Palavras chave

Neuromarketing, marketing, pesquisa de mercado, eficácia, publicidade, anúncio, memória, emoção

Resumo

Desde o século passado temos presenciado uma evolução constante das técnicas de comunicação publicitárias na tentativa de adaptar-se às novas realidades sociais do mercado. Como recurso estratégico, a Neurociência oferece uma nova perspectiva, por permitir explorar motivos difíceis de verbalizar, ou inconscientes, que há por trás do comportamento dos consumidores. Este trabalho tem como objetivo descobrir a relação entre as emoções induzidas pelas mensagens publicitárias audiovisuais e seu impacto na memória dos participantes. Para alcançar este objetivo, realizou-se um experimento com oito mensagens publicitárias audiovisuais (seis representações de seis emoções básicas: alegria, surpresa, ira, nojo, medo e tristeza; e dois racionais) no qual foram utilizadas, por um lado, técnicas de Neuromarketing, como a atividade elétrica cardíaca (ECG) e a atividade elétrica da pele (AEP) dos sujeitos; e, por outro lado, uma técnica de pesquisa convencional, um questionário aplicado aos sujeitos que participaram na pesquisa. Os resultados mostram variações nas medidas realizadas nas mensagens correspondentes à alegria, surpresa e ira, enquanto que, tanto para a lembrança sugerida pela mensagem transmitida como para a atividade do anunciante, o anúncio com melhores resultados foi o da tristeza, anúncio que também foi considerado o mais atraentes para os participantes.

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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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