Publicación: Revisión sistemática sobre el neuromarketing y su influencia en el consumidor en América Latina
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Neuromarketing is estimated by neuroscience and marketing as one of the main tools that helps to identify the factors that influence consumer purchasing decision making. For this reason, the present research is established with the objective of systematizing the empirical and academic articles on the determining factors of neuromarketing elaborated in a period of 10 years in countries according to América Latina, the above, being carried out under the qualitative approach with a design document review that allowed the consolidated analysis of a total of 50 documents obtained in databases such as: E-book, Medigraphic, Dialnet, adding the repositories Scielo, Redalyc and the academic google search engine. The results were prepared with the inclusion matrix since of the 50 documents, 30 of them met the filters proposed in the study described, for this reason, the main findings obtained indicate that 83% of the articles are focused on determining the consumer behavior from a neuromarketing perspective and 17% refer to the influence of neuromarketing in decision-making, factors that are determining and influencing in the construction of the purchasing behavior of individuals. Likewise, it is concluded that neuromarketing influences the beliefs, values, opinions, behavior and attitudes of individuals, resulting in a modification of consumer behavior.