Neurociencia y comportamiento del consumidor

análisis estadístico de su evolución y tendencias en su investigación

Autores/as

DOI:

https://doi.org/10.18270/cuaderlam.v18i35.3855

Palabras clave:

neuromarketing

Resumen

La neurociencia del consumidor examina el comportamiento del cerebro ante los diferentes estímulos que producen las marcas con el fin de poder determinar cuáles son los principales factores que llevan a una persona a consumir un producto. El presente estudio realiza un análisis bibliométrico de la literatura de la neurociencia y el comportamiento del consumidor en el que se identificaron los países, autores, revistas e instituciones más influyentes, su estructura y las líneas futuras de investigación. La revisión se efectuó a partir de un análisis bibliométrico y de redes de documentos publicados en la base de datos Scopus entre los años 2007 y 2021. Se realizó un mapeo científico a 178 documentos y a partir del análisis de redes se identificaron tres perspectivas o clústeres de investigación: la publicidad y su impacto emocional; las marcas y su persuasión al consumidor; y las emociones y su influencia en el cerebro y el comportamiento del consumidor. Por último, se presenta la agenda para futuras investigaciones.

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Biografía del autor/a

Ana María Barrera Rodríguez, Universidad Libre

Candidata a Doctora en Administración en la Universidad Nacional de Colombia. MBA en Universidad de los Andes. Docente investigadora de la Universidad Libre de Colombia. Facultad de Ciencias Económicas, Administrativas y Contables, Pereira, Colombia. Correo electrónico: anam.barrerar@unilibre.edu.co  Orcid: 0000-0003-3701-2278

Pedro Luis Duque Hurtado

Candidato a Doctor en Administración en la Universidad Nacional de Colombia. Magíster en Administración, Universidad Nacional de Colombia. Docente Universidad Católica Luis Amigó, Manizales, Colombia. Correo electrónico: pedro.duquehu@amigo.edu.co. Orcid: 0000-0003-4950-8262

Vannesa Leandra Merchán Villegas

Estudiante de Administración Financiera, Universidad de Caldas. Tecnóloga en Finanzas, Universidad de Caldas, Manizales, Colombia. Correo electrónico: vannesa.merchan32651@ucaldas.edu.co. Orcid: 0000-0002-8202-457X

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2022-08-11

Cómo citar

Barrera Rodríguez, A. M., Duque Hurtado, P. L., & Merchán Villegas , V. L. . (2022). Neurociencia y comportamiento del consumidor: análisis estadístico de su evolución y tendencias en su investigación. Cuadernos Latinoamericanos De Administración, 18(35). https://doi.org/10.18270/cuaderlam.v18i35.3855