Factores claves de neuromarketing en spots televisivos de la marca Alquería en Colombia
DOI:
https://doi.org/10.31637/epsir-2025-1496Palavras-chave:
Neuromarketing, análisis de contenido, Comportamiento del consumidor, spot publicitario, factores clave, emociones, marcasResumo
Introducción: El artículo explora el uso de factores de neuromarketing en la publicidad televisiva en Colombia identificando algunos elementos que afectan la percepción del consumidor. El neuromarketing, considerado una disciplina que indaga acerca de los procesos cerebrales relacionados con el comportamiento y la toma de decisiones, mediante la comprensión de las emociones y la decisión del consumidor a partir de estímulos publicitarios. Metodología: Análisis de contenido de los comerciales televisivos de la marca Alquería, emitidos en Colombia entre 2019 y 2023, clasificándolos en nueve factores clave del neuromarketing: egocentrismo, emociones, compensación vs. sufrimiento, inicio y fin, narrativa, tangibilidad, música, color e iluminación. Para validar estos factores, se encuesta 103 participantes acerca de la percepción de los comerciales. Los resultados indican que los factores de neuromarketing tienen un impacto significativo en la efectividad de los anuncios, resaltando la importancia de la claridad del mensaje, la presencia de emociones positivas y una estructura narrativa definida para conectar eficazmente con el consumidor. Conclusiones: La aplicación efectiva de estos factores, con especial atención en el factor ego, es fundamental para mejorar la percepción y el impacto de los anuncios televisivos, contribuyendo así al éxito de la marca.
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Direitos de Autor (c) 2024 Andrea del Pilar Barrera Ortegon, María Silvia Tovar Muñiz
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