Herramientas de neurociencia en la investigación de marketing de branding y packaging
DOI:
https://doi.org/10.37467/revtechno.v11.3478Palavras-chave:
Neurociencia del consumidor, Herramientas de Neuromarketing , Branding, Packaging, Investigación de mercadosResumo
Comprender cómo el consumidor percibe, evalúa y elige los productos permite a las empresas optimizar el diseño del packaging y agregar un valor que contribuye a las estrategias de branding. La evaluación del branding y el packaging es compleja e involucra procesos cognitivos y mecanismos cerebrales, como la atención, la memoria, las emociones, sistemas de recompensa y la toma de decisiones. El objetivo principal es realizar una revisión de las principales herramientas de la neurociencia aplicadas en la investigación de marketing del branding y el packaging, repasando su base teórica, métricas, ventajas, limitaciones y aplicaciones en el campo de estudio.
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