masterThesis
Análisis comparativo del neuromarketing desde dos perspectivas teóricas planteadas por Leon Zurawicki y Martin Lindström
Fecha
2018Registro en:
658.834 R896
Autor
Rubio Hernández, Vivian Alicia
Institución
Resumen
This document aims to establish a theoretical comparison from marketing practices and strategies that, based on the application of neurosciences, exert manipulation in consumer purchasing decisions -- This comparison was carried out according to the critical analysis of the proposal of two authors who have a place of recognition in the world of neuromarketing and according to four fundamental axes of comparison, which are: the notion of neuromarketing, its impact From the point of view of the biochemistry of the brain, the ethical implications of the practice of neuromarketing and the positioning of each author in the face of criticism -- On the one hand, it is found, in the academic and scientific perspectives, Leon Zurawicki (2010) and, according to the practical and commercial viewpoints, the author Martin Lindström (2011) -- Each one explores, based on their experience in marketing, what strategies and practices have the sole objective of achieving positioning, not only in the lives of consumers but in their minds, of a product or service