Neuromarketing: concepto, evolución histórica y retos

Contenido del artículo principal

Coral Cenizo
https://orcid.org/0000-0003-1484-6763

Resumen

En un mundo cada vez más competitivo, muchos expertos y teóricos siguen buscando la respuesta al Santo Grial del marketing: ¿qué lleva a los consumidores a elegir un producto en lugar de otro? ¿Qué factores influyen en la percepción que tiene un consumidor de una marca? Muchos creen que la clave está en el neuromarketing. Sin embargo, esta disciplina se enfrenta hoy a un profundo desconocimiento, tanto en la comunidad científica como empresarial, que está originando incertidumbre sobre las posibilidades reales que ofrece. Este artículo pretende arrojar más luz sobre esta materia, analizando para ello su evolución histórica —desde sus orígenes hasta la actualidad—, así como su conceptualización y los retos a los que se enfrenta, mediante una revisión exhaustiva de la literatura científica publicada hasta el momento. Los resultados ofrecen un completo estado de la cuestión, esencial para entender el significado real del término neuromarketing, la situación de inestabilidad en la que se encuentra la disciplina, las limitaciones que están constriñendo su desarrollo y las carencias investigadoras. El artículo constituye una piedra angular sobre la que sustentar futuras investigaciones o aplicaciones prácticas del neuromarketing.

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Detalles del artículo

Cómo citar
Cenizo, C. (2022). Neuromarketing: concepto, evolución histórica y retos. Revista ICONO 14. Revista Científica De Comunicación Y Tecnologías Emergentes, 20(1). https://doi.org/10.7195/ri14.v20i1.1784
Sección
INNOVACIÓN TEÓRICA
Biografía del autor

Coral Cenizo, Universidad San Pablo CEU

Coral Cenizo es doctora cum laude en Ciencias de la Información por la Universidad San Pablo CEU, donde inicialmente se licenció en Periodismo y en Publicidad y Relaciones Pública. Su labor profesional se ha centrado en los últimos 10 años en el sector del marketing y la publicidad, especializándose en estrategia, emprendimiento y transformación digital. Actualmente, compagina su labor profesional como responsable de marketing de Grupo Munreco (Viceroy, Mark Maddox y Sandoz) con una labor docente en universidades internacionales y escuelas de negocio.

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