Neuromarketing e inteligencia artificialel caso de la campaña 'con mucho acento' de Cruzcampo

  1. Ferruz-González, Sonia-Aránzazu 1
  2. Sidorenko Bautista, Pavel 1
  3. Santos López, Cristina 1
  1. 1 Universidad Internacional de La Rioja
    info

    Universidad Internacional de La Rioja

    Logroño, España

    ROR https://ror.org/029gnnp81

Journal:
Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

ISSN: 2174-1859

Year of publication: 2023

Issue Title: Theory and Praxis of Neuromarketing: innovation and research for the new communicative challenges of the market

Volume: 13

Issue: 2

Pages: 147-169

Type: Article

DOI: 10.33732/IXC/13/02NEUROM DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Index.comunicación: Revista científica en el ámbito de la Comunicación Aplicada

Abstract

Since neuroscience broke into the field of marketing at the beginning of the 21st century, it has been proven that consumers base a large part of their daily decisions on their feelings, based on stimuli that move them rather than solely relying on conscious and rational factors. The research presents a case analysis of an award-winning Spot that uses artificial intelligence as the basis of the creative idea. Its objective is to assess the extent to which the implementation of this resource is pertinent in eliciting emotions, influencing brand awareness and perception, and fostering a favorable attitude towards the brand. For the analysis, a neuromarketing technique has been used, the Implicit Association Test, complemented with in-depth interviews and a CAWI survey. The results suggest that the use of AI in the creation of advertising messages favors the generation of positive attitudes toward the brand since it enhances the strength of the message transmitted, but it does not seem to influence the brand image or the intention to consume it.

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Data source: Dialnet