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- Title
La neurociencia del consumidor como horizonte de investigación, conceptos y aplicaciones. Un enfoque paradigmático.
- Authors
Salazar, César
- Abstract
Consumer neuroscience allows a fullest and objective understanding about desires and actions of consumers, turning itself in a fickle tool to the use of the companies and to improve their Marketing strategies. The use of the Neuroscientific methods to the analysis, description and comprehension of human behavior related to consume open a lot of unknown possibilities to discover. Neuromarketing or The consumer Neuroscience as is known too is the study of mental process been part of the consumer behavior and contexts concerning the marketing as well, apply and follow in the environment of the real life of human been. Its supported by the paradigms and the technological development of Neurosciences whose progress has made possible for the seekers to deep in knowledge about how the brain work. Physiological operations of mind are a product of a structural and functional ensemble including the brain, as organ, and mind, emotion and cognition, as functions. Mind events just can be understood in the middle of the interaction between the organism and his environment. Neuromarketing paradigm it's still in his infancy and what for it's full of research possibilities. Inside the consumer neuroscience the ethic building doesn't collapse, the morality isn't threaten, inside the normal individual Will it's always Will. The present paper looking for a place to the consumer neuroscience paradigm over the perspective of research open to the Marketing, from the technological advances and hermeneutical vision offer by Neuroscience; it's propose some of several possibilities of research and practice been explored actually. To give an example its offer one of methods of research as is the Evoked Potentials.
- Subjects
NEUROSCIENCES; CONSUMER behavior; MARKETING strategy; ETHICS; EVOKED potentials (Electrophysiology)
- Publication
Universidad & Empresa, 2011, Vol 21, p143
- ISSN
0124-4639
- Publication type
Article