Neurociencias del consumidor: Una visión académica de su reciente evolución  

Mario Rolando Paredes Escobar

Resumen


Este artículo analiza la reciente evolución de la aplicación teórico-práctica de las neurociencias del consumidor. Al especificar algunos hitos de la disciplina como la apropiación del término «neuromarketing», las primeras publicaciones en journals académicos, hasta la creciente proliferación del uso de neurociencias para resolver problemas de marketing en el ámbito comercial y académico, este trabajo intenta responder las siguientes preguntas: ¿cuál ha sido la evolución y el impacto de las neurociencias en el marketing?,¿cuáles son los principales instrumentos que pueden utilizarse para la investigación académica y comercial? y ¿qué líneas de investigación pueden derivarse? El artículo expone las principales oportunidades y retos que enfrenta esta disciplina en el ámbito académico.

Citas


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