Ciencia cognitiva y neuromarketing: investigación académica, tecnologías emergentes y desafíos profesionales

Abstract

Analyzing the effectiveness of the communications carried out by advertisers is the first step to knowing if the planned communication objectives are being achieved. Each person faces thousands of persuasive messages on a daily basis and, for decades, a wide variety of measurement techniques have been used whose main limitation is their dependence on the willingness and ability of consumers to describe their levels of attention, emotions, preferences and future purchasing behavior. It is at the end of the 20th century when a paradigm is born that provides new methods to deepen and advance in the knowledge of the mechanisms of persuasion, especially those related to the influence of the emotional aspects of the story, and how they contribute to our cognitive changes. ; This paradigm, applied to the field of marketing, involves adapting neuroscience techniques to marketing communications, giving rise to neuromarketing. The objective of this monograph is to deepen the knowledge of this discipline that, despite having little more than two decades of history, already has an extensive scientific corpus based on empirical research.