Estímulos que impulsan la compra. Una revisión teórica desde el punto de vista del neuromarketing

Moreno Henao, Santiago

dc.contributor.advisor	Zapata Pérez, Lina María
dc.contributor.author	Moreno Henao, Santiago
dc.date.accessioned	2024-05-17T21:34:51Z
dc.date.available	2024-05-17T21:34:51Z
dc.date.issued	2023
dc.identifier.citation	Moreno Henao, S. (2023). Estímulos que impulsan la compra. Una revisión teórica desde el punto de vista del neuromarketing. Institución Universitaria de Envigado. https://bibliotecadigital.iue.edu.co/jspui/handle/20.500.12717/3123	spa
dc.identifier.uri	https://bibliotecadigital.iue.edu.co/jspui/handle/20.500.12717/3123
dc.description.abstract	Una revisión de los estudios del neuromarketing, incluyendo el análisis de sus métodos de investigación para el atendimiento del funcionamiento del cerebro de los consumidores podría proporcionar bases más sólidas para la toma de decisiones en marketing. Por otro lado, la información que nos brindan algunos estudios sobre el neuromarketing hará que se tenga un mayor conocimiento sobre el comportamiento del consumidor y saber cuáles son los estímulos que afectan en sus decisiones de compra, por lo tanto, se podría enriquecer a investigación académica en el ámbito del marketing.	spa
dc.description.abstract	A review of neuromarketing studies, including the analysis of its research methods to address the functioning of consumers' brains, could provide more solid bases for marketing decision-making. On the other hand, the information provided by some studies on neuromarketing will give us greater knowledge about consumer behavior and know which stimuli affect their purchasing decisions, therefore, academic research could be enriched. in the field of marketing.	eng
dc.description.tableofcontents	Introducción al marketing -- Evolución del marketing -- Introducción al neuromarketing -- Las neuronas -- Procesos cognitivos -- Los estímulos de marketing que inducen a la compra -- Estímulos con mayor atención.	spa
dc.format.extent	70 páginas	spa
dc.format.mimetype	application/pdf	spa
dc.language.iso	spa	spa
dc.publisher	Institución Universitaria de Envigado	spa
dc.relation	info:eu-repo/semantics/bachelorThesis	spa
dc.rights	Copyright © 2023 Institución Universitaria de Envigado	spa
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/2.5/co/	spa
dc.source	Institución Universitaria de Envigado	spa
dc.source	RI-IUE	spa
dc.title	Estímulos que impulsan la compra. Una revisión teórica desde el punto de vista del neuromarketing	spa
oaire.version	http://purl.org/coar/version/c_970fb48d4fbd8a85	spa
dc.publisher.faculty	Facultad de Ciencias Empresariales	spa
dc.publisher.place	Envigado, Colombia	spa
dc.relation.references	Ariely, D., & Berns, G. S. (2010). Neuromarketing: The hope and hype of neuroimaging in business. Nature Reviews Neuroscience, 11(4), 284–292. https://doi.org/10.1038/NRN2795	spa
dc.relation.references	Bhardwaj, S., et al. (2023). Exploring the boundaries of Neuromarketing through systematic investigation. Journal of Business Research, 154. https://doi.org/10.1016/J.JBUSRES.2022.113371	spa
dc.relation.references	Calvert, G. A., & Brammer, M. J. (2012). Predicting consumer behavior: Using novel mind-reading approaches. IEEE Pulse, 3(3), 38–41. https://doi.org/10.1109/MPUL.2012.2189167	spa
dc.relation.references	Canales, S. (2018). Neuromarketing: Explorando la mente del consumidor Neuromarketing: Exploring the consumer’s mind. Revista Científica de La UCSA, 5(2), 36–44. https://doi.org/10.18004/ucsa/2409-8752/2018.005(02)036-044	spa
dc.relation.references	Cyberclick. (2022). ¿Qué es marketing? Definición, ventajas y cómo funciona. Cyberclick.	spa
dc.relation.references	García-Madariaga, J., et al. (2019). Do isolated packaging variables influence consumers’ attention and preferences? Physiology & Behavior, 200, 96–103. https://doi.org/10.1016/J.PHYSBEH.2018.04.030	spa
dc.relation.references	Harvey, P. D. (2019). Domains of cognition and their assessment. Dialogues in Clinical Neuroscience, 21(3), 227–237. https://doi.org/10.31887/DCNS.2019.21.3/PHARVEY	spa
dc.relation.references	Hsu, L., & Chen, Y. J. (2020). Neuromarketing, subliminal advertising, and hotel selection: An EEG study. Australasian Marketing Journal (AMJ), 28(4), 200–208. https://doi.org/10.1016/J.AUSMJ.2020.04.009	spa
dc.relation.references	Juárez-Varón, D., et al. (2023). Footwear consumer behavior: The influence of stimuli on emotions and decision making. Journal of Business Research, 164, 114016. https://doi.org/10.1016/J.JBUSRES.2023.114016	spa
dc.relation.references	Kakaria, S., et al. (2023). Cognitive load during planned and unplanned virtual shopping: Evidence from a neurophysiological perspective. International Journal of Information Management, 72. https://doi.org/10.1016/J.IJINFOMGT.2023.102667	spa
dc.relation.references	Khushaba, R. N., et al. (2013). Consumer neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems with Applications, 40(9), 3803–3812. https://doi.org/10.1016/J.ESWA.2012.12.095	spa
dc.relation.references	Liang, C. C., & Lin, Y. W. (2023). Online promotion effects under time limitation - A study of survey and physiological signals. Decision Support Systems, 170, 113963. https://doi.org/10.1016/J.DSS.2023.113963	spa
dc.relation.references	Malhotra, N. K., et al. (1982). The Information Overload Controversy: An Alternative Viewpoint. Https://Doi.Org/10.1177/002224298204600204, 46(2), 27–37. https://doi.org/10.1177/002224298204600204	spa
dc.relation.references	Mashrur, F. R., et al (2022). An intelligent neuromarketing system for predicting consumers’ future choice from electroencephalography signals. Physiology & Behavior, 253, 113847. https://doi.org/10.1016/J.PHYSBEH.2022.113847	spa
dc.relation.references	Morin, C. (2011a). Neuromarketing: The New Science of Consumer Behavior. Society, 48(2), 131–135. https://doi.org/10.1007/S12115-010-9408-1/METRICS	spa
dc.relation.references	Morin, C. (2011b). Neuromarketing: The New Science of Consumer Behavior. In Society (Vol. 48, Issue 2, pp. 131–135). Springer Science and Business Media, LLC. https://doi.org/10.1007/s12115-010-9408-1	spa
dc.relation.references	Südhof, T. C. (2021). The cell biology of synapse formation. The Journal of Cell Biology, 220(7). https://doi.org/10.1083/JCB.202103052	spa
dc.relation.references	Xi, N., et al. (2022). The challenges of entering the metaverse: An experiment on the effect of extended reality on workload. Information Systems Frontiers 2022 25:2, 25(2), 659–680. https://doi.org/10.1007/S10796-022-10244-X	spa
dc.relation.references	Morin, C. (2011b). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. https://doi.org/10.1007/s12115-010-9408-1	spa
dc.relation.references	Mandolfo M, Lamberti L. Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature Review. Front Psychol. 2021 Jul 1;12:687404. doi: 10.3389/fpsyg.2021.687404. PMID: 34276512; PMCID: PMC8282203.	spa
dc.relation.references	Electroencefalografía (EEG) - Mayo Clinic. (2022). https://www.mayoclinic.org/es/tests-procedures/eeg/about/pac-20393875#:~:text=Un%20electroencefalograma%20(EEG)%20es%20un,el%20tiempo%2C%20incluso%20mientras%20duermes.	spa
dc.relation.references	Es, T. D. (s. f.). ¿Qué es el seguimiento ocular? Tobii Dynavox ES. https://es.tobiidynavox.com/pages/what-is-eye-tracking	spa
dc.relation.references	NeuromarketingSchool. (2019). Respuesta Galvánica de la Piel (GSR) - Neuromarketing School. Neuromarketing School. https://www.neuromarketingschool.com/respuesta-galvanica/	spa
dc.relation.references	Branding o marketing. (s. f.). http://www.branzai.com/2020/05/branding-o-marketing.html#:~:text=La%20palabra%20Marketing%2C%20tiene%20su,de%20la%20misma%2C%20como%20Mercadeo.	spa
dc.relation.references	Handley, A. (s. f.). Una mirada a la evolución histórica e importancia de la mercadotecnia. Una mirada a la evolución histórica e importancia de la mercadotecnia.	spa
dc.relation.references	Redacción. (2022). La historia del marketing: de 1450 a 2020. Marketing Directo. https://www.marketingdirecto.com/marketing-general/publicidad/historia-del-marketing	spa
dc.relation.references	Westreicher, G. (2022). Toyotismo. Economipedia. https://economipedia.com/definiciones/toyotismo.html	spa
dc.relation.references	User, S. (s. f.). Revolución industrial. https://www.cubaenergia.cu/abc-sobre-la-energia/108-contenido/210-revolucion-industrial	spa
dc.relation.references	Pasarin, D. (s. f.). EL NEUROMARKETING LLEGA a LAS EMOCIONES DE NUESTRO CEREBRO. https://marketingpiamataro.blogspot.com/2021/03/el-neuromarketing-llega-las-emociones.html	spa
dc.relation.references	NeuromarketingSchool. (2019). Respuesta Galvánica de la Piel (GSR) - Neuromarketing School. Neuromarketing School. https://www.neuromarketingschool.com/respuesta-galvanica/	spa
dc.relation.references	Neuromarketing: the new science of consumer behavior. (s. f.). https://rdcu.be/dlu5n	spa
dc.relation.references	Moya Espinosa, P. I. (s. f.). Una mirada a la evolución histórica e importancia de la mercadotecnia. Articulo académico.	spa
dc.relation.references	Morin, C. (2011b). Neuromarketing: the new science of consumer behavior. Society, 48(2), 131-135. https://doi.org/10.1007/s12115-010-9408-1	spa
dc.relation.references	Mandolfo, M., & Lamberti, L. (2021b). Past, Present, and Future of Impulse Buying Research Methods: A Systematic Literature review. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.687404	spa
dc.relation.references	López, J. F. (2022b). Taylorismo. Economipedia. https://economipedia.com/definiciones/taylorismo.html	spa
dc.relation.references	Kotler_P_and_Armstrong_G_2012_Marketing. (s. f.).	spa
dc.relation.references	Kotler, P., & Armstrong, G. (s. f.). Fundamentos de Marketing. Pearson.	spa
dc.relation.references	Khushaba, R. N., et al. (2013b). Consumer Neuroscience: Assessing the brain response to marketing stimuli using electroencephalogram (EEG) and eye tracking. Expert Systems With Applications, 40(9), 3803-3812. https://doi.org/10.1016/j.eswa.2012.12.095	spa
dc.relation.references	Karremans, J. C. et al. (2006). Beyond Vicary’s fantasies: the impact of subliminal	spa
dc.relation.references	priming and brand choice. Journal of Experimental Social Psychology, 42(6), 792-798. https://doi.org/10.1016/j.jesp.2005.12.002	spa
dc.relation.references	Kakaria, S., et al. (2023). Cognitive load during planned and Unplanned virtual shopping: Evidence from a neurophysiological perspective. International Journal of Information Management, 72, 102667. https://doi.org/10.1016/j.ijinfomgt.2023.102667	spa
dc.relation.references	Jones, B. D. G., & Shaw, E. H. (2002). A history of marketing thought. ResearchGate. https://www.researchgate.net/publication/235362475_A_History_of_Marketing_Thought	spa
dc.relation.references	https://oa.upm.es/44379/1/TFM_LEONARDO_JOSE_GOMEZ_FIGUEROA.pdf. (s. f.). https://oa.upm.es/44379/1/TFM_LEONARDO_JOSE_GOMEZ_FIGUEROA.pdf. https://oa.upm.es/44379/1/TFM_LEONARDO_JOSE_GOMEZ_FIGUEROA.pdf	spa
dc.relation.references	Hsu, M. Y. T., & Cheng, J. M. S. (2018). FMRI Neuromarketing and Consumer Learning Theory.European Journal of Marketing , 52(1/2), 199-223. https://doi.org/10.1108/ejm-12-2016-0866	spa
dc.relation.references	Hsu, L., & Chen, Y. (2020b). Neuromarketing, subliminal Advertising, and Hotel Selection: an EEG study. Australasian Marketing Journal (amj), 28(4), 200-208. https://doi.org/10.1016/j.ausmj.2020.04.009	spa
dc.relation.references	Handley, A. (s. f.). Una mirada a la evolución histórica e importancia de la mercadotecnia. Una mirada a la evolución histórica e importancia de la mercadotecnia.	spa
dc.relation.references	Gutiérrez de Piñeres Botero, C. (s. f.). Registro de movimientos oculares con el eye tracker Mobile eye XG. LOGOS COLECCIÓN 6 VESTI GIUM.	spa
dc.relation.references	Gurgu, E., et al. (2020). Neuromarketing for a better understanding of consumer needs and emotions. Independent Journal of Management & Production, 11(1), 208. https://doi.org/10.14807/ijmp.v11i1.993	spa
dc.relation.references	García-Madariaga, J., et al. (2019). Do isolated packaging variables influence consumers’ attention and preferences? Physiology & Behavior, 200, 96-103. https://doi.org/10.1016/j.physbeh.2018.04.030	spa
dc.relation.references	Fundamentos de Marketing. (s. f.).	spa
dc.relation.references	FUCIU, M., & DUMITRESCU, L. (s. f.). FROM MARKETING 1.0 TO MARKETING 4.0 – THE EVOLUTION OF THE MARKETING CONCEPT IN THE CONTEXT OF THE 21ST CENTURY. International Conference KNOWLEDGE-BASED ORGANIZATION.	spa
dc.relation.references	Es, T. D. (s. f.). ¿Qué es el seguimiento ocular? Tobii Dynavox ES. https://es.tobiidynavox.com/pages/what-is-eye-tracking	spa
dc.relation.references	Electroencefalografía (EEG) - Mayo Clinic. (2022). https://www.mayoclinic.org/es/tests-procedures/eeg/about/pac-20393875#:~:text=Un%20electroencefalograma%20(EEG)%20es%20un,el%20tiempo%2C%20incluso%20mientras%20duermes.	spa
dc.relation.references	BrainSigns. (2016). GSR - brainsigns. www.brainsigns.com. https://www.brainsigns.com/es/science/s2/technologies/gsr	spa
dc.relation.references	Braidot, N. (s. f.). Neuromarketing en acción ¿Por qué tus clientes te engañan con otros si dicen que gustan de ti? GRANICA.Beesley, T., Pearson, D., & Pelley, M. E. L. (2019). Eye tracking as a tool for examining cognitive processes. En Elsevier eBooks (pp. 1-30). https://doi.org/10.1016/b978-0-12-813092-6.00002-2	spa
dc.relation.references	Baldo, D., Viswanathan, V. S., Timpone, R. J., & Venkatraman, V. (2022). The heart, brain, and body of marketing: complementary roles of neurophysiological measures in tracking emotions, memory, and AD effectiveness. Psychology & Marketing, 39(10), 1979-1991. https://doi.org/10.1002/mar.21697	spa
dc.relation.references	APA PsycNet. (s. f.). https://psycnet.apa.org/record/1982-26918-001	spa
dc.relation.references	Álvarez del Blanco, R. (s. f.). FUSIÓN PERFECTA NEUROMARKETING Seducir al cerebro con inteligencia para ganar en tiempos exigentes. PEARSON.	spa
dc.relation.references	Admin. (2021). Qué es el neuromarketing y cuál es su origen. Agencia ékiba. https://www.agenciaekiba.com/marketing-online/que-es-el-neuromarketing-y-cual-es-su-origen/	spa
dc.relation.references	Mestre Navas, J. M., & Palmero Cantero, F. (s. f.). Procesos Psicológicos Básicos Una guía académica para los estudios en Psicopedagogía, Psicología y Pedagogía. José Manuel Cejudo.	spa
dc.relation.references	Servera, M., & Llabrés, J. (s. f.). Tarea de Atención Sostenida en la Infancia. Resumen Manual CSAT TEA.	spa
dc.relation.references	Márquez Mejía, B. M., et al. (s. f.). METODOLOGÍA EYE TRACKING: EL ESTUDIO DEL COMPORTAMIENTO VISUAL DEL CONSUMIDOR COMO MEDIO PARA LA ASIGNACIÓN DE LINEALES EN EL SECTOR RETAIL. Resultados del proyecto «Dinámica del merchandising y packaging en el retail según los patrones del comportamiento visual de los consumidores».	spa
dc.relation.references	Morin, C. (2011c). Neuromarketing and Ethics Challenges Raised by the Possibility of Influencing Buy Buttons in Consumers’ Brains. School of Media Psychology. https://www.academia.edu/969187/Neuromarketing	spa
dc.relation.references	EMOTIV. (2023). EMOTIV \| Brain Data Measuring hardware and Software Solutions. https://www.emotiv.com/	spa
dc.rights.creativecommons	Atribución-NoComercial-SinDerivadas 2.5 Colombia (CC BY-NC-ND 2.5 CO)	spa
dc.type.coar	http://purl.org/coar/resource_type/c_7a1f	spa
dc.type.driver	info:eu-repo/semantics/article	spa
dc.type.local	Tesis/Trabajo de grado - Monografía - Pregrado	spa
dc.type.redcol	https://purl.org/redcol/resource_type/ART	spa
dc.type.version	http://purl.org/coar/version/c_970fb48d4fbd8a85	spa
thesis.degree.name	Profesional en mercadeo	spa
thesis.degree.level	Pregrado	spa
thesis.degree.discipline	Facultad de Ciencias Empresariales. Profesional en mercadeo	spa
thesis.degree.grantor	Institución Universitaria de Envigado IUE	spa
dc.rights.accessrights	http://purl.org/coar/access_right/c_abf2	spa
dc.subject.proposal	Neuromarketing	spa
dc.subject.proposal	Electroencefalograma (EEG)	spa
dc.subject.proposal	Respuesta galvánica de la piel (GSR)	spa
dc.subject.proposal	Seguimiento ocular (ET)	spa
dc.subject.proposal	Cognición	spa
dc.subject.proposal	Emociones	spa
dc.subject.proposal	Estímulos	spa
dc.subject.proposal	Cerebro	spa
dc.subject.proposal	Electroencephalogram	eng
dc.subject.proposal	Galvanic skin response	eng
dc.subject.proposal	Eye tracking	eng
dc.subject.proposal	Cognition	eng
dc.subject.proposal	Emotions	eng
dc.subject.proposal	Stimuli	eng
dc.subject.proposal	Brain	eng
oaire.accessrights	http://purl.org/coar/access_right/c_abf2	spa