Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review

Este estudio aborda el uso de herramientas de neuromarketing en el marketing digital moderno, explorando su potencial para mejorar las estrategias de mercado y promover el consumo responsable entre los consumidores. El problema radica en la falta de comprensión sobre cómo y cuándo utilizar estas her...

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Fecha de publicación:
2025
Institución:
Universidad del Rosario
Repositorio:
Repositorio EdocUR - U. Rosario
Idioma:
spa
OAI Identifier:
oai:repository.urosario.edu.co:10336/45392
Acceso en línea:
https://repository.urosario.edu.co/handle/10336/45392
Palabra clave:
Herramientas de neuromarketing
Comportamiento del consumidor
Reacciones cerebrales
Respuestas emocionales
Razón
Percepción del consumidor
Marketing sensorial
Neuromarketing tools
Consumer behavior
Brain reactions
Emotional responses
Reason
Consumer perception
Sensory marketing
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Attribution-NonCommercial-NoDerivatives 4.0 International
id EDOCUR2_b8afb20102e757cf4a1631223cec3f7a
oai_identifier_str oai:repository.urosario.edu.co:10336/45392
network_acronym_str EDOCUR2
network_name_str Repositorio EdocUR - U. Rosario
repository_id_str
dc.title.none.fl_str_mv Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
dc.title.TranslatedTitle.none.fl_str_mv Responsible consumption scoping review using neuromarketing tools: scoping review
title Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
spellingShingle Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
Herramientas de neuromarketing
Comportamiento del consumidor
Reacciones cerebrales
Respuestas emocionales
Razón
Percepción del consumidor
Marketing sensorial
Neuromarketing tools
Consumer behavior
Brain reactions
Emotional responses
Reason
Consumer perception
Sensory marketing
title_short Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
title_full Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
title_fullStr Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
title_full_unstemmed Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
title_sort Revisión de alcance del consumo responsable utilizando herramientas de neuromarketing: scoping review
dc.contributor.advisor.none.fl_str_mv Espinoza Méndez, Juan Carlos
dc.subject.none.fl_str_mv Herramientas de neuromarketing
Comportamiento del consumidor
Reacciones cerebrales
Respuestas emocionales
Razón
Percepción del consumidor
Marketing sensorial
topic Herramientas de neuromarketing
Comportamiento del consumidor
Reacciones cerebrales
Respuestas emocionales
Razón
Percepción del consumidor
Marketing sensorial
Neuromarketing tools
Consumer behavior
Brain reactions
Emotional responses
Reason
Consumer perception
Sensory marketing
dc.subject.keyword.none.fl_str_mv Neuromarketing tools
Consumer behavior
Brain reactions
Emotional responses
Reason
Consumer perception
Sensory marketing
description Este estudio aborda el uso de herramientas de neuromarketing en el marketing digital moderno, explorando su potencial para mejorar las estrategias de mercado y promover el consumo responsable entre los consumidores. El problema radica en la falta de comprensión sobre cómo y cuándo utilizar estas herramientas para maximizar su efectividad. El objetivo principal es determinar el impacto de las herramientas de neuromarketing, como Eye Tracking y Face Coding, en la identificación y medición de respuestas emocionales a estímulos de marketing. La metodología empleada es una revisión de alcance (scoping review) de 82 artículos relacionados con estudios sobre métodos psicofisiológicos aplicados en neuromarketing. Los principales hallazgos indican que, aunque la información en línea sobre el tema es limitada, las herramientas biométricas de neuromarketing proporcionan una retroalimentación auténtica sobre los sentimientos de los consumidores, reflejados en micro expresiones faciales. Las empresas que invierten en esta tecnología obtienen una ventaja competitiva significativa, adaptándose mejor a los cambios y comprendiendo los intereses de los consumidores al elegir productos o servicios. Además, se destaca la necesidad de que las empresas se alineen con los valores ambientales de la Generación Alfa (2010-2024), produciendo productos más sostenibles y evitando la moda rápida. Adoptar estas prácticas es crucial para que las empresas se mantengan a la vanguardia del mercado.
publishDate 2025
dc.date.accessioned.none.fl_str_mv 2025-05-26T14:07:34Z
dc.date.available.none.fl_str_mv 2025-05-26T14:07:34Z
dc.date.created.none.fl_str_mv 2025-01-16
dc.type.none.fl_str_mv bachelorThesis
dc.type.coar.fl_str_mv http://purl.org/coar/resource_type/c_7a1f
dc.type.document.none.fl_str_mv Artículo
dc.type.spa.none.fl_str_mv Artículo
dc.identifier.uri.none.fl_str_mv https://repository.urosario.edu.co/handle/10336/45392
url https://repository.urosario.edu.co/handle/10336/45392
dc.language.iso.none.fl_str_mv spa
language spa
dc.rights.*.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.coar.fl_str_mv http://purl.org/coar/access_right/c_abf2
dc.rights.acceso.none.fl_str_mv Abierto (Texto Completo)
dc.rights.uri.*.fl_str_mv http://creativecommons.org/licenses/by-nc-nd/4.0/
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 International
Abierto (Texto Completo)
http://creativecommons.org/licenses/by-nc-nd/4.0/
http://purl.org/coar/access_right/c_abf2
dc.format.extent.none.fl_str_mv 93 pp
dc.format.mimetype.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidad del Rosario
dc.publisher.department.none.fl_str_mv Escuela de Administración
dc.publisher.program.none.fl_str_mv Pregrado en Marketing y Negocios Digitales
publisher.none.fl_str_mv Universidad del Rosario
institution Universidad del Rosario
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spelling Espinoza Méndez, Juan Carlosbb6eb08a-3170-4820-b316-aedf7215f5a9-1Amado Mateus, MarelbyGonzález Mercado, Sammy StefanyProfesional en Marketing y Negocios DigitalesFull time1bdedd52-1fea-4f84-aac5-d664c0c19753-15a847e54-9424-4a34-adb2-115501819699-12025-05-26T14:07:34Z2025-05-26T14:07:34Z2025-01-16Este estudio aborda el uso de herramientas de neuromarketing en el marketing digital moderno, explorando su potencial para mejorar las estrategias de mercado y promover el consumo responsable entre los consumidores. El problema radica en la falta de comprensión sobre cómo y cuándo utilizar estas herramientas para maximizar su efectividad. El objetivo principal es determinar el impacto de las herramientas de neuromarketing, como Eye Tracking y Face Coding, en la identificación y medición de respuestas emocionales a estímulos de marketing. La metodología empleada es una revisión de alcance (scoping review) de 82 artículos relacionados con estudios sobre métodos psicofisiológicos aplicados en neuromarketing. Los principales hallazgos indican que, aunque la información en línea sobre el tema es limitada, las herramientas biométricas de neuromarketing proporcionan una retroalimentación auténtica sobre los sentimientos de los consumidores, reflejados en micro expresiones faciales. Las empresas que invierten en esta tecnología obtienen una ventaja competitiva significativa, adaptándose mejor a los cambios y comprendiendo los intereses de los consumidores al elegir productos o servicios. Además, se destaca la necesidad de que las empresas se alineen con los valores ambientales de la Generación Alfa (2010-2024), produciendo productos más sostenibles y evitando la moda rápida. Adoptar estas prácticas es crucial para que las empresas se mantengan a la vanguardia del mercado.This study addresses the use of neuromarketing tools in modern digital marketing, exploring their potential to enhance market strategies and promote responsible consumption among consumers. The problem lies in the lack of understanding of how and when to use these tools to maximize their effectiveness. The main objective is to determine the impact of neuromarketing tools, such as Eye Tracking and Face Coding, in identifying and measuring emotional responses to marketing stimuli. The methodology employed is a scoping review of 82 articles related to studies on psychophysiological methods applied in neuromarketing. The main findings indicate that, although online information on the topic is limited, biometric neuromarketing tools provide genuine feedback on consumers’ feelings, reflected in micro facial expressions. Companies investing in this technology gain a significant competitive advantage, better adapting to changes and understanding consumer interests when choosing products or services. Additionally, the study highlights the need for companies to align with the environmental values of Generation Alpha (2010-2024), producing more sustainable products and avoiding fast fashion. Adopting these practices is crucial for companies to stay at the forefront of the market.93 ppapplication/pdfhttps://repository.urosario.edu.co/handle/10336/45392spaUniversidad del RosarioEscuela de AdministraciónPregrado en Marketing y Negocios DigitalesAttribution-NonCommercial-NoDerivatives 4.0 InternationalAbierto (Texto Completo)http://creativecommons.org/licenses/by-nc-nd/4.0/http://purl.org/coar/access_right/c_abf2Jones, Niusha; Hamby, Anne (2023) It’s Written on Your Face: How Emotional Variation in Super Bowl Advertisements Influences Ad Liking. En: Journal of Advertising. pp. 1 - 10; 0091-3367; Consultado en: 2024/05/02/20:45:34. Disponible en: https://www.tandfonline.com/doi/abs/10.1080/00913367.2023.2218896.Chong, Joey Jia Qi; Aryadoust, Vahid (2023) Investigating the effect of multimodality and sentiments on speaking assessments: a facial emotional analysis. En: Education and Information Technologies. Vol. 28; No. 6; pp. 7413 - 7436; 1573-7608; Consultado en: 2024/05/02/20:46:19. Disponible en: https://doi.org/10.1007/s10639-022-11478-7. Disponible en: 10.1007/s10639-022-11478-7.Zhang, Zhe; Gong, Mijia; Zhang, Shanshan; Jia, Ming (2023) Buffering or Aggravating Effect? Examining the Effects of Prior Corporate Social Responsibility on Corporate Social Irresponsibility. En: Journal of Business Ethics. Vol. 183; No. 1; pp. 147 - 163; 1573-0697; Consultado en: 2024/05/02/20:52:30. Disponible en: https://doi.org/10.1007/s10551-022-05036-x. Disponible en: 10.1007/s10551-022-05036-x.Wawrzyński, Patryk; Marszałek-Kawa, Joanna (2023) Emotional Arousal and Valence and the Effects of Civic Education. En: The New Educational Review. Vol. 71; pp. 168 - 179; Disponible en: 10.15804/tner.23.71.1.13.Shen, Lijiang; Dillard, James Price; Peng, Lulu (2022) Correspondence between Two Methods of Measuring Discrete Emotions: Self-report versus Machine-coded Facial Displays. En: Western Journal of Communication. Vol. 86; No. 2; pp. 194 - 214; 1057-0314; Consultado en: 2024/05/02/21:29:54. Disponible en: https://doi.org/10.1080/10570314.2022.2040582. Disponible en: 10.1080/10570314.2022.2040582.Deng, Wei; Jia, Ming; Zhang, Zhe (2022) How corporate social responsibility moderates the relationship between distributive unfairness and organizational revenge: a deontic justice perspective. En: Chinese Management Studies. Vol. 17; No. 6; pp. 1240 - 1258; 1750-614X; Consultado en: 2024/05/02/21:30:39. Disponible en: https://doi.org/10.1108/CMS-09-2021-0400. Disponible en: 10.1108/CMS-09-2021-0400.Vinces-Vinces, Fabricio Vladimir; Giraldo-Rojas, Juan; Parraguez-González, Marcela Cecilia; Zabala-Jaramillo, Luis Albeiro; Vinces-Vinces, Fabricio Vladimir; Giraldo-Rojas, Juan; Parraguez-González, Marcela Cecilia; Zabala-Jaramillo, Luis Albeiro (2022) Emociones asociadas al proceso de construcción del volumen del paralelepípedo. En: Uniciencia. Vol. 36; No. 1; pp. 363 - 381; 2215-3470; Consultado en: 2024/05/02/21:31:29. Disponible en: http://www.scielo.sa.cr/scielo.php?script=sci_abstract&pid=S2215-34702022000100363&lng=en&nrm=iso&tlng=es. Disponible en: 10.15359/ru.36-1.23.Tzafilkou, Katerina; Panavou, Foteini Rafailia; Economides, Anastasios A. (2022) Facially Expressed Emotions and Hedonic Liking on Social Media Food Marketing Campaigns:Comparing Different Types of Products and Media Posts. 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