Examinando por Materia "Neuromarketing"

Mostrando 1 - 7 de 7
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    Análisis comparativo del neuromarketing desde dos perspectivas teóricas planteadas por Leon Zurawicki y Martin Lindström
    (2018) Rubio Hernández, Vivian Alicia; Orejuela Gómez, Jonny Javier
    This document aims to establish a theoretical comparison from marketing practices and strategies that, based on the application of neurosciences, exert manipulation in consumer purchasing decisions -- This comparison was carried out according to the critical analysis of the proposal of two authors who have a place of recognition in the world of neuromarketing and according to four fundamental axes of comparison, which are: the notion of neuromarketing, its impact From the point of view of the biochemistry of the brain, the ethical implications of the practice of neuromarketing and the positioning of each author in the face of criticism -- On the one hand, it is found, in the academic and scientific perspectives, Leon Zurawicki (2010) and, according to the practical and commercial viewpoints, the author Martin Lindström (2011) -- Each one explores, based on their experience in marketing, what strategies and practices have the sole objective of achieving positioning, not only in the lives of consumers but in their minds, of a product or service
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    Elementos en la generación de contenidos publicitarios que influyen en la motivación de compra del consumidor
    (Universidad EAFIT, 2024) Jiménez Moreno, Catalina; Botero Cardona, Andrés
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    Emoción y razón en la decisión de compra en restaurantes de lujo
    (Universidad EAFIT, 2022) Mejía Orozco, María Paulina; Manrique Tisnes, Horacio
    Objective. To determine the influence of the emotion-reason relationship in a group of people from Medellin, who are between 18 and 28 years old, when making purchase decisions in high-class restaurants. Method. The type of research was also a qualitative study with a cross-sectional scope, and a phenomenological-hermeneutic investigative approach. Results. During the analysis of results, it was possible to identify 7 categories (emotion, prices, company, services, motivation, relevant factors and consumer experience) and 32 subcategories, and from them the data structure could be created. Conclusions. It is suggested that the purchase decision is largely influenced by the emotional factors of the subject, these being the most relevant to make a decision, generate a concept or perform an action. On the other hand, rational processing is influenced by emotions and this in turn generates new emotional responses in the subject, which allows a purchase decision to be generated.
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    Evaluación de piezas publicitarias y material pop en farmacias : un enfoque desde el neuromarketing y el comportamiento del consumidor
    (Universidad EAFIT, 2025) Ospina Pérez, Sebastián; Rico Viera, Estefanny; Martínez Gañán, Leydy Yohana; Gaviria Rincón, María José; Mejía Gil, María Claudia
    This work arises from the interest of exploring whether the POP material implemented as advertising in pharmacies has a significant role, and if it can directly influence the purchasing decisions of consumers. That is why in this research we will approach POP material with a neuromarketing approach, to understand how emotions and perceptions influence consumers' purchasing decisions. This research is of a descriptive exploratory type, based on direct observation and data collection through the use of eye-tracking. The research was conducted in three points of sale of Farmacias Pasteur in the city of Medellin (Colombia), 46 participants were selected by convenience sampling at the discretion of the researchers. The equipment used was Tobii Pro Glasses 3, and instruments such as initial and final questionnaires were designed to evaluate sociodemographic variables, perception and emotions. The data were analyzed using Tobii Pro Lab software and the visual findings were related to the emotional and cognitive responses of the volunteers. The research conducted highlights that advertising placed inside pharmacies has a substantial influence on consumers' emotions and may not have a direct impact on purchase decisions. In addition, it was found that eye-catching colors and well-designed packaging have a crucial impact on visual attention, surpassing the effectiveness of advertising pieces.
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    Impacto que tiene el visual merchandising en el punto de venta en las decisiones de compra de bebidas en el canal tradicional de Medellín
    (2018) Londoño Cuervo, Felipe; Botero Cardona, Andrés; Mejía Gil, María Claudia
    Despite the evolution of shopping behaviour in recent years, with the entry of new supply channels and technology development, Colombia has been characterized for being strongly linked with his cultural heritage refering of how they do their shopping, where the neighborhood store still being the principal consumption channel in the country and a very important income for many families. Based on those reasons, for Colombian´s its vital to get to know and understand how does visual merchandising affects the shopping decisions in the traditional channel, that’s the main purpose of this thesis. This study used a mixed methodology to analise the consumers of drinks and sodas in neighborhood stores located in middle class neighborhoods in the city of Medellín; on one side, we used cualitative techniques as observation in 6 neighborhood stores, afterwards, we complemented the study with neuromarketing techniques with 27 eye tracking studies. This techniques were used in order to fully comprehend the visual impacts in consumers when encountering different visual merchandising within the neighborhood stores. With this study we were able to increase the information of the local consumer and its relationship with the visual merchandising, contributing to mass comsuption companies to decide if they should or shouldn’t use these type of materials. Along the paper we could find evidence that consciously and not consiously, publicity applied dirrectly in the neighborhood stores influences consumer behaviour. 52 % of the analized consumers change their decision when encountering visual mernchandising used by these companies inside the selected stores.
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