Es la teoría microeconómica tradicional acertada a la hora de entender y/o explicar el comportamiento del consumidor y, por ende del mercado, a comparación del neuromarketing
Castellanos Rojas, Oscar
Briceño Preciado, Danna
As time passes, science, technological development and the constant search to find new truths, more reliable and responding more assertively the various questions of humanity, have managed to redefine the theories and axioms that once were taken as a dogma to be followed in different disciplines and aspects of society and industry. The traditional conception we have of the mind and the consumer behavior had significant gaps in terms of applicability and generalization of their theories. They propose that humanity develops their purchasing decisions purely on rational analysis and attached to temporary structures to manage their money, which is an assumption that is not generally applied by the most of the population in a conscientious way. We are not 100% rational agents with a complete information flow in a perfect market under all economic precepts but people with feelings and senses. We react to situations, moods and stimuli, where our brain permanently receives the entire cognitive context that gives us the environment and then acts (and purchases) in different ways. That's where Neuromarketing is born as a clear example of this search for a new truth. One where understanding the consumer does not give up its most real fact, their reactions, these really define what you like or not and identifies that significant boost, powerful enough, to influence your buying decision. That is why Neuromarketing has ventured to explore the deepest and accurate consumer element, it´s brain. Moving away from traditional techniques of market research, where consumers can distort the information they perceive from a product or an ad campaign by various social and psychological reasons, the Neuromarketing study has entered the consumer and his brain through biometric techniques, which exposes consumers to marketing and analyzes their brain reactions in terms of interest, adrenaline, active memory and feelings, supported by techniques such as “eye tracking” , where consumer visual interactions helps to identify hot spots of interest in a particular piece of advertising. But the study, defined by some as “invasive act toward the consumer freedom” in terms of privacy and free will of the consumers, must be responsibly managed and placed under a scientific context, where the only purpose is to generate new hypotheses and theories to a better understanding of consumer behavior without crossing the boundaries of control. The very existence of Neuromarketing starts between the creation of new methods of approaching the consumer thinking, the effectiveness of their knowledge given to industry and the social yoke that attacks this science because of the potential coercion of consumers thinking due to their findings.