{"id":7789,"date":"2018-11-06T14:30:08","date_gmt":"2018-11-06T13:30:08","guid":{"rendered":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/?p=7789"},"modified":"2020-06-22T12:08:13","modified_gmt":"2020-06-22T10:08:13","slug":"neuromarketing-tecnicas-neurociencia-aplicadas-marketing","status":"publish","type":"post","link":"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/","title":{"rendered":"Neuromarketing: T\u00e9cnicas de la Neurociencia aplicadas al Marketing"},"content":{"rendered":"<div class=\"blogs-antes-del-contenido\" id=\"blogs-1886930709\"><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\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/\" data-essbisPostTitle=\"Neuromarketing: T\u00e9cnicas de la Neurociencia aplicadas al Marketing\" data-essbisHoverContainer=\"\"><p>La mayor\u00eda de las empresas se est\u00e1n dando cuenta que para llegar a los consumidores hay que conectar con sus sentimientos, as\u00ed se podr\u00e1 recibir una respuesta positiva hacia el producto o la marca. Esto es lo que se conoce como <strong><a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">marketing emocional<\/a>.<\/strong><\/p><div class=\"blogs-contenido\" id=\"blogs-2739412609\"><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><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_el_Neuromarketing\"><\/span>\u00bfQu\u00e9 es el Neuromarketing?<span class=\"ez-toc-section-end\"><\/span><\/h2><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_76 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6ab53f15aabba\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6ab53f15aabba\"  aria-label=\"Alternar\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/#%C2%BFQue_es_el_Neuromarketing\" >\u00bfQu\u00e9 es el Neuromarketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/#Herramientas_que_se_utilizan\" >Herramientas que se utilizan<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/#Resonancia_magnetica_funcional\" >Resonancia magn\u00e9tica funcional<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/#Eye_Tracker_test_de_reacciones_implicita_y_explicita\" >Eye Tracker: test de reacciones impl\u00edcita y expl\u00edcita<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/#5_mejores_libros_de_Neuromarketing_en_castellano\" >5 mejores libros de Neuromarketing en castellano<\/a><\/li><\/ul><\/nav><\/div>\n\n<p>La <strong>Neuromercadotecnia<\/strong> analiza los niveles de emoci\u00f3n, atenci\u00f3n y memoria dependiendo de los est\u00edmulos percibidos conscientemente o subconscientemente. Su finalidad es obtener datos referentes a la reacci\u00f3n de los consumidores para una mejor gesti\u00f3n de los recursos destinados al Marketing.&nbsp;<strong>El Neuromarketing<\/strong>&nbsp;investiga y <strong>estudia c\u00f3mo se comporta el cerebro en un proceso de compra. <\/strong>Esta ciencia se centra en tres aspectos claves:<\/p>\n<ul>\n<li>Atenci\u00f3n<\/li>\n<li>Emoci\u00f3n<\/li>\n<li>Memoria.<\/li>\n<\/ul>\n<p>Utiliza las mediciones de la&nbsp;<strong>actividad cerebral<\/strong>, <strong>ritmo card\u00edaco<\/strong>, <strong>niveles de sudoraci\u00f3n <\/strong>para obtener conclusiones<strong>. <\/strong>Tambi\u00e9n las reacciones emocionales a im\u00e1genes, seguimiento de los puntos donde el voluntario fijaba la mirada, etc.<\/p>\n<p><a href=\"https:\/\/www.linkedin.com\/in\/antoniogonzalezneuromarketing\/\"><strong>Antonio Gonz\u00e1lez Morales<\/strong><\/a>, presidente de la <strong>Asociaci\u00f3n Espa\u00f1ola de Neuromarketing y Neurocomunicaci\u00f3n<\/strong> (<strong>AENENE<\/strong>) y pionero en la investigaci\u00f3n cient\u00edfica en este campo en Espa\u00f1a, define el Neuromarketing a partir de la definici\u00f3n de marketing de <strong>Philip Kotler<\/strong>: \u201cEl NeuroMarketing es el uso de las neurociencias con la finalidad de facilitar y mejorar la creaci\u00f3n, la comunicaci\u00f3n y el intercambio de acciones, servicios y productos de valor entre grupos e individuos que necesitan y desean satisfacer sus necesidades mediante estos intercambios\u201d.<\/p>\n<p>El <strong>Neuromarketing<\/strong> incluye tres disciplinas:<\/p><div class=\"blogs-contenido_3\" id=\"blogs-2067501868\"><!------------------------   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<ul>\n<li>Econom\u00eda<\/li>\n<li>Psicolog\u00eda cognitiva<\/li>\n<li>Neurociencia<\/li>\n<\/ul>\n<p>Se ha demostrado que <strong>entre el 85% y el 95% de las decisiones de compra son inconscientes<\/strong>, por ello el Neuromarketing utiliza las bases de la neurociencia para explicar por qu\u00e9 una persona opta por un producto. As\u00ed podr\u00e1 desarrollar una campa\u00f1a que potencie el atractivo de la oferta.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Herramientas_que_se_utilizan\"><\/span>Herramientas que se utilizan<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><span class=\"ez-toc-section\" id=\"Resonancia_magnetica_funcional\"><\/span>Resonancia magn\u00e9tica funcional<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Una diadema en la cabeza y un anillo en uno de los dedos que ofrecen mucha informaci\u00f3n de los voluntarios. A estos se les presentan im\u00e1genes, sabores, olores, mensajes o audios y se recogen sus reacciones.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Eye_Tracker_test_de_reacciones_implicita_y_explicita\"><\/span>Eye Tracker: test de reacciones impl\u00edcita y expl\u00edcita<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>Recogen <strong>datos<\/strong> que se asocian a unos <strong>indicadores<\/strong> para elaborar el diagn\u00f3stico final. Consiste en la activaci\u00f3n emocional, los impactos por multisegundo, la valencia emocional, el nivel de atenci\u00f3n, el de memorizaci\u00f3n, la atenci\u00f3n visual y la exploraci\u00f3n visual.<\/p>\n<p>Los sectores de aplicaci\u00f3n&nbsp;son m\u00faltiples: la alimentaci\u00f3n, el comercio, el turismo, la pol\u00edtica, los deportes, la industria, el entorno digital, etc. Los <strong>tipos de Neuromarketing<\/strong> podemos agruparlos en:<\/p><div class=\"blogs-contenido_2\" id=\"blogs-135714384\"><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<ul>\n<li>Visual: precios acabados en <em>,99<\/em>&nbsp;o <em>,95<\/em>, tambi\u00e9n la localizaci\u00f3n de cada producto e iluminaci\u00f3n.<\/li>\n<li>Auditivo: m\u00fasica utilizada en los establecimientos.<\/li>\n<li>Kinest\u00e9sico: como olores a pan recien hecho.<\/li>\n<li>Otros: tama\u00f1o del carro de la compra o ruedas trucadas.<\/li>\n<\/ul>\n<p><a href=\"https:\/\/twitter.com\/matriculadores\"><strong>\u00c1ngel Moreno<\/strong><\/a> (Director del M\u00e1ster en Marketing Digital de IMF Smart Education. PHD por la Universidad Complutense de Madrid, MBA-E por ICADE) realiza una <a href=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/5-mejores-libros-neuromarketing\/\">clasificaci\u00f3n de libros de neuromarketing<\/a>.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_mejores_libros_de_Neuromarketing_en_castellano\"><\/span>5 mejores libros de Neuromarketing en castellano<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<ul>\n<li><em>Neuromarketing<\/em><strong>, del profesor \u00c1lvarez del Blanco.<\/strong><\/li>\n<li><em>Las trampas del deseo<\/em><strong>, de Dan Ariely <\/strong>o c\u00f3mo controlar los impulsos irracionales que nos llevan al error<strong>. <\/strong><\/li>\n<li><em>\u00bfCompras con el coraz\u00f3n o con el cerebro?<\/em><strong> De Alexia de la Morena y Francisco Misiego. <\/strong><\/li>\n<li><em>Neuromarketing: el nervio de la venta<\/em><strong> de Patrick Renvoice y Christophe Morin.<\/strong><\/li>\n<li><em>Neuromarketing<\/em>, de <strong>N\u00e9stor. P Braidot<\/strong>.<\/li>\n<\/ul>\n<h3><\/h3>\n<p><strong><a href=\"https:\/\/www.linkedin.com\/in\/luishernandoberasaluce\/\">Luis Hernando Berasaluce<\/a>,<\/strong> Alumno del&nbsp;<a href=\"https:\/\/www.imf-formacion.com\/masters-profesionales\/master-marketing-comunicacion\">M\u00e1ster en Marketing Digital<\/a> de <a href=\"https:\/\/www.imf-formacion.com\/\">IMF Smart Education<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<input type=\"hidden\" value=\"\" data-essbisPostContainer=\"\" data-essbisPostUrl=\"https:\/\/blogs.imf-formacion.com\/blog\/marketing\/neuromarketing-tecnicas-neurociencia-aplicadas-marketing\/\" data-essbisPostTitle=\"Neuromarketing: T\u00e9cnicas de la Neurociencia aplicadas al Marketing\" data-essbisHoverContainer=\"\">","protected":false},"author":3,"featured_media":7796,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"kt_blocks_editor_width":"","footnotes":""},"categories":[291],"tags":[8772,8762,288],"class_list":["post-7789","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-neuromarketing-2","tag-mercadotecnia","tag-neurociencia","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>Neuromarketing: T\u00e9cnicas de la Neurociencia aplicadas al Marketing<\/title>\n<meta name=\"description\" content=\"El Neuromarketing\u00a0investiga y estudia c\u00f3mo se comporta el cerebro en un proceso de compra. 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