Abstract
Currently we can notice a high interest in identifying and satisfying the needs of consumers, to achieve this, companies use various techniques such as market research, surveys, product testing to name a few, today to obtain a more precise technique and tools they have evolved considerably. Neuromarketing is one of those advances which helps us to determine preferences more accurately and in-depth because the methods used are focused on in knowing conscious behavior, while consumer buying behavior is fundamentally unconscious. Currently, with the help of new technologies, there has been a greater interest in applying the methods of neurology in various different areas of medicine, which are related to human behavior, with Neuromarketing being one of the ways to investigate and understand behavior of consumer and purchasing decision making supporting us in this way to better understand psychological behavior and dictate more precise marketing actions based on knowledge of brain reactions.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Canales Ronda, P.: Neuromarketing, ¿el futuro ya esta aqu? 3c Empresa: investigación y pensamiento critico. 2(7), 3 (2013)
Muñoz Osores, M. Conceptualización del neuromarketing: su relación con el mix de marketing y el comportamiento del consumidor (Conceptualisation of neuromarketing: its relationship with the mix of marketing and consumer behavior). POR ¿QUÉES IMPORTANTE EL NEUROMARKETING. 1(2), 91–104 (2015)
Salas Canales, H.J.: Neuromarketing : Explorando la mente del consumidor Neuromarketing (Exploring the consumer ’s mind). Rev. Científica la UCSA 5(2), 36–44 (2018)
de Maya, S.R.: Salvador R.uiz de Mava. Cuad. Adm. 26 (2001)
Coca Carasila, A.M.: NEUROMARKETING: LAS EMOCIONES Y EL COMPORTAMIENTO DE COMPRA PERSPECTIVAS. (25), 9–24 (2010). Universidad Católica Boliviana San Pablo Cochabamba, Bolivia
Camacho, O.V.: Neuromarketing y la ética en la investigación de mercados Ingenieria Industrial. Actualidad y Nuevas Tendencias. 16, 69–82 (2016). Universidad de Carabobo Carabobo, Venezuela
Talamillo Garía, T. Manual básico para enfermeros en electroencefalografía. Enfermería Docente (94), 29–33 (2011)
Marquez Lobato B.Y., Alanis Garza, A.: Classification algorithm for measuring human emotion: ‘i like it’ and ‘i do not like’ in Neuromarketing. IEEE Lat. Am. Trans. 15(11), 2177–2184 (2017)
Villada, F., Muñoz, N., García-Quintero, E.: Redes neuronales artificiales aplicadas a la predicción del precio del oro. Inf. Tecnol. 27(5), 143–150 (2016)
Alejandro, R., Gimeno, A., Cucarella, E.Q.: Procesamiento de artefactos en EEG para aplicaciones de533comunicación y control (2018)
Lee, G.J., Suhr, J.A.: Expectancy effects on self-reported attention-deficit/hyperactivity disorder symptoms in simulated neurofeedback: a pilot study. Arch. Clin. Neuropsychol. (2019)
Mamdani, E.H.: Application of fuzzy algorithms for the control of a simple dynamic plant. Proc. IEEE 1974, 121–159 (1974)
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 The Author(s), under exclusive license to Springer Nature Singapore Pte Ltd.
About this paper
Cite this paper
Casas-Frausto, A., Yail Márquez, B., Gutiérrez, R., Sergio Magdaleno-Palencia, J. (2021). The Role Neuromarketing Emotion as Key to Defining Consumer Behavior. In: Jezic, G., Chen-Burger, J., Kusek, M., Sperka, R., Howlett, R.J., Jain, L.C. (eds) Agents and Multi-Agent Systems: Technologies and Applications 2021. Smart Innovation, Systems and Technologies, vol 241. Springer, Singapore. https://doi.org/10.1007/978-981-16-2994-5_32
Download citation
DOI: https://doi.org/10.1007/978-981-16-2994-5_32
Published:
Publisher Name: Springer, Singapore
Print ISBN: 978-981-16-2993-8
Online ISBN: 978-981-16-2994-5
eBook Packages: Intelligent Technologies and RoboticsIntelligent Technologies and Robotics (R0)