Neuromarketingconcepto, evolución histórica y retos

  1. Coral Cenizo 1
  1. 1 Universidad CEU San Pablo
    info

    Universidad CEU San Pablo

    Madrid, España

    ROR https://ror.org/00tvate34

Revista:
Icono14

ISSN: 1697-8293

Año de publicación: 2022

Título del ejemplar: Niños y jóvenes ante los dispositivos: Nuevos fenómenos comunicativos y nuevos creadores de producto

Volumen: 20

Número: 1

Tipo: Artículo

DOI: 10.7195/RI14.V20I1.1784 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Otras publicaciones en: Icono14

Resumen

Em um mundo cada vez mais competitivo, muitos especialistas e teóricos continuam em busca da resposta para o Santo Graal do marketing: o que leva os consumidores a escolher um produto em vez de outro? Que fatores influenciam a percepção do consumidor sobre uma marca? Muitos acreditam que a chave está no neuromarketing. No entanto, essa disciplina hoje enfrenta um profundo desconhecimento, tanto na comunidade científica como empresarial, o que vem gerando incertezas sobre as reais possibilidades que oferece. Tendo em conta o pequeno número de artigos científicos publicados em espanhol, este artigo pretende lançar mais luz sobre esse assunto, analisando a sua evolução histórica —desde as origens até ao presente—, bem como a sua conceituação e os desafios que enfrenta, por meio de uma revisão exaustiva da literatura científica relacionada ao neuromarketing. Os resultados oferecem um estado da arte, essencial para compreender o real significado do termo neuromarketing, a situação de instabilidade em que a disciplina se encontra, as limitações que condicionam o seu desenvolvimento e as deficiências da investigação até à data. O artigo constitui uma pedra angular sobre a qual apoiar pesquisas futuras ou aplicações práticas do neuromarketing.

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Fuente de los datos: Dialnet