The purpose of this work is to expose the influence of neuromarketing in the purchase decision of the inhabitants of the canton Sucre, specifically within the sector of Leonidas Plaza, and how this content is affecting the decisions of those establishments in accordance with the gastronomic, tourist...
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| Format: | Article |
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https://revistas.sena.edu.co/index.php/LOG/article/view/5534 |
| _version_ | 1862441240650317824 |
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| author | Lemoine Quintero, Frank Angel |
| author_facet | Lemoine Quintero, Frank Angel |
| description | The purpose of this work is to expose the influence of neuromarketing in the purchase decision of the inhabitants of the canton Sucre, specifically within the sector of Leonidas Plaza, and how this content is affecting the decisions of those establishments in accordance with the gastronomic, tourist, hotel and economic spaces. Neuromarketing is translated as the use of theoretical and practical knowledge of neuroscience, applied to traditional market research, in which both verbal and nonverbal consumer information is used to obtain greater certainty of the results obtained, it is in this context where neuromarketing comes into play, that is, the science that studies the consumer's decision-making process. The post-COVID-19 consumer is different because he lives in an altered physiological situation and this has repercussions on his emotions, clearly changing the existing relationship with brands and how they acquired products and services. The study of neuromarketing for companies has ceased to be the same, for the reason that previously its focus was only the visual messages and the interpretation of those, with the change that had the pandemic of COVID-19, this type of approach was in the background because it not only serves to, excite the consumer, but to captivate them to ensure the survival of business in the market. The methodology applied for the collection of data or information were the primordial surveys, which allowed to detail with better measure and accuracy if the entrepreneur is prepared to face the new emotions that the consumer has acquired after the pandemic, in addition, if these businessmen have developed new strategies of persuasion and visibly the application of the management in the part of neuromarketing with the purpose that the clients decide to choose them before changing them. |
| format | Article |
| id | citeisa-5534 |
| institution | OJS - REV_LOGINN |
| record_format | dc |
| spellingShingle | Neuromarketing and its influence on the management of post-COVID-19 emotions Lemoine Quintero, Frank Angel |
| title | Neuromarketing and its influence on the management of post-COVID-19 emotions |
| url | https://revistas.sena.edu.co/index.php/LOG/article/view/5534 |
