Contribuciones de la neurociencia en la medición del impacto emocional en campañas publicitarias con el uso del EEG
DOI:
https://doi.org/10.47284/cdc.v24i00.16662Palabras clave:
Neurociencia del Consumo, Neuromarketing, Impacto Comunicacional, Publicidad, EEGResumen
La medición del impacto publicitario siempre ha sido un desafío para el campo de estudio. La neurociencia del consumo contribuye, en este caso, con soluciones científicas importantes al aportar métricas evaluativas para los procesos de atención e interés. Este artículo presenta el análisis de un anuncio publicitario en el segmento de cervezas utilizando EEG (electroencefalografía) de baja resolución, con el objetivo de evaluar el impacto emocional cuando los encuestados están expuestos al estímulo publicitario. El avance de la tecnología de Interfaz Cerebro-Computadora ha llevado a dispositivos que logran capturar las frecuencias eléctricas superficiales del cerebro y ofrecen una oportunidad para utilizar estos datos en la evaluación de la publicidad. Los resultados obtenidos con el estudio demuestran que fue posible capturar efectos significativos en las actividades eléctricas del cerebro entre grupos de consumidores, contribuyendo a la toma de decisiones de marketing. La propuesta de esta investigación es demostrar diferentes posibilidades de análisis métricos publicitarios, aplicando perspectivas multidisciplinarias, en este caso con el uso de la neurobiología en el campo de las ciencias sociales.
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Derechos de autor 2024 Cadernos de Campo: Revista de Ciências Sociais
Esta obra está bajo una licencia internacional Creative Commons Atribución 4.0.
