{"id":4463,"date":"2019-04-10T14:30:50","date_gmt":"2019-04-10T19:30:50","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=4463"},"modified":"2019-04-11T10:44:11","modified_gmt":"2019-04-11T15:44:11","slug":"neuromarketing","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/neuromarketing\/","title":{"rendered":"Neuromarketing. Hacia un nuevo marketing <emoci\u00f3n, persuasi\u00f3n e influencia>"},"content":{"rendered":"<p>En un d\u00eda t\u00edpico\u00a0el consumidor promedio puede estar expuesto a miles de mensajes comerciales, pero la gran mayor\u00eda no tendr\u00e1 ning\u00fan impacto discernible en las actitudes o el comportamiento de ese individuo. Y es que, si hay un misterio que los profesionales del marketing anhelan descubrir por encima de todo, es conocer qu\u00e9 sucede en el cerebro de los consumidores cuando eligen una marca en lugar de otra. Sin duda, discernir qu\u00e9 informaci\u00f3n pasa por el filtro del cerebro y cu\u00e1l no ser\u00eda algo verdaderamente crucial para el avance del consumo, de las marcas y de la neurociencia. Esta \u201cobsesi\u00f3n\u201d ha comportado que se lleven a cabo innumerables estudios a trav\u00e9s de numerosas t\u00e9cnicas de investigaci\u00f3n. Pero, durante m\u00e1s de un siglo, las t\u00e9cnicas de investigaci\u00f3n en marketing han estado dominadas por modelos que asumen un proceso racional de persuasi\u00f3n basado en que los potenciales consumidores act\u00faan conscientemente en el proceso de compra y a la hora de elegir un producto. Es un enfoque que se ajusta a las metodolog\u00edas tradicionales de investigaci\u00f3n, si bien no siempre ha podido explicar con certeza, o predecir, el comportamiento de compra.<\/p>\n<p>Sin embargo, de un tiempo a esta parte, todo parece se\u00f1alar que una nueva perspectiva podr\u00eda estar emergiendo. En particular, los profesionales han buscado integrar procesos de marketing, tanto racionales como no racionales, y neurociencia social versus toma de decisiones individuales. Es decir, c\u00f3mo usar m\u00e9todos y tecnolog\u00edas de m\u00e1rketing alineados con la neurociencia. De esta manera, ha surgido el llamado \u201cneurom\u00e1rketing\u201d como un curioso \u201cmatrimonio\u201d entre el marketing y la ciencia, la \u201cventana\u201d que nos permite observar el interior de la mente humana. El neurom\u00e1rketing es la llave de aquello que se denomina \u201cl\u00f3gica de la compra\u201d. Esto es, los pensamientos, sentimientos y deseos subconscientes que mueven las decisiones de compra que tomamos todos los d\u00edas de nuestra vida.<\/p>\n<p>CAMBIO DE PARADIGMA: LA IMPORTANCIA DE LAS EMOCIONES<\/p>\n<p>Durante a\u00f1os se ha intentado identificar los patrones de conducta de los consumidores mediante su observaci\u00f3n y las inferencias estad\u00edsticas de estos resultados. Se daba por v\u00e1lida la hip\u00f3tesis de que el proceso de compra respond\u00eda a un proceso de l\u00f3gica exclusivamente, donde el cerebro de las personas actuaba en d\u00e9cimas de segundo eligiendo conscientemente una marca o un producto.<\/p>\n<p>De esta forma, se detectaban patrones de compra\u00a0concretos y categorizables que permit\u00edan a las empresas desarrollar sus estrategias de marketing. Pero, en los\u00a0\u00faltimos tiempos, se han publicado\u00a0m\u00faltiples estudios que cuestionan estos paradigmas. Dichos estudios ponen de manifiesto la importancia de\u00a0las emociones en la efectividad de las\u00a0campa\u00f1as de marketing y ventas:\u00a0cuanto mayor es el enfoque emocional\u00a0de la t\u00e1ctica de venta en detrimento de patrones l\u00f3gicos, mayor es el impacto\u00a0de la acci\u00f3n sobre el consumidor.<\/p>\n<p>En este sentido, se ha demostrado que las marcas que est\u00e1n obteniendo un mejor rendimiento de sus t\u00e9cnicas<br \/>\nde marketing son aquellas que los\u00a0clientes recuerdan de manera inconsciente por algo emocional. Por ejemplo, una de las principales empresas\u00a0de la industria de consumo, Procter &amp;\u00a0Gamble, afirma en el estudio Procter\u00a0 &amp; Gamble research validates emotional marketing que la efectividad de la publicidad con contenido emocional es\u00a0nueve veces mayor que aquella que\u00a0responde a una estrategia de l\u00f3gica.<\/p>\n<blockquote><p>El neurom\u00e1rketing es la llave\u00a0de aquello que se denomina \u201cl\u00f3gica de la compra\u201d. Esto es, los pensamientos,\u00a0sentimientos y deseos subconscientes que mueven las decisiones de compra<br \/>\nque tomamos todos los d\u00edas de nuestra vida.<\/p><\/blockquote>\n<p>Si quieres seguir leyendo &#8230;\u00a0<a href=\"https:\/\/www.harvard-deusto.com\/neuromarketing-hacia-un-nuevo-marketing-sustentado-en-la-emocion-la-persuasion-y-la-influencia\">https:\/\/www.harvard-deusto.com\/neuromarketing-hacia-un-nuevo-marketing-sustentado-en-la-emocion-la-persuasion-y-la-influencia<\/a><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Pablo Fern\u00e1ndez Garc\u00eda-Andrade<\/strong><br \/>\nProfesor asociado de M\u00e1rketing e Innovaci\u00f3n en IE Business School y socio director de Coolsulting<\/p>\n<p><strong>Rafael Fern\u00e1ndez Garc\u00eda-Andrade<\/strong><br \/>\nProfesor asociado en la Universidad\u00a0Complutense de Madrid y psiquiatra en el Hospital<br \/>\nUniversitario Cl\u00ednico San Carlos de Madrid<\/p>\n<p>.<\/p>\n<p>.<\/p>\n<p>.<\/p>\n<p>.<\/p>\n<p><a href=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2019\/04\/Neurom\u00e1rketing.-Hacia-un-nuevo-m\u00e1rketing-sustentado-en-la-emoci\u00f3n-la-persuasi\u00f3n-y-la-influencia.pdf.pdf\">Neurom\u00e1rketing. Hacia un nuevo m\u00e1rketing sustentado en la emoci\u00f3n, la persuasi\u00f3n y la influencia<\/a><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>En un d\u00eda t\u00edpico\u00a0el consumidor promedio puede estar expuesto a miles de mensajes comerciales, pero la gran mayor\u00eda no tendr\u00e1 ning\u00fan impacto discernible en las actitudes o el comportamiento de ese individuo. Y es que, si hay un misterio que los profesionales del marketing anhelan descubrir por encima de todo, es conocer qu\u00e9 sucede en [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":4465,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[60],"tags":[127,128],"class_list":["post-4463","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-articulos","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Neuromarketing. 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