Palabras clave

Neuromarketing, marketing, investigación de mercado, eficacia, publicidad, anuncio, memoria, emoción

Resumen

Desde el siglo pasado hemos presenciado una evolución constante de las técnicas de comunicación publicitarias en un intento de adaptación a las nuevas realidades sociales del mercado. Como recurso estratégico, la Neurociencia aporta una nueva perspectiva al permitir explorar aquellos motivos difíciles de verbalizar o inconscientes que hay detrás de los comportamientos de los consumidores. El presente trabajo tiene como objetivo descubrir la relación entre las emociones inducidas en los mensajes publicitarios audiovisuales y su impacto en el recuerdo de los sujetos. Para alcanzar este objetivo se ha realizado un experimento con ocho mensajes publicitarios audiovisuales (seis representativos de seis emociones básicas: alegría, sorpresa, ira, asco, miedo y tristeza; y dos racionales) en el que se han utilizado, por un lado, técnicas de Neuromarketing como son la actividad eléctrica cardíaca (ECG) y la actividad eléctrica de la dermis (AED) de los sujetos; y, por otro, una técnica de investigación convencional, un cuestionario aplicado a los sujetos que han participado en la investigación. Los resultados ponen de manifiesto variaciones en las medidas realizadas en los mensajes correspondientes a la alegría, la sorpresa y la ira, mientras que, tanto para el recuerdo sugerido del mensaje trasmitido como para la actividad del anunciante, el anuncio con mejores resultados ha sido el de la tristeza, anuncio que también ha sido considerado el más atractivo para los sujetos participantes.

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Ficha técnica

Recibido: 30-12-2016

Revisado: 27-01-2017

Aceptado: 13-03-2017

OnlineFirst: 15-05-2017

Fecha publicación: 01-07-2017

Tiempo de revisión del artículo : 28 (en días) | Media de tiempo de revisión de los manuscritos del número 52: 36 (en días)

Tiempo de aceptación del artículo: 73 (en días) | Media tiempo aceptación de los manuscritos del número 52: 95 (en días)

Tiempo de edición OnlineFirst: 137 (en días) | Media tiempo edición de los OnlineFirst del número 52: 160 (en días)

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Baraybar-Fernández, A., Baños-González, M., Barquero-Pérez, ., Goya-Esteban, R., & de-la-Morena-Gómez, A. (2017). Evaluation of emotional responses to television advertising through neuromarketing. [Evaluación de las respuestas emocionales a la publicidad televisiva desde el Neuromarketing]. Comunicar, 52, 19-28. https://doi.org/10.3916/C52-2017-02

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