La aplicabilidad del neuromarketing en la publicidad del sector lujo. Situación actual, potencial de crecimiento y limitaciones

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

    Universidad CEU San Pablo

    Madrid, España

    ROR https://ror.org/00tvate34

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: 97-117

Type: Article

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

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

Abstract

La importancia del consumidor en la publicidad actual ha obligado a las marcas de lujo a adaptar sus anuncios para hacerlos más personalizados a fin de llegar de forma eficiente al público objetivo. Sin embargo, esta individualización exige un conocimiento de la audiencia que las técnicas actuales de investigación no satisfacen. Esto enlaza con el neuromarketing, una disciplina que ha suscitado en los últimos años atención por su potencial para proporcionar una comprensión profunda del comportamiento y las preferencias de los consumidores. Este artículo proporciona un análisis exhaustivo de la aplicabilidad del neuromarketing en el ámbito de la publicidad a fin de valorar su potencial uso en el sector del lujo. Mediante una revisión exhaustiva de la bibliografía existente, se definen las áreas de la publicidad en las que el neuromarketing puede aportar un valor diferencial, se especifican las técnicas que hasta la fecha han resultado más eficientes en el ámbito publicitario y se analizan las posibles limitaciones de aplicabilidad. Este estudio ofrece una valiosa perspectiva sobre el potencial del neuromarketing como herramienta para comprender el comportamiento del consumidor y mejorar la eficacia de la publicidad en sectores altamente competitivos como el del lujo.

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