The evolution of science has given rise to multiple fields of knowledge that, individually or together, offer the possibility of approaching the problems of society from different angles.
Since its inception, marketing in its quest to meet consumer needs was based on knowledge from other disciplines.
By incorporating the advances of neuroscience and neuropsychology, an evolution of such magnitude took place that it gave rise to the creation of a new discipline, which is known by the name of «neuromarketing», which is a new approach to approach the analysis consumer behavior through understanding their brain processes.
Introduction
Neuromarketing is a new field of study that aims to apply the principles of neuroscience for market research, since it is in the brain where the different sensations and stimuli produced by the different senses are produced, the studies carried out by neuromarketing use technologies of neuroscience such as electroencephalography, functional magnetic resonance imaging, magnetoencephalography, among others, in order to measure changes in the activity of different areas of the brain. Neuromarketing studies the brain processes of people and their changes during decision-making at the time of purchase. These changes that are registered in the brain allow us to find the most relevant manifestations that drive consumers.
This article is divided into three parts. The first one talks about the nervous system, emphasizing the brain as the source of thoughts, emotions and memories. And additionally, the senses will be discussed as an important part of perception.
The second part will talk about the theory of neuroscientist Paul MacLean.
Finally, they will talk about neuromarketing and the techniques used to carry out their studies.
1. THE NERVOUS SYSTEM
The nervous system is divided into two large subsystems: the central nervous system, made up of the brain and the spinal cord; and the peripheral nervous system, within which all nervous tissues located outside the central nervous system are included.
1.1 The brain
The brain is the most complex and sophisticated structure of the organism and the cerebral cortex is the organ of higher intellectual functions. "These higher intellectual functions constitute, in general, the cognitive functions
All sensory experience, conscious or unconscious, is registered in the neuronal apparatus and can be evoked later, if certain favorable conditions are met.
From a philosophical perspective, what makes the brain special compared to other organs is that it forms the physical structure that the mind generates. As Hippocrates argued: "Men should know that from the brain and nothing but the brain come joys, pleasure, laughter, leisure, sorrows, pain, dejection and lamentations."
1.1.1 The cerebral cortex
The area of the brain that distinguishes humans from other animals is the cerebral cortex, it is a thin, wrinkled and external layer of the brain, it is divided into four areas known as lobes.
1.1.2 Frontal lobe. _ It is the place where thought and concentration are processed. It is here where problems are solved, it is responsible for behavior, personality and humor. It is the driver who is responsible for synchronizing all activities.
1.1.3 Parietal lobe. _ The parietal lobe focuses on movement, calculation, orientation, and certain types of recognition. Receive information.
1.1.4 Temporal lobe. _ The temporal lobe controls visual, auditory memory and speech comprehension, includes areas that help control speech and listening skills, behavior and language. In the temporal lobe of the dominant hemisphere is Wernicke's area that “processes the symbols of words, which allows understanding and interpretation” (Llanio & Perdomo, 2003, p. 150).
1.1.5 Occipital lobe. _ In this lobe is the visual cortex that processes the information that comes from the retina.
1.2 Limbic system
Also known as the system of emotions, the limbic system is related to memory, attention, sexual instincts, emotions, personality and behavior. It contains the thalamus, hypothalamus, amygdala, and hippocampus.
1.2.1 Thalamus. _ It is an integration center of great importance that receives sensory signals, except for olfactory ones, where motor output signals pass to and from the cerebral cortex.
1.2.2 Hypothalamus. _ It is responsible for functions such as homeostasis, emotion, thirst, hunger, circadian rhythms, reproductive functions, behavior and the control of the autonomic nervous system. In general, it responds to stimuli from the internal and external environment.
1.2.3 Amygdala. _ It is related to memory, fear and its main role is the processing and storage of emotional reactions. "The amygdala is involved in emotional experiences, especially fear" (Velayos iéguez, 2015, p. 507).
1.2.4 Hippocampus. _ It is important for learning and memory, to convert short-term memory into long-term memory, and to remember spatial relationships in the world around us.
1.3 Brainstem
The brain stem has three parts: the medulla oblongata, the pons, and the midbrain.
1.3.1 The medulla oblongata. _ Its functions include the transmission of impulses from the spinal cord to the brain and controls reflex acts (functions that the body performs automatically), such as breathing, heart rate, blood pressure, swallowing, digestion and blinking.
1.3.2 The bulge. _ Contains nuclei that participate, together with the bulb, in the regulation of respiration.
1.3.3 The midbrain. _ Conducts motor impulses from the cerebral cortex to the brainstem bridge, and sensory impulses from the spinal cord to the thalamus.
1.4 Cerebellum
The structure of the cerebellum is similar to that of the brain in that it has two hemispheres and has a highly folded cortex. The main function of the cerebellum is the coordination of movements. The cerebellum assesses how the movements that initiate the motor areas of the brain are executed, in addition, it participates in the regulation of posture and balance.
"The cerebellum participates in the learning adjustments that facilitate coordination when a certain task is performed over and over again" (Barrett, Barman, & Brooks, 2010, p. 258).
1.5 The senses
The senses are the physiological mechanism of perception, the body perceives, through the senses, all the information that comes from the outside world and the brain generates chemical and physical responses that are translated into thoughts. But the process through which a reflection occurs differs from the way we consciously experience it, in most cases the thoughts are below our threshold of consciousness, influencing the process much more than we are aware.
1.5.1 The view
For marketing, the visual sense represents one of the most significant elements of study, due to its fundamental role in the recognition and memory of the image, advertising, packaging, products, symbols, brands, logos, location of the merchandise on the shelves, colors and other key aspects.
1.5.2 The ear
In this framework of ideas, (Lindstrom, 2010), in multiple investigations, has demonstrated the power that sounds have in the way consumers perceive brands. In his experiments through the use of brain scanning equipment, he has determined that there is a relationship between sounds and the emotional response of the individual represented in positive or negative feelings. Among the sounds studied, baby laughter, cell phone vibration, the sound produced by cash dispensing machines or the sound when uncovering and serving a soft drink, among others, were found to have the greatest positive impact.
1.5.3 Taste and smell
The sense of taste is the perception that occurs mainly through the taste buds of the mouth, however, the sense of smell contributes to this perception. Similarly, the texture of food, detected by the tactile sensitivity of the mouth and the presence of substances that stimulate pain endings, modify the taste experience.
Regarding the sense of smell, (Guyton & Hall, 2007) mention that the olfactory portions of the brain were among the first brain structures developed in primitive animals and that a large part of the brain was formed around this olfactory origin. An interesting aspect related to the sense of smell is that it is one of the senses that is most connected to emotional memory, since this neural information reaches the hypothalamus, in the limbic system.
The companies have been responsible, through their advertising campaigns, to generate in the minds of customers various associations between brands, products, flavors and fragrances with very important results. Which manages to generate in the clients associations of the products or services with feelings of freedom, freshness, love, passion, youth, luxury, status, power, friendship and other feelings yearned for by the human being.
1.5.4 Touch
The somatic senses are those that collect the sensitive information of the whole organism. (Robert, 2005), mentions that the skin is the most extensive organ of the body and thanks to its numerous nerve endings it allows, among other things, to immediately identify if something is soft, rough, hard or soft, dry or wet, hot or cold.
For all this, it is evident that for marketing the sense of touch is of great importance, since the contact that consumers may have with the services, products, brands, people and other elements that represent the organization, will depend, to a large extent, that your perception is positive.
Consumers usually associate consistency, softness and even weight with aspects such as maturity, duration, quality and the pleasure they can perceive from the products.
2. PAUL MACLEAN'S THEORY
The American neuroscientist Paul MacLean developed the triumph brain theory, in order to understand the brain in terms of its evolutionary history. MacLean's research suggests that the human brain developed by incorporating increasingly complex functions, however, instead of integrating the most primitive functions in the rest of the brain, these functions continued to be managed by the older structure since it was the one that she was highly specialized in managing these functions.
MacLean's theory follows that the brain is divided into three main structures, depending on the complexity of their functions:
- The instinctive or reptilian brain The limbic or mammalian brain The cognitive-executive brain
2.1 The instinctive or reptilian brain
The most primitive region of the brain, a region that humans share with all those species that only have a rudimentary nervous system. It was wrong, if it were said that this primitive brain thinks or learns because it is simply a set of regulators programmed to keep the body functioning and ensure the survival of the individual.
The reptilian system is made up of the brain stem and the cerebellum, in the center of this system is the hypothalamus, an area of the brain that regulates instinctive behaviors and primary emotions such as hunger, sexual desires and body temperature, basic elements of survival.. “Some of them are clearly visceral reflexes, and others comprise complex behavioral and emotional reactions; however, all of them represent a particular response to a characteristic stimulus ”. (Barrett, Barman, & Brooks, 2010, p. 275).
This brain is not capable of thinking or feeling, its function is to act, when the state of the body demands it. It is a type of programmed and powerful instinctual behavior, therefore, it is very resistant to change.
As he well describes it (Klaric, 2012, p. 194), “The peculiarity of this brain is that we have conserved it since the beginning of the species and it still acts and reacts to phenomena of survival, reproduction, domination, defense, and protection. Although it is a very basic instinctual brain and the oldest of the three is fundamental in the decision to buy any product or service ”.
It is a functional, territorial brain, responsible for conserving life, it does not think or feel emotions, it is pure impulsiveness. Most decisions are not made by reason, but by instinct. Then reason looks for excuses to justify what the reptilian brain has chosen.
2.2 The limbic or mammalian brain
When the human being is trapped by desire or rage, when love goes mad or fear drives back, he is actually under the influence of the limbic system, the limbic or mammalian brain is also known as the system of emotions.
The evolution of the limbic system developed two powerful tools: learning and memory, two truly revolutionary advances that made it possible to go beyond predetermined automatic reactions and to refine responses to adapt them to the changing demands of the environment, thus favoring a decision-making process. much smarter decisions for survival.
In the limbic system is the amygdala, which is important in the association of events with emotions. And the hippocampus, which is activated to convert information into long-term memory and memory retrieval.
It works as a second filter of the information that enters the brain evaluating the stimuli in two groups. Pain or pleasure, pain is considered bad for survival while pleasure is good for survival. Unlike the reptilian or primitive brain, the limbic or mammalian brain is adaptable, and therefore accepts new situations or stimuli, which it evaluates as pleasure or pain. Every time pain or pleasure is experienced, the limbic or mammalian brain will search for the cause and store it in memory.
These learnings are never fixed or indelible, although when they are associated with very intense pains or pleasures they are very difficult to modify and will lead to what is called approach behaviors when the stimuli are related to pleasure and withdrawal or struggle when they are related. with the pain.
2.3 The cognitive-executive brain
It is the most developed part of the brain and is what differentiates man from other animals. Its cognitive-executive function refers to the ability to process information consciously. It occupies 85% of the brain mass, however, the instinctual brain and the limbic brain, despite occupying only 15% of our brain, have an enormous influence on our brain activity because they are the first to evaluate perceived stimuli. The neocortex, or neocortex, always lights up posteriorly from the anterior brains, and is slow-acting as it consumes a lot of energy.
The neocortex is the seat of thought and the centers that integrate and process the data registered by the senses. And it also added to the feeling the reflection on him and allowed to have feelings about the ideas, the art, the symbols and the images. This new brain layer allowed to begin to qualify emotional life.
While a reptile or a mammal only has a very restricted set of possible responses to fear, the human neocortex, for its part, allows a much more malleable range of responses.
However, the fact is that these higher centers do not govern the whole of emotional life, because, in decisive matters, and more so in emotionally critical situations, it could well be said that they delegate their role to the limbic system. The nerve ramifications that extended the reach of the limbic zone are so many that the emotional brain continues to play a fundamental role in the architecture of the nervous system. The emotional region is the substrate on which the thinking brain grew and developed and remains closely linked to it by thousands of neural circuits. This is precisely what gives the emotion centers extraordinary power to influence the overall functioning of the brain.
Paul Mac Lean's theory is a classification of brain structures based on the stages in which the brain and its functions possibly evolved or were formed. The value of this classification is that it greatly facilitates the study and understanding of brain function and behavior.
3. NEUROMARKETING
3.1 From marketing to neuromarketing
In order to know the reactions of the market to different marketing actions, companies have traditionally resorted to their analysis by conducting surveys, product and market tests or conducting group dynamics, among other research activities, but This methodology focuses on knowing the conscious behavior, while the consumer's buying behavior is fundamentally unconscious.
Needs are not created, needs exist within the individual himself and the environment around him. “Marketing consists of identifying and satisfying the needs of people and society” (Kotler & Keller, 2006, p. 5). The main function of marketing is to discover those needs and provoke in the individual the desire to satisfy them through the consumption of a product or service. Since the origin of humanity, the human being has always had needs. From the basic needs that are within the individual, such as: feeding, dressing, having a place to live or having security; even the so-called acquired needs.
The latter arise from the individual's relationship with the environment.
The evolution of science has given rise to multiple fields of knowledge, which individually or together, offer the possibility of approaching the problems of society from different angles.
In recent years, the development of new technologies has produced great interest in the application of neuroscience methods to other non-medical areas, but related to people's behavior (Javor, Koller, Lee, Chamberlain, & Ransmayr, 2013).
For its part, marketing, in its quest to satisfy consumer desires, needs and expectations in a more appropriate way, turned to neuroscience, which gave rise to neuromarketing, that is, a new approach to address the analysis of consumer behavior. consumer through the understanding of their mental processes, which make them perceive, act and make decisions in a particular way.
As they point out (Kotler & Keller, 2012, p. 108), “… some researchers have begun to develop sophisticated neuroscientific techniques that analyze brain activity in order to better measure consumer responses to marketing”.
3.1.1 Definition
One of the first definitions is attributed by The Economist magazine (2004) to Jerry Zaltman, who in the late 1990s proposed the union of brain imaging technology with marketing, although it was not a concept that was the object of scientific and business attention until 2001 with the creation of a neuromarketing department by the marketing consultancy BrightHouse, in Atlanta.
A more current definition is the one proposed by (Lee, Broderick, & Chamberlain, 2007), for these authors neuromarketing as a field of study is nothing more than the application of neuroscience methods in the analysis of people to understand their behavior as consumers in relation to markets and marketing exchanges. Therefore, neuromarketing does not apply only to the sales process, it is also important in the design of products and services, the creation of brands and their advertising, etc., that is, in all matters related to consumer behavior.
Thus, according to (Ariely & Berns, 2010), the usefulness of neuromarketing is based on two main issues:
- Consumers often find it difficult to adequately express their preferences, sometimes because they do not tell the truth (prestige effect) or because they do not really know the answer. The application of neuroscience techniques to marketing is possible before the existence of the offer itself so that, by knowing consumer preferences, R&D departments improve their success rate with new products and allow them to discard as soon as possible those that consumers would not accept if they hit the market.
For (Braidot, 2005, p. 9), neuromarketing is “… the field of study in charge of incorporating knowledge about brain processes to improve the effectiveness of each of the actions that determine the relationship of an organization with its clients… ”.
Neuromarketing has the advantage that it allows consumers to have information in an unconscious way, thus avoiding their opinion regarding the reasons for purchase.
There is a whole universe of unconscious decisions, decisions that are made based on information that is possessed, but of which the human being is not aware, decisions that occur in the background of consciousness.
The unconscious has nothing to do with repressed sexual desires. It has to do with neurophysiology, the automatic processes of our brain, and implicit social cognition. Our brain has a series of automatic mechanisms, of subconscious reactions that can be measured and registered through the technology of neurosciences. This additional information allows us to understand the behaviors of human beings in a clearer and more precise way.
3.2 Most common techniques used in neuromarketing
The human brain bases its operation on the communication between nerve cells called neurons through a complex electrochemical signaling scheme. Neurons discharge electrical potentials that run along processes called axons and lead to junction points called synapses. At the synapse, electrical discharges trigger the discharge of chemicals known as neurotransmitters, which diffuse along a small space that separates one neuron from another. The neurotransmitters finally reach the synapse of another neuron and produce alterations in it that can end up leading to a new electrical discharge that reaches a new neuron in the network and so on.
In this way, the consumer's psychological process will be better understood and more effective marketing actions can be designed, based on knowledge of brain reactions (Gang, Lin, Qi, & Yan, 2012).
There are multiple techniques that allow recording the different uncontrollable reactions of the consumer's brain to stimuli (for example, the reaction to smells, images, sounds, tastes, etc.) that can later be used in marketing actions for design or launch of new products, knowing a priori the reaction of potential buyers. Some of the most common techniques used in neuromarketing are briefly described below:
As they point out, (Pop & E. Iorga, 2012), The use of these techniques, individually or in combination, allows researchers to obtain information that consumers would not be able to express verbally through any of the traditional techniques of behavioral research
3.2.1 Electroencephalography. _ Electroencephalography (EEG) is one of the neuroscience techniques that neuromarketing uses most frequently, especially due to its low cost compared to brain imaging systems.
The coordinated activity of thousands of neurons produces potential differences in the scalp that can be recorded using electrodes in conjunction with signal amplifiers. In other words, by placing a series of electrodes spread over the head, we can get an idea of in which areas of our brain the most activity is taking place.
EEG that takes data from the scalp is a silent, non-invasive technique that is sensitive to neuronal activity. Its temporal resolution is determined by the hardware, but it typically measures the voltage each between 1 and 3 milliseconds. This assumes a good temporal resolution. However, EEG has a very limited spatial resolution (to the number of electrodes) and does not provide reliable data from the innermost parts of the brain.
The main advantage of EEG is cost, since it is only a moderately expensive technique that can be used relatively easily. On the other hand, EEG offers freedom of movement to the subject, since it can move in a room and interact.
3.2.2 Functional magnetic resonance. _ Functional Magnetic Resonance Imaging (fMRI) is a technique that allows images of the brain to be obtained while it performs a task. The technology works by measuring, through magnetism, changes in the oxygenation levels of the blood, which in turn are related to brain activity. The use of fMRI is necessary to obtain information about the activity of the innermost parts of the brain.
FMRI does not require injection of any substance (it is not invasive) but requires the subject to be placed in a tube-shaped machine that can generate claustrophobic anxiety depending on the subject. FMRI offers excellent spatial resolution, since it perfectly identifies (1-10 mm resolution) the area of the brain with the greatest activity. However, the temporal resolution is not as good (1-10 s.) As that of other neuroscience technologies. In general, the higher the spatial resolution, the worse the temporal resolution (it takes more time to get each image).
3.2.3 Magneto Encephalography. _ Magneto Encephalography (MEG), this technology measures the magnetic changes that occur in the brain. The coordinated activity of neurons produces magnetic fields in addition to the electrical currents measured by the EEG. The intensity of these fields is tremendously small, but it can be measured by a technique called magnetoencephalography, or MEG. EEG and MEG are conceptually similar techniques, but MEG offers superior signal quality and very high temporal resolution. However, its costs are much higher, therefore it is not as popular a technique in neuromarketing as EEG.
Each of these techniques is valid from the point of view of what you want to investigate and the resources necessary for them.
The use of these techniques aims to analyze how the consumer thinks and thus generate a link between brand and customer, that is, to build loyalty.
Taking into account the techniques used in neuromarketing, which are related to brain processes, we can express that it measures brain waves taking some characteristics, such as:
- Attention: this characteristic is the easiest to achieve in an advertisement. Emotion: this characteristic must go up and down permanently to be good because if the emotion is very high for a long time it can cause exhaustion. Memory: this characteristic is the most difficult to achieve. If it is successful, it means that the ad is good as the person will remember it after seeing it.
The brain processes described above are related to advertising messages aimed at achieving measurable results through attention, emotion and memory in order.
3.2.4 Positron Emission Tomography (PET). _ Like fMRI, positron emission tomography or PET measures changes in brain metabolism. Specifically, it measures the spatial dispersion of a radioisotope administered to the tested subject through an injection. The PET scanner is capable of detecting the gamma radiation produced by the isotope, thus obtaining an image of glucose metabolism in the brain, and therefore a clear indication of the points with the highest brain activity.
3.3 Other complementary techniques
The following technologies do not correspond to neurosciences as such, however, what is certain is that consultants frequently use them in their studies to complement neurological measurements.
3.3.1 Electromyography. _Electromyography or EMG is a medical technique that consists of the application of small low-voltage electrodes in the form of needles in the muscular territory that you want to study to measure the response and connectivity between the different electrodes. EMG measures electrical activity generated by muscles, and is used primarily by neuromarketing consultants to monitor facial muscles associated with involuntary emotional responses. When we are subjected to a stimulus (for example, a television commercial), the muscles of our face move involuntarily in reaction to what we are seeing. Some of these expressions are very short-lived and difficult to detect with the naked eye.Electromyography (EMG) is used as an indicator of the positive or negative valence of reaction to stimuli (ie, like or dislike), especially for visual, auditory, olfactory and gustatory stimuli.
3.3.2 Eye tracking (ET). _ Another of the physiological indicators used to measure the response of the study subjects in neuromarketing is the movement of the eyeballs. The analysis of eye movements is not a neuroscience technique itself, but a type of biometric measurement that can help to understand the unconscious of the study subjects.
The eyetracker is the tool with which this action is carried out and consists of a special monitor that shoots infrared rays into the eyes of the person who is looking at the image, subject to analysis. The direction these rays follow go from the wearer's pupil to the device, thus making it possible to accurately calculate where he is looking.
When simple stimuli are analyzed, such as an image or an audiovisual piece, it is feasible to directly use technologies such as the EEG, since the subject pays full attention to the stimulus. However, if you want to analyze shopper behavior in a store full of stimuli (products), you need to combine EEG with eye tracking to find out exactly what is causing the brain reactions. Eye tracking technology provides valuable context information to combine with the results of neuromarketing technology.
Galvanic response of the skin. _ It is a technique that measures the variations in the electrical resistance of the skin through electrodes. Blood pressure and sweating are the parameters to be measured. A machine sends electrical stimuli and records the variations of activity in both parameters while the subject is exposed to certain material or performs a task.
The GSR provides rapid information on emotional disturbances and helps to detect peaks in intensity. However, this technique alone is unable to determine the specific type of emotion, so it needs to be complemented with other techniques.
3.3.3 Electrocardiography or heart rate measurement. _ Widely extended technique in the medical world, consists of placing electrodes on the chest that record variations in cardiac activity. These variations are subject to emotional and cognitive responses.
It offers the possibility of detecting an emotional impact /2014/07/tecnicas-de-neuromarketing-2-estudio-de.html of a stimulus, but by itself it does not offer enough information to clearly distinguish what type of emotion it is. It needs to be combined with other techniques.
Glossary of terms
Decision. _ Formulation of a judgment in relation to the execution or non-execution of an action. The decision is not spontaneous, but involves reflection and consideration of the possible consequences after the choice has been made.
Wish. _ The attractiveness that moves the senses, either by channeling, or motivated by past experiences, or by clear bodily reflection, either by material objects, by knowledge, by people or by affections. Desire is the final consequence of the emotion originally induced by the variation of the environment. Each desire is preceded by a feeling, it can be said that sexual desire is preceded by a feeling of attraction. However, the desire of whatever type and its satisfaction are part of human nature.
Wants are needs that become wants when directed to specific objects that could satisfy the need.
Emotion. _ Emotions are psychophysiological reactions that represent modes of adaptation to certain stimuli of the individual when he perceives an important object, person, place, event, or memory. Feelings are the result of emotions. Physiologically, emotions rapidly organize responses from various biological systems, including facial expressions, muscles, voice, autonomic nervous system activity, and endocrine system activity, in order to establish an optimal internal environment for the most effective behavior.
Motivation. _ Dynamic factor of human behavior that activates and directs the organism towards a goal. Motivations can be conscious or unconscious, simple and complex, transitory or permanent, primary, that is of a physiological nature, or secondary, of a personal or social nature; to them are added the higher motivations, such as the existential ideals that the individual assumes with a view to her self-realization. These distinctions and their levels of articulation are set out in the word "necessity" which, due to its close dependence on the most recent concept of motivation, must be assumed as an integral part of this term.
Need. _ A need is what is essential to live in a state of full health. Needs differ from wants in that failure to satisfy them produces obvious negative results.
Needs are basic human requirements such as: air, food, water, clothing, and shelter. Humans also have a strong need for leisure, education, and entertainment.
Perception. _ Describes the set of mental processes by which a person selects, organizes and interprets information from stimuli, thoughts and feelings, based on their previous experience, in a logical or meaningful way.
The process of perception begins with a real world object, the object stimulates the sensory organs of the body, creating neural signals that are transmitted to the brain and processed.
In marketing, as in other aspects of life, people tend to perceive different products or services and their attributes according to their expectations.
Satisfaction. _ Satisfaction is a state of the brain produced by a greater or lesser optimization of brain feedback, where the different regions compensate their energy potential, giving the sensation of fullness and lack of appetite.
When satisfaction accompanies the rational assurance of having done what was within individual reach and power, with a certain degree of success, this dynamic contributes to sustaining a harmonious state within what is mental functioning.
Sensation. _ It is a consequence of sensory perception. It consists of the stimulation of a specialized sensory cell by a stimulus (external or internal), which in turn activates a sensory neuron, generating a nerve impulse, which is transmitted to the corresponding nerve center, where the interpretation of the message occurs..
conclusion
Through neuromarketing, the application of neurosciences attempts to respond to the true needs of the consumer. Through understanding the functioning of the nervous system.
In today's competitive world, strategies must be applied that fully understand the wants, needs and expectations of the consumer. Neuromarketing is very useful since it has been verified that consumer decisions are made unconsciously, driven by emotions. Neuromarketing is a relatively new science that has aroused great interest in an unknown and interesting world, such as the functioning and interpretation of the human brain.
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