{"id":4448,"date":"2016-07-18T08:30:59","date_gmt":"2016-07-18T06:30:59","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=4448"},"modified":"2020-07-27T01:25:57","modified_gmt":"2020-07-26T23:25:57","slug":"dopamina-neuromarketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/dopamina-neuromarketing\/","title":{"rendered":"Dopamina y Neuromarketing: el c\u00f3ctel perfecto para vender m\u00e1s"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-2680217117\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/descargar-gratis-guia-mejor-perfil-linkedin-perfecto\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/d2xtbylwu97mzb.cloudfront.net\/\/blog\/prevencion-riesgos-laborales\/wp-content\/uploads\/2020\/06\/730x67-Guia-Linkedin.gif\";>\r\n<\/a><\/div><input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/dopamina-neuromarketing\/\" data-essbisPostTitle=\"Dopamina y Neuromarketing: el c\u00f3ctel perfecto para vender m\u00e1s\" data-essbisHoverContainer=\"\"><p>El neuromarketing nos sirve para conocer cu\u00e1les son las motivaciones que llevan a un determinado cliente a realizar una compra.<\/p><div class=\"blogs-contenido\" id=\"blogs-376420740\"><a class=\"adi-banner-programa-imf adi-marco\" href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\" target=\"_blank\" title=\"Ir al M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<img srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif 1x, https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280@2x.gif 2x\"\r\nsrc=\"https:\/\/blogs.imf-formacion.com\/blog\/img\/banners\/marketing-digital-336x280.gif\"  alt=\"M\u00e1ster en Marketing y Comunicaci\u00f3n Digital\">\r\n<\/a><\/div>\n<h2><strong>Teor\u00eda de Maslow.<\/strong><\/h2>\n<p>La pregunta sobre qu\u00e9 genera esta motivaci\u00f3n de compra puede ser abordada desde distintos enfoques. El m\u00e1s com\u00fan parte del an\u00e1lisis de las necesidades humanas a trav\u00e9s de la<strong><a href=\"https:\/\/blogs.imf-formacion.com\/blog\/recursos-humanos\/capital-humano\/para-que-sirve-piramide-de-maslow\/\"> teor\u00eda de Maslow<\/a>. <\/strong><\/p>\n<p>Dicha teor\u00eda clasifica en distintos niveles dentro de una pir\u00e1mide <strong>dichas necesidades y la motivaci\u00f3n o deseo de satisfacerlas<\/strong>. En la base, encontramos las m\u00e1s b\u00e1sicas como son las fisiol\u00f3gicas, en el siguiente nivel est\u00e1n las relacionadas con la seguridad, sobre estas est\u00e1n las sociales seguidas de las de estima o ego, hasta llegar a la cima de la pir\u00e1mide en la que encontramos las necesidades de auto-realizaci\u00f3n.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-4450\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/07\/Pir\u00e1mide-de-Maslow-300x181.png\" alt=\"Pir\u00e1mide-de-Maslow\" width=\"300\" height=\"181\" srcset=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/07\/Pir\u00e1mide-de-Maslow-300x181.png 300w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/07\/Pir\u00e1mide-de-Maslow-768x463.png 768w, https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2016\/07\/Pir\u00e1mide-de-Maslow.png 875w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/p>\n<p>En relaci\u00f3n a esto, es muy importante se\u00f1alar que no siempre seguimos un orden en el cual satisfacemos nuestras necesidades b\u00e1sicas primero, de hecho, podemos estar tan centrados en nuestra propia auto-realizaci\u00f3n que llegamos a obviar las necesidades m\u00e1s primarias.<\/p>\n<h2>La motivaci\u00f3n<\/h2>\n<p>Una vez que conocemos los distintos niveles de necesidades entendemos la <strong>motivaci\u00f3n<\/strong> como una relaci\u00f3n entre \u00e9stas y la conducta que nos lleva a satisfacerlas. De esta manera, podemos analizar cu\u00e1les ser\u00edan las necesidades de nuestros clientes, clasificarlas, por ejemplo, con el <strong>m\u00e9todo MICASO:<\/strong> acr\u00f3nimo de moda, inter\u00e9s, comodidad, atenci\u00f3n, seguridad y orgullo, para finalmente, estimular al posible cliente para hacer que satisfaga sus necesidades con nuestro producto.<\/p><div class=\"blogs-contenido_3\" id=\"blogs-3215359968\"><!------------------------   M\u00e1ster Oficial en Direcci\u00f3n de Comercial y Marketing-336x280   ------------------------>\r\n<script type=\"text\/javascript\">\r\nvar bannersnack_embed = {\"hash\":\"bztk0c17y\",\"width\":336,\"height\":280,\"t\":1594306553,\"userId\":38949682,\"type\":\"html5\"};\r\n<\/script>\r\n<script type=\"text\/javascript\" src=\"\/\/cdn.bannersnack.com\/iframe\/embed.js\"><\/script><\/div>\n<p>Otro enfoque, sobre la motivaci\u00f3n de compra lo tenemos en el <strong>neuromarketing<\/strong>, <strong>Patrick Renvoise<\/strong> lo define como un \u201cmodelo de previsibilidad de<em> marketing <\/em>anclado a la neurociencia. Espec\u00edficamente, el neuromarketing es la ciencia de la decisi\u00f3n humana. El neuromarketing aplicado es utilizar los hallazgos de la neurociencia para mejorar ventas y marketing\u201d.<\/p>\n<h2><strong>Estudio del cerebro<\/strong><\/h2>\n<p>Gracias a la neurociencia sabemos que existe una<strong> conexi\u00f3n entre el cerebro reptiliano, m\u00e1s primitivo y el cerebro racional<\/strong>, m\u00e1s evolucionado; de esta relaci\u00f3n entre ambos surgen distintos comportamientos, entre ellos est\u00e1n las compras compulsivas, que pueden llegar a suponer hasta un 90%.<\/p>\n<p>En este proceso tiene un papel muy importante la <strong>dopamina<\/strong>, que regula la motivaci\u00f3n y el deseo y <strong>hace que repitamos conductas<\/strong>, de esta manera, cuando vivimos una experiencia agradable generamos dopamina, que nos ayuda a memorizar ese momento como algo positivo que vamos a querer repetir m\u00e1s adelante, de esta manera obtenemos una sensaci\u00f3n de recompensa: una motivaci\u00f3n.<\/p>\n<p>A trav\u00e9s del<strong> neuromarketing<\/strong> se estudian estas reacciones dentro de nuestro cerebro y las emociones que las provocan, entendiendo este proceso podemos generar esta motivaci\u00f3n utilizando distintos est\u00edmulos para activarla, siempre ser\u00e1 m\u00e1s efectivo un estimulo emocional que uno racional.<\/p><div class=\"blogs-contenido_2\" id=\"blogs-2681921430\"><a href=\"https:\/\/www.imf-formacion.com\/comunicacion\/masterclass-marca-personal-juanmaromero\/\/\" target=\"_blank\">\r\n\t<img decoding=\"async\" src=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/wp-content\/uploads\/2020\/07\/guia-para-mejorar-tu-marca-personal.gif\"  alt=\"Gu\u00eda para mejorar tu marca personal\">\r\n<\/a><\/div>\n<p>De esta manera entendemos que, en determinados casos, la motivaci\u00f3n de compra de los consumidores puede estar m\u00e1s ligada a revivir emociones positivas que a cubrir sus necesidades.<\/p>\n<p>Autor: \u00a0 Victor Llorente Benito, \u00a0Alumno del\u00a0<strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\"><span style=\"color: #993300;\">Master en Marketing Digita<\/span>l<\/a><\/strong> de <span style=\"color: #993300;\"><strong><a style=\"color: #993300;\" href=\"https:\/\/www.imf-formacion.com\/\">IMF Smart Education<\/a><\/strong><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/dopamina-neuromarketing\/\" data-essbisPostTitle=\"Dopamina y Neuromarketing: el c\u00f3ctel perfecto para vender m\u00e1s\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":4449,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[4,291],"tags":[288],"class_list":["post-4448","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing-online","category-neuromarketing-2","tag-neuromarketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v20.4 (Yoast SEO v26.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Dopamina y Neuromarketing: el c\u00f3ctel perfecto para vender m\u00e1s<\/title>\n<meta name=\"description\" content=\"A trav\u00e9s del neuromarketing se estudia las reacciones en nuestro cerebro y las emociones que las provocan, tomando \u00e9stas para generar ciertas conductas.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, 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