Estado del Arte sobre la Investigación en Neuromarketing en Colombia, Latino-américa y Norteamérica Durante el Periodo de Tiempo 2008-2016
Fecha
2016Registro en:
Rodríguez Trujillo, Paula Alejandra; Perdigón Camacho, Daniel Esteban. (2016). Estado del Arte sobre la Investigación en Neuromarketing en Colombia, Latino-américa y Norteamérica Durante el Periodo de Tiempo 2008-2016. Universidad Santo Tomas. Bogotá
reponame:Repositorio Institucional Universidad Santo Tomás
instname:Universidad Santo Tomás
Autor
Rodríguez Trujillo, Paula Alejandra
Perdigón Camacho, Daniel Esteban
Institución
Resumen
The objective of this project was to conduct “un estado del arte” of the research on
Neuromarketing in Colombia, Latin America, and North America, through the collection of 63
articles of which were accessed through the Universidad Santo Tomas and free databases. These
were organized and classified in a matrix of data. From the analysis of its content, through axial
encryption, open and selective using the software AtlasTi version 7.5, the analyzed articles were
of scientific, revision, and reflection matter, highlighting the aspects of major interest through
four categories (meaning of Neuromarketing, theory focus, techniques and tools of
Neuromarketing and the convergence of the research in Neuromarketing). The results led to
contemplate the situation that is currently under investigation in Neuromarketing in each region
studied , where large contributions to the matter and the differences that exist in this field were
evident , which is identified is that at the level of Latin America and Colombia there is a field to
explore and substantiate , with emerging empirical evidence against North America , this taking
into account technological progress with these count as fMRI (Functional magnetic resonance
imaging) , EEG (electroencephalogram ), among others , in addition to exploration scientific that
is performed