Neuromarketing aplicado ao consumidor

Abstract

[Resumo]: Os consumidores experimentaron grandes cambios co paso dos anos polo que, as empresas, tiveron que irse adaptando a nova situación. Na actualidade os clientes buscan produtos diferentes e non se conforman co que ofertaban as empresas, procuran experiencas e sensacións. De igual forma o marketing tivo que adaptarse ante estes cambios o que provocou que xurdiran novas disciplinas como a neuroeconomía, a neurociencia e o neuromarketing que facilitaron a elaboración das estratexias de marketing. Gracias aos avances tecnolóxicos puidéronse aplicar novos métodos que facilitaron o estudo das cerebro e así poder determinar que ocorre no mesmo durante o proceso de toma de decisións (emoción ou racionalidade). Coa aplicación das técnicas do neuromarketing podemos observar que zonas do cerebro se activan ante un estímulo e así determinar uns patróns de actividade cerebral, é dicir, isto supón que se podería precisar que ocorre no cerebro para que o individuo se decante por un produto.

[Abstract]: The consumers experienced great changes with the passage of the years, reason why, the companies had to adapt to the new situation. At present, the clients look for different products and do not conform to the ones offered by the companies; they look for experiences and feelings. Similarly, marketing had to adapt to these changes, which has led to the emergence of new disciplines such as neuroeconomics, neuroscience and neuromarketing that facilitated the development of marketing strategies. Thanks to technological advances, new methods could be applied to facilitate the study of the brain and thus determine what happens in the brain in the decision making process (emotion or rationality). With the application of the techniques of neuromarketing can be observed that the zones of the brain are activated in front of a stimulus and thus determine some patterns of brain activity, ie this supposes that it could be determined that it happens in the brain for the individual to choose A certain product.