Neuromarketing: Consideraciones teóricas y herramientas de medición
Abstract
El neuromarketing como campo emergente de investigación combina herramientas derivadas de la neurociencia con la propia ciencia constitutiva del marketing, ofreciendo soluciones significativas, en muchos casos inéditas en su formulación, para sectores diversos de actividad y que contribuyen de modo decisivo a potenciar el desempeño e interacción entre la reacción del usuario y el estímulo proyectado hacia el mismo. Se plantea como objetivo central analizar desde una perspectiva teórica el neuromarketing, con la finalidad de precisar aquellas herramientas esenciales de aplicación y medición. Los resultados indican que, como campo emergente de investigación de mercado altamente controvertido, debe avanzar en el reconocimiento de las herramientas que mayor beneficio generan tanto para la academia como para el quehacer empírico. Las herramientas de medición utilizadas en estudios de neuromarketing (podrían también ser empleadas en estudios sujetos a los ámbitos de la neurocomunicación, neuropolítica, entre otros), en este sentido, cobran especial relevancia la electroencenfalografía y la actividad electrodérmica usadas para resolver problemas empresariales y de marketing. Los datos obtenidos desde la psicofisiología del posible cliente, suelen ser combinados también con respuestas de cuestionarios. A pesar de que su praxis puede implicar problemas de orden ético en aumento, su uso podría representar la solución a grandes desafíos.References
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