Neuromarketing as a Business Strategy for Marketers.
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Abstract
Neuromarketing is a business strategy that uses knowledge from neuroscience and psychology to understand and leverage consumers' emotional and cognitive responses to marketing stimuli. By analyzing brain activity and measuring variables such as attention, emotion, and memory, companies can design more effective and persuasive strategies, personalizing their messages and adapting them to consumers' preferences, interests, and memories. While neuromarketing has enthusiastic supporters, there are also concerns about its practical applicability and ethical implications, such as its potential perception as manipulative and its limited accessibility for resource-constrained companies. In conclusion, neuromarketing provides a valuable opportunity to enhance marketing strategies, but its practical and ethical aspects must be carefully considered.
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Paola Estefania Albán-Trujillo , Universidad Estatal de Bolívar - Ecuador
https://orcid.org/0000-0001-8311-5767
I was born in Guaranda - Ecuador on July 6, 1988, graduated from the Higher Polytechnic School of Chimborazo as a Marketing Engineer, Magister in Project Management at the Indoamérica Technological University. He carried out relevant seminars, courses and workshops of national and international significance. She worked as a teaching researcher, Public Relations, Sales Manager and Administrator.
Fátima del Rocío Núñez-Aguiar , Universidad Estatal de Bolívar - Ecuador
https://orcid.org/0009-0005-5757-785X
20 años de experiencia en la docencia, he sumido algunas representaciones por elección popular, además he participado como directora y par académica de trabajos de investigación de pregrado y posgrado; así como también he trabajado en dos proyectos de investigación en calidad de investigadora y directora del mismo.
Patricia de Lourdes León-Monar , Universidad Estatal de Bolívar - Ecuador
https://orcid.org/0000-0001-6129-3837
Marketing Engineer with a Master's Degree in "Marketing Management and Customer Service" graduated from the Escuela Superior Politécnica de Chimborazo. Provide my Professional services as an Advisor to DISPROTEXTIL S.A in the Commercial Unit, Marketing area, Teaching experience in the ACIBAG training center, National University of Chimborazo and Polytechnic School of Chimborazo. I currently work at the State University of Bolívar in the Faculty of Administrative Sciences, Business Management and Information Technology, Marketing Career in which he carried out teaching and administrative management activities. I have written scientific articles on customer service, brands, advertising, quality of education, teaching process, among others.
Edgar Patricio Rivadeneira-Ramos , Universidad Estatal de Bolívar - Ecuador
https://orcid.org/0000-0001-5436-2486
Graduate in Computer Science from the State University of Bolívar, Master in Educational Management from the State University of Bolívar, Professional Master's Degree in New Technologies Applied to Education from the Autonomous University of Barcelona, to date student of the doctoral program in Systems Engineering and Informatics, professor at the State University of Bolívar.
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