Factores claves de neuromarketing en spots televisivos de la marca Alquería en Colombia

Andrea del Pilar Barrera Ortegon; María Silvia Tovar Muñiz

doi:10.31637/epsir-2025-1496

Authors

Andrea del Pilar Barrera Ortegon Universidad Nacional Abierta y a Distancia-UNAD https://orcid.org/0000-0002-1286-2623
María Silvia Tovar Muñiz Universidad de Guanajuato https://orcid.org/0000-0002-5183-7025

DOI:

https://doi.org/10.31637/epsir-2025-1496

Keywords:

Neuromarketing, advertising spot, content analysis, Consumer behavior, key factors, brands, emotions

Abstract

Introduction: The article explores the use of neuromarketing factors in television advertising in Colombia, identifying some elements that affect consumer perception. Neuromarketing, considered a discipline that investigates brain processes related to behavior and decision-making, by understanding consumer emotions and decisions based on advertising stimuli. Methodology: Content analysis of the Alquería brand television commercials, broadcast in Colombia between 2019 and 2023, classifying them into nine key factors of neuromarketing: egocentrism, emotions, compensation vs. suffering, beginning and end, narrative, tangibility, music, color and lighting. To validate these factors, 103 participants were surveyed about the perception of commercials. The results indicate that neuromarketing factors have a significant impact on the effectiveness of advertisements, highlighting the importance of message clarity, the presence of positive emotions and a defined narrative structure to effectively connect with the consumer. Conclusions: The effective application of these factors, with special attention to the ego factor, is essential to improve the perception and impact of television advertisements, thus contributing to the success of the Brand.

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Author Biographies

Andrea del Pilar Barrera Ortegon, Universidad Nacional Abierta y a Distancia-UNAD

PhD Candidate in Administration at Universidad de Celaya, Master's in Administration from Instituto Tecnológico de Monterrey, Specialist in Process Engineering and Quality Management from Universidad EAN, and Bachelor of Business Administration from Universidad Nacional de Colombia. Associate Professor at the Universidad Nacional Abierta y a Distancia (UNAD) and a member of the FENIX Research Group. Researcher in the areas of Neuromarketing, Organizational Dynamics, Knowledge Management, Business Competitiveness, and Organizational Management. Academic Peer for the Ministry of National Education, with extensive experience in university academic management, and Course Director for the Master’s in Organizational Administration at UNAD.

María Silvia Tovar Muñiz, Universidad de Guanajuato

Doctora en Alta dirección (UNITESBA), Maestría en Ingeniería administrativa (Instituto Tecnológico de Celaya) y Licenciatura en Administración de Empresas (Instituto Tecnológico de Celaya). Es Profesora de la Universidad de Guanajuato, Campus Celaya-Salvatierra desde 2015, ha sido coautor del capítulo de libro Innovación y emprendimiento (i + E)

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