, registro facial, electroencefalografía, comportamiento del consumidorAbstract
La evaluación y medición de las emociones se ha convertido en un pilar esencial para comprender los procesos actitudinales implicados en la exposición y recepción de mensajes publicitarios. Diversos procedimientos e instrumentos se emplean desde el neuromarketing para revisar las emociones elicitadas en las personas cuando se exponen a variados tipos de comunicación de marca, incluyendo, fundamentalmente, técnicas de registro de actividad oculomotora, lectura de expresiones faciales y cotejo de respuestas eléctricas a nivel de conexiones neuronales. El presente artículo busca, desde una revisión puramente teórica, escudriñar las tres técnicas arriba señaladas, cotejando literatura científica por la cual comprender sus alcances y su relevancia en el marco del entendimiento del consumidor en una perspectiva neurocientífica.
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