Neuromarketing, Big Data e IA: La ciencia detrás del deseo de compra.

Cayancela Sánchez, Jairo Neuromarketing, Big Data e IA: La ciencia detrás del deseo de compra., 2024 [Report]

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English abstract

This report investigates the phenomenon of purchase desire through the lens of neuromarketing, a discipline that merges neuroscience and psychology to uncover how consumers make decisions. Neuromarketing is defined as the analysis of brain responses to marketing stimuli, highlighting its ability to shape consumer behavior and preferences. The report examines the brain processes involved in decision-making, identifying key areas such as the prefrontal cortex, responsible for planning and reasoning; the limbic system, which regulates emotions; and the reptilian brain, which controls basic instincts. These findings demonstrate that purchasing decisions are predominantly emotional rather than rational, challenging the traditional notion that consumers act logically. The report also explores the intersection of neuromarketing and emerging technologies such as Big Data and Artificial Intelligence (AI). It discusses how these tools enable companies to personalize their marketing strategies by analyzing behavior patterns and individual preferences, thereby intensifying the desire to purchase by emotionally resonating with consumers. Furthermore, the ethical implications of neuromarketing are addressed, emphasizing the need for responsible practices that respect consumer privacy. In an environment where emotional manipulation can be effective, it is crucial to establish a balance between persuasion and ethics.

Item type:	Report
Keywords:	Neuromarketing, Marketing, IA, Big Data
Subjects:	B. Information use and sociology of information B. Information use and sociology of information > BF. Information policy B. Information use and sociology of information > BZ. None of these, but in this section. C. Users, literacy and reading. F. Management. F. Management. > FB. Marketing. I. Information treatment for information services > IZ. None of these, but in this section.
Depositing user:	Jairo Cayancela Sánchez
Date deposited:	16 Jun 2025 13:45
Last modified:	16 Jun 2025 13:45
URI:	http://hdl.handle.net/10760/46852

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