Herramientas de neurociencia en la investigación de marketing de branding y packaging

Autores

DOI:

https://doi.org/10.37467/revtechno.v11.3478

Palavras-chave:

Neurociencia del consumidor, Herramientas de Neuromarketing , Branding, Packaging, Investigación de mercados

Resumo

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.

Biografia do Autor

Víctor José Cerro Rodríguez, Universidad Rey Juan Carlos

Profesor Universidad y Consultor en el área de Marketing

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Publicado

2022-12-07

Como Citar

Cerro Rodríguez, V. J., Sutil Martín, D. L., & Cerro Urcelay, I. (2022). Herramientas de neurociencia en la investigación de marketing de branding y packaging. TECHNO REVIEW. International Technology, Science and Society Review Revista Internacional De Tecnología, Ciencia Y Sociedad, 11(2), 347–370. https://doi.org/10.37467/revtechno.v11.3478

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Artigos de revisão sistemática