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RESEARCH TRENDS IN NEUROMARKETIG
TENDENCIAS DE INVESTIGACIÓN EN NEUROMARKETING
| dc.creator | Botello Bermúdez, Sergio Orlando | |
| dc.creator | Vega, Karem Tatiana Suárez | |
| dc.date | 2018-12-15 | |
| dc.date.accessioned | 2020-08-21T19:46:31Z | |
| dc.date.available | 2020-08-21T19:46:31Z | |
| dc.identifier | https://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/2654 | |
| dc.identifier | 10.18270/cuaderlam.v14i27.2654 | |
| dc.identifier.uri | http://test.repositoriodigital.com:8080/handle/123456789/10066 | |
| dc.description | In this research, a review of the literature in the area of neuromarketing is carried out worldwide, discipline classified as new, worldwide, discipline classified as new, and what, having this feature, there is still insufficient evidence, that show trends and/or lines of research in this field of knowledge. e theoretical review has a mixed method quantitative and qualitative approach, through bibliometric analysis and data mining. us, within the results obtained from the review, the main empirical trends were identified and the gaps within the literature on specific topics. In this regard, there are no systematic review studies that approach the field of investigation from a general perspective that collects different scientific sources as articles in English language, related to the areas of business, sociology, psychology and economics, among others. For this reason, a thematic exploration is carried out, that useful to guide the practices of academic production in the field of neuromarketing. From the results, some trends openings are evident in factors of: influence of TV and commercial decision-making processes; measurement through magnetic resonance; users, smartphones and technology; product and price in the purchase decision; important role of reputation; advertising effectiveness in the hotel and tourism industry; involvement of health advertising and its regulation; websites supported in neuromarketing; relations between service-client-value; neural perception of messages and stimuli; confidence and consumer distrust; colors and their importance in branding. Also, little consolidation of the scientific community is observed and lack of a journal specialized in neuromarketing, due to the low funding of this type of studies, especially by public entities. | en-US |
| dc.description | En esta investigación, se realiza una revisión de la literatura en el área de neuromarketing a nivel mundial, disciplina clasificada como nueva, y que, al tener esta característica, no se cuenta con evidencias suficientes, que muestren tendencias y/o líneas de investigación en este campo del saber. La revisión documental, tiene un enfoque mixto cualitativo y /cuantitativo, a través de análisis bibliométricos y de minería de datos. Así, dentro de los resultados obtenidos de la revisión, se identificaron las principales tendencias empíricas y los vacíos dentro de la literatura en temas específicos. Al respecto, no existen estudios sistemáticos de revisión, que aborden el campo de investigación desde una perspectiva general, que recopile diferentes fuentes científicas como artículos en idioma inglés, relacionados con las áreas de negocios, sociología, psicología y economía, entre otros. Por esta razón, se realiza una exploración temática, que es útil para orientar las prácticas de producción académica en el campo del Neuromarketing. A partir de los resultados, se evidencian algunas aperturas de tendencias en factores de: influencia de la TV y comerciales en procesos de decisión; medición a través de resonancia magnética; usuarios, smartphones y tecnología; producto y precio en la decisión de compra; importante rol de la reputación; efectividad publicitaria en industria hotelera y de turismo; implicación de la publicidad en la salud y su regulación; sitios web soportados en neuromarketing; relaciones entre servicio-cliente-valor; percepción neural de los mensajes y estímulos; confianza y desconfianza del consumidor; colores y su importancia en el branding. Además, se observa escasa consolidación de la comunidad científica y falta de una revista especializada en neuromarketing, debido a la poca financiación de este tipo de estudios, en especial por parte de las entidades públicas. | es-ES |
| dc.format | application/pdf | |
| dc.language | spa | |
| dc.publisher | Universidad El Bosque | es-ES |
| dc.relation | https://revistas.unbosque.edu.co/index.php/cuaderlam/article/view/2654/2160 | |
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| dc.rights | Derechos de autor 2019 Universidad El Bosque | es-ES |
| dc.rights | http://creativecommons.org/licenses/by-nc-sa/4.0 | es-ES |
| dc.source | Cuadernos Latinoamericanos de Administración; Vol 14 No 27 (2018): Cuadernos Latinoamericanos de Administración | en-US |
| dc.source | Cuadernos Latinoamericanos de Administración; ##issue.vol## 14 ##issue.no## 27 (2018): Cuadernos Latinoamericanos de Administración | es-AR |
| dc.source | Cuadernos Latinoamericanos de Administración; Vol. 14 Núm. 27 (2018): Cuadernos Latinoamericanos de Administración | es-ES |
| dc.source | 2248-6011 | |
| dc.source | 1900-5016 | |
| dc.source | 10.18270/cuaderlam.v14i27 | |
| dc.subject | Neuromarketing, preferencia, elección, consumidor, decisión, comportamiento, empresa, publicidad | es-ES |
| dc.title | RESEARCH TRENDS IN NEUROMARKETIG | es-AR |
| dc.title | TENDENCIAS DE INVESTIGACIÓN EN NEUROMARKETING | es-ES |
| dc.type | info:eu-repo/semantics/article | |
| dc.type | info:eu-repo/semantics/publishedVersion |
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